It’s no secret that people use search engines, navigational apps (like Google Maps), and social media platforms to find local businesses. Our Consumer Behavior Index (CBI) research found that 84% of consumers have sometimes or frequently discovered a new product, service, or business online.
That said, how people find information online and which platforms they use varies significantly by generation.
Where and How Does Gen Z Spend Their Digital Time?
Gen Z adults, who span from ages 18 and 27, are masters of digital technology, so much so they’re referred to as the iGeneration or Zoomers. They spend a lot of time on social media. Research found that 35% of Gen Z spend over four hours on social media, and 18% spend around four hours daily.
But what is Gen Z doing on social media?
Many are actively shopping online. Nearly a third of Gen Z consumers shop online at least once daily, and 43% of their product searches start on TikTok.
What about at the local level?
In July 2022, Prabhakar Raghavan, Senior VP at Google, stated that according to Google’s internal studies, nearly 40% of young people don’t go to Google Maps or Search when looking for a place to eat lunch. Instead, they turn to TikTok or Instagram.
Additionally, our recent 2024 CBI research indicates that younger generations (ages 18-24) increasingly prefer using social media platforms for local searches. Gen Z’s top three local tools are:
● Instagram (67%)
● TikTok (62%
● Google Search (61%)
These compelling statistics show the need for multi-location brands to recalibrate their social media strategies to engage Gen Z consumers effectively.
The Gen Z Customer Journey Unpacked
Younger consumers spend much of their day on social media, favoring Instagram and TikTok over traditional search engines. They also seem to actively search for information, tips, and new products on social platforms.
But what does Gen Z’s customer journey look like? What makes them click and purchase an item or connect with a brand?
1. Helpful Information
Gen Z eagerly seeks information about products, brands, and news. They trust social platforms to provide this necessary information.
2. Online Video Reviews
Because Gen Z values Instagram and TikTok, how they consume reviews differs from that of other generations. Older generations typically rely on search engines or local directories like Google Search, Maps, or Yelp, which have star ratings and written reviews, to help make purchase decisions.
3. Loyalty Programs
Gen Z is loyal to brands that offer innovative loyalty programs. Why? Because they’re aware of their finances.
Older Gen Zers lived through the 2008 and COVID-19 recession. Throughout 2023, nearly three out of four (73%) of Gen Zers say they’ve changed their spending habits due to increased prices.
4. Brands That Value Sustainability
Gen Z also values sustainability, as many are concerned about climate change. According to a Pew Research study, 67% of U.S. Gen Zers believe “climate should be a top priority to ensure a sustainable planet for future generations.”
Because of their eco-consciousness and concern with climate change, 54% of Gen Z will pay 10% more for sustainable products. Notably, 75% of Gen Z believe sustainability outweighs brand name when making a purchase decision.
Consequently, brands that champion sustainability in their local social efforts are increasingly winning the favor of this conscientious generation.
Local Social Strategies That Speak to Gen Z
With Gen Z using primarily TikTok and Instagram to discover and research brands, below are five social media avenues that resonate with Gen Z effectively and can help you attract this younger demographic.
1. Optimize for Local Discovery
You must optimize your local social presence to appear in front of local Gen Zers. Just as you provide search engines and Google Maps with details about your local business for local SEO, sharing similar information on social media platforms is equally important.
While Instagram and TikTok don’t make it as easy as Facebook to create and connect local brand accounts to your corporate page, it’s still worth considering.
2. Use Local Hashtags
Local hashtags are your best friends for enhancing local visibility on Instagram and TikTok. They function as beacons, drawing in users looking for local content.
Including hashtags with your neighborhood, city, and state can help reach local audiences. You can also research popular local hashtags in your area and incorporate them into your posts.
This strategy boosts your visibility and helps you tap into the local conversations around you.
3. Collaborate With Local Influencers
Influencers with a strong local following can be excellent ambassadors for your brand. The authenticity of these influencers resonates well with Gen Z, who value genuine recommendations over overt advertisements. Thirty-three percent of U.S. Gen Zers have purchased a product from an influencer-founded brand in 2023.
These partnerships lend credibility and broaden your reach within the local community. We also recommend selecting influencers who align with your brand values and have demonstrated engagement with their followers.
4. Highlighting Local Events and Culture
Another great way to gain Gen Z’s trust is to become a go-to source for local culture by highlighting events, relevant news, and local traditions on your Instagram and TikTok accounts.
You can share behind-the-scenes content, feature local artists or personalities, or provide guides to local attractions. You can also discuss your and other businesses’ sustainability measurements, which we know Gen Z prioritizes.
This approach is more authentic. While it doesn’t overtly advertise your business, it does enrich your content and brand by strengthening your position as an integral part of the local community.
5. Engage With Local Audiences Through Comments and DMs
Our CBI research found that 82% of consumers post comments or questions in social profiles for businesses. However, only about half (48%) are satisfied with the business’s response.
Engagement is a two-way street. Actively responding to comments, direct messages (DMs), and even engaging with other local accounts demonstrates that your business is attentive and invested in local customers and the community.
This level of interaction helps build a loyal following and positively impacts your account’s visibility through the platforms’ algorithms.
Manage Local Social with SOCi’s CoMarketing Cloud
As you can see, a lot goes into a local social strategy targeted at Gen Z. SOCi’s CoMarketing Cloud is here to help! Our CoMarketing Cloud — powered by SOCi Genius, our AI automation layer — is the marketing platform for multi-location enterprises.
We created Genius Social for local social management. It’s an AI layer on top of our social product, SOCi Social. Genius Social enables you to plan, post, analyze, and engage with audiences at each location’s account across all major social media networks.
Request a demo today to learn more about Genius Social and our CoMarketing Cloud!