We’ve spoken before about the best ways to use LinkedIn to grow your auto dealership, but with the platform’s main demographics changing considerably, and with new features geared toward younger users, a new market has opened up inside the social media site. Gen Z, (also known as zoomers), are the most mobile generation ever, with over 71% spending more than an hour a day on social media. They are also the fastest-growing demographic on LinkedIn. How can your business tap into this market and what are the best practices? Read on to find out more.
Zoomers don’t care for text in their social media experience. When given the option, they will overwhelmingly choose to watch video content over written content. This has played out in their departure from older, more text-heavy social platforms like Facebook and Twitter in favor of video-oriented sites like Instagram, YouTube and TikTok. You can use this to your advantage by creating engaging video content as opposed to text descriptions. For example, LinkedIn is business-oriented, so you might create a series of video posts about your business and its values.
Prioritize Mobile Viewing
GenZ spends more time on mobile devices than all other devices combined. This generation grew up with these devices, so it’s no surprise that they use them more frequently than Gen X or Millennials. You can make this work for your business by ensuring all of your online content is optimized for mobile viewing as well as viewing on larger screens.
Interactive Content is Key
According to one study, more than half of Gen Z would like to control the plot of whatever content they are viewing. This generation likes to maintain control, and doesn’t respond well to being told what to do. Zoomers are not keen on a hard sell. With that in mind, the ‘why’ of your content needs to be first and foremost, and the sell needs to come later. Consider creating video content that invites them to discover more about why they should choose your dealership over others, and why your value proposition is worthwhile. A good example of interactive content might be a poll, a quiz, or a video asking a specific question and requesting a response.
Zoomers can spot a sales message from a mile away. They value authenticity more than previous generations, with one survey saying 71% of Gen Z values being true to yourself and your beliefs as opposed to having a mass following. This generation wants to have a personal connection with a business, not just purchase a product. To that end, make sure your content is honest and upfront about who you are and the values of your brand.
If you need assistance making LinkedIn work for your business, consider speaking to the social media experts at The Automotive Advertising Agency. We can help you build a comprehensive social media strategy across all platforms that guarantees ROI. Call us at 512-610-7300 or contact us at TheAutoAdAgency.com/contact/.