“When you have expectations, you are setting yourself up for disappointment.” Now if you’re thinking that pensive assertion derived from some western philosopher… that wouldn’t be completely accurate. In fact, the quote was actually popularized by actor, producer, and entrepreneur Ryan Reynolds.
Regardless of where the quote originated, it is extremely accurate. Undoubtedly, having expectations definitely does set us up for disappointment. It’s how people handle that disappointment is what will ultimately determine our future actions.
Anomalous as they may seem to some, Gen Z consumers also have expectations. And when it comes to your business, 61% of the demographic will expect it to be present on one particular platform. If not, you will be leaving them highly disappointed.
The platform in question is…
Can you remember the days when the only things consumers really demanded from your business was that it always opened on time, delivered on its promises, and treated its customers with kindness and respect?
Simpler times, right?
As of the days of Blackberrys, MP3 players, and PalmPilots—those times are long gone. Today's consumers expect even more from your business. With one of those things being for it to be ever-present online. Especially when it comes to social media.
According to a 2024 survey by GoDaddy, 61% of Gen Z consumers expect for a small business to be present on Instagram.
What this information means for your small business
Do your target customers consist of Gen Z consumers? If so, why disappoint 61% of them unnecessarily if you do not have to? Does your small business currently have an account on Instagram?
If not, go ahead and create one today.
However you may personally feel about Instagram, Gen Zers love it; and have let their voices be heard. And what the vast majority of the demographic has expressed is that they have an expectation for your business to be present on the platform.
Key takeaways
I often say that at its core, the best way to define marketing is simply this: the process of creating concepts to connect with consumers. When businesses show that they share the same common interests as their target customers—they essentially extend an olive branch to their audience. Making it much easier to establish an emotional connection with them.
By ensuring that your business is present on Instagram, you'll be doing just that for its Gen Z audience that has an expectation for your company to have a presence on the platform.
At Decryption, we specialize in helping startups like yours connect with Gen Z consumers via contemporary culture-focused branding, content, and social media marketing services. Schedule a complimentary client consultation with us today, and we’ll begin the process of creating compelling content for your startup’s Instagram account that is sure to connect with its target customers!
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