Studies indicate that Gen Z and millennials make up 42.4% of the population in the United States. Therefore, when creating a social media strategy, it is essential to consider these two groups. This is mainly because other statistics indicate that they spend more time online than other age groups.

One crucial fact to note is that Gen Z and millennials consider social proof and peer influence from a brand before making a buying decision. That is why brands need to leverage employee advocacy, an untapped resource when targeting these groups. This article will examine how Gen Z and millennials have redefined the concept of employee advocacy. 

How Gen Zs and Millennials Use Social Media Differently

Previous generations, such as the baby boomers and Generation X, were accustomed to watching ads, as TV and radio were their primary sources of content. However, Gen Zs have grown up in the age of the internet and social media, where there is a wide range of content to choose from. 

This has made them averse to ads and brand content. That means the traditional marketing methods may not be enough to capture the attention of these audiences. On the other hand, they prefer authentic recommendations from their peers. 

Here are the statistics on the various ways Gen Z uses social media:

• Gen Zs prefer short-form video content. Studies indicate that 41% of Gen Z prefer influencer marketing and social proof content when searching for new products, interacting with various brands, and staying updated. This has led to the popularity of short-form content over long-form content. 
• Millennials. These groups prefer visual and long-form content. They have no problem engaging with a brand online and consider the recommendations and reviews when making buying decisions, especially when these are from their family and friends.

This data illustrates that Gen Zs and millennials use social proof to get honest reviews about a brand before making a purchasing decision. Therefore, when targeting these groups, it is essential to incorporate social proof, whether from other creators or influencers.

Why Peer Influence is Gaining More Popularity than Brand Content

As noted earlier, Gen Z and millennials prefer content from their peers compared to that shared by a brand. Unlike their parents, who had no problem trusting the content created by brands, these groups prefer the content created by their peers in the form of:

• Recommendations, reviews, and posts from online peers and friends. 
• Influencer reviews and videos.
• Authentic review posts by other Gen Z influencers.

The preferences of these groups are influencing brand reach and the way brands engage with customers online. Working with an influencer is a more effective strategy when targeting Gen Z and millennials compared to other age groups.

Creating a Brand Advocacy Program to Reach Gen Z and Millennials

If you are trying to reach Gen Z and Millennials, you need to have brand advocates who will create content on behalf of your brand. This is important as these groups of shoppers are attracted by authentic feedback from their peers. One way to foster this is through employee advocacy.

Employee advocacy involves leveraging the personal connections of your employees, enabling them to serve as brand advocates. With studies showing that the average employee has 669 connections, this allows you to reach a broader audience. Additionally,  if you have employees in this age group, they are likely to influence their Gen Z friends.

With a decrease in the level of trust in the traditional marketing methods, employee advocacy can enable brands to resonate with their target audiences.

How Employee Advocacy Can Help Reach Gen Z

Employee advocacy involves having your employees post your company's content on their social media profiles. If you want to create an employee advocacy program targeting this group, it's advisable to work with employees in the same age group. They can then post content for your company, such as product recommendations and company products, on their social media profiles. 

Higher Engagement

According to a LinkedIn study, content posted on individual profiles tends to receive higher engagement than the duplicate content posted on a brand's social media page. That means when a product overview, article, or video is posted about your brand by an employee, it will receive higher visibility, generate the interest of employees, and build trust.

Low Ad Cost

Additionally, when employees become brand advocates, it can help reduce your advertising spend. You can grow your reach and connect with Gen Z and millennials as you tap into TikTok connections.

Building Credibility and Trust

Utilizing employees to reach Gen Z and millennials can help increase your credibility and trust, as these groups tend to trust the recommendations of their peers. When employees share your content, they showcase your knowledge, expertise, and passion. They also position themselves as thought leaders who help solve the challenges of their prospects. 

Get Leads

When they share your content, they can spark discussions and cause people to ask questions. This offers you an opportunity to nurture these relationships and turn them into prospective customers.

How to Implement an Employee Advocacy Program For Gen Zs and Millennials

The advantage of using millennials and Gen Z for advocacy is that you will not be short of options for assistance. Statistics indicate that millennials make up the largest employee demographic in the U.S, with Gen Z also likely to enter the market strongly in the next few years. These groups should play a significant role in shaping your brand narrative.

When creating an employee advocacy program for your brand, focus on fostering a human-centric culture that engages and connects with these groups. The reason is that your employees are likely to share their experiences both within and outside your company. While it's essential to reward employees for their brand advocacy efforts, it's crucial to avoid compromising the human-centric connections in the campaign. 

In an era where social media users prefer authentic content over polished content, you need to ensure that employees create genuine content rather than content that is merely paid for. It's advisable to focus on building a strong digital culture that people will love, nurture, and protect, because they love the workplace, not because you asked them. 

Final Thoughts

While Gen Z and millennials make up the largest market share, they can be particularly hard to reach. This is because they do not respond to traditional brand messages. The good news is that you can leverage employee advocacy to reach these groups. By using our guide, it's possible to achieve them.