When you’re searching for ideas to write about, you’ll often come across the proverbial “Penny pinchers” niche. This is where people looking for content for their blogs come up with cheap content ideas – usually based on current news stories or trending hashtags. While it isn’t a bad idea to use trending topics to engage with your audience, using these topics as the basis for your content can sometimes be counterproductive. This is because these topics can fade away as quickly as they arise, which means you’ll have less content to pull on in the future.
Instead of focusing on what’s popular, why not use this as a starting point but then veer off into uncharted territory? This is the territory of “Generation Z”, the millennial generation and beyond – people who grew up with the internet and social media and who, as a result, have different expectations about content and the value it brings. If you can tap into this mindset shift and use the right language, you’ll be able to engage with them on a deeper level and provide them with the content they really want – content that is both interesting and unique to them.
You might be familiar with the term ‘Generation Z’ as it relates to marketing and demographics. Those born between 1995 and 2010 identify more with technology, social media, and mobile devices than with traditional media such as TV, magazines, and newspapers.
Let’s take a look at this topic in more detail.
The Rise Of Generation Z
If you’re only looking to generate content ideas for blog posts, chances are you’re already familiar with Generation Z. This is the generation of people who were born in the early 2000s and grew up on social media – a product of the explosion of smartphones and the internet in general.
This is a fairly new generation. While some statistics put the number of millennials at 300 million, the United Nations Population Division says that only 10% of the world’s population is Gen Z. This means there are 30 million people of this generation. This makes up just 3% of the world’s total population. However, Gen Z is responsible for 47% of all consumer purchases. They’re also dubbed “digital natives” because they’ve never known a world without the internet.
This is a generation who grew up looking at screens. Almost half of all American kids between 6 and 12 now play video games. This is compared to 20% just a few years ago. As a result of this, 45% of Americans between 6 and 29 own a smartphone. While only 25% of Americans between 30 and 39 own one, and only 17% of Americans between 40 and 49 do. Overall, 83% of American households own a smartphone.
This is a generation that grew up in an era of unprecedented change and upheaval – the 2008 financial crisis, the rise of the sharing economy, and more. As a result, they possess a deep skepticism about established institutions and value systems. However, despite all this, they trust their feelings and believe they can handle most situations. This is why you’ll often see them talking about mental wellbeing in their blogs. This is also why content ideas for bloggers based on current events often arise out of nowhere. These kids are the original “filter bubbles” who grew up surrounded by information, believing that what they see represents the entire truth. If you can connect with this mindset, you’ll be able to provide them with content that is both interesting and relevant to them. And this, in turn, could draw more readers to your blog.
The Purpose Of Content
When you’re writing content for blog posts, the most important thing to keep in mind is that the goal isn’t to make money. It’s to engage with your audience and to provide them with value. When you have valuable information that is both relevant and interesting to your audience, you’ll be able to engage with them on a deeper level and have them come back for more. In order to do this, you need to create content that is both interesting and unique to your audience.
So, what does this mean in practice? Let’s say that you are a fashion blogger wanting to write about the spring/summer 2020 trends. You could look at current events and popular hashtags in order to see what’s trending in fashion and you could use this as a springboard to create articles about fashion trends for your blog. However, the key is nailing what your audience wants and needs while simultaneously being unique and authoritative. If you can do this, you’ll be able to engage with your audience on a much deeper level and have them turn to you for the information you provide.
Generation Z’s Taste In Fashion
This is a generation that grew up in a world of unprecedented amounts of choice. They went to the mall as often as they can and spent countless hours shopping online compared to the number of hours they spent in retail stores. This has made a significant impact on their fashion tastes. They’re not as inclined to follow trends as previous generations were and they value quality over quantity when it comes to clothing.
If you’re looking to engage with Generation Z about fashion, it’s important to nail what they want and need. It’s also important to do this in a way that is unique and authoritative. One way of achieving this is by looking at what isn’t popular and using this as a filter to see what you might be able to pull off. For example, instead of focusing on what’s trendy right now, which is mostly leggings, you could use this as a springboard to write about the qualities that distinguish high quality leggings from those that aren’t.
Nowadays, it’s not uncommon to see fashion bloggers reaching out to brands directly for clothes and accessories to feature on their blog. Some brands will even send you samples to taste test. You might think that this is just a perk of being a fashion blogger, but it’s actually quite the opposite. This is because there is so much competition in the fashion industry and so much pressure to always have the latest trends. If you want to stand out from the crowd, you have to make sure that your content is both interesting and unique. This means that you’ll have to find a way to showcase the very best of what you’ve managed to pull off rather than just copy what everyone else is doing.
In general, brands and companies are becoming more aware of the power of content marketing. This is because content is easily shareable and customers can access information at the touch of a button. If you want to engage with Gen Z about your products or services, it’s important to do this through video or through an interactive element such as a game. By doing this, you’ll be able to provide them with the information they need in a way that is both interesting and unique to them.
The Rise Of Content Well Being
While a lot of attention surrounds the physical wellbeing of Gen Z, there is a large focus on their mental health as well. This is largely due to the fact that Gen Z is often seen as the “generation of thinkers” – they’ve been dubbed the “iGen”, or the “intellectual elite”, because of their love for learning and their ability to focus.
It’s important to remember that while a lot of focus is put on Gen Z’s mental health, this is not because they’re the most at risk of suffering from mental illness. Research suggests that older generations – including millennials and baby boomers – are actually more at risk of experiencing mental health issues. This is mainly due to the greater diversity of jobs and opportunities available to them as they entered adulthood. While this may be true, Gen Z is certainly contributing to the focus on mental wellbeing in a big way. Why?
Well, it’s partly because of the nature of the content they’re consuming. This is because a lot of Generation Z’s content is designed to enhance their mental wellbeing. And this is often accomplished through educational content or content that provides them with new knowledge or understanding.
However, this is not solely due to the content they’re consuming. Mental health is also a focus because of the pandemic and the way in which society has shifted in favor of safer habits and more caring behavior. This, in turn, has made a significant impact on everyone – especially those who are most vulnerable. The growing number of elderly people living with dementia and other forms of mental illness has become a major concern, especially as the number of people who are living with these conditions is projected to double by 2025.
In general, the generation is incredibly engaged with mental health in a way that previous generations weren’t. While one in four American children has a mental illness, one in five adults does as well. This is compared to one in eight children and one in nine adults in the 1950s.
What Do Gen Z’s Like To Read?
According to HubSpot Blogs research, 83% of Gen Z use TikTok. With nearly half of the world using the app, it would be a missed opportunity if brands don’t take advantage of this audience.
Why is TikTok important to Generation Z?
The popular video app has quickly become one of the most important social media platforms for Gen Z. Not only do they use it frequently, but they also consider it an important part of their identity. In fact, 40% of the people in this group say they would change their surnames to suit the platform.
Based on a recent HubSpot Blogs survey, here’s a look at why and how you should be using TikTok to reach Gen Z:
1. A majority (52%) of Gen Z use TikTok to follow news and information.
When it comes to traditional media preferences, Millennials lead the way with 52% watching TV shows and videos, and following news articles, and 51% using email newsletters to stay informed. However, Gen Z is moving away from traditional platforms and turning to newer ones.
In the HubSpot Blogs research, 53% of Gen Z use TikTok to follow news and information, compared to 40% who follow television shows and videos. In terms of following specific people or brands, 17% use TikTok to follow news stories about Donald Trump, and 14% follow the news about North Korea.
TikTok brings people together, and 47% of Gen Z says the app is important for socializing with people their age. That’s more than any other platform, and it probably has something to do with the fact that this group tends to grow up alongside, and use apps and social media to connect with, their peers.
This is also reflected in the fact that 40% of the people in this group say their main goal is to fit in, compared to 29% who want to accomplish something significant in their life. Just 10% of the people in this group say they want to make a difference in the world.
If you want to reach the 47% of the world’s population that uses TikTok, develop a strategy to do so. Learn more about how to target specific user bases in our guide to digital marketing.
3. Use visuals (photos and videos)
In today’s world, people get their news from a variety of different platforms. With a large number of people getting their news on social media, you can bet most of them will be watching videos.
40% of the people in the HubSpot Blogs research say they mainly get their news from videos, and another 30% say they follow news headlines and reports on social media. With so many people getting their news from videos, brands can use that to their advantage by creating engaging content that contains visuals.
However, not all videos have to be professionally produced. According to HubSpot Blogs research, 43% of the people in this group say they get the most enjoyment from videos of people talking about their lives. Similarly, videos of animals entertaining or educating themselves inspire 29% of the respondents. And finally, 26% get their inspiration from short fiction, such as a short story or novel.
4. Avoid using too many words
The shorter the text, the more likely it will be to catch the attention of the reader. The same goes for video. If you want your footage to be noticed, develop a strategy to cut out the excess words.
A lot of the time, people don’t have time to sit through a 30-minute podcast or a long-form documentary. Especially when there’s a lot of content on their screen. So you have to make sure your video content doesn’t overstay its welcome.
In case you’re wondering, the preferred video length for Gen Z is 15 seconds to a minute. Many respondents say they’ll skip over content that’s too long because they have so much other content to watch or read. Alternatively, they’ll watch the first part of a longer video and then click out, deciding they didn’t care for the subject matter.
5. Personalize content
App users love getting personalized content, and marketers should too! While we all want to make sure our messages reach as many people as possible, not all of us want to do so at the expense of quality.
According to the HubSpot Blogs research, 79% of the respondents say they would appreciate getting personalized content. So instead of just sending out the same old blog post to everyone, why not send out relevant content that matches their interests? The chances of the person reading and engaging with your content is much higher if it’s personalized.
6. Keep things light-hearted
It’s important to appeal to as many people as possible when creating content, but when you do, you also have to make sure you entertain the audience.
While we all strive to be creative and expressive, most of us also have real jobs, and obligations to our families, so sometimes we have to be careful about what we put out into the world. But that shouldn’t stop you from having fun with your work.
If you want to reach a younger audience, use humor in your writing and illustrations. As mentioned by the HubSpot Blogs research, 47% of the respondents say they get the most enjoyment from reading content about sports and games, and 40% get their inspiration from funny videos and anecdotes.
So the next time you have an idea for a funny tweet or Instagram caption, go for it! Just make sure you aren’t putting something out there that you wouldn’t want your mom to read or see. Or someone you care about.
7. Engage with your audience
While you want your content to be entertaining, make sure you’re also engaging with your audience. If you’re posting to a channel with thousands of subscribers, you can bet they’re paying attention and want to know more about what you have to say.
The key is to make sure that you’re not just saying the same thing over and over again. Instead, use a variety of methods to engage with your audience so that they come back for more. The more you engage with your audience, the more they’ll connect with your content. This is particularly crucial if you want to gain cultural influence or make a statement.
In the HubSpot Blogs research, 44% of the respondents want to make a difference in the world, and another 40% want to accomplish something significant in their life. However, only 10% of the people in this group say they want to fit in.
So if you want to create content that the entire world will talk about, consider doing something that no one has done before. Or, at the very least, do something that makes a statement.
The most successful creators on TikTok don’t just talk about themselves. They also talk about the topics that matter most to them, and use their platform to raise awareness or make a difference. For example, you could create a YouTube video about climate change, and through your lenses, shine a light on this pressing issue.
The creators behind the #BlackLivesMatter movement and #MeToo movement are just two of the many people who have used the platform to make a difference. If you want to learn more, check out these amazing creators’ videos on TikTok.
8. Don’t be afraid to put yourself in the story
In a world where everyone is trying to be the best at something, sometimes we can forget that content is supposed to be about the people, not just the products.
Even for a diehard tech geek like myself, I sometimes get caught up in the day-to-day minutiae of my work life and forget that this is a public forum. So it’s important to remember that whatever you put out there can and will be used by others, both positively and negatively. This is why you should always be careful about what you put out into the world, even if it’s just a couple of tweets or Instagram posts. This is why being creative and having fun while also being responsible is a difficult balance to strike. But it’s worth it!