Generation Z: What can I tell you, as a Gen Z-er?


The biggest benefit of working in education marketing is that I’m the target audience; I am from Generation Z! I can give valuable insights into all forms of social media my age group is using, and how best to target us.

These past few months, I’ve been researching my generation. These are some of the things I’ve picked up on.

8-Second Attention Span

Firstly, and most importantly, is our short attention span. I see it over and over in my day-to-day life. Gen Z possesses innate filtering methods, and we’ve become notoriously good at breezing through overwhelming amounts of information and quickly assessing what is relevant. As marketers, it’s important to create content with this in mind!

Video and images are extremely useful examples of how to effectively engage with my generation. This is shown by how Snapchat has positioned itself to be one of the favourite platforms within our age group, based entirely on communication via videos and images.

Digital Addicts

Generation Z has grown up alongside technology and we are all self-confessed digital device addicts.

This is literally what it looks like inside your average teenager’s head.

Sometimes I try to recall a time before we had access to the Internet. It was a strange grey period of life before we were all constantly connected to each other. Usually, I find myself wondering how anyone coped.

Where Am I Spending My Time?

So, where do I spend MY time online?

I would say it is split fairly evenly, flicking backwards and forwards between my three favourite platforms: Snapchat, Instagram and Twitter.

Although I do use Facebook and YouTube, it’s much less frequently. Marketers should be aware that everyone has their platform preferences. It’s important to ensure that content is spread across each one and updated frequently. This will give them a better chance of engaging Gen Z-ers.

Can’t tear our eyes away for a moment.

It’s also more important than ever to stand out! Our feeds are full of information, adverts, and brands, so your content must be able to break through the noise and catch our attention.

At Touchpoint, we always encourage our clients to try new methods of marketing. We know it is vital to reach all potential students!

For me personally, I am more likely to engage with a new type of advert, such as Snapchat Ads. Therefore, it’s important that education marketers shop around for new ideas on how to engage!

Higher Expectations

Generation Z is famous for our high expectations.

In order to engage with our generation, education marketers need to be aware of these increased standards and ensure they live up to them. This means, as an advertiser, you must move with the times and stay up to date.

Gen Z won’t give up that precious 8 seconds of time easily – especially not to an advert that isn’t original, well thought, and concise. In other words, Generation Z is a lot harder to impress than those before us.

But remember: Once Gen Z is impressed and invested in a brand, we remain loyal.

Gen Z now makes up the majority of children, teens and young adults in education. Our new attributes and ways of processing information have reshaped the marketing and advertising world – and will continue to do so in future.

Techniques and methods used for the previous generation just won’t cut it anymore, and getting left behind could be harmful to your institution.

For any further information, please contact us at Touchpoint!

By Arianna Broadbent


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