Capturing the attention of Gen Z shoppers is no easy feat. Their standards are high, their BS meters are strong, and their social media savviness unparalleled. But the rewards for those who authentically connect with this generation’s discerning tastes are great.
A recent report by Blake Droesch on Nov. 20 of this year confirms what many fashion retailers already suspected: social media holds massive influence over Gen Z’s path to purchase. In fact, 39% of Gen Z clothing buyers discovered new apparel brands or products on social media in the last 6 months.
So what does it take to convince these young, ultra-connected shoppers to not only follow your brand, but actively purchase your products online? You’ll need to implement an integrated social strategy specifically designed to stop Gen Zers mid-scroll and compel them to hit that checkout button.
Tactic 1 – Leverage Relatable Micro-Influencers
Gen Z cares far more about what “people like me” think compared to celebrities. That’s why partnering with real influencers is key. Seek out influencers with 10-100k engaged followers who genuinely love your brand aesthetic. Offer free products in exchange for organic-feeling posts and Stories that highlight their authentic experiences with your brand. Require influencers to promote a special landing page to precisely track conversions.
Micro-influencer marketing done right ticks all the boxes for Gen Z. It provides social proof from people they trust, mixed with inspiration for ways to style your products in their daily lives.
Tactic 2 – Optimize Social Commerce Experiences
Social platforms like Instagram and TikTok have embedded online shopping capabilities that enable frictionless transactions without leaving the app. You must optimize both your organic content and paid advertising for these commerce experiences.
For paid ads, create video and image content specifically tailored to mobile feeds. Target Gen Z and lookalike audiences wearing brands similar to yours. Continuously A/B test elements like captions, promotions, and calls-to-action to maximize conversion rates.
On the organic side, collaborate with creators to develop shoppable content leveraging features like shoppable stickers. Add links, hashtags, and tags to connect commerce capabilities directly into engaging social content.
Tactic 3 – Make User-Generated Content the Hero
Gen Z craves authenticity and are much more likely to purchase after seeing user-generated content. Contests that encourage users to style and showcase your products can unlock amazing organic content. Offer prizes and reposts to fuel participation and quality submissions.
Showcase user images that inspire, delight, or even humor target audiences. This content performs well because it’s real people organically integrating your brand into their lives. Let their creative images and videos highlight your products in aspirational and relatable ways organic branded content often misses.
The bottom line? Lean hard into social commerce optimized for Gen Z. Take the time to not only meet them where they are, but speak to what matters most to them—and you just may realize runaway growth fuelled by their viral influence.
To your success,
Josh