Prompt Blog What we learnt from Voxburner x Student Beans webinar on Gen Z marketing in 2023

This year's Voxburner x Student Beans 2023 Webinar had some fascinating insights for Gen Z Marketing, from what social media platforms they spend the most time on, to what content from brands they want to see - and from who. I went along to the webinar and am here to tell you what we learnt from the event.TikTok is the new GoogleWith 77% of Gen Z on TikTok ( stat from Voxburner), we all know it is the place to be - both as viewers and as marketers. And, with its honed algorithm and hashtag system, finding information you need could not be easier on TikTok. This is why many Gen Zers are turning to TikTok to find out answers to their questions instead of search engines: not only is it easy to find the answers you need, but you can also find trustworthy opinions from real people. So, make sure you're creating videos TikTok videos that will answer prospective student's common questions: how does applying for accommodation or scholarships work? What societies are on offer? What does an average first year student's life look like?TOP TIP: Day in the life videos in reel or longer formats are super popular, and through our own research with students, we have found that prospective students use these to make decisions on what university they will be applying for - especially international students who can't visit.Long form content is coming backGen Z are known for their short attention span, thanks to the popularity of TikTok and reels. However, with the rise of Twitch and their continual interest in YouTube, universities can't forget long form content. If you think about Twitch, streamers and their respective viewers will spend hours and hours - up to a day or more even - watching a game playthrough or other activities. So, don't forget to use these platforms like Twitch and Discord to target prospective students, who spend a lot of time on these sites.TOP TIP: Host events on Twitch so more (prospective) students can join in. Groups have held gigs and game demos on there, so think about how you could stream a university event. Don't forget about RedditOne of the most interesting pieces of information to come out of the webinar's student panel was the popularity of Reddit, which was one of the areas the students highlighted that universities are missing for their marketing. 18% of UK students (stat from Voxburner) are on Reddit, so we don't want to be missing out on this demographic.TOP TIP: Reddit marketing is all about subtlety - it's a whole different ballgame than Instagram and TikTok, and even Facebook, so make sure you have a different strategy.Twitter is for memesThe student panel also revealed that Twitter should revert back to its days of humour posting and witty comments up to 280 characters long. It's a place to go and have a laugh, and not necessarily be swept up in politics and news stories, which are usually unhappy at the best of times. If your university has Twitter, think how you can utilise it as its own social media platform.TOP TIP: Repost funny (and appropriate) memes from your university's meme page to entertain your students and connect with them.The best influencer is the Nano-InfluencerWhen we think of influencer, we think of those with millions of followers who walk around on endless beaches and wear expensive clothes. But the people who Gen Z are looking towards are Nano-influencers.Nano-influencers have around 1,000-10,000 followers and because of this, are able to show their authentic personalities, which larger influencers can't always do because of their sponsorships and PR. As we know, Gen Z respond well to authenticity and transparency, and this is why nano-influencers are particularity popular with them. Gen Z want real personalities with real opinions that don't feel scripted.Nano-influencers usually thrive on exploring niche subjects, so make sure your university also explores this in your videos - think obscure hobbies and unusual study subjects you can focus on to bring a new community together right in your comment sections.TOP TIP: Many students within your university will be nano-influencers, through their Instagram and TikTok accounts. Try and recruit these students into your student ambassadors so your content can be top quality and from a student's perspective.Students want to see how to save money and have funFor many prospective students, going to university is the first time that they are in charge of their own finances - and we all know how hard this can be. That is why your social media platforms should be filled with student-led content on what to do around your university on the weekends. The key here is to have videos that show activities on a budget, as price is in the forefront of many students' minds.TOP TIP: Fun is the key to Gen Z content, so make sure videos are positive but not staged. This includes showing students having fun doing free activities and not dwelling on what they cannot afford - as much as this may be a reality in university life.Promote your sustainabilityGen Z are a climate conscious generation and want to see how your university is making efforts to be sustainable and eco-friendly. Demonstrate what changes you've made recently and what actions you've put into place to help prospective students continue sustainability.TOP TIP: Tutorials are very popular videos and can gain a lot of traction through recreations and reactions. This format might be perfect for demonstrating sustainability - give tutorials on how to upcycle clothes, reuse food or product containers, and tips on cutting down on waste.If you want to watch the webinar for yourself, click this link. And, if you want to see more from Voxburner or Student Beans, visit them here and here.