How do you capture the attention of Generation Z on social networks?

June 28, 2023

Generation Z is the first generation to have known a world solely through the Internet. Made up of individuals born between 1997 and 2012, they have reinvented the way we consume and use social networks. Accustomed to the codes of social networks and advertising, they are less malleable when it comes to what brands and companies have to say.

Découvrez les trois astuces de l’agence BB® Switzerland pour captiver l’attention de la « Gen tech » et la retenir.

Snack content

As a generation with a lower concentration capacity than its predecessors, snack content has become essential to keep people engaged with your brand. This practice consists in producing "micro-content" - content that can be consumed quickly and is intended for social networks.

According to recent studies, Gen Z loses attention to an ad after 8 seconds, compared with 12 seconds for Gen Y (1981-1995). It is therefore essential to create content that is adapted to capture and hold their increasingly temporary attention.

???? Choose short, attractive content: videos, infographics, quotes...

Adapting your language

It's crucial to adapt your language when addressing this population so that your message is effectively reached. To capture their attention, it's important touse language that resonates with them - taking care not to fall into clichés. As we mentioned earlier, Generation Z is used to short, concise and engaging communication; whether through social networks, text messages or online videos.

By including cultural references or common expressions, we get a little closer to our target audience.

???? Give priority to clear, concise communication that new generations can easily relate to.

Authenticity

The "digital natives" generation turns to content that feels authentic, especially when it's generated by their peers.

According to an article on the Forbes website, they are no longer affected at all by traditional advertising, but much more by those featuring real people, in a more realistic and authentic way.

So, new consumers want to interact with real voices and people, not logos and impersonal ads.

They are therefore more likely to discover, trust and buy a brand when it is promoted by an influencer.

???? The best way tomake an impact is :