Do You Still Need Facebook Marketing For A Younger Target Audience?
There’s a lot of talk about how Facebook is basically dead to the younger generations – specifically Generation Z, AKA the Zoomers. These are the adults who are currently around 18-24 years old. Younger Millennials, 25-30 years old, also fall into this category of young adult. The biggest question for brands trying to reach this group is – should you still be marketing on Facebook?
In short, the answer is yes. Here’s why.
They’re Still Active On Facebook
As much as the Zoomers look down on Facebook, they’re surprisingly still very active on the social media giant. The largest percentage of users falls into the 25-34 years old group, and the second largest falls into the 18-24 years old group.
You’re looking at 31% of the audience profile on the platform being between the ages of 25-34, and 22.6% falling into the 18-24 bracket – according to Hootsuite’s latest Digital Trends Report.
They Use The Meta Family Of Apps
Last year, Facebook rebranded into Meta to better cover all of the apps and platforms that they now own. Within this group, you have Facebook itself, Instagram, Messenger, and WhatsApp – four incredibly popular social networking platforms. When you market on one platform, you can cross-pollinate to the others quickly and easily.
Marketing On Social Media To This Audience Looks A Little Different
Now that we know why brands should still be using Facebook for marketing to Zoomers and younger Millennials, it’s time to look a little closer at how to do it. You can’t simply shout out your promotions and bombard these users with your own content. This immediately turns today’s young adults away from a brand.
Gen Z Uses Social Media To Kill Time
Up until the Zoomers hit adulthood, the main reason for using social media was to connect with family and friends. This is how Millennials and older generations prioritize their time on and use of platforms like Facebook.
The tables have turned slightly as this more social-savvy generation grew up with social media being part of their everyday lives. They generally state that their main reason for going on a platform like Facebook is to kill time or be entertained.
If you want to reach this audience and keep them engaged, you need to be entertaining with your content.
They Want Online To Be As Real As In-Person
Generation Z looks at social media as being a true extension of real life – they expect interactions online to be the same as the interactions they would have in person.
For example, if they’re browsing for new clothes on your Facebook page, they want to be able to ask questions about the designs, the fit and the sizing in the same way they would be able to if they were standing in the shop and talking to a sales assistant. This means that you must set up your Facebook Page and your social commerce strategy with this in mind. (Social commerce is when people can buy products straight from your social media page.)
It’s About Having A Two-Way Conversation
The broadcast method of advertising will never work for Gen Z. This group lives in a world of streaming television and music, virtually never having to worry about adverts interrupting their leisure time. The only kind of content that they pay attention to on social media from brands is content that looks like it could come from a friend or an influencer they love.
For a brand to get acknowledged, it needs to ask questions, create conversation, and build meaningful interactions. More emphasis on the social side and less on the media side.
Despite many changes, Facebook remains an essential marketing channel and a digital marketing agency like Let’s Go Media can ensure you reach the right audience in the right way, contact us today: hello@letsgomedia.io or for instant Whatsapp Communication: +27 83 9555 891