in the world of social media, many entrepreneurs feel the pressure to connect with GEN Z — those born between 1995 and 2012, who grew up with the internet and see technology as an essential part of life.
after all, just open any social network and you’ll be bombarded by memes, trends, and influencers taking over the feed. but does your business really need to engage with this generation? or are there more effective ways to connect with the right audience?
the pressure to follow trends
there’s no denying that gen z is setting new consumption patterns, and this can lead brands to believe they need to ride the wave to avoid “being left behind.” it’s common to see companies betting on viral memes, short tiktok-style videos, or trying to speak a younger language. but here’s the truth: that’s not always the right path for your brand.
so how do you know? do a practical analysis! where is your audience? are your loyal customers on tiktok or do they prefer instagram? do they consume quick content or prefer deeper articles?
identifying exactly where your audience is helps you avoid frustrations, misdirected investments, and campaigns that don’t bring the expected return.
if i don’t need to talk to gen z, what should i do?
now that you understand it’s not mandatory to follow every trend, the question is: what should i do if gen z really isn’t my audience?
- go back to basics: review your data. who are your customers? what are their interests, preferences, and online habits? this is the audience you need to connect with and engage genuinely.
- segmentation is key: adjust your strategy by focusing on personas that truly resonate with your brand. it’s not just about age, but also values and needs. speaking your target audience’s language, with authentic and relevant content, will always be more powerful than trying to please everyone.
- invest in the right platforms: if your customers aren’t on TIKTOK, don’t feel obligated to be there. maybe LINKEDIN or YOUTUBE makes more sense for your business. use these platforms to build authority and provide value to the audience that’s genuinely interested.
- explore content that adds real value: it could be a blog, a practical guide, a tutorial video, or even a series of informative emails. the important thing is to deliver something that makes sense for your customer’s journey.
what could i be doing wrong?
maybe you’re spending too much time trying to fit into what’s trendy, without realizing you’re drifting away from your brand’s essence. here are some common mistakes that could be hurting your performance:
- misaligned communication: talking to an audience that isn’t really yours can feel forced and may even push away your existing customers. authenticity is the key to creating real connections.
- metrics that don’t matter: views are great, but those numbers might not translate into sales. focus on what truly counts: conversions, retention, and customer satisfaction.
- not studying your audience: if you don’t understand your customers’ habits and behaviors, you may end up communicating the wrong way. do research, listen to feedback, and adjust your message when necessary.
authenticity is everything (REALLY!!)
brands that try to talk to gen z without understanding their values end up sounding off. AUTHENTICITY, here, is crucial! and this applies not just to gen z, but to any audience you want to reach.
instead of following every trend, be smart! stay true to your brand’s essence and adapt to changes strategically. this doesn’t mean ignoring what’s happening in the market, but using these trends as tools that work in your favor, while maintaining your identity.
so, what really matters?
does your brand really need to speak to gen z? the answer is: IT DEPENDS! 🤷♀️
at the end of the day, what’s most important isn’t following every trend, but finding the right language for your audience. effective communication isn’t about talking to everyone — it’s about making sure what you say delivers real results to the people who matter.
now that you’ve understood how to communicate with your target audience and where to focus your efforts, how about taking the next step and strengthening your networking?
click here to learn how to do it effectively (and without being annoying)!
