If we were to create a buyer’s profile for Gen Z, it would look like this:
Buyer’s Profile: Gen Z Shopaholic
Even though the above is clearly a tongue-in-cheek description, it contains some very good points that online business owners, local business owners, and marketers should consider using when creating content for their Gen Z customers.
To make your content marketing for Gen Z effective, you must realize that…
Interestingly, content marketing for Gen Z shouldn’t just revolve around selling products; it should be also about giving them a shopping experience that fits their values and daily life. By doing this, brands like yours can build a strong connection with this demographic.
So, before you roll up your sleeves and start adopting all the golden rules, included among others in the Content Marketing Guide, to plan out this amazing shopping experience for Gen Z, see what really makes them buy.
Generation Z, or Gen Z, is a unique group of consumers whose purchasing behaviors are greatly influenced by the digital era in which they grew up. They came of age in a world where the internet was a daily presence, and they are known for being highly active on social media platforms. That’s why it shouldn’t be surprising that according to SurveyMonkey, 29% of Gen Z prefer buying from brands that are present and actively use social media.
The same research shows that for Gen Z, connecting with brands on social media is standard:
It’s also important to mention that Gen Z individuals are often seen multitasking with more than one device at a time, which is a behavior known as “multiscreening.” This means that they can be watching a new TV show on a streaming platform while at the same time doing shopping, or even more probably, researching products. What platforms do they trust? Below, you can find the most popular platforms used by Gen Z for learning things about products they’re considering buying:And if you’re wondering where Gen Z’s shopping journey begins, then look at the graph below:
That being said, we can conclude that these young adults are true digital natives, having been exposed to the world of e-commerce, social media, and smartphones from an early age. As a result, their consumer habits are strictly connected with the digital world. This also means that your content marketing strategy should follow Gen Z’s digital consumer habits. What are those?
INSIGHT #1: Gen Z has a strong preference for online shopping, with the convenience of e-commerce platforms and the ability to browse and purchase products from the comfort of their screens. They are more likely to turn to online marketplaces and web-based stores for their shopping needs.
INSIGHT #2: Social media plays a key role in their shopping journey. Gen Z relies on platforms like Instagram, TikTok, and Pinterest for product discovery and recommendations from influencers or peers. This integration of social media and shopping is commonly referred to as “social commerce.”
INSIGHT #3: Smartphones are the primary shopping tools for Gen Z. They are accustomed to mobile apps, and online stores must ensure that their websites are mobile-friendly and provide a seamless experience for these users.
INSIGHT #4: Gen Z consumers are often price-conscious. They tend to research and compare prices before making a purchase. What’s also interesting, the report from 5WPR shows that 80% of Gen Z will wait for something to become cheaper before they buy it. Why do they do this? It seems to be related to the time they grew up in, which influenced how they think about money.
INSIGHT #5: The same survey indicates that Gen Z places greater importance on items such as electronics, technology, health, wellness, and pets. In contrast, Millennials and those from older generations tend to prioritize travel experiences, home goods, and furniture.
INSIGHT #6: Gen Z shows a distinct interest in supporting small businesses. According to Afterpay:
INSIGHT #7: Gen Z is accustomed to fast-paced, on-demand services. They appreciate same-day delivery, instant access to products and services, and are more likely to favor businesses that offer such rapid fulfillment options.
INSIGHT #8: Authenticity and transparency are highly valued by Gen Z. They seek brands that share similar values and are willing to support those who take a stand on social and environmental issues.
INSIGHT #9: Gen Z places a strong emphasis on sustainability and ethical practices. They are more inclined to support eco-friendly products and companies that are socially responsible.
Right now, Gen Z makes up about 5% of the money spent in the United States. But, in the next few years, that’s predicted to increase to 17%. This means that Gen Z will soon start making a lot more money, and that makes them a significant market for businesses to pay attention to.
This suggests that you should start making your brand familiar to this group of consumers pretty soon. So, how can you grab Gen Z’s attention? The answer is simple: by using a well-planned content marketing strategy. You can start by considering that:
When crafting content marketing strategies, it’s a good idea to remember that both Generation Z and Millennials share many common elements. That’s why it makes sense to turn to some proven techniques such as a content marketing funnel that guides each group from awareness to conversion.
However, to effectively capture Gen Z’s attention, you – an e-commerce website owner or marketer – need to recognize the distinctions between these two demographics. This way you’ll be better at adapting your content and engaging with Gen Z more successfully.
Aspect of Content Consumption | Generation Z Preferences and Opportunities for E-commerce | Millennial Preferences and Opportunities for E-commerce |
Favorite Content Format | Gen Z likes short videos and memes. Use these for showcasing products and fun campaigns. | Millennials prefer longer videos and articles. These are great for detailed product info and brand stories. |
Social Media Usage | Reach Gen Z on TikTok, Instagram, and Snapchat. Use Instagram’s shopping features. | Target Millennials on Facebook, Instagram, and Twitter, and make shopping easy on Instagram. |
Online Shopping Frequency | Gen Z shops online a lot, so ensure your website is mobile-friendly and offers different payment options. | Millennials shop online, but some still visit physical stores. If possible, offer both in-store and online options. |
Streaming Habits | Gen Z uses many streaming services. This is a good place for product placements and partnering with influencers. | Millennials mainly use one or two streaming platforms, so focus on popular ones like Netflix. |
Content Creation | Encourage Gen Z to create content through challenges and reviews. Share their content for social proof. | For Millennials, emphasize user reviews and testimonials as they may share existing content more. |
Brand Loyalty | Gen Z likes trying new brands. Engage them through interactive content and events. | Millennials tend to stick with brands they trust. Build trust through quality products and good service. |
Content Preferences | Make fun and trendy content with challenges and memes for Gen Z. | Create informative content that matches your brand for Millennials. |
Influencers’ Impact | Work with micro-influencers for Gen Z, as they value their opinions. | Partner with macro-influencers who align with Millennial values and interests. |
News Sources | Gen Z uses social media and non-traditional news sources. Share your brand’s values and social responsibility stories. | Millennials trust traditional news more, so focus on credibility and ethical practices in your brand documentation. |
To reach and engage Gen Z effectively, content creators, online businesses, and marketers need to understand what works and what doesn’t with the this demographic.
So, if you’re wondering how to get new customers who were born in the mid-1990s to early 2000s, see the below summary depicting Gen Z’s preferences toward web content.
✔️ Be Interactive: Use polls, quizzes, or fun challenges to get them involved, like “Choose your favorite style.”
✔️ Keep It Short: Share quick and easy-to-understand info instead of long explanations.
✔️ Mix It Up: Share different types of stuff – videos, funny memes, stories, and more.
✔️ Be Real: Show what’s really happening behind the scenes; they like that.
✔️ Quick and Easy: Make sure your website loads fast, and reply to their messages quickly.
✔️ Honesty Matters: Tell them what your brand stands for, and show you’re being truthful.
✔️ Create a Community: Make them feel like they belong by asking for their opinions.
✔️ Add Fun: Use humor and memes that they enjoy, like funny cat videos.
✔️ Short Videos: Share entertaining short videos, especially on TikTok.
✔️ Smartphone-Friendly: Make your website work well on phones, where they often browse.
✔️ Stay Relevant: Talk about things that are important to them, like climate change or trending topics.
❌ Don’t Skip Videos: Don’t focus only on written stuff; they like videos.
❌ Don’t Overload: Avoid giving them too much to read or watch at once.
❌ Don’t Ignore Their Feedback: Pay attention to what they say and don’t neglect their comments.
❌ Don’t Rely on Old-Fashioned Tools: Don’t use outdated advertising methods that they find boring.
❌ Don’t Use Jargon: Don’t use big words and business talk; keep it simple.
So what can you do? For example, if you’re selling fashion, do fun polls to ask which outfit they like. And if you’re a food brand, share quick and tasty cooking videos they can follow. But don’t overwhelm them with a wall of text or boring old ads that don’t grab their attention.
It’s really important for business owners and marketers to grab Gen Z’s attention and keep them as loyal customers. Why? Because Gen Z is a big group of potential customers who can influence others. If you don’t focus on them, soon you’ll have a hard time acquiring new customers and increasing your revenue.
Not to fall behind, consider those 5 factors while creating your content marketing strategy for Gen Z:
If you still feel that creating content that truly resonates with Gen Z is a bit “too much” for you right now, you can always use our content marketing services. They may turn out as a good starting point, helping you understand the preferences and trends. Remember that we’re here to help you simplify this creative process, gather ideas for your Gen Z content marketing, and establish a meaningful connection with this influential demographic.
Gen Z favors straightforward and real interactions and is incredibly quick to recognize insincerity or shady tactics used by some business owners. Building trust and building long-term loyalty among Gen Z audiences depends on showing them honest and genuine content.
As of October 2023, the oldest members of Generation Z, born around the mid-1990s, are in their late twenties, while the youngest, born in the mid-2010s, are around 8 to 10 years old.
Online business owners should consider including Gen Z’s love for online shopping in their content marketing. Top social media platforms like offer unique marketing advantages: Instagram’s visual appeal, TikTok’s short videos, and Snapchat’s urgency. Moreover, Gen Z relies on such platforms for product discovery, often seeking recommendations from influencers or peers.