Companion Article: Three Practical Gen‑Z Plays
Inspired by Protech’s article “More TikTok, Less Brochure: Gen Z and the Future of Associations,” which quotes J. Mark Wallach, CEO Emeritus of Engagement Mobile Strategies.
Gen Z expects creator‑style content, instant access, and proof of value. The Protech piece underscores three levers we’ve been championing at EMS: findability (SEO + voice search), accessibility, and short‑form video that feels authentic—not brochure‑ware. Below are three practical plays your association can launch in the next 30 days to grow awareness, engagement, and conversions with Gen Z (and benefit every other cohort, too).
Be Findable Where Gen Z Searches
Gen Z is searching with Google and voice assistants. In 30 days: tighten up page titles and meta descriptions for your top five high‑intent pages (e.g., Membership/Join, Events/Registration, Certifications, Student/Young Professionals, Scholarships). Swap out “Click here” for descriptive links (e.g., “Explore Certification Tracks”). Add voice‑search‑friendly FAQs with question‑style headings and short answers. Implement accessibility quick wins—alt text, sufficient color contrast, keyboard‑navigable menus, and captions/transcripts on videos—so everyone can find and use your content.
Swap Brochures for Creator‑Style Short Video
Gen Z loves short video—TikTok, Instagram Reels, YouTube Shorts. Within a month, record a few “day‑in‑the‑life” clips, a set of 60‑second how‑tos (apply for certification, find a mentor, claim student rates), and event micro‑highlights. Leverage Gather Voices: Michael Hoffman and his team have been instrumental in helping associations collect and share authentic, member‑generated videos at scale. Tools like Gather Voices streamline the capture, permissions, and publishing workflow so more member voices participate. Close each clip with a simple CTA and ensure your bio/Linktree drives to Join, Events, or Certification pages.
Prove Value with Real‑Time Feedback and “Quick‑Win” Paths
Gen Z wants to see impact and know exactly how membership moves them forward. Add mini‑surveys on key pages and display live tallies with follow‑up actions. Create a “First 30 Days” welcome path: (1) pick a micro‑credential/webinar, (2) join a peer group, (3) attend an onboarding event, (4) unlock a mentor intro. Publish monthly outcome receipts (jobs posted, scholarships awarded, mentorship matches) on your Join page and homepage hero. In your event app, include creator prompts (e.g., “Post your 15‑second ‘aha’”) and descriptive links for session recordings.
How EMS Can Help
• Rapid SEO + accessibility sprints to make your high‑intent pages rank and convert.
• Short‑form content kits (scripts, templates, captions) for TikTok/IG/YouTube, including member‑creator enablement.
• Mobile Engage Pro configuration: creator prompts, descriptive link patterns, in‑app polls, and post‑event video workflows.
Ready to reach Gen Z where they are? Book your 15‑minute consult —
https://meetings.hubspot.com/wallach
As featured insights in Protech’s “More TikTok, Less Brochure: Gen Z and the Future of Associations,” quoting J. Mark Wallach on SEO, voice search, and accessibility’s role in visibility and growth.
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