How-tos for Generational Marketing to Millennials vs. Gen Z

Millennials and Generation Zers are both notorious for shaking up the status quo in more ways than one. They’ve both broken out of a shell that generations prior were determined to mold themselves to. This fact, along with their closeness in age, have led many to believe that they have a lot of commonalities that can accommodate similar generational marketing strategies.

Millennial and Gen-Z Marketing

While they are adjacent generations, the qualities in which they have gained notoriety differ, especially as consumers. The rise of the newest wave of consumers, who make up roughly 40% of all customers in the market, is certainly creating changes as Gen Z’s desires are not perfectly aligned with their older generational neighbors. The people who make up this group were born between 1997 and 2012.

At the same time, this does not imply that advertisers should stop pushing their marketing efforts toward Millennials. Simply put, Millennials largely contribute to the U.S. economic capital with a generational wealth estimated at $24 trillion. This group is made up of people born between 1981 and 1996.

With these statistics in mind, it is important that brands learn how to make the most of both unique generational consumer behaviors. Here are different elements advertisers should keep in mind when targeting a Millennial vs. a Gen Z demographic.

Similarities

Before we break down the differences these two generations have as consumers, it’s important to acknowledge they do still have quite a bit in common. First, both groups are well-versed in social media and the amount of time they spend plugged in doesn’t vary too drastically.

Even at an average of 20 minutes less per day, Millennials were young and impressionable when the age of the Internet came to be and, as such, they are just about as savvy in social media as is Gen Z.

Second, both generations place importance on diversity, equality, and progressive social values. In contrast to generations prior, Millennials and Gen Zers have questioned many social norms that Boomers and Gen Xers have accepted as reality.

Though there are undoubtedly many similarities in the grand scheme of things, these generational differences must also be considered in order for marketers to successfully cater to both.

Attitude Toward Spending

Interestingly, the way Millennials’ and Gen Zers’ finances differ is quite great.

Many Millennials were young adults when the Great Recession hit the U.S. in 2007. Growing up with a poor economy at large taught this group to place value on quality over quantity, as they remain mostly optimistic about their personal finances.

With Gen Z being quite young at the start of the economic downturn, this generation adopted the notion of practicality and financial preparation from an early age.

How Can Brands Successfully Cater to Both Spending Behaviors?

For Millennials, quality over quantity means they are looking to invest their money in brands that create a unique product or experience that will noticeably enhance their quality of living. Millennials are inclined to do significant research before making a purchase, ensuring they’ve found the most beneficial product or experience for them. This is good news for marketers, as Millennials are constantly on the lookout for the next best thing to help them in their everyday lives. All brands need to do is prove they are the ones Millennials should be investing their time and money in, and they may have customers for life.

For Gen Z, it’s best to get right to it. Let the consumer know exactly why the product or experience is the best one for them and why it’s worth the money. As previously mentioned, this generation is very focused on responsible spending as a result of their early memories of the Great Recession. So, if you want to sell to Gen Z, make sure you keep your brand’s feet firmly planted on the ground. Approach selling in a practical manner and make sure your product has a clear purpose for its consumer.

Feeling Connected Through Social Media

It is apparent that both generations are avid social media users, and the feeling of connection that social media creates is well enjoyed by both. However, the ways they best receive those feelings of connection vary.

Millennials feel most connected through the more traditional sharing, pinning, and forwarding; predominantly on Facebook, Instagram, and Twitter.

Gen Zers have had social media at their fingertips for the majority of their lives and, as a result, they consume more media on fewer platforms. This group is very visual and prefers rapid consumption, mainly through Instagram, YouTube, Snapchat and, most recently, TikTok.

How Can Brands Leverage Connection in Their Marketing Efforts?

Millennials prefer the more traditional social media platforms and sharing techniques, because they’re easy ways to feel seen and heard. Brands can leverage this in their customer journeys through interaction: asking consumers questions, encouraging them to communicate in comments sections, and more. This creates a space where Millennials feel valued and contributes to their attitude that a brand can better their lives on a deeply personal level.

Gen Z’s short attention span makes their marketing needs exclusively geared toward them. Cut to the chase and get down to benefits of the product — this is the best way to reach them on their preferred social platforms. Utilizing influencers for brand marketing is an effective way to connect to this audience. With 10-second Instagram stories and #sponsored posts, brands can use their preferred social platforms to connect in a unique way that feels authentic to Gen Z.

Embracing Generational Differences as Marketers and Advertisers

As two groups who came one after the other, it’s no surprise that Millennials and Generation Z are very similar. Both known for questioning common ideas the predecessing generations easily accepted, the two generations have redefined marketing in a new era for brands. They value authenticity, social responsibility, and inclusion. But both have different consumer behaviors when it comes to their finances and how they connect. For marketers, it is more important than ever to optimize and strategize based on their ever-changing habits as consumers

An Instagram World With No ‘Likes’ — How Does the Test Impact Advertisers, Users?

Instagram made a big move. What’s the official motive behind testing a social media world with no “likes”?

The CEO of Instagram, Adam Mosseri, stated in the announcement that the test in the U.S. and Canada was “about creating a less pressurized environment, where people feel comfortable expressing themselves.

Hundreds of Likes

For all intents and purposes, Instagram’s latest power move has an alibi: The platform claims to be more concerned with the well-being of its users than with making a profit. Whether or not the company’s true motives are in line with reducing mental illness in its young users — including their stress, anxiety, and depression — the test has certainly changed the way the platform operates.

Diving into the many possible outcomes of this potential change is essential for marketers and Instagram users, alike, in order to best understand what to expect from the future of social media.

Whether positive or negative, the removal of likes has garnered opinions from the masses. Feelings toward the test range from anger to animosity to excitement. The fact of the matter is, likes have been a major catalyst in the way Instagram is used and success is measured, both personally and professionally. For brands utilizing influencers for promotion, likes have acted as a currency by showing how engaged an audience is, while effectively helping brands make decisions on whether or not an influencer should endorse their product or not. Without it, the marketplace will have to be optimized by these advertisers as they uncover what’s to come on the forefront of social media marketing.

Why Instagram Users Are Angry

It comes as no surprise that many of the users who are angry fall under the influencer and celebrity category. For many of them, Instagram likes have completely built their platforms as social media stars. Many of them uncovered the amount of engagement it took from early on and were able to build a fan base of loyal likers in order to gain enough clout to start being paid for promotions. It has been hypothesized by some influencers that Instagram doesn’t actually care at all about the well-being of its users. In fact, while its CEO claims the company “will make decisions that hurt the business if they help people’s health,” others are claiming that the test goes deeper than that, and is ultimately in favor of Instagram’s business: It has been hypothesized that this is being done as a means for control.

While influencers do have a home on Instagram, the brand deals and partnerships they forge on the platform do not currently have anything in them for InstagramThus, the removal of likes could make it so that marketers opt to spend their advertising dollars directly through Instagram, more heavily utilizing Instagram’s advertising tools. This begs the question(s): Why would they no longer go through influencers? Can they still get a feel for the overall engagement a user has? Unfortunately, because the metrics marketers rely on when selecting influencers will no longer be visible, it may become challenging to obtain real and true metrics, as these numbers can be easily manipulated if sent over from the source.

And frankly, for some losing likes simply means stripping down and removing their online social status, and they don’t like it. The measurement of likes acts as a symbol for popularity and fame, and many have expressed their dislike toward the change because of this. Removing likes will make it harder for users to determine if someone is cool simply by measurement, and understandably, for those for which Instagram has helped shape careers, this poses a threat to their success.

Why Instagram Users Are Excited

More obviously, many Instagram users are excited; particularly younger users and their parents. Having the platform to rely on for social status and humble brags has created uncharted territory in the adolescent social scene. Likes are the most obvious cool factor when looking at a user’s profile. For regular users who peruse Instagram as a social tool and not to create a business, the pressure to depend on likes as a means of validation, a measurement of self-worth, and a ranking of social status, could completely shift the way young users post. This feeling of “not being enough” if you don’t have the most likes in your social circle is exactly what Instagram claims to be tackling head-on with this test.

But this may not just be a positive change for common users; some influencers have actually expressed their excitement and support for the change, as well. As mentioned, Instagram has evolved over the years from a simple photo-sharing tool to a space where people are constantly trying to be the very best on the scene.

Many users claim that a major shift in the way Instagram was used happened when it changed the feed from chronological order to placing the most engaging posts at the top. The reason many influencers rose to where they were when this change occurred was because people genuinely enjoyed the creative energy they were putting into their profiles. When top-engaging posts were the first thing seen upon opening the app, influencers (and regular users, alike) had to evolve with the change, if they wanted to continue to get the attention they were used to. As a result, many sacrificed their own creativity by means of posting something less original that would guarantee high engagement.

For those who have felt the need to conform to the more popular style of posts, removing likes would mean they may no longer feel constricted or bound to posting things that are guaranteed to perform well (i.e. attract enough likes to deem them relevant enough for the top of the feed). This may allow for a more fruitful array of postings from influencers, celebrities, and young users of Instagram, bringing back into the picture a sense of creative freedom and self-worth.

What It All Means for Users and Marketers, Alike

Whether or not the test is here to stay, the statement it’s made so far has shaken many of its users, and most have an opinion. From regular users — particularly those in Generation Z — to influencers and celebrities, and brands that use Instagram as part of their sales funnel, the feelings of frustration and utter glee are certainly worth evaluating as Instagram chooses how to move forward.