Millennials this, millennials that. As many brands continue to talk about this particular demographic, they run the risk of forgetting about Generation Z. And that’s a big mistake, because this age group forms a large part of the online demographic make-up.
Of course, it’s important to know why you need to understand Generation Z. So, let’s start there before moving on to how you can keep them engaged.
Who are Generation Z and why are they still important?
Typically speaking, McKinsey defines Generation Z to be individuals born from 1995 onwards. Millennials, on the other hand, were born from 1980 up to the mid-nineties.
This demographic grew up with technology and are therefore tech-savvy. And when you consider that they’ll form four out of 10 people in the world’s shopping population by next year, it’s necessary that you include them in your strategy.
How can affiliates appeal to this demographic?
Although Generation Z is diverse in terms of interests and personality styles, common characteristics do exist. Benefit Cosmetics spent two years finding out what’s important to this group, after putting together a panel consisting of them. And as the company’s Head of Marketing Lou Bennett pointed out, it’s not just about the message you place in front of them.
“They don’t want to be marketed to,” she said. “They want to feel empowered for themselves… and see themselves represented in campaigns.”
The above means that you must involve them as much as possible. As an iGaming affiliate, there are many ways to do this. For example, you could run a competition to redesign your banner layout if you’re a casino brand. If your main offering is sports-related, then you could involve fans in weekly discussions about major topics. We discussed the importance of interactivity in a recent blog post about interaction fields. By trying this, you’ll be working on two engagement areas at the same time.
It’s true that getting Gen Z more involved is important, but this is just a small part of the overall process.
You have to understand the preferences of users who’ll be specifically attracted to what you offer. This can be achieved through listening to (and having) conversations on social media. It might also be a good idea to conduct surveys. Through extensive research, you’ll personalise your campaigns and content better.
You can bet your bottom dollar that nobody will be able to sense that you’re being fake as much as Gen Z will. So, it’s better if you just stay real. You don’t need to go far to find an example of their ruthlessness, either – just ask Pepsi how badly they got trolled online after *that* Kendall Jenner ad.
It’s all good saying that you support a certain cause, but unless you walk the walk those words mean nothing. You can show that your care is genuine by partnering with causes that match your values. For example, as an affiliate you could launch a responsible gambling initiative with a charity.
Some final thoughts
Gen Z are individualistic and altruistic, different in many ways but similar in some. It can be challenging to determine your specific sub-sector, but will be worth the effort. They’ve grown up in a world where more people are carving their own path, so are less likely to take instructions. As such, you must involve them in your marketing and content creation. By doing this, along with staying authentic and personal, you’ll keep this unique age group engaged with your brand.
Defining your audience is vital for success as an affiliate. To learn more about standing out, you might want to take a look at our Marketing Fundamentals Masterclass.