Gen-Z is, without a doubt, the most tech-savvy generation. Raised with technology from day one, they have an innate understanding of digital platforms and navigate the online world with ease. This generation’s familiarity with technology makes them naturally inclined towards innovations like Bitcoin, often dubbed the “Internet of Money.” However, traditional marketing strategies like print ads, billboards and TV commercials won’t work with this audience, so how do you reach them?
Understanding generational differences
Before we delve into effective marketing strategies for Gen-Z, let’s compare them to previous generations.
Generation Z:
- Born with a smartphone in their hand (almost, but you understand)
- Strong affinity with technology, they have never lived in a world without the Internet
- You rely heavily on social media apps like Tik-Tok for news and entertainment
- Value personal connections and authenticity
Gen-Y (Millennials like me):
- The original digital natives (albeit a little slower to adopt technology)
- Embrace technology as an essential part of everyday life
- Adept at using social media but not as dependent as Generation Z
- All about finding work-life balance and prioritizing experiences
Generation X:
- Bridge generation between Baby Boomers and Millennials
- I experienced the transition from analogue to digital technology
- Rely on traditional media for news and entertainment
- Prioritize stability and security
Now that that’s all over and you’ve understood who Gen-Z is and established the differences between the generations, let’s move on to the marketing part.
Messages that resonate with Gen-Z
Authenticity is key: Gen-Z can detect nonsense and inauthenticity from a mile away. Your marketing must be genuine, transparent and relatable. Avoid nonsense and empty promises; offer the real deal.
Personalization and Engagement: They crave personalization and tailored experiences. Gen Z wants to be seen and heard, so make sure you take the time to understand them (at Relai, we survey our users a couple of times a year). In your marketing, help them identify the problem (by educating them), then put your service or product front and center as the solution.
Educational Content: Gen-Z is passionate about self-improvement and learning. Your marketing should offer value by educating or entertaining them, the last thing you want to be is boring and personalityless. Personality goes a long way. Provide valuable tips and insights for their journey through the rabbit hole. Consider creating digestible educational content like free e-books, videos, memes, or an email course with short, actionable lessons. My favorite example of great educational content is My first Bitcoin.
Transparency builds trust: Transparency is key when dealing with this generation (or any generation, really). They want to know exactly what they’re getting into, how your product works, and what they can expect. The more honest you are, the more likely you are to earn their trust.
Meme or die: Gen-Z has its own unique language, full of emojis, memes, and abbreviations (it’s the culture, stupid). If you want to get their attention, make sure you speak their language in your marketing. The more it looks like user-generated content and not an ad, the better it works. The following tweet got us 370,000 free impressions.
https://x.com/relai_app/status/1637127723268153346
Use short-form video content: Generation Z prefers quick, engaging content. Short-form videos on platforms like TikTok, Instagram Reels, and YouTube Shorts can capture their attention effectively. According to a report from HubSpot, Gen-Z spends more than four hours a day on platforms like YouTube, TikTok or Instagram. Create informative and entertaining short videos showcasing the benefits of your Bitcoin app, user testimonials, and quick tips on how to invest in Bitcoin
Choose the right channels
Effective communication with Gen-Z requires a strategic approach to platform selection. Depending on the size of your team and budget, choose one, two, or all of Instagram, Twitter, TikTok, Snapchat, Podcasts, and YouTube. These platforms allow for authentic, engaging storytelling that appeals to Gen-Z’s preference for short, shareable content.
Influencer marketing works wonders at Relai. Gen Z tends to trust and value the opinions of their favorite “online personalities,” so getting them to talk about your product will result in increased awareness and credibility of your brand. Partnering with micro-influencers with a solid Gen-Z following is particularly effective and cost-effective.
At the product level, the same principles apply: along with a fantastic service, providing added value (gamification, lessons, news, etc.) will lead to deeper engagement, as Gen-Z appreciates interactive and immersive experiences, which lead to long-term loyalty and growth.
Marketing to Gen-Z isn’t much different than other generations if you think about it: take time to understand them, don’t spam them with sales messages at every interaction, and instead, offer value: be genuine, informed and fun. Stand out by having a personality. The more fun you have with your marketing, the more likely they are to embrace your brand.
This is a guest post by Imo Babics. The opinions expressed are entirely my own and do not necessarily reflect those of BTC Inc or Bitcoin Magazine.
