Gen Z, also known as ‘Zoomers’, were born between 1997 and 2012. Unlike previous generations, they’ve grown up with the internet as an essential part of their lives. This has created a generation so dependent on 24/7 digital connectivity that any moments of disconnection trigger feelings of missing out. Their constant connectivity means they are always looking for what’s new and trending, often driven by social media and the fear of missing out (FOMO).
Data shows that one-third of shoppers discover a new product or brand on social media. However, this rate nearly doubles among Gen Z consumers, highlighting their more significant engagement with social media.
The hyper interactivity of social media, allowing consumers to react, ask questions, and vote, amongst other features, also promotes exclusivity when engaging with a brand online. If you’re not in it, you’re out of it; Gen Zs want to be seen online buying the most popular item. They want to be the first to showcase their latest purchases on social media to get their “likes”. That means brands that understand this can adapt effectively to create urgency and desirability when marketing to Gen Z. Let’s look at how.
Gen Z and social media
Unlike older generations, Gen Z was born into the digital age, making technology an extension of themselves. Social media isn’t just a pastime – it acts as a news source, a creative outlet, and their primary means of connecting with friends and broader communities.
Gen Z boasts the highest social media usage across Asia, with studies indicating that at least a third of this demographic spends more than six hours daily on their phones and is heavily engaged in social platforms.
Platforms like TikTok and Instagram are viral. Research also shows TikTok enjoys immense popularity among Gen Z throughout Asia, including major markets like China, India, and Indonesia. In Singapore, Gen Z are more likely to make purchases through TikTok, surpassing the usage of Millennials and Generation X for shopping on the platform. This highlights the significant influence social media and fear of missing out have on Gen Z’s decision-making, shaping how they discover trends, form opinions, and ultimately make purchases.
The rise of social media influencers
Social media influencers dominate Gen Z buying patterns, dictating what’s hot and not by expertly leveraging FOMO. Influencer partnerships can ignite interest and urgency around your brand.
In Asia, social media influencers particularly tap into FOMO by showcasing exclusive experiences, limited-edition products, and time-sensitive offers often tied to locations or events that are popular with their audiences. This creates a sense of urgency and exclusivity, resonating with Asian consumers’ desire to be a part of the latest trends and social circles.
Studies show that a striking 56% of Southeast Asians follow influencers, with even higher percentages in the Philippines (68%) and Vietnam (71%). For example, popular influencers might promote exclusive pop-up stores, collaborations only available in certain countries, or early access to product launches – which are all tactics designed to trigger FOMO and drive quick action. This strategy is particularly effective with Gen Z living in Asia, a demographic deeply integrated with social media, highly responsive to influencer trends, and drawn to lifestyle, entertainment, food, fashion, and travel content.
Regarding which social media app is the most popular for influencers, TikTok has become the platform where young people look for information. The Reuters Institute reveals young adults increasingly favour celebrities, influencers, and social media personalities for news over traditional journalists on platforms like TikTok, Instagram, and Snapchat.
Unsurprisingly, this is also the platform where they start their search journey and eventually purchase what they need. As a Marketing Interactive report states, Gen Z relies on the combined influence of TikTok and Instagram, with popular trends like #TikTokMadeMeBuyIt and #TikTokBudol as a form of social proof to validate their purchase decisions.
Social media and fear of missing out as marketing strategies
FOMO, or the Fear Of Missing Out, taps into a fundamental human desire for belonging and social connection. Our brains are wired to perceive potential loss as more significant than potential gain, creating a sense of urgency when we see others enjoying experiences or products we don’t have.
FOMO can short-circuit our rational thinking, leading us to make impulsive purchases or choices to avoid feeling left out. When it comes to appealing to Gen Z, harnessing the power of social media and the fear of missing out can be a highly effective marketing strategy for businesses.
Leverage Qashier to serve Gen Z consumers better
How can those marketing strategies be implemented to tap into Gen Z buying behaviour effectively? Let’s be honest– this generation wants fast, convenient, and seamless experiences. That’s where Qashier POS (Point-of-Sale) and payment solutions come in.
Qashier offers a range of POS solutions to empower businesses with speed and flexibility. Whether you’re starting small with our free Qashier App, need portability with QashierX1, or require full-fledged, powerful capabilities with QashierXL, we’ve got you covered.
Our systems are designed with Gen Z consumers in mind – intuitive interfaces and streamlined processes mean shorter wait times and happier customers. Plus, our potential for e-commerce integration means you can reach this demographic where they love to shop – online!
We also understand that Gen Z’s payment preferences may vary. Qashier’s payment solutions enable your business to accept all the ways they love to pay, from mobile wallets to Buy Now Pay Later (BNPL) options. This makes transactions frictionless for them and helps you tap into their significant spending power. For an added layer of efficiency, we offer the Qashier Soundbox, providing clear, audible payment confirmations for you and your customers.
Qashier: Your key to Gen Z customer satisfaction
To thrive in this dynamic market, catering to Gen Z’s tech-driven preferences is the key to lasting business growth. To do that, you need the right tools. Qashier’s POS and Payment solutions streamline your operations and enhance the Gen Z customer experience. Businesses that are unable to adapt will get left behind. Embracing social strategies, understanding the power of social media and fear of missing out, and using innovative tools like Qashier POS and Payment solutions will position your business for success.
More about Qashier
So if you’re a small business looking for an innovative smart POS solution, contact us or visit our website to learn more about our cost-effective plans.
Qashier POS system offers multiple digital solutions, including QR code table ordering, table management (F&B), employee management, customer relationship management (loyalty programs), inventory management, data analytics, and cashless payments, in an all-in-one device.
Qashier promises a seamless setup without any need for technical expertise. It boasts a user-friendly interface that is simple for anyone to learn and use. In addition, you’ll find 7 days-a-week responsive technical support from the local team if you require assistance.
Try the Qashier app for free on your own Android device!
Alternatively, you can speak to us to see how Qashier can meet your business needs. Schedule a meeting with us by calling us at 02-544-0267 or Contact us via Line Official: @qashier.th
