How To Market Your Info Product Business to Gen Z
Gen Z represents about 20% of the United States population and has an estimated buying/spending power of over $360 billion… and growing as more and more people join the workforce. (Ah, yes, I happen to be part of this generation, which is why I feel qualified to speak on this topic. 😅)
From personal experience, observation, and research, Gen Z highly relies on social media for information and research and trusts reviews and user-generated content (UGC) when choosing products and services.
Gen Z also expects authenticity and transparency from brands they choose to invest in – all for good reasons.
Unlike previous generations, Gen Z prefers short-form, actionable information rather than spending hours on one topic – we neither have the time for it nor the attention span. 😂
But, to our defense, why should we invest our time and money into something that doesn’t give us a reasonable ROI, could be learned faster somewhere else, or is something we can live without?
Our learning approaches (yes, there are multiple, and they vary depending on the individual) are much more time and cost-efficient. However, don’t underestimate – most of us know exactly what we are looking for, and we use a variety of sources to help us make our decisions.
Our learning habits directly affect our spending habits, as we will not invest (time or money) in something unless everything about it makes sense.
So, how does this affect you, current and future info product business owners?
I’d like to give you some insight into our Gen Z brains, which will help you structure your marketing approaches to my generation.
Gen Z Learning Habits
Why is this important? It will help you structure your website, social media content, and ads to effectively engage with and target this generation.
- Social Media And AI Tools VS Search Engines: Gen Z turns to social media and AI assistants if they need to learn something, do research, or just for fun. Occasionally, they use voice search for immediate answers.
Business owners will likely see higher brand exposure and more engagement from Gen Z on social media platforms like Instagram, TikTok, and YouTube.
AI Chatbots, like Chat GPT, Grok, and Gemini, are the new research tools for Gen Z, slowly but surely replacing Google and other search engines.
However, this doesn’t mean that you should give up on SEO. Gen Z still uses search engines for fact-checking and official resources. - Multi-Channel Research: Gen Z cross-references information across multiple platforms before making any purchasing decisions.
We will do our due diligence when researching your brand – from your website to reviews, from TikTok and YouTube videos on product overviews to in-depth discussions on Quora and Reddit, and Google for official and accurate information. - UGC And RAW Reviews: Gen Z trusts real people over things listed on your website or social media. Reddit discussions, RAW, unsponsored reviews, case studies, and the comments under your content play a significant role in our research.
This is especially important for info product business owners because if your product or service does not provide real value, Gen Z will not invest in it.
Unfortunately, there are too many scammers in this particular industry, but you can outperform them by offering high-quality products and services, being authentic, and being genuine with your intentions.
The good part is, if your course, e-book, or service is as good as you hype it up to be, your reviews will reflect that. - Short-Form, Actionable Info: Gen Z wants information and answers fast and in simplified formats.
Most of the time (but not always), Instagram carousels, bullet points, short videos, and content that provides information instantly drive more attention and engagement from this generation.
Interactive content, like quizzes, infographics, and polls, is also good to implement if your target audience includes Gen Z. - Transparency And Purpose: Gen Z wants to know if there is a deeper purpose behind your business and if it aligns with their views, beliefs, and values.
While researching your product, Gen Z will also research your brand’s ethics and priorities. How you treat your customers, employees, and others around you plays an important role in our decision-making process.
Pro Tips For Marketing To Gen Z
The list above should have given you some ideas of what Gen Z pays attention to and what to focus on when marketing to them, but in case it didn’t, here are some best practices and things you can leverage to market your info product business to Gen Z-ers effectively.
- Use Short-Form Content: Gen Z expects entertainment or information (or, preferably, a balance of both) at the click of their fingers. Long stories, texts, and videos that take too long to get to the point will be skipped.
Focus on creating short-form content (in text and video formats) and promoting it through Instagram reels, TikToks, YouTube shorts, small blogs, and social media posts.
Leverage storytelling, but ensure it includes a relevant hook to keep Gen Z’s attention.
Include trending sounds, topics, and memes in your content, but don’t overdo it. Ensure that whatever you post aligns with your brand’s main image and is relevant to your niche. - Leverage UGC: Encourage and incentivize people to leave feedback and reviews about your brand. User-generated content (UGC) is one of the main factors in decision-making for this generation – they trust people more than whatever you advertise on your site.
UGC is also great for repurposing content – a video review from a customer can be cut up into snippets that you can promote on multiple platforms and use as an advertisement of how great your product is. - Leverage Purpose-Driven Marketing: Gen Z-ers like and support brands that align with their views, values, and priorities. Ensure to share your story and the deeper purpose behind your business (and if you don’t have one, make one up 😉).
The Z Generation likes transparency and authentic RAW content. Ensure your ads look professional but not overly edited – too much editing diminishes authenticity.
Gen Z wants to get to know not only your brand but you, too.
Share your journey through some BTS (behind-the-scenes) content, share your purpose through occasional Instagram stories, and engage with your audience and offer help and support, and be transparent about your practices, pricing, and terms and conditions. - Leverage Influencers: Chances are, if your social media following includes Gen Z, they follow other authoritative figures in the niche. Connect and build relationships with micro-influencers in your niche to help promote your brand and increase your authority in the market.
- Use Social Commerce: As mentioned before, Gen Z likes when things are quick, if not immediate, so use social commerce to expedite the process of signing up for webinars, subscribing to a software or newsletter, or purchasing a product.
- Utilize Multiple Channels: We, Gen Z-ers, cross-reference information through multiple resources, so it is essential that you have a presence on every online channel that is relevant to your niche and target audience.
Closing Remarks
Whether you like it or not, Gen Z (and younger generations) will soon become the leading consumer demographic; therefore, adapting to their preferences is essential if you want your brand to remain relevant.
Marketing to this demographic consists of a combination of short-form content, user-generated content, purpose sharing, transparency, and authenticity. We (Gen Z) are quite diverse, and we look for and relate to brands that know how to adapt to us.
We enjoy investing in self-improvement; however, before we pull out our wallets, it has to make sense financially, morally, and time-wise. Info product businesses can take advantage of that by providing valuable information in a Gen Z-acceptable format, haha…
On that note, I hope to see you on the “subscribed” list for Vavoza Insider as our team shares actionable and relevant marketing tips weekly!
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– Steph
