“How do you market to Gen Z?”

This question may not have crossed your mind. But it should.

Gen Z was born between 1997 and 2012. Elder Gen Z are now the age where they’re starting to book lessons for their own children (which is a scary thought – where have those years gone?)

Younger Gen Z are taking charge of what they want to do and where they want to spend their money (or their parents’ money).

How can you attract this generation and entice them to take lessons with you?

Table of Contents:

1. Make your website mobile-first
2. Don’t Rely on Flyers
3. Highlight Creativity and Confidence
4. Let Reviews Do The Talking
5. Pictures (and videos) Speak 1000 Words
6. Be Credible

Make your website mobile-first

Gen Z will not sit at a computer to browse your site.

If it doesn’t look great (and load quickly) on their phone, they’ll lose interest. 

• Use large, tappable buttons
• Keep copy short and skimmable 
• Make sure the action you want them to take (book a free lesson, or register) is on the first screen and they don’t have to look for it 

PSST! Want a helping hand with your website?
Listen to this episode of the TopCast – Demitris Maddox has a super simple solution for you.

Don’t Rely on Flyers

You want to be where your target audience is. 

If they’re scrolling through Instagram or TikTok at 10pm, that’s where you want to be 

A simple video ad can be more effective than a thousand fliers in coffee shops. 

You could…

• Post relatable content like ‘a day-in-the-life of a student’ or behind-the-scenes of your teaching day
• Share parent testimonials (even better if you can get a video of a student talking about how much they love their lessons) 
• Showcase before and after transformations – a student just starting to play their piece and then what they achieved after a couple of weeks

Tag your location to reach families and students near you.  

Want to read more about utilising social media for your studio? The blog, “Why I Hate And Love Social Media,” is waiting for you.

Highlight Creativity and Confidence

Gen Z values self-expression and emotional growth.

They’re not as impressed by rigid achievement. 

Sell how your lessons will benefit the WHOLE student. 

Make sure your marketing is less about you, and more about how your lessons 

• Build confidence through creativity
• Are a safe place for students to express themselves
• Will be relevant to the students’ interests 

Let Reviews Do The Talking

Gen Z trust online reviews more than word-of-mouth. 

If they don’t see feedback online, they’ll hesitate. 

Social proof goes a long way in backing up your claims.

You can say you’re a fun teacher…but if the parent of a young kid says you’re a fun teacher, that means more. 

Make your testimonials easy to find:

• Google reviews that appear if they search your business name (these include real names and photos so they’re instantly trustworthy) 
• Instagram story highlights (keeps them all in one place) 
• Video snippets from parents or kids (placed throughout your website to break up text) 

A great time to ask for testimonials is after a particularly successful lesson. 

Everyone’s happy, so they’ll be willing to sing your praises! 

Pictures (and videos) Speak 1000 Words

Gen Z grew up with YouTube and Instagram. 

They’re used to seeing things rather than reading lengthy copy. 

A short, authentic video builds more trust than a flyer ever could.

You could share

• A quick studio tour showing where lessons take place
• A welcome video from you that shares your teaching vibe 
• A montage of students in their lessons having fun 

If you film it vertically, it’ll be perfect for TikTok, Instagram Reels, or embedding on your website. 

Be Credible

Something else that your Gen Z audience wants to know is that you’re credible. That, when it comes to teaching music, you know your stuff.

Being a TopMusic Certified Teacher will show prospective students and their families that you mean business.

(It’ll also squash any doubts or impostor syndrome you may be feeling) 

TopMusic Certification is available as a self-paced program through Studio Plus Membership.