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Generation Z is currently the youngest generation — those born during or after 1995. They are the first generation to have been born when the personal computer, cell phone and internet were ubiquitous. In short, they are the first truly digitally immersed generation.

At present, Gen Z appears to be enamored with Instagram. According to findings published in The Drum, 88% of Gen Z regularly uses Instagram. Marketers who rely on Instagram to create brand awareness and drive meaningful business outcomes should be aware that there are a few unique characteristics common to Gen Z. This article will walk readers through how to go about marketing to Gen Z on Instagram.

1. Interview Gen Z Customers To Create A Persona

As with any demographic, marketers should first create a buying persona that helps everyone at the company to better understand the target customer. If Gen Z is indeed a target customer, then it makes sense for the marketing team to interview Gen Z customers and prospects to understand their demographic and psychographic makeup.

While there are many different methods that can be used to create a marketing persona, there are a few important things all marketers should understand. First, it can be helpful to know what Gen Z customers are interested in when they’re shopping for a product or service similar to the brand you represent. What influences their decision making? When are they typically interested in purchasing a product or service? What are their expectations of the buying process?

Second, marketers should understand how Gen Z customers like to consume information. Are members of Gen Z using Instagram to discover new products, or are they using Instagram to research products they have already discovered via other channels (or both)?

Finally, marketers should understand if the answers to the questions above vary in different segments of the Gen Z population. Are the differences geographic, demographic or to do with other factors?

 2. Use Instagram Stories

 According to a survey referenced in Social Media Week, 78% of respondents said they use Snapchat at least once a day. Furthermore, 88% of respondents said they use Snapchat to keep in touch with friends. But what does Snapchat have to do with Instagram?

Instagram Stories is a feature derived from the mechanics of Snapchat. That means that Gen Z Instagram users are likely using Instagram Stories, since it resembles how they use Snapchat. For brands interested in connecting with Gen Z customers or prospects, using Instagram Stories can be a great way to connect.

3. Experiment With Instagram Video

 A report from Defy Media suggests that 50% of Gen Z respondents could not live without YouTube. These findings make contextual sense given the rise of popular YouTubers who appeal specifically to Gen Z. For brands interested in marketing to Gen Z on Instagram, it therefore makes sense to consider creating video content. For example, brands like GoPro (a favorite among Gen Z) share a considerable amount of video content.

GoPro

GoPro engages Generation Z with video content.

Note that the subject of the GoPro video above is a Gen Zer. This helps the GoPro brand to better engage one of their target demographics.

4. Invest In Instagram Analytics

Without understanding how Instagram content is performing, it will be difficult for Instagram marketers to know if the channel is performing well. While Instagram offers some analytics features out of the box, there are a number of third-party Instagram Analytics platforms that can be helpful when trying to reach out to Gen Z.

Some tools have the ability to find the ideal time to post given the makeup of Instagram followers. Others have the ability to track how content performs, making it easy for marketers to understand what does and does not resonate with a specific audience.

Investing in an Instagram analytics tool will help marketing teams create content that truly resonates with Gen Z followers.

5. Collaborate With Gen Z Influencers

Findings referenced in Axios highlight just how different Gen Z influencers are from the celebrities popular with other generations. Well-known influencers include Amandla Stenberg (made famous by her appearance in The Hunger Games) and Shawn Mendes (a popular YouTube singer). Finding an influencer who has a bona fide Gen Z audience can help brands connect with an otherwise hard-to-reach demographic.