There is a minute group of people who are some of the most challenging individuals to market to. They are loners, misunderstood, and don’t feel like they fit anywhere. This group is unofficially referred to as the zillennials.
Zillennials were born between 1993 and 1998. They encompass the end of the Millennial generation and the beginning of Generation Z. They don’t fit in with the older crowd but also can’t relate to the younger kids. They are a niche market. But how do you create advertisements for such an outcast group?
You first must understand them.
We will present concepts and strategies that will assist you in developing your advertising attack plans and marketing mindset. Utilizing these concepts with the specific techniques and principles we explain will help you best market to this unique group.
Understanding Zillennials And Their Taste
What is a Zillennial?
The word “zillennial” might sound like a mispronunciation of millennial, but it has a different meaning. A zillennial is a person born between 1997-2002 (currently 20-25 years old). These lucky people got to experience the “best of both worlds” by being exposed to pop culture that millennials are familiar with and Gen Z is familiar with.
Most zillennials fit into the Gen Z category on paper but can sometimes align themselves more with millennials because of childhood experiences. Millennials recently became the largest generation, so defining someone as a millennial can get tricky because the age gap is vast.
Studies of the 2019 census showed that half of all Americans are Millennials or younger. Therefore, it can be almost impossible to market a brand to half of America’s population. So, what can you do?
Focus on Zillennials
There is often some generational conflict between millennials and those in Gen Z. Though both generations share similar experiences, they differ widely.
Recently the 90s has come back in trend, and many millennials judge Gen Z people who try those trends because most of Gen Z was not around in the 90s. Conversely, Gen Z makes fun of millennials who try to adopt their social media trends. Judgment comes from both sides.
This leaves zillennials in an uncomfortable spot where they feel like they don’t fully fit in with either generation or haven’t entirely found a solid community. Zillennials often cringe at many prevalent and strange trends amongst Gen Z, so they identify themselves closer to Millennials. The problem is millennials can become gatekeepers to their experiences and don’t welcome in zillennials because they’re officially a part of Gen Z.
Some Key Characteristics
66% of 18-24-year-old Americans use their phone the minute they wake up. In contrast, only 46% of all Americans do this. Why does this matter? From a marketing standpoint, this gives a good idea of what time of day might be a good time to schedule posts if your target audience is zillennials. You will still want to analyze your target audience, but knowing that morning is a busy time for this age group makes it easier for your content to reach them at the correct times.
There are 45 million people who have student loan debt in America. According to the Federal Reserve, the average student loan debt owed per person is $32,731. However, studies show that even this amount of student debt is challenging.
When marketing a product, consider the finances of the audience you are marketing to. For example, zillennials are likely to splurge on a pricey product that is only partially necessary to their daily life.
One last characteristic is that many younger generations need to be more trusting of traditional advertising. Billboards and traditional commercials as marketing tactics are dwindling. This is the era of influencers.
We surveyed social media use, and most people in the 18–25-year-old age range said keeping up with friends and finding valuable information were reasons for using social media. Of course, this is not necessarily unique, but it does show evidence that people are not getting on social media to be shamelessly advertised in an obvious way.
Knowing this, influencers are a fantastic way to market your brand nowadays. Influencers specialize in casual marketing that doesn’t feel as much like blatant marketing. Many influencers only work with brands they enjoy and trust and wish to promote those specific things.
Micro and Nano-influencers are vital in your marketing approach because they have smaller, more intimate followers that are often their friends. They trust these influencers because they aren’t usually gimmicky. Influencers of a specific niche are also quite influential in marketing because they can help people realize how a product improves their everyday life. The “Amazon Must-Haves” trend, where people go through amazon’s infinite list of items to sell and find the “gems” their audience.
You can also optimize your marketing approach to this group of people by utilizing influencers, adding a little nostalgia, creating short-form content, and being genuine. So let’s get into the details.
Raised in two worlds
Zillennials were born into a different world than the one we live in now. They know what it’s like not to have the internet or phones at a young age, but they also know what it’s like to have the internet interwoven into every facet of their lives.
At one time, playing outside was a norm. In another, playing computer games was a norm. Then, playing games on phones is the norm. Zillennials grew up in a world where technology was advancing faster than ever, changing everything in its path. They need to remember the past because it is a part of them.
Recalling the Past Helps Your Brand Relate to Zillennials
Zillennials seek attachment to media through positive cultural memories. They have memories of experiencing millennial pleasures, and as such, they also remember the worldwide shift to constant media through tv and phones. Growing up in this world with continual media advancement has caused them to seek that nostalgia to bring back those memories. Branding your social media with the past will help to connect Zillennials with media.
After surveying around 50 Zillennials and collecting data about their social media use at Brigham Young University-Idaho, the survey concluded that 95% enjoyed social media content related to their childhood. In contrast, 28% of people did not, and 18% were unsure. Therefore, creating a brand that includes content related to the childhood of the Zillennials will increase their audience and engagement on the platform.
Market to cultural memories
Marketing that plays on nostalgic sensibilities helps to leverage positive cultural memories. Zillennials are drawn in when they are reminded of the old world they grew up in. Marketing to them requires creating content that explicitly addresses aspects of their lives. They need to connect with the content and know where it comes from. Their positive cultural memories come from childhood without the advancements of social media.
Seeking emotional attachment to media.
Zillennials seek emotional connection before deciding to make a purchase. They are concerned with ethics, and a recent study by the Fashion Institute of Technology found “48% of zillennials are more likely to buy from a brand if they know the people behind it, and 47% expressed a desire for brands to take ownership of their mistakes.”
Zillennials focus on trust and connection when it comes to making purchases. This same idea applies to social media branding. Creating relationships with the Zillennial users will increase their likelihood of following you on the platform. Increasing your platform’s audience will raise awareness of your brand.
Original content focused – Utilizing nostalgic influences.
Maintaining Content Standards
It says a lot about your brand when you have nothing original. Maintaining a reputable brand voice will require subtle touches in everything you make, especially when it’s original content. Even your call-backs to nostalgic content should be original and retain a semblance of your brand voice. Maintaining this balance allows you to be a credible, reputable media source.
A significant example of this principle is how nostalgic and characteristically constant holiday media is. Holidays are often the best time to advertise products and services. However, holidays are also intensely connected with emotional experiences.
Can you try to tap into these strong emotions and experiences through nostalgia? Yes. You can access that powerful connection through product placement, cameos from famous childhood stars, and many other means. Is that what all of your competition will be attempting to do also? Most definitely.
Consider that your content is not essentially boiled down to generic, predictably timed bait. Instead, suppose you want to have a long-lasting relationship and maintain authenticity in the eyes of your target audience. In that case, you must be original, even if you seem lost in a sea of misleading advertisements. You can do this by finding creative twists to your content. So how can we keep our grip on the brand our audience respects while finding ways to tap into their nostalgic connections? An article by NPR may help us.
“Who done it” Marketing
In 2014, NPR ran an interview that described how creative ideas get “missed.” During the interview, researching Doctor Jennifer Mueller shared this insight: “…when we told people the idea was generated far away, they rated the idea as significantly more creative than when the idea was generated nearby.”
NPR’s social science reporter explained:
“…our minds are prone to mixing these two things up. When things are nearby, they’re concrete, and you can see the details of the things. … when you’re thinking about things that are far away, you’re in a more abstract frame of mind, and so the first question you ask is not will this work; you’re more open to seeing the creative possibilities.”
What is a faraway idea compared to one that is close? In essence, they found that we romanticize the ideas or concepts that seem to be without our reach, even if, in reality, they’re not so. These “far away” concepts could be exotic or foreign. We treat these things with the same respect as things we could never find or come up with within our real world.
How is this pertinent to Zillenial taste?
When Zillennials recognize the nostalgic elements of media, they can relive the first time they discovered something new, exotic, and loved as a kid. It can be as simple as a cameo or a tune from their childhood. The value people will place upon your input and content will be based, at least in part, on how they view the consistency of your brand as a source but also the content sources associated with it.
Regardless of the effort, creativity, and time put into new marketing campaigns and projects, you cannot fix others’ perspectives without developing a mutual understanding. You already know this. However, have you considered that, over time, you can define the boundaries within that relationship?
Consider the famous Baltimore restaurant known as “Dick’s Last Resort.” This restaurant is well-known for the intentionally degrading service they offer customers. While we can evaluate the content of their services, it’s undeniable that their creative take on the service industry has helped their marketing immensely. It is far for us as customers to think of a restaurant as a place where we get insulted and treated poorly, and even more repulsed are we when we experience this treatment without warning.
However, when the restaurant openly prides itself on a high-quality lousy time, you are less inclined to judge its service against that aspect of its business. Friends tell friends about this quirky restaurant; influencers write posts about their bizarre experiences. It’s a remarkable thing, this restaurant, and remarkability is the key to spreading one’s brand.
For “Dick’s Last Resort” to maintain its brand’s consistency while being original and creative, it must work concerning the boundaries they’ve established with the public. If we deviate from the norm, we can make it seem more interesting by making that content exotic or look so. You should work to the expectations of your Zillennial audience. Use their understanding of what’s expected, and portray it from the angle as something rare. Your original ideas may be closer to home than you may know. It may take some thought to discover what makes your brand stand out to Zillennials, but it’s worth it to forge a strong connection with your audience. They started buying from you or following you for a reason. Tap into that origin story. We should discuss how to implement this through a powerful medium.
Utilizing Instagram and Reels
Regarding Instagram, reels are your best friend for brand awareness. Reels are 15-second to 1-minute videos that can be paired with a trending sound. Reels are a great way to connect with your audience more personally and set an authentic voice for your brand.
They are an easy and quick way to engage with your followers. Knowing your audience when creating reels and just creating content for your audience, in general, is essential. Instagram is the fifth most downloaded app worldwide; most users are ages 18-34. Since Zillennials are ages 20-24, they fall into the bulk user category of Instagram. Reels are so effective on Instagram because Zillennials like to see short videos that are funny, relatable, or interesting. In a world where consumers are constantly on the go, people want to be served easy-to-consume content.
What types of reel content to post on Instagram
As we’ve said before, focusing on nostalgia through reels is a great way to target Zillennials. The unique thing about this group is that they often feel they are the ‘limbo generation.’ They remember the same things millennials do, such as technology, clothing trends, and popular songs, but they also grew up with some of the trends that Gen- Z is known for. This generation grew up with the internet and technology boom. Still, they weren’t given a device right out of the womb-like Gen Z. They grew up in the transition period of having the internet being newer to having it become everything.
The trick for targeting Zillennials through reels is catching their attention with things they remember as kids. Here is a list of some of the unique things they relate to.
● Game Boys
● Flip and slide phones
● YouTube Vloggers (Zoella, Jack and Finn, Alfie Deyes)
● Tumblr
● ask.FM
● Viral challenges (Harlem shake, cinnamon challenge, planking)
● The infamous Windows XP background
Knowing what Zillennials can and can’t relate to will make all the difference in making reels and Instagram content. For example, using pictures or videos of the devices or referencing the trends from the list above will catch the attention of a Zillennial viewer.
For example, if you wanted to make a reel to market a specific product targeted towards Zillennials, you could incorporate one of the above trends into the product video. After you have come up with the perfect nostalgic reel idea for your Zillennial audience, it is essential to ensure that your content will be seen.
SEO written content and evergreen captions
Why is SEO on Instagram Important?
Hitting your Instagram SEO hard for zillennials is essential to your brand is found. Zillennials have a short attention span and will only scroll up to a few search results down when looking for something. Here is a list of texted based content on your Instagram that you should be paying attention to gain the best SEO possible:
● Handle
● Display name (hint: use keywords here too!)
● Bio
● Captions
● Hashtags
● Image alt text
Using keywords to your advantage, avoiding slang or emojis, and optimizing your captions will help you be seen by your target demographic as well as expand your organic reach.
How does nostalgia tie in?
People are constantly scrolling quickly on social media and deciding if they want to pursue or pass, emotional connection is critical to grabbing attention. Nostalgia – relating things to their childhood – helps make that emotional connection. Using keywords in captions is meant to help find that audience and is essential to marketing to zillenials. Music, as talked about above, is one way to do that. Another method can be through colors, styles, imaging, clothes, hair, etc. Remember, recall the past, do not try to re-market the past.
Finally,
To effectively market to Zillennials on Instagram, it’s essential to understand their unique needs and preferences. They are a vocal and opinionated generation, and your brand needs to stand for something and be vocal in its marketing strategy. In addition, you can establish a deeper connection with this unique and misunderstood generation by creating a feeling of belonging through nostalgia.
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