Gen-Z is, without a doubt, the most tech-savvy generation. Growing up with technology from day one, they possess an innate understanding of digital platforms and navigate the online world with ease. This generation's familiarity with technology makes them naturally inclined towards innovations like Bitcoin, often dubbed the "Internet of money". However, traditional marketing strategies such as print ads, billboards, and TV commercials will fall flat with this audience, so how do you reach them?
Understanding Generational Differences
Before diving into effective marketing strategies for Gen-Z, let’s compare them with previous generations.
Gen-Z:
- Born with a smartphone in their hands (almost, but you get it)
- Strong affinity for technology, they never lived in a World without the internet
- Rely heavily on social media apps like Tik-Tok for news and entertainment
- Value personal connections and authenticity
Gen-Y (Millennials like myself):
- The original digital natives (although a tad bit slower on the tech uptake)
- Embrace technology as an essential part of daily life
- Adept at using social media but not as reliant on it as Gen-Z
- All about finding work-life balance and prioritizing experiences
Gen-X:
- Bridge generation between Baby Boomers and Millennials
- Experienced the transition from analogue to digital technology
- Rely on traditional media for news and entertainment
- Prioritize stability and security
Now that’s out of the way and you understand who Gen-Z are and established the differences between the generations let's move on to the marketing bit.
Messages That Resonate with Gen-Z
Authenticity is Key: Gen-Z can detect BS and inauthenticity from a mile away. Your marketing must be genuine, transparent, and relatable. Avoid fluff and empty promises; deliver the real deal.
Personalization and Engagement: they crave personalization and tailored experiences. Gen-Z want to be seen and heard, so make sure you take the time to understand them (at Relai, we survey our users a couple of times per year). In your marketing, help them identify the problem (by educating them), then put your service or product front & center as the solution.
Educational Content: Gen-Z is keen on self-improvement and learning. Your marketing should offer value by educating or entertaining them, the last thing you want to be is boring and without a personality. Personality goes a long way. Provide valuable tips and insights for their journey through the rabbit hole. Consider creating digestible educational content such as free e-books, videos, memes, or an email course with short, actionable lessons. My favorite example of great educational content is My First Bitcoin.
Transparency Builds Trust: Transparency is crucial when dealing with this generation (or any generation, really). They want to know exactly what they’re getting into, how your product works, and what they can expect. The more honest you are, the more likely you’ll earn their trust.
Meme or die: Gen-Z has its unique language, filled with emojis, memes, and abbreviations (It's the culture, stupid.) If you want to catch their attention, be sure to speak their language in your marketing. The more it looks like user-generated content and not an ad, the better it works. The below tweet got us 370k free impressions.
https://x.com/relai_app/status/1637127723268153346
Utilize Short-Form Video Content: Gen-Z prefers quick, engaging content. Short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts can capture their attention effectively. According to a report by HubSpot, Gen-Z spends more than four hours a day on platforms like YouTube, TikTok or Instagram. Create informative and entertaining short videos that showcase the benefits of your Bitcoin app, user testimonials, and quick tips on investing in Bitcoin
Choosing the Right Channels
Effective communication to Gen-Z requires a strategic approach to platform selection. Depending on the size of your team and budget, pick one, two, or all out of Instagram, Twitter, TikTok, Snapchat, Podcasts, and YouTube. These platforms enable authentic and engaging storytelling that appeals to Gen-Z's preference for bite-sized, shareable content.
Influencer marketing works like a charm at Relai. Gen-Z tend to trust and value the opinions of their favorite "online personalities", so getting them to talk about your product will result in increased brand awareness and credibility for your brand. Collaborating with micro-influencers with a solid Gen-Z following is especially effective and cost-efficient.
On a product level, the same principles apply - together with fantastic service, providing added value (gamification, lessons, news, etc.) will lead to deeper engagement, as Gen-Z appreciates interactive and immersive experiences, leading to long-term loyalty and growth.
Marketing to Gen-Z isn’t that much different from other generations if you think about it - take time to understand them, don’t spam them with sales messages at every interaction, and instead, offer value: be genuine, knowledgeable, and entertaining. Stand out by having a personality. The more you can have fun with your marketing, the more likely they’ll be to embrace your brand.
This is a guest post by Imo Babics. Opinions expressed are entirely their own and do not necessarily reflect those of BTC Inc or Bitcoin Magazine.
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