How to write for Gen-Z
As we all know, 2020 was a crazy ride with the pandemic. And as 2021 proved to be just as uncertain as 2020. Gen-Z has been born into a world of upheaval, they have demonstrated that they’re just as unstable as it has been in the past two years. The one key takeaway from all this is their Unpredictability. Regardless of how much you explore them, you would never be able to accurately assess what they will do next. Don’t be demotivated as—not even Gen-Z knows what’s in store for them, but it’s even more difficult when you are on the outside looking in. We’re assuming you are because you clicked on this post. So, before you begin typing, let’s go back to where it all started for our most illiterate generation: the emergence of the internet.
Top speed
As the first fully digitized natives to develop in a fast-evolving environment, Generation Z is embedded to adjust and process data at an incredible rate compared to previous generations. The typical Gen-Zer switches between five screens at once and has an attention span of only seven seconds less than a millennial. This time frame may appear brief, but it does not imply that they cannot pay attention for more than seven seconds; instead, it takes them seven seconds to determine whether or not a piece of information is worth their time–an essential difference that is largely misunderstood when discussing Gen-Z.
Well-read
More than two-thirds of Generation Z say they got their first mobile device well before the age of 18, with many getting it much younger. Presently, 98 percent of Generation Z own a cell phone and check it more than 80 times each day on average. A world of information at their fingertips has introduced them to subject matters that earlier generations had not even got to hear of at their age. ‘Google Search " was their childhood catchphrase, and each result was only a few clicks away.
Demographic variation
With a Hispanic demographic of 25%, a Black 14%, and an Asian 6%, Gen-Z is the most varied and multicultural generation to date. The internet has enabled them to interact with people from various backgrounds in ways that would not have been feasible in a primarily in-person world. They’ve become as considerate, participatory, and proactive as the millennials who came before them.
Disturbed and distressed
For all of its benefits, a hyper-connected virtual world has also resulted in a secluded reality. Only 45 percent of Gen-Z mention their mental well-being is very good or superb, compared to 56 percent of millennials, 51 percent of Gen-Xers, and 70 percent of Boomers. Social media has performed a prominent role in filling this void. According to research, 86% of 4,500 Gen-Z poll results indicated social media has a significant effect on their happiness, 85% on their self-confidence, 83 percent on stress, and 79% on depression. Almost one-half of Gen-Z spends 10 hours per day on their mobile, with a large percentage of that time spent on social media.
Doubtful
Several older generations believe that if these children might just put down their smartphones and review a book, they may not be as unhappy, and social media is an escape they have from an even tougher reality. Gen-Z was born into a world where they have never felt peace, due to all of these occurrences happening in the world like 9/11, the 2008 global recession, widespread school shootings, never-ending political upheaval, the climate catastrophe, a pandemic. Now multiply those stressors by 1000 as they are thrown in front of them in an endless cycle on the internet. It’s no surprise that Generation Z is skeptical. Universities like schools and governments have been untrustworthy in protecting Generation Z, and their setbacks have not gone undetected. According to a research-only 39% of Gen-Z mentioned believing in the US government, a five-point decline from the previous year. Ultimately, 56 percent valued the public education system, 53 percent relied on the Supreme Court, and 40 percent considered the news media is reliable—these are not very impressive figures. It informs you that Gen-trust Z’s trust is not granted and it’s difficult to regain once it’s gone.
Socially Mindful
Social troubles are crucial to 88 percent of Gen-Z, so you’ll need to be concerned about them. Racial discrimination, the COVID-19 pandemic, gender equality, poverty, and health care systems are among the main social causes that Gen-Z is committed to this year. They chose a fresh perspective that doesn’t strike them over the head; intriguing details are always preferable to uninteresting information, particularly when it comes to subjects as serious as these.
Things to consider while writing for Gen-Z
Be specific
Be straightforward, keep it brief, and don’t make a lengthy article.
Your writing must be the equivalent of an elevator speech.
Note that you only have seven seconds to make your argument, so if you can’t get it through in the word limit of any social media post, you’re unlikely to get the opportunity to get it across well.
Be approachable
Gen-Z does not like to speak with a corporation or a brand. They have a strong inclination to not only be acknowledged by other generations but also to be comprehended. They are normally dismissed as uninformed and overemotional. Pay attention to what they want to tell and incorporate it into your writing, but don’t confuse imitation with familiarity. If you aren’t a teenager, don’t try to compose like one. Rather, write as if you were discussing with a person. Use simple terminology, a normal flow, and a human touch to everything. In an already alienating virtual space made more so by the pandemic, all Gen-Z wants is a tiny bit of association.
Be sincere
Ensure to say the truth. If you accept you’re not fantastic, you’ll be perceived as more dependable, and thus more probable to be heard. It’s the same as establishing trust in real life: you offer something to get get in return. Consider your writing as if it were a conversation, not a monologue. Review and pay heed to their culture, and if you make commitments, keep them, since at least 75% will confirm the invoices to notice if you did.
Be authentic
It’s difficult to keep up with Gen-collective Z’s brain, which is like a pinball machine. Each time you discover something that performs, it will most likely become outdated before you have an opportunity to utilize it twice. But don’t misunderstand what is genuinely an ally for an adversary. To connect with your target audience, you don’t have to integrate into the same, unoriginal templates that have been adequately churning out goods for previous generations. If you don’t, it’s better. Authentic content is essential to 75% of Generation Z, so be unique!
Which medium should you use to reach Gen-Z?
Nowadays, things are changing, the pen is way more powerful than the sword. So use it to grab the attention of Gen-Z. If you’re writing to notify, you should consider simplifying your message into interesting visuals, like an infographic. If you’re constructing to entertain, probably remove words completely and opt for a video file. It might appear to be an odd viewpoint emerging from a post about writing, but listen up—the statistics are quite fascinating.
Infographic
Marketers are mostly recommending infographics over simple text to reach Generation Z and for valid purposes. The large percentage of data sent to our human brain is graphic, and we decipher it quicker than any other sort of information- an interesting concept for a generation represented by its capability to handle and process information at incredible speeds. The other aspect is that they make use of an automated experience known as pre-attentive handling, which is how your brain organizes pictorial data before you offer it your complete attention. Designers can use characteristics such as color, structure, spatial position, and motion to direct your brain’s attention, transforming an already streamlined path of data into a guided tour.
According to one research, the typical person held 10-20% of written or oral information after three days, but 65 percent of visual content. Facebook pictures yield 53 percent more likes than any sort of information, and writers who use infographics see a 12 percent spike in traffic over those who do not. However, you may not like the idea, the volume of data you can convey in seven seconds with an infographic is far higher than with text format. When you are focusing on Gen-Z, conciseness is everything.
Video format
Infographics are a perfect alternative, but photo-relevant platforms, including Instagram, are lagging behind Gen-Z. As per a study, only 57 percent of Gen-Zers use Instagram frequently, down from 61 percent in 2020. In comparison, TikTok’s popularity has increased from 50% to 63% in the same timespan. So, what’s the reason behind the popularity of Tiktok video content?
TikTok’s brief-video content is one of the primary factors it is growing increasingly than other social media channels among younger generations. Visitors can navigate through an infinite flow of videos in short bursts, which corresponds flawlessly with Gen-attention Z’s time frame and the frequency with which their brain works. The science is based on how individuals interact.
TikTok’s most valuable resource is that it serves as a hot spot for targeting Gen-Z. Twitter may have 47 percent of Gen-Z on board, but Millennials account for roughly 80 percent of their user base. The same is true for Instagram, where the older population controls roughly 60% of the platform. While Facebook has a 14 percent Gen-Z audience and TikTok has a 60 percent Gen-Z. Content writing is like a piece of cake since the methodology is so precise that you will not even have to look for them—it’ll carry them straight to you, customized to your subject-relevant niche. Video formats and infographics are beneficial if your substance is poor, so retain the preceding instructions as you begin writing.
Key Takeaway
Now since you understand how much work will be required to target Generation Z. One point to note about Gen Z – or any other generation – is that spending time wanting to engage with them on an individual basis is the better way to discover who they are and what content perspectives they want businesses to offer. You can gather useful, real-world insights by configuring an audience review via email, reigniting a public discussion on Facebook, or Twitter, organizing a focus group, or simply inquiring Gen Z workmates for their thoughts and viewpoints. Whenever you consider incorporating your company’s voice into the continuous flow of interactions already buzzing all over their screens, take the time to hear what Gen Z users want to say for themselves.