That depends. Do you want to reach teen-to-30 age buyers? Do you have someone from that generation that can write with an eye toward reaching Gen Zers and Millenials? Is your product or service something that translates well with photos?
Instagram (followed closely by Snapchat) is quickly becoming the go-to channel for brands that want to engage younger consumers – largely because of its shoppable youth-oriented features. But first – some definitions.
Generation Z or Gen Z (also known by a number of other names including iGen), is the demographic born after the Millennials. Generally, this age group teens into adult years. Demographers and researchers typically use the mid-1990s to mid-2000s as starting birth years. All GenZ members have never known anything but tech. They grew up using the internet and smart phones.
Millenials are those 23 – 33 (again, not all demographers agree to the specific ages). They are comfortable with tech, shopping on line, multi-tasking, and using a variety of mobile apps.
Instagram by the numbers:
According to a first quarter 2019 report from Piper Jaffray, an investment and asset management firm, a whopping 73% of Gen Zers said they preferred brands to contact them about new products through Instagram.
Instagram is the go-to social platform for reaching younger target audiences. But you have to do it right. You will need to use humor and interesting product experiences to highlight your brand.
You will also need a well-trained ear to speak Gen Z and Millenial without being off-putting. If you can handle that, you will find that Instagram can turn conversion and photos into an authentic part of your marketing.
As a platform, Instagram is exceptional at providing consumers with a frictionless shopping experience through its in-app checkout feature. Major brands like Nike and Apple know this and use the app flawlessly. In fact, Nike was sited as the second most popular shopping website among teens, according to Piper Jaffray.
What about Gen Z reach through other social media?
Instagram isn’t the only social platform marketers at your disposal to reach Gen Z and Millenials. Snapchat is a close second, with roughly 50% of users preferring it to Instagram. And, according to video creation platform Wibbitz in a recent survey (November 2018), almost 15% of buyers ages 18 to 25 said they follow their favorite brands on LinkedIn as well as Snapchat or Instagram. Slightly fewer mentioned Twitter and Facebook.
Want to know more? We can help you understand social media and put you on a path to using the ideal media and social platforms for your business.