In the current landscape of hiring, marketing, and traffic challenges, I want to address the pressing subject of ZOOMERS. Who are they, what impact have they had on the industry, and how is the world evolving because of them?

Who are the zoomers?

Let's begin by clarifying what this term refers to. Sociologists have categorized individuals into generations, attributing specific characteristics, behavioral patterns, worldviews, and other classifications to them.

According to Wikipedia, Zoomers, or Generation Z, are defined as the first generation that has always lived in a world with the internet and computers, hence they are termed "digital natives." More specifically, this group includes individuals born between 2000 and 2011, with the majority now aged between 16 and 25.

In response, marketers and advertisers have started to analyze generational traits to develop optimal sales funnels that cater to each generation's information consumption habits and decision-making processes.

Zoomers’ influence on content consumption

For instance, while millennials may experience banner blindness and show little responsiveness to direct advertising, Zoomers exhibit an even greater level of discernment. They typically avoid videos longer than 15 seconds, are indifferent to direct advertisements, but are highly influenced by opinion leaders and social media influencers. Therefore, adaptation is imperative for survival.

It is crucial to recognize that Zoomers have entered the economically active segment of the population. This means they represent 15–35% of the workforce across various companies and have become a significant demographic of users, clients, and gamers. Their substantial incomes and increasing influence are reshaping industry standards.

How zoomers are changing the game

The most notable change pertains to the format and volume of content. Zoomers do not respond positively to the same advertisement shown repeatedly. While boomers and millennials may develop trust through repeated exposure, for Zoomers, it leads to annoyance. Thus, it is essential to consistently produce fresh and engaging content using the latest attention-retention tools, such as AI, emerging trends, and influential figures. This necessitates collaboration with streamers and content creators.

Streamers and platforms focused on short-form content, like TikTok and Kick, have emerged as key drivers of engagement in iGaming, primarily due to Zoomers' preference for these formats.

For instance, several operators have noted a 30–50% rise in affiliate traffic after partnering with mid-tier gaming influencers on platforms like Twitch or YouTube Shorts

A successful campaign in late 2023 featured a cryptocurrency casino launching an exclusive streamer tournament, which resulted in a viral TikTok challenge that generated over 100,000 sign-ups within two weeks, predominantly from Zoomer audiences.

Streamers are currently at the height of their popularity among this demographic. Influencers are now recognized as highly effective lead generators and sales advocates. They present products based on personal experiences, connecting their reputation with the items they endorse. The concept of "networking" in B2B and "word-of-mouth" in everyday contexts translates to "influence marketing" in B2C scenarios.

Evolving roles in the marketing team

As content and its delivery have evolved, related professions have gained prominence and expanded their roles. Social Media Managers (SMM) have transitioned into comprehensive content creators, seeking appropriate acknowledgment and compensation for their contributions.

Previously, SMM specialists merely posted a few pre-existing creatives on Instagram for minimal payment. Today, they are tasked with lead generation utilizing one of the most potent modern marketing tools — social media. They construct sales funnels, devise strategies, implement targeted campaigns, and produce high-quality, engaging content tailored for specific audience segments and PR efforts.

Zoomers and the talent Crisis

This shift has complicated hiring processes. Employers desire skilled professionals but are often hesitant to offer recent graduates salaries comparable to those of seasoned product, affiliate, or account managers. Specialists tend to remain at companies that value them and offer growth opportunities. Consequently, employers must recruit young talent and invest in their training, hoping they do not leave for better offers within six months. However, keeping Zoomers engaged continues to pose a challenge.

Once considered yesterday's youth, Zoomers now comprise 15–35% of the workforce in numerous organizations. They are assuming managerial roles and redefining business processes according to their values. This transformation often leads to the overhaul of systems they perceive as outdated or inefficient. Remarkably, these changes are yielding positive results.

Recent data indicates that Zoomer-led affiliate teams are outperforming traditional structures by 20–40% in user acquisition, thanks to their focus on real-time content adjustment and micro-influencer outreach strategies.

Their innovative approach is achieving significant success as it resonates with contemporary realities and adapts alongside them. The key attributes of Zoomers include adaptability and a quick learning curve. They readily embrace change and swiftly adjust to the volatile environment around them. While Millennials and Gen X are still debating the relevance of TikTok, Zoomers have been leveraging it for high-conversion traffic for years.

Zoomers as affiliates and gamers

Many affiliate marketing teams are predominantly composed of Zoomers. They possess a keen understanding of attention-grabbing techniques, having grown up with short attention spans.

Having been raised with smartphones in hand, they have been filming and editing videos since childhood. For them, this process is second nature — straightforward, intuitive, and routine.

As a growing number of Zoomers enter the consumer market, the industry must adjust to their expectations. This will involve creating more dynamic content, integrating gamification, utilizing AI, and adopting other innovative strategies. Failure to do so risks losing the competition for consumer attention. "Adapt or die," is the message from Zoomers — and they are correct.

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