If you’re a millennial or Gen Z, you may remember when “google it” was the new word while searching for information online. But now the trend is shifting with Gen Z search trends leaning towards using social media as a search engine.
The impact of such a change in behavioral search is already changing how we all search now. Businesses are now more than ever looking to adapt to this change.
And with the attention span of humans decreasing in the past two decades to 8.25 seconds, The need for businesses to understand the new search trend is critical.
Today’s article’ll discuss why and how you should market for Gen Z search trends according to their online behavior. Keep reading to learn how!
Why optimize to Gen Z search
As a GenZ myself, it’s no secret that we love social search more than traditional search engines. I usually find myself on TikTok, Instagram, X, or Facebook when looking for good end-of-week hangouts. This behavior preference has now become a norm.
According to Prabhakar Raghavan, Google’s Chief Technologist, almost 40% of young people, when looking for a place for lunch, don’t go to Google Maps or Search. They go to TikTok or Instagram. He made this remark during the Fortune Brainstorm Tech conference in July 2022.
This generation, from 1997 to 2012, prefers consuming information through reviews, videos, and quality images. This information preference changes how digital marketing evolves, so you need to adapt to, say, top of competitors.
But how do you market to meet such demands?
Strategies to Optimize for Gen Z’s Search Habits
To leverage how Gen Zs search online, you need to capture their attention through the best content strategies for younger audiences. Below are some digital marketing strategies for Gen Z that will enhance your visibility on social media.
Mobile first
According to Statista, this year, global mobile devices internet traffic accounted for over 62 percent of web page views worldwide web search. These stats show how crucial it is now, more than ever before, for businesses to optimize for mobile search.
Among these statistics are Gen Zs, who are more comfortable with technology for their social interaction, shopping, and media consumption. Having a mobile-friendly website and using mobile-first SEO strategies increases your chances of gaining the attention of this generation.
Influencer marketing
TikTok, YouTube, and Instagram are no longer just entertaining platforms; they influence decision-making. By investing in influencer marketing for Gen Z, you’ll be able to create a connection with the younger generation, making them more likely to buy from you.
However, working with micro-influencers might now be more profitable than working with macro-influencers/celebrities. Ensure you also work with the right influencers whose user-generated content resonates with your target audience.
Zero-click Search
People are now getting information through the search results page[SERP], without even logging onto your page! This feature might be why your website traffic has been down recently. Zero-click search happens when people get direct answers from search engines even without clicking through your site. Answers come in:
- Featured snippets
- People also ask [PAA] sections
- Knowledge panels
- AI overviews.
Although this approach has led to a drop in website traffic, it also offers an opportunity to stand out directly on the search result page. Zero-click search SEO strategies involve optimizing for all the above answer formats in order.
Social Media effect
Did you know 54% of Gen Zs fancy YouTube compared to other social platforms according to Morning Consultant, with 80% spending their time there? Other platforms that were also popular with Gen Zs include Instagram, TikTok, and Snapchat. These stats show how young people favor social media, and here’s where you want your business to be.
Building a strong social experience on these sites will give you a better opportunity to establish yourself as an authority in your niche. However, to create such a strong personal brand, you need a well-strategized plan and consistency.
Remember, each platform demands a different approach due to the differences in algorithm and unique features.
For example, YouTube does well with long and short-form video content, while Instagram and TikTok do well with short video content. Also, stay alert for any changes in these platforms to keep your social media marketing effort effective.
Be authentic
Authenticity in content marketing can be a great way to connect with Gen Zs. At Livelong Digital, we have this saying: “People buy from those they know, like, and trust.” We believe in real connections and better relations; that’s how you get referrals.
This strategy is achieved by leveraging the power of user-generated content. Such content can create strong connections with the young generation and may lead to people sharing your brand-related content.
Also, content that reflects your brand values and objectives perfectly blended with that which encourages sustainability highly resonates with Gen Zs.
Looking at the future of search
Marketing for GenZ requires understanding and adapting to their behavioral search needs. Ensuring your online marketing effort caters to a fast mobile approach, being authentic, and optimizing your social media is key to achieving these goals.
AI-driven search trends like zero-click search and leveraging influencer marketing are also great ways to align your product/services with Gen Z’s needs.
Need help optimizing your digital marketing to the strategies above? Contact us, and let’s help you grow a profitable and enjoyable business.
FAQs
Which marketing platforms are more influential for Gen Z?
54% of Gen Zs fancy YouTube compared to other social platforms, with 80% spending their time there. Followed closely Instagram and TikTok.
Is the power of storytelling effective when marketing to Gen Z?
Yes. This generation likes associating themselves with businesses with a strong brand story. For example, brands that showcase their behind-the-scenes product/service provision.
Can embracing meme culture be a great way to market for Gen Zs?
Staying on top of the trending memes and wisely optimizing them to your marketing strategy is a great Gen Z marketing strategy. But remember to sound/appear authentic once an idea seems to be forced you may loose your audience.
