InstaBrain: The New Rules for Marketing to Generation Z

INSTABRAIN
New Rules for Marketing to Gen Z
Hi! I’m Sarah Weise

Try NOT to think about
it now… I dare you.
bixaresearch.com @weisesarah IG: sarahvweise

Hi! We’re Bixa.
We guide your market
research to help you capture
attention and boost sales.
bixaresearch.com Linkedin/in/sarahweise IG @sarahvweise

GAME-CHANGER
98%
OF TEENS OWN A
SMART PHONE
51%
WORLD POPULATION
IS UNDER 25
85%
FIND NEW PRODUCTS
VIA SOCIAL MEDIA
40%
OF AMERICAN CONSUMERS
$44B
IN DIRECT SPENDING

YOUR PAST RESEARCH NO LONGER APPLIES

Build trust, create value, and serve your customers  
in a new way that makes a difference.
NOW IS YOUR OPPORTUNITY

TOTES NOT THE SAME
Gen Z and Millennials are not the same.
RAISED IN A
TIME OF WAR &
RECESSION
HUNGRY FOR
WORK AND
SIDE-GIG SAVVY
SHRINKING
ATTENTION
SPANS
SHIFT IN
PARENTING
STYLES

USING STRATEGIES THAT WORK FOR MILLENNIALS
WON’T DELIVER THE RESULTS YOU DESERVE.
Are you putting yourself out of business?

WHY AREN’T THESE KIDS SEARCHING?
The study that sparked this research…

THE COLLECTOR
Natural aggregators of information.
Teens are processing more info than before,  
at an unprecedented rate. Collecting and
organizing has become second nature.
Gen Z Pro Tip
“I text myself links.”

GEN Z PRO TIP
Want to feel old?
Here’s how to save
things on Instagram.

CONTENT CURATORS
55%
MANAGE AT LEAST
TWO INSTA ACCOUNTS
Speciﬁc and discerning content curators.
They see their accounts as their personal brand,  
and curate different content on different accounts.

CONTENT STREAMS
Gen Z is clear on where to post (and look) for content.

YOU HAVE 7 SECONDS
Snap judgement, then deep dive.
Shrinking attention spans and a constant waterfall of content
make for decisive, snap judgements.
Interests quickly turn to obsessions.
They crave the behind-the-scenes story,  
and want to know authentic and personal insights. 
(let’s talk ranch dressing and hedgehogs)

SCROLLING FOR HOURS… AND HOURS… AND HOURS
The question has shifted.
What do I want to know?
What should I want to know?
Scrolling leads to inspiration.
They spend hours scrolling through feeds,  
looking for something that sparks their interest.

DID YOU HEAR THAT?
“
YouTube shows me
what I’d want to know
because my
recommended feed
deﬁnitely contains stuff
that I’d been viewing.

WHAT SHOULD I WANT?
Scrolling = inspiration.
They spend hours scrolling through feeds,  
looking for something that sparks their interest.
Learning is especially inspiring.
Gen Z feels good about learning, and will likely  
choose learning over pure entertainment,  
which brings on feelings of guilt

AN ALL-SEEING EYE
Exhaustive visual searches.
Gen Z eagerly shares during the
research phase, but post-
purchase sharing feels like bragging.

INSPIRATION LEADS TO ACTION
This is a generation of doers.

LOOKING FOR THE REAL THING
Craving authenticity.
Gen Z wants to peer into the real,  
authentic lives of the people they follow.
Familiarity is authentic.
They respect self-made and local celebrities  
because what they have is attainable.

SO WHAT?
DO
DO go niche. With this generation, the riches are in the
niches. Research your specific customers.
DO work on your hooks. You have 7-8 seconds.
DO shift your words to visuals and video.
DO encourage the scavenger hunt by adding unique
content in enough places.
DO focus on sharing relatable content, even when it’s not
great. Be authentic. Have a personality as a brand and
show them what you stand for.
DON’T
DON’T assume that your Millennial research will work
for a younger crowd.
DON’T just entertain. Focus on education.
DON’T blow your budget paying big influencers. Focus
on micro-influencers and even local nano-influencers.
DON’T go all-in on a do-gooder brand; show them
you’re a double-bottom line company
DON’T waste time and money trying to figure this out
on your own.

Text HI to 66866
Everyone gets a free chapter of InstaBrain! 🎉
First 10 get a COMPLEMENTARY strategy
session with me (value $597)
www.bixaresearch.com @weisesarah @sarahvweisein/sarahweise

WHEN RECRUITING GEN Z
Intellect is the new black
Pride themselves on analytical
abilities, diligence, creative problem
solving, unique lines of thought.
Choose careers that pay well
Uptick in STEM majors. They want to
do good in the world, but aren't
willing to sacriﬁce pay.
Value traditional education
Rewarding career without a
bachelor’s? 40% of Millennials say
yes, but only 25% Gen Z’s agree.
Social skills are unnatural
Text over talk; tough time reading
facial expressions; companies are
investing in basic social skill training.

FINDING BALANCE
For Gen Z, the phone
is creating new lines
of thought and 4D
thinking.
It’s also killing
emotional and social
development.
We rush to
separate young
kids who argue.
Schools are giving
up playground
time.
Kids are
programmed by
devices to act
instantly.
Teens are never
bored. They
always have a
device.
Connected parents
aren’t as present.
Not as much
“hanging out” after
school.
Fewer
communities
outside of school.
Dating has
drastically
decreased.
Driving is no
longer a rite of
passage.

InstaBrain: The New Rules for Marketing to Generation Z

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