DES PLAINES, Ill. — Drycleaning operators know they need to reach younger consumers, but many are marketing in the wrong places — they’re not showing up where the discovery actually happens.
During a recent Drycleaning & Laundry Institute (DLI) webinar titled “Generations of Clean: Reaching the Next Generation of Consumers and Employees,” Katelyn Kratz of Safety and Environmental Compliance Consultants and co-executive director of the Heartland Fabricare Association (HFA) revealed a significant disconnect in her survey data: The areas where millennials and Generation Z say marketing influences them don’t match where they actually find local services.
In Part 1 of this series, we explored how younger generations perceive dry cleaning differently than baby boomers. Today, we’ll continue by examining marketing channels that matter most to various generations and why.
Word of Mouth Isn’t What It Used to Be
For baby boomers and Generation X, word of mouth means face-to-face recommendations from friends, family and co-workers. For millennials and Gen Z, however, those conversations generally happen online.
“Word of mouth is now a blend of digital plus in-person recommendations,” Kratz says. “Social platforms are acting as the new neighborhood coffee shop.”
For millennials, word of mouth happens in Facebook groups — particularly local mom groups, neighborhood pages and interest communities. They also use Reddit, online forums and review sites.
They do their homework as well. When a friend recommends a service, millennials often confirm that choice by checking online reviews first.
For Gen Z, word of mouth is even more of a digital experience, thanks to platforms such as TikTok, Instagram, Snapchat, Discord and Reddit. To them, micro-influencers and content creators feel like friends. Their endorsements can carry the weight of traditional word-of-mouth recommendations.
“If everyone’s talking about it on TikTok, it counts as word of mouth for Gen Z,” Kratz says. “Virality equals credibility for this generation.”
Where to Show Up
Understanding where millennials and Gen Z actually spend their time online is crucial to getting your message across to them. Surveys have revealed that 61.7% of respondents spend the majority of their social media time on TikTok, with Facebook coming in second at 35.5% and Instagram at 30% for their most-used platform.
For dry cleaners considering where to invest their marketing efforts, Kratz’s survey respondents offered clear guidance: “TikTok is tough to geotarget and ads are expensive, so on that platform I’d focus on disruptive organic education and viral organic posts. Meta will have the most audience and would be the best place to start for boosting posts and ads.”
Same Platform, Different Approach
Understanding the content that works best for different social platforms is essential.
TikTok, for instance, uses raw, authentic, fast-paced content. The most successful posts are short — often 7 to 20 seconds — and use audio, quick cuts and humor. Educational content works when presented casually as “snackable” tips.
One example Kratz presented gained 68,400 likes, 378 comments and 2,777 shares with a simple, authentic video titled “Dry cleaning explained!!!” The casual, personality-driven approach resonated with users.
Instagram, on the other hand, favors more polished content. Reels perform well, but they’re usually more curated than TikTok videos. Behind-the-scenes content, high-quality photography and carousel posts with educational information all work with the platform’s expectations.
Facebook remains the platform with the most audience reach across age groups. Longer videos that tell stories, how-to content and community-driven posts usually perform best. Native videos uploaded directly to Facebook outperform links to YouTube or other platforms.
“I do marketing research on consumers for a living,” one survey respondent noted, “and regardless of who I’m targeting, Facebook exceeds all other social platforms in usage currently, followed by Instagram.”
Making It Manageable
The idea of creating content for multiple platforms can feel overwhelming for small-business owners who are already juggling operations. Kratz says, however, that the barrier isn’t as high as many cleaners fear.
The key, she says, is authenticity over production value. Younger consumers prefer real, peer-driven content over polished advertisements. A simple video showing how the drycleaning process actually works, filmed on a smartphone, can answer questions many consumers have never thought to ask.
“We had survey respondents ask, ‘Where is the water? How can you clean without water?’” Kratz says. “Others wondered about chemicals. These are basic questions that a 30-second video could answer.”
Practical Steps Forward
Beyond social media presence, Kratz believes there are several practical steps dry cleaners can take to increase visibility:
Connect with the community both online and in person. Find local influencers — even if that just means identifying which community members your employees follow on social media. Collaborate with other local businesses. Host events that bring people into the store.
“Find the influencers in your community,” Kratz says. “Go places. Talk to people. Answer the call to action. They ask, you answer.”
Perhaps most importantly, dry cleaners need to recognize that younger consumers discovering them through Google Search still represents an opportunity. A strong online presence, clear information about services offered and transparent pricing all help convert search traffic into customers.
“Do customers know what you do?” Kratz asks. “The data suggests many don’t. That’s not an insurmountable problem — it’s a communication opportunity.”
Come back Thursday for the conclusion of this series, where we’ll examine the practical steps businesses can take to meet the needs of millennials and Gen Z. For Part 1, click HERE.
Have a question or comment? E-mail our editor Dave Davis at [email protected].
