Social Media Marketing in a New Age: Brand Personality and Generation Z

Brands have personalities, just like we do.

It’s how companies connect with their target audience. As consumers, we are drawn to ads, news stories and social media posts that directly speak to us. In other words, we like messages we can relate to.

As marketing has made the shift from traditional to digital, public relations and advertising face the danger of becoming less personalized. With traditional TV advertising becoming a thing of the past, companies can’t rely on on-screen personas to communicate their desired image. Because of this, it has become increasingly important for companies to develop a “voice” behind screens, which can manifest itself in a variety of ways – from witty banter in a comment section to carefully curated images on an Instagram feed.

The first step to building a strong social media presence is understanding who your target audience is. Not just identifying, but fully embracing a cohort’s characteristics. Habits, preferences, and way of life are all factors that make a group truly unique and help differentiate between generations of consumers. Many brands nowadays have shifted their focus to Generation Z, a soon-to-be majority in the consumer space. As the world’s largest cohort, Generation Z makes up 32% of the population. As people who grew up in an age of rapid technological development, 41% of Gen Z’s say that Instagram is their preferred social media for following brands. As a generation that values aesthetic but clings to practicality, 85% use social media to learn about a brand or product and 68% read three or more reviews before making a first-time purchase. The bottom line is: if brands want to capture this tech savvy demographic, they need to create a compelling online presence that piques the interest of today’s consumers.

Among the thousands of brand-managed social media accounts on the Internet, several stand out as companies who know what their target audience wants and use this to connect with them on a deeper level. Here are my personal favorites and why I think these companies do an excellent job communicating to Generation Z while staying true to their brands.

Chipotle

While many brand accounts focus heavily on aesthetic, Chipotle’s Instagram is chock full of memes, Tik Tok-inspired reels and gag jokes. Many brands have started to embrace Internet lingo and pop culture trends in order to appeal to a younger audience, but Chipotle takes this one step further by utilizing Instagram’s newest and most modern features. From its IGTV cooking tutorials to custom brand Story filters, Chipotle keeps its content fresh to reflect its young and spontaneous persona, while making sure to attract personalities of the same kind.

We’re Not Really Strangers

We’re Not Really Strangers is a purpose-driven card game designed to foster meaningful connections between individuals. While Gen Z’s appreciate visually attractive aesthetics, they are fiercely partial to authenticity. The WNRS feed is as subtle yet impactful as it is visually incohesive yet eye-catching. The account sets an organic tone through its sporadic, unfiltered posts, aligning nicely with the theme of the game itself. By posting cards as prompts and welcoming shared content from users, WNRS reflects its brand purpose of driving emotional connection through its Instagram and shows that there are, in fact, real humans behind these screens.

Recess

Recess is a New York-based startup that sells CBD-infused sparkling water as an “antidote for modern times.” While Recess may not be marketing entirely to Gen Z’s, its brand personality sets the company up to be one that Gen Z’s will surely take note of as they grow older. Recess drink starter packs and “Meet the flavors” posts bring its products to life while playing in tune with current Internet trends. Its dreamy pastel feed fosters a sense of blissful serenity with the brand, fitting in perfectly with the core purpose of its products. Recess refuses to compromise aesthetics for personality and manages to balance both in a beautiful and alluring fashion.

When marketing to a group as tech-savvy as Generation Z, it’s important to be conscious about how your brand is communicated both in person and on screen. A brand doesn’t necessarily have to offer the perfect product to gain an individual’s attention. After all, one-of-a-kind marketing for an admittedly average product is what makes the big players stand out in our feeds. Which brand’s social media account is your favorite?