How Brands Can Use Online Education Tools to Reach Gen Z

• Online training tools offer advertisers a unique opportunity to engage Gen Z.
• Quizlet helps brands reach 60 million monthly active users, 90% of whom are Gen Z and Millennials.
• Tapping into Gen Z values ​​is necessary for any brand looking to earn their loyalty.

Gen Z are digital natives — the first generation unaware of life before the internet. They are ambitious and seek brands that reflect their values.

Understanding and resonating with this demographic is a dynamic business that requires marketers to be present, flexible, and always listening. Simply capturing Gen Z’s attention can be tricky given trends, favorite social media channels, and their ever-changing personal values.

Following and aligning with their core interests is key for marketers hoping to resonate with Gen Z.

Education represents a unique opportunity for advertisers

Learning is not a hobby or a side project for 18-24 year olds; this is their main objective.

That being said, communities surrounding education are great places to engage this elusive demographic. In particular, the online learning site and study tool, Quizlet, is a favorite among Gen Z and millennials. Being on a platform that helps students achieve their academic goals means being with them on the journey that is most important to their lives.

And advertisers are particularly keen on space on Quizlet’s platform to capture the attention of its 60 million monthly active users, who span 130 countries worldwide and span 18 languages.

Andrew Roth, Founder and CEO of dcdx, a Gen Z research and strategy company, believes that education-related behaviors are telltale indicators of Gen Z’s deep values. A recent LinkedIn report found that these values ​​include learning, professional success and financial security. ¹

It’s no wonder, then, that Quizlet is embedded in the lives of many high-achieving young people. The homework help and study support platform allows students to succeed at any stage of their school career. And because users are so driven to excel, their engagement and loyalty to the site makes Quizlet one of the largest education and development platforms in the world.²

In fact, 20% of total online weekly study time is spent with Quizlet.³ ComScore reported in February 2022 that 18-24 year olds were 2.2 times more likely to visit Quizlet than the average website. ⁴

And it doesn’t stop there as Quizlet relationships continue to grow, even as users grow personally and professionally. The ComScore report also noted that 18-34 year olds spent 133% more minutes on Quizlet than the average website.

What to consider when marketing to Gen Z

Aligning with trusted, mission-driven organizations and causes that Gen Z values ​​are necessary for brands looking to develop long-term relationships and loyalty.

The Sprout Social Index, Edition XVII: Accelerate, found that 50% of Gen Z consumers are more likely to buy from brands that demonstrate a true understanding of customer wants and needs.⁵

Quizlet ranks highly on these fronts – it’s the second most trusted brand in Gen Z and among the top three brands that Gen Z consider causes of support.⁶

Education itself is one of the top causes Gen Zers are most passionate about, along with diversity, equity and inclusion (DEI) and the environment. Additionally, Gen Z wants to see brands actively involved in these causes.^seven It’s also important for marketers to remember that diversity encompasses race, gender, identity and orientation for this generation. Last year, specific and priority causes included the pandemic, Black Lives Matter, racial equality, LGBTQ rights and gender equality.

“As a global learning platform, our audience is made up of ambitious, diverse, and goal-focused learners. Our student audience is loyal and attentive and uses Quizlet for every phase of personal, academic, and professional development,” said Matt Glotzbach, CEO. by Quizlet.

“For advertisers, this represents a unique opportunity to build long-term affinity with Gen Z and Millennials while investing in a platform that aligns with their core values ​​and helps fuel an equitable and educational ecosystem. accessible.”

Conclusion: Brands engaging this highly motivated audience on trusted channels that support their success will benefit from long-term resonance and relevance.

Learn more about advertising on Quizlet here.

This post was created by Insider Studios with Quizlet Ads.

¹_{LinkedIn’s Gen Z on the Move Infographic (date of creation not communicated)}

²_{Comscore Media Metrix® cross-platform, education, total audience, September 2021, United States}

³_{Quizlet Maru / Blue Mark Health Report November 2021}

⁴_{Comscore Media Metrix® Multi-Platform, Education, People 18-24, February 2022, United States}

⁵_{https://sproutsocial.com/insights/data/index-accelerate/=}

⁶_{YPulse brand tracking data among US 13-39 year olds, collected March through December 2020}

^seven _{YPulse Causes/Charity & Activism Report January 13, 2021}

⁸_{Quantilope Consumer Brand Expectations of Race and Representation 2021}

⁹_{IFC Outlook, April 28, 2022}

^ten_{Top 10 YPulse Gen Z Personal Goals}

¹¹ _{LinkedIn 2021 Workplace Learning Report}