The document outlines new marketing strategies for reaching Gen Z consumers. It notes that Gen Z consumers have very short attention spans, prefer visual content found through social media, and value authenticity. The document recommends that marketers go niche, create engaging visual content, distribute across different platforms, and share authentic brand experiences in order to connect with Gen Z consumers. Marketers are advised not to rely on past Millennial research and instead to focus on education over entertainment with unique and share-worthy content.

1. INSTABRAIN
New Rules for Marketing to Gen Z
Digital Summit Detroit 2019
Hi! I’m Sarah Weise

2. 2

4. Try NOT to think about
it now… I dare you.
bixaresearch.com @weisesarah IG: sarahvweise

5. Hi! We’re Bixa.
We guide your market
research to help you capture
attention and boost sales.
bixaresearch.com @weisesarah IG: sarahvweise

6. GAME-CHANGER
98%
OF TEENS OWN A
SMART PHONE
51%
WORLD POPULATION
IS UNDER 25
85%
FIND NEW PRODUCTS
VIA SOCIAL MEDIA
40%
OF AMERICAN CONSUMERS
$44B
IN DIRECT SPENDING
bixaresearch.com @weisesarah IG: sarahvweise

7. YOUR PAST RESEARCH NO LONGER APPLIES

8. Build trust, create value, and serve your customers
in a new way that makes a difference.
bixaresearch.com @weisesarah IG: sarahvweise
NOW IS THE TIME!

9. TOTES NOT THE SAME
Gen Z and Millennials are not the same.
RAISED IN A
TIME OF WAR &
RECESSION
HUNGRY FOR
WORK AND
SIDE-GIG SAVVY
SHRINKING
ATTENTION
SPANS
SHIFT IN
PARENTING
STYLES
bixaresearch.com @weisesarah IG: sarahvweise

10. USING STRATEGIES THAT WORK FOR MILLENNIALS
WON’T DELIVER THE RESULTS YOU DESERVE.
Are you putting yourself out of business?
bixaresearch.com @weisesarah IG: sarahvweise

11. WHY AREN’T THESE KIDS SEARCHING?
The study that sparked this research…
bixaresearch.com @weisesarah IG: sarahvweise

12. THE COLLECTOR
Natural aggregators of information.
Teens are processing more info than before,
at an unprecedented rate. Collecting and
organizing has become second nature.
Gen Z Pro Tip
“I text myself links.”
bixaresearch.com @weisesarah IG: sarahvweise

13. GEN Z PRO TIP
Do you know how to save
things on Instagram?
bixaresearch.com @weisesarah IG: sarahvweise

14. CONTENT CURATORS
55%
MANAGE AT LEAST
TWO INSTA ACCOUNTS
Specific and discerning content curators.
They see their accounts as their personal brand,
and curate different content on different accounts.
bixaresearch.com @weisesarah IG: sarahvweise

15. CONTENT STREAMS
Gen Z is clear on where to post (and look) for content.
bixaresearch.com @weisesarah IG: sarahvweise

16. YOU HAVE 8 SECONDS
Snap judgement, then deep dive.
Shrinking attention spans and a constant waterfall of content
make for decisive, snap judgements.
Interests quickly turn to obsessions.
They crave the behind-the-scenes story,
and want to know authentic and personal insights.
(find me later and ask about the hedgehog!)
bixaresearch.com @weisesarah IG: sarahvweise

17. WHAT SHOULD I WANT?
Scrolling = inspiration.
They spend hours scrolling through feeds,
looking for something that sparks their interest.
Learning is especially inspiring.
Gen Z feels good about learning, and will likely
choose learning over pure entertainment,
which brings on feelings of guilt
bixaresearch.com @weisesarah IG: sarahvweise

18. AN ALL-SEEING EYE
Exhaustive visual search and scrutiny.
Gen Z with eagerly share during the research phase.
Post-purchase sharing feels like bragging.
bixaresearch.com @weisesarah IG: sarahvweise

19. INSPIRATION LEADS TO ACTION
This is a generation of doers.
bixaresearch.com @weisesarah IG: sarahvweise

20. LOOKING FOR THE REAL THING
Craving authenticity.
Gen Z wants to peer into the real,
authentic lives of the people they follow.
Familiarity is authentic.
They respect self-made and local celebrities
because what they have is attainable.
bixaresearch.com @weisesarah IG: sarahvweise

21. SO WHAT?
DO
DO go niche. With this generation, the riches are in the
niches. Research your specific customers.
DO work on your hooks. You have 8 seconds.
DO shift your words to visuals and video.
DO distribute unique content in enough places to make
the scavenger hunt real.
DO share, even when it’s not great. Be authentic. Have a
personality as a brand and show them what you stand for.
DON’T
DON’T assume that your Millennial research will work
for a younger crowd.
DON’T just entertain. Focus on education.
DON’T blow your budget paying big influencers.
DON’T go all-in on a do-gooder brand; show them
you’re a double-bottom line company
DON’T waste time and money trying to figure this out
on your own.
bixaresearch.com @weisesarah IG: sarahvweise

22. Text HI to 66866
Everyone gets a free chapter of InstaBrain! 🎉
First 10 get a COMPLEMENTARY strategy
session with me (value $597)
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