Gen-Z is, without a doubt, the most tech-savvy generation. Having grown up with technology since day one, they have an innate understanding of digital platforms and navigate the online world with ease. This generation’s tech savvy makes them naturally inclined towards innovations like Bitcoin. Bitcoin is “Internet of MoneyBut traditional marketing tactics like print ads, billboards, and TV commercials don’t work for this audience. So how do you reach them?
Understanding generational differences
Before we dive into effective marketing strategies for Gen-Z, let’s compare them to previous generations.
Gen-Z:
- We’re born with a smartphone in our hands (almost, but you get the idea).
- They have a strong affinity for technology and have never lived in a world without the Internet.
- They rely heavily on social media apps like TikTok for news and entertainment.
- Value personal connection and authenticity
Gen-Y (Millennials like me):
- The original digital native (but a little slow to understand technology)
- Embracing technology as an integral part of everyday life
- They are good at using social media, but not as dependent on it as Gen Z
- Finding work-life balance and prioritizing experience
Generation X:
- The generation that connects baby boomers and millennials
- Experience the transition from analog to digital technology
- Rely on traditional media for news and entertainment
- Prioritize stability and security
Ok, now that we are set, we understand who Gen-Z is and we have identified the differences between the generations, let’s move onto the marketing part.
A message that resonates with the Gen-Z generation
Authenticity is key: Gen-Z can spot lies and insincerity from a mile away. Your marketing must be authentic, transparent and relatable. Avoid empty promises and be genuine.
Personalization and engagement: They crave personalization and tailored experiences. Gen-Z wants to be noticed and listened to, so take the time to understand them (at Relai, we conduct user research several times a year). In your marketing, help them identify their problems (by educating them) and front your service or product as the solution.
Educational Content: Gen-Z is passionate about self-improvement and learning. Your marketing needs to provide value by educating and entertaining them. You don’t want it to be boring and impersonal; personality goes a long way. Offer tips and insights to help them on their journey down the rabbit hole. Consider creating easy-to-digest educational content, like a free e-book, videos, memes, or an email course with short, actionable lessons. Here are some of my favorite examples of great educational content: My first bitcoin.
Transparency builds trust: Transparency is crucial when engaging with this generation (or any generation). They want to know exactly what you’re working on, how your product works, and what to expect. The more honest you are, the more likely you are to earn their trust.
Meme or Die: Gen-Z has their own language (it’s a culture) full of emojis, memes and acronyms. If you want to grab their attention, make sure your marketing speaks their language. The more it looks like user-generated content and not an advertisement, the better. The below tweet received 370,000 free impressions.
https://x.com/relai_app/status/1637127723268153346
Leverage short-form video content: Gen-Z prefers short, engaging content. Short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts can effectively capture their attention. According to a HubSpot report:Gen-Z spends over 4 hours a day on platforms like YouTube, TikTok, Instagram, etc. Create informative, entertaining, and short videos highlighting the benefits of Bitcoin apps, user testimonials, and quick tips on investing in Bitcoin.
Choosing the right channel
Effectively communicating to Gen-Z requires a strategic approach to platform selection: choose one, two or all of Instagram, Twitter, TikTok and Snapchat depending on your team size and budget. PodcastsYouTube, etc. These platforms allow for authentic, compelling storytelling that appeals to Gen-Zers, who prefer bite-sized, easily shareable content.
Influencer marketing has been extremely effective for Relai. Gen-Z tend to trust and value the opinions of their favorite “online personalities,” so getting them to talk about the product increases brand awareness and credibility. Collaborating with micro-influencers with strong Gen-Z followings has been especially effective and cost-effective.
At the product level, the same principles apply: providing great service along with added value (gamification, lessons, news, etc.) leads to deeper engagement. Gen Z appreciates interactive and immersive experiences, which leads to long-term loyalty and growth.
When you think about it, marketing to Gen Z isn’t that different from any other generation. Take the time to get to know them, and don’t bombard them with a sales message every time you interact with them; instead, provide value. Be genuine, knowledgeable, and entertaining. Stand out with your personality. The more fun you can make your marketing to them, the more likely they’ll embrace your brand.
This is a guest post by Imo Babics. The opinions expressed here are entirely Imo Babics’ own and do not necessarily reflect the opinions of BTC Inc or Bitcoin Magazine.
