How to surprise Zoomers, interest Millennials and keep Generation X in the social networks of the shopping mall

Arricano digital marketer Alina Kozak shared how a leading developer of shopping malls in Ukraine communicates with visitors of different generations, which social networks use and will focus on in digital marketing in 2025.

Who is your target audience? Everyone!

The most common mistake of marketers is to define the target audience (hereinafter referred to as the TA) of the brand as "everyone". Of course, everyone would like to sell their products or services to the widest possible audience, but at the beginning of the activity, it is important to form and prescribe in detail the portraits of your TA. This will greatly facilitate further work: in particular, online communication, analysis of the client's path and understanding of how the client decides to visit a particular store in the shopping mall.

You can assume many times that you know your customers well, but only after creating clear portraits and analysis will you discover non-obvious aspects that will help you improve your marketing strategy.

Focus on Millennials

It is the Millennials who are the most frequent visitors of all events of Prospekt shopping mall, RayON shopping center, Sun Gallery shopping mall, and CITY MALL. This is a loyal audience that actively follows the announcements in social networks, participates in offline events and online draws, leaves feedback after the events and looks forward to photo reports. The better we interact with millennials both online and offline, the more numerous this TA will be in the future, and word of mouth marketing will also work.

Social networks are an integral part of the lives of millennials who strive to keep abreast of all events every day and are afraid to miss something important. If this fear is a problem for Generation Y, it is an opportunity for marketers. Correctly formulated text of a video or advertising post script can attract their attention and stimulate action.

Where to communicate? No matter how popular TikTok, Instagram and YouTube are, Facebook still remains the most used.

10 years ago, many marketers in various fields made a mistake, focusing on the number of subscribers, and not on their quality. This often led to the involvement of irrelevant audiences, in particular bots. According to our analytics, this trend was characteristic of a number of Ukrainian shopping malls, which, in turn, today encourages specialists to work on improving approaches and adapting to changes in Meta algorithms.

I do not recommend increasing the number of subscribers by artificial methods, because such actions negatively affect the quality of the account and the delivery of content to real users. It is better to have a smaller, but relevant and active audience than thousands of bots that create only the illusion of success, but do not generate real traffic to the shopping mall.

One of the key marketing goals of Arricano in 2025 is the growth of a lively and high-quality audience on Facebook and Instagram, as well as its retention. We really appreciate the detailed and constructive feedback from our visitors. Each message helps Arricano shopping malls and our tenants improve their service and stay a few steps ahead of the competition.

Surprise the Zoomers

In order to be a marketer who understands the life of a Zoomer, there are two ways: to be a Zoomer marketer or to track trends every day and be in context. I was lucky with the first one, but even so, professional activity requires a daily search for inspiration and ideas, analysis of situations and creation of new creative solutions for all four Arricano objects.

The Zummer generation grew up in times when advanced technologies were already available to everyone, and therefore the marketing approach to them should be even more digital than to Millennials. The Zoomers can't imagine their life without the internet. They are oversaturated with information and every time they need a new, interesting presentation of content in order to pay attention to it and really memorize it.
This generation has developed clip thinking from an early age, because this is how they can capture the huge amounts of information that social networks offer every second. To effectively communicate with this audience, we are actively developing the Instagram pages of all Arricano shopping malls, increasing the share of dynamic video content, choosing an interactive format that involves even more involvement, creating interesting non-standard creatives using AI, AR masks, and also inviting Zoomer generation to be our UGC-creators and heroes of special video stories that we shoot in shopping malls, in particular for Kyiv Day, Mother's Day and Father's Day.

Both Millennials and Zoomers trust influencers, so this is another effective tool to tell about important events in the shopping mall, announce the start of brand sales, etc.

There is only the Alpha generation in the digital world more dexterous than Zoomers, but we will talk about them in a separate article.

Remember X

Creating content for the shopping mall that will be relevant for both the Zoomer and Generation X is a real challenge. But in this case, it is important to form a quality content plan, take into account the characteristics of the audience, balance and understand how the user perceives the information you publish.

No one needs pages that are overloaded with ads. Provide the audience with only useful content in its various manifestations, then your posts will collect stickers and postcards from Generation X, comments from Millennials, likes from Zoomers, and only Generation Alpha will simply give you a view (if you're lucky, shoot a video with a trending soundtrack and publish it on TikTok).

So research, draw conclusions, and implement the best solutions.

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