12 minuti
Luca
How to create ad hoc content to capture the attention of Generation Z?
First of all, let’s understand who the members of this generation, also known as Post-Millennials or Centennials, are: they are the young people born between 1995 and 2012, the true digital natives, whose childhood has been documented with photos posted online since birth. They use YouTube, Snapchat, Instagram, and all kinds of social media, but unlike the Millennials, they do not like Facebook because it is their parents’ social media and therefore considered ‘old people’s’ social media.
They are also the richest and most culturally open generation ever.
Precisely because they are constantly connected and used to being subjected to different stimuli every day, the young people of Generation Z are very demanding when it comes to content designed for them. Outspoken and direct, but above all with an attention span of no more than 8 seconds, they need participative communication that gets straight to the point, and where images do most of the talking.
When it comes to dealing effectively with a project for this type of audience, therefore, the designer must respect six indispensable rules
Six rules to respect for an appealing and targeted content design
1. Know their world and their behaviour
Generation Z does not know life without smartphones, computers or tablets. They are the first generation born when technology was already deeply embedded in society. Unlike Millennials, who rely on assistance to solve technology-related problems, Post-Millennials look for solutions on their own and are able to solve problems independently.
2. Fluidity and individuality
Everything is fluid in the world of Generation Z, the social groups of the past no longer exist and young people have fluid identities.
In projects, clearly, this fluidity must be taken into account: brands must constantly renew themselves (while maintaining consistency with their values) and abandon standard delineations.
Having a very advanced knowledge of the web, moreover, young people are well aware that companies have access to data and information about them, which is why they expect to receive highly personalised interactions, with an informal and individual language.
3.Make them part of the design process
Spending a lot of time on the web, children are open to experimentation. It is therefore crucial to immerse them in their world, listen to them and include them in the design process as co-creators, perhaps by getting them to share their ideas.
4. Bright colours
Generation Z loves colour.
They are attracted by bright shades, patterns, and new colour combinations.
5. Don’t do baby things
Precisely because they are highly tech-savvy, Generation Z is way ahead of previous generations in terms of exposure to images and advertising. It wants to be treated like adults.
In most cases, it is best to avoid cartoon graphics and images that represent a stereotypical ‘youth’ concept.
6. Shareable, scalable, appealing
With 24/7 access to information, much of Generation Z’s identity is shaped by the content they create and share. It is important to take this into account by designing shareable content. In design, this means quotes, short videos and eye-catching images.
It must be remembered that kids communicate a lot through emojis, videos and GIFs.
In addition, the content must be scalable and suitable for any channel and device.
It is clear that results with Generation Z will not come from ‘shouting louder’, but from being original, innovative and authentic. Meet their needs with eye-catching, smart design combined with a brilliant and functional online experience. Conquering Generation Z is not difficult, at least for a short time.