Gen Z, the generation that grew up digital, spent nearly 150 billion last year in the U.S. alone and they represent 40 percent of global consumers. Millennials represent the largest U.S. portion of adults—and their spend is enormous at an estimated 1.4 trillion every year.
So what should you consider about their social commerce wants? First, particularly for Gen Zers, there has been a shift toward social media platforms like TikTok, Snapchat, YouTube and Instagram. The driver of that is a desire for short videos and interactive content. As reported by Forbes, 91 percent of these two younger generations prefer visual content.
“One of the most overlooked aspects of digital marketing campaigns, especially with smaller businesses, is that YouTube is the second largest search engine behind Google,” says George Konidis, an SEO expert and Founder of Growing Search. “It’s hard to achieve digital growth among younger consumers when you ignore video content. We are seeing an enormous boost in video content consumption, and the transition to hybrid social apps, like PWAs, will only accelerate this trend,” he says.
What is a PWA and why are they important? Another characteristic of Gen Zers and millennials are that, typically, they are more impatient than older generations when it comes to loading times (not that the older generations don’t expect speedy service, too). And PWAs (progressive web apps) are a mix between a website and an app that performs faster so you may want to consider investing in them when marketing to these two generations.
Another thing that sets them apart, particularly a Gen Z consumer, is their desire to share their shopping experience with other people, their friends and family. That’s part of what makes Instagram so popular for Gen Zers. Cosmetic company Sephora understood this need well when, among other tech-driven initiatives, they provided selfie mirrors in their stores.