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As smartphones and other mobile devices have become more widespread, American adults now report that they go online “almost constantly,” with an overall 77% of Americans going online on a daily basis. This may not come as a shock to many, as individuals are relying more and more on technology to get through a normal day in their lives. A recent Pew Research study discovered that almost half of America’s teens are online all of the time, with most of the ages ranging from 18 to 29.
So, when they are online, what are they doing? Mostly, they hang out on social media platforms. The three platforms that were the most popular networks for teens were Youtube, Instagram, and Snapchat. The largest social network out of all of them, Facebook, landed in the fourth spot.
Given this information and as these teens approach adulthood, a looming question remains: How do you market to the growing and increasingly influential Gen-Z cohort?
Taking the Proper Steps
Even though Snapchat has noticeably lost its appeal to the masses, teens named it the second-most-used platform. Also, Facebook, the first network that comes to mind when adults and marketers alike talk about social media, took fourth place, which is very disappointing for the mega platform. With Facebook seemingly losing its target audience, it is essential for marketers to be where their customers are.
So, if you are marketing to teens or want your company to stay “cool” with Generation Z, you have to be as adventurous and experimental as they are. This means, realizing that your audience knows best and following your audiences to every platform they try out. With more responsibility in maintaining social platforms and keeping them up to date, it is imperative for marketers to keep their content attainable and interesting so you do not lose the favor of the massively influential Gen Z-ers.
We Need More Content!
With that much time spent online, Gen Z-ers want to be entertained, educated and engaged every time they log on. Nowadays, businesses have to adopt a variety of media in their content mix in order to meet increased demands for personalized engagement.
“The social media environment among teens is quite different from what it was just three years ago. Back then, teens’ social media use mostly revolved around Facebook. Today, their habits revolve less around a single platform.” Research Associate Monica Anderson reports.
With new algorithms being adopted by social networks to decrease the chances of having the same content posted over and over again, the need to adapt and create a ton of content constantly and consistently is more important than ever.
The Bottom Line
With the new era of marketing disrupting the industry, it is time to throw everything you thought you knew about marketing out the window. Due to the face that new generations are more connected than ever, they are disrupting all the norms with their habits. Now, they are truly native in the digital space and have the power to research information and find what they need at the drop of a hat.
Therefore, experimenting with promotional strategies is the number 1 priority for marketers today. Because, without the right message and timing, you will not appeal to those constantly online and will ultimately miss out on the opportunities these people bring to you.
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Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!
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