The 3 + 2 Rule: How to Reach Gen Z Online Shoppers

The 3 + 2 Rule for reaching Gen Z shoppers: Immediacy, Authenticity, Interactivity. Plus the WHO and HOW that drive purchase decisions.

Earlier this month I was asked to speak on a panel at Publicis Groupe, a leading communications and media agency, by event host Cynthia Nelson, CEO of Luminacíon. Thought to share some takeaways from my talk.

As true digital natives, Gen Zs over-index on all things digital video consumption. Over 50% make purchases directly on social media, compared to 38% overall population. According to a recent Morning Consult study, nearly 60% say they are likely to attend a live shopping event in the near future.

When it comes to reaching and resonating with this new generation of shoppers, there are a number of rules of thumb that are key to success. I like to call them the 3 + 2 Rule.

The 3: Immediacy + Authenticity + Interactivity

Immediacy – Short form, bite-size, and easily consumable content.

This generation grew up on TikTok and YouTube, so they are looking for short-form, immediate gratifying content experiences.

Authenticity – Given that Gen Z is the most diverse generation in history in terms of race, ethnicity, and sexual orientation… it is no surprise that they are looking for culturally inclusive and diverse content that reflects their identities, mirrors their experiences, and represents their worlds.

Interactivity – Gen Zs want the ability to interact with video.

Whether that is to comment, shop, like, share, or dislike. The ability to have dialogue is key. This is why they gravitate to platforms that provide live chats, real-time feedback, and the ability to ask questions and get answers.

The 2: Who and How

Two other things that are key for Gen Z are HOW and WHO.

What I mean by WHO is …

This consumer has strong connections to influencers and creators who share similar interests and values.

As a matter of fact, the powerful role that influencers play is probably why TikTok is the go-to platform for product discovery and information for Gen Zs.

According to a recent study by Tinuiti, over 75% of Gen Zers reported buying a product based on the recommendation of an influencer, and that number jumped up to 85% when looking at beauty and food.

And on the HOW front…

‘Edutainment’ is quite popular with Gen Zs.

They love to learn about products. How could they use them?

What are the benefits? Are these products sustainable? Ethically sourced? Etc… It is because of this that we are increasingly seeing growth and popularity in DIY and ‘How to…” videos online.

Keeping in mind this "3 + 2 Rule," it is no surprise that Gen Z is leading the way when it comes to social commerce and video commerce.

By the end of this year, US retail social commerce sales are expected to drive $70B, up 30% y-o-y, and we are also beginning to see fast growth with live video commerce which at $32B is up nearly 50% and expected to more than double by 2026.

Sources: Morning Consult, Tinuiti, Coresight Research, Insider Intelligence

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