RETAILING continued
POV: You just descended on your first scuba dive. ▪ What people think scuba diving is like vs. what it’s actu- ▪ ally like. A day in the life of a dive instructor. ▪ Don’t overlook YouTube simply because TikTok is trendy, so load longer videos to YouTube. Generation Z: TikTok, Instagram, YouTube and Human Connection: Gen Z doesn’t simply consume content. They participate in culture. To attract Gen Z, your brand should behave like a person rather than a billboard. The key to Z is to create belonging. For example, show the dive, but also show the people who dive. Make it relatable in a “this could be you” way. Your TikTok videos might include; meet the crew, diver of the week or ask an instructor. Don’t use TikTok or YouTube for advertising prices. Instead, answer the “silly” questions people want to know but are usually afraid to ask. Examples include: What does scuba equipment actually do? ▪ Is it easy to see through the scuba mask underwater? ▪ What happens if I have to pee while diving? ▪ Show Gen Z people rather than products, feature young divers, and encourage customers to create content. For Gen Z, ask: “How can we make someone want to join our com- munity - not just buy our product?”
Adapting the Message: When I talk to dive center owners about posting to social media, I tend to hear, “I don’t have time to create all this content!” Here’s the solution: Create one good piece of content and adapt it so it appeals to all generations, across all platforms. For example, have one of your instructors record a five- minute video: “Five Things I Wish Every New Diver Knew.” Here’s how you might use it: YouTube: Run the full five-minute video. ▪ YouTube Shorts: Five individual tips. ▪ Instagram Reel: One good 30-second tip. ▪ Instagram carousel: Five things every new diver should ▪ know. No matter what generation you’re marketing to, or what platform you’re using, the message is essentially the same, “You’re going to love being a scuba diver and exploring the underwater world. We’re excited to help you get started. Come join our community.” Facebook: A story with the video. ▪ TikTok: The most surprising tip. ▪
I’d love to hear about your successful marketing with social media. Email me at hello@clearsto- rycoach.com.
email Cathryn
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