Gen Z Content Characteristics: Speed, Authenticity, and Simplicity
Catalogs for Gen Z must align with the principles of their favorite platforms like TikTok and Instagram.
Snackable Content and Micro-Videos:
- Short and Fast: Gen Z processes information rapidly. Product descriptions should be presented in brief bullet points.
- Quick Videos Instead of long presentations, use 15-to-30-second micro-videos demonstrating one or two key benefits, embedded directly on the product page
Bold and Responsive Visual Design:
- High Contrast and Minimalism: Use clean designs with high color contrast that are easily readable on small mobile screens.
Flawless Mobile UX: Since this generation shops almost exclusively via mobile, the Mobile UX of the catalog must be exceptionally fast and seamless.
Interactive Priorities for Gen Z in Catalogs
For Gen Z, interactivity means personalization, discovery, and receiving instant responses.
Personalization and Discovery
- Advanced Search: The internal search feature should allow them to discover items not just by name, but by trending terms and specific product attributes.
- Comparison Tools: Interactive tools for direct product comparisons (e.g., in a table format) within the catalog are highly engaging for this generation.
Leveraging Social Proof
- UGC is King: This generation trusts User-Generated Content (UGC) far more than traditional ads. Reviews, ratings, and real customer photos must be embedded directly
- Avoid "Salesy" Language: The tone must be honest, realistic, and transparent.
Instant Communication:
Communication channels within the catalog (like live chat or WhatsApp buttons) must be highly accessible, as this generation expects a 24/7 instant response.
Marketing and Distribution Strategy for Gen Z
Distribution methods must also align with this generation's digital habits.
Visual Social Networks
Focus on distributing and promoting the catalog link on platforms like Instagram, TikTok, and YouTube
Focus on AR and Immersive Experiences
Gen Z loves emerging tech. Using Augmented Reality (AR) to let them visualize products in their own environment is a powerful sales trigger
Transparency in Values
This generation cares about brand values (e.g., social responsibility and sustainability). The catalog should highlight the brand's ethical actions
Final Words
To attract Gen Z, a smart catalog must transition from a digitized paper document to a fast, interactive experience. By focusing on snackable content, mobile-first design, and authenticity through UGC, you can build a Lenoos sales tool that not only captures their brief attention but also earns the trust needed to turn them into loyal customers.
