Here comes another generation of insurance clients: Generation Z. Believe it or not, those who were born in the mid-1990s into the 2000s are your newest insurance clients. According to the Huffington Post, “by 2020, they will account for one-third of the U.S. population.” How can you connect with them online when you’re marketing insurance? What are their particular digital interests and needs?
This Generation Is Embracing Opportunities
Projections indicate that more and more of Generation Z will move directly into the workforce since today’s workforce currently has many job openings. This means that they could have some independence and buying power earlier than previous generations. Generation Z is coming to your doorstep faster than you might think.
They Move Quickly Through Marketing Material
This generation is the smartphone generation. They move rapidly through apps and social media, and their attention spans are short. In order to market to this generation, you need to consider the length of your message and try to make it short and high-impact.
At the same time as they are moving through marketing material at a rapid pace, this group is also multi-tasking on different social media sites and apps. You need to be highly engaging to capture their attention for any length of time.
Facebook is Not Trending
Generation Z is moving away from Facebook to other social media apps such as Snapchat. According to the Business Insider, “47% of teens consider Snapchat their favorite social media platform.” They’re also fond of Instagram. As you post about your insurance business online, make sure that you consider your audience in its entirety and reach out to Generation Z on their preferred social media platforms.
Influencers Are Key
One of the ways to get Gen Z’s attention is to work through other people. This generation is particularly influenced by high-profile online influencers. By partnering with influencers in the broader community, you can connect with the Gen Z audience. They’ll be confident that they can trust you because they trust the judgment of those they follow online.
They Want You to Understand Their Specific Needs
Unique personal branding is a part of Generation Z’s focus as they strive to make their social media accounts different and exciting. They want businesses to understand them as well. Individualizing your marketing is particularly important for a Generation Z audience. They want you to treat them as real, individual clients, not as a number on your social media statistics.
High Standards For Customer Service
Generation Z has high expectations of technology. This generation is used to smartphones and internet that works quickly. If you don’t have marketing materials or a website that loads quickly and is easy to navigate, they feel like you’re letting them down. Generation Z has high expectations for your business and wants you to be dedicated to them as clients, striving for continual improvement of customer service.
Are you ready to connect with your insurance audience? At American Agents Alliance, we’re ready to help. Connect with us to learn more about our membership benefits and learn how you can use a membership with us to enhance your tools for insurance marketing.
