The most technologically native and arguably the most nostalgic generation yet, us Gen Z youths watch shows like Friends in awe, unable to recollect a time where internet culture didn’t define a part of our friendships and relationships.
Did you that Gen Z account for 33% of all Tweets in the U.S. – more than any other generational segment and that during the first half of this year alone, Gen Z posted more than 2.5 billion Tweets.
Independent, diverse, socially conscious and always connected, Gen Z speaks a language of its own and expects brands to understand and speak it, too and with our spending power at $360 billion and counting, brands are encouraged to start learning and implementing this language.
Part of this language is imagery with Twitter Conversation Report stating that Gen Z are 21% more likely to Tweet with media such as images, videos and GIFs, than all other generations
Therefore, seeing that Gen Z is so media-first, they expect and embrace communication with brands in that way, too. As such, the group turns to Twitter to watch content, accounting for 33% of all video views on the platform from June 2022 to Aug. 2022 across key areas of interest.
If brands want to communicate with and engage Gen Z, they should prioritize video and visual-centric content to Tweet in a language that Gen Z naturally default to for a better chance of sparking a memorable connection and ultimately fostering loyalty.
Speed is also currency when it comes to Gen Z. Social media is very much a part of our daily lives and the cycles of our relationships with peers. Back at school, you wouldn’t make a joke about the Christmas play at Easter if you were trying to impress somebody. The same goes for pop culture. Address major moments in entertainment, stay in the loop with the latest in gaming news and recognize the influence of music on this generation. By showing you actively know and care about what they know and care about, your message will be that much stronger, relatable, and yes, retweet-able.
Having said that, beware of over meme-ing. Brands jumping on memes and trending sounds can come across as cringey and yes, already dated. Cool brands set trends or utilise popular celebrities and influencers to make use of trends in a humorous fashion.
As they continue to grow in purchase power, Gen Z is talking about all things shopping. But as Twitter Conversation Report research discovered, much of their discussion is aspirational. In Gen Z’s world, they’re all their own main character—so no detail is too small when it comes to imagining and manifesting their desired personal aesthetic through social media.
Gen Z’s participation in the shopping conversation is beyond strong—48% are more likely to Tweet about apparel and accessories than any other generation. However while one in five shopping Tweets come from the demographic, these discussions are often about what they want, not what they’ve purchased, and they’re using terms like “tempted” and “excited” with coveted items like “albums” and “phone.” The current economy state may also have an affect on this.
Communication is key. Since we are all the main characters in our worlds, we don’t appreciate hierarchy and being ignored. This is a generation that doesn’t want to just “be heard.” They want to hear back. Keep the conversation going by directly responding to Gen Z’s Twitter musings with equal enthusiasm, helpful details or, if the opportunity strikes, maybe even a collaboration proposal.
Furthermore, Gen Z takes pride in an extremely deep connection with causes ranging from reducing gun violence to promoting women’s rights and men’s health awareness. Most of us, especially those from lower income backgrounds, appreciate transparency – so no greenwashing! As such, they demand brands of all backgrounds be trustworthy, transparent, and actively aligned with their values surrounding topics like inclusivity and sustainability—another reason it is crucial brands take the time to get to know them and what they care about.
In fact, our cause-related brand Tweets are full of emotion, both positive and negative, compared to millennials. Gen Z is 3.2 times more likely to use the word “donates” and 1.7 times more likely to use “organic.” But when they call out brands negatively, they don’t mince words. They are 2.1 times more likely to use “transphobic” and 1.7 times more likely to say “horrible.”
On the up side, Gen Z is starting to harbour a hopeful mindset when it comes to brands, using emerging keywords like “opportunities,” “potential” and “solution” when discussing the topic on Twitter.
Essentially, brands that commit and take action on the same social causes that align with their brand values will find an open and enthusiastic audience on Twitter. Start by authentically selecting causes that align with your brand’s mission and core values, and that you know you can actively support.
