August 30, 2019

How to optimize your ad spend on social media when targeting Gen Z's

Advertising, instagram, programmatic advertising, technology

- 5 min read -

Blog header - HOW TO OPTIMIZE YOUR AD SPEND ON SOCIAL MEDIA WHEN TARGETING GEN ZS

As the way each generation consumes information changes, so do their preferences in terms of the type of content they would like to see. 75% of Gen Z’s want to convert their hobbies into jobs, and 61% want to be an entrepreneur after they graduate university or college

Now taking into the fact that 51% of grade 12’s across Canada recall seeing a higher education ad on their preferred social media platform, how we do create content that will jump out at this 51%?

What to consider when building your Gen Z focused ads?

Let’s take a look at three key factors that Gen Z’s take into account when selecting the university or college they would like to attend.

  1. The best products. Gen Z’s generally like “cool” or “top of the line” products. So what is more cool than being in a program with the best reputation? 67% of Gen Z’s indicated that program reputation is the most important factor when selecting a university or college.
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  2. A connection to tech. Gen Z’s crave technology. They have grown up in a world where they have always had access to the internet. Seven out of ten Gen Z’s report wanting to work for a “tech” company, so make sure your ads convey how your institution can help them achieve their goals.
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  3. Student life on campus. 66% of Gen Z’s report “student life on campus” as being a key factor when selecting a higher ed institution, and 60% report location as another key factor. Ensure your ads speak to your institution’s locations and campus life!
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Where should you invest your dollars running these ads?

Similar to everything else in life, things change, and so have the “kings” of social media. Facebook and Twitter, previously regarded as the “kings”, now sit behind Instagram, YouTube, and Snapchat as the most commonly used social media platforms among the Gen Z audience

Of the 1,700 Canadian high school students that we surveyed, 95% of them reported using Instagram, making this the most popular social media platform among one of the largest target audiences for higher education Institutions. 

When executing your next Gen Z focused social media campaign, think about what they want to see and where they want to see it. The successes your campaigns may have seen on Facebook and Twitter when targeting millennials will no longer hold true when targeting Gen Zs. 

Make sure to optimize your ad content and consider where your audience is consuming information when building you next social media based campaign.

Connect with us if you'd like to find out more on how to keep your Gen Z marketing strategy fresh.

P.S. Follow us on LinkedIn for tips, tricks, and industry updates.

We collected insights from 1,700 high school students on their media preferences for higher ed advertising. Access Report.

Tagged: Advertising, instagram, programmatic advertising, technology