How is Gen Z consuming media differently? Connective3’s Beth Simpson, herself a Generation Zer, has the lowdown on the generation’s appetite for user-generated content and what it means for brands.
Gen Z is the largest generation on earth. The most digitally native generation yet, it has already had a powerful impact on the global economy.
But when it comes to advertising, it requires a completely different strategy.
According to the Deloitte study, what Gen Z considers a ‘meaningful’ experience is markedly different than other generations, with less emphasis on ‘in-person’ experiences and more on online experiences.
Online behavior is also changing. According to the same study, nearly 50% of consumers now say they look at user-generated content (UGC) to discover new products or services, because UGC provides trustworthy and community-based information.
Meanwhile, Gen Z is increasingly consuming cross-channel content. As Gen Z begins to develop identities through digital communities, social media, music, streaming video, and gaming are all becoming more interconnected. As online media evolves and becomes more competitive, brands can compete by pushing boundaries, experimenting with storytelling, and using multiple methods of media together in a cross-channel strategy.
How brands are creating community through immersive virtual experiences
A great example of brand storytelling through immersive experiences is Nike’s Dare to Do Bold campaign, which offered an exciting, visual user experience through animated media, such as people wearing the kit of football club Tottenham Hotspur. Gifs covered with logos, color filters and. Special effects.
Looking both aspirational and accessible, the ad adds value to fans at a community level, featuring both men and women wearing the product, showcasing Spurs values through storytelling. By adding a ‘Buy Now’ button at the end, the advert offers fans the opportunity to watch the latest Spurs match in their brand new kit.
Gen Z’s purchasing behavior is driving changes in online content
The importance now for advertisers is to ensure that their digital marketing can be optimized enough to include a wide range of properties. Whether through UGC, virtual reality or personalized content, now is the time to focus on digital experiences.
Keep in mind that 85% of Gen Z say social media influences their purchasing decisions, with 45% naming TikTok and Instagram as the top platforms for influencing purchases. Having a combined organic and paid social strategy will ensure you capitalize on Gen Z throughout their consumer journey and create lifetime customers through community-led virtual, immersive experiences.
Tracking Gen Z’s complex shopping behavior
Gen Z’s shopping behavior has had a broad cultural impact. Turning to social media as a brand discovery tool and product research for shopping, Gen Z is using Google Maps or TikTok before finding answers.
The most significant impact of this change is being able to use social media for quick, visual searches through UGC content and hearing reviews in real time. Having a cross-channel strategy that focuses on communicating with younger audiences during the discovery phase will help you gain the trust of Gen Z.
As someone who is Gen Z myself, I understand how much the online sphere influences my purchasing behavior. As the digital world adapts, listen to your Gen Z team members, leverage their understanding of the content they consume, and make sure you have a strategy to track where their behavior is. How relevant to your brand.
Recommended newsletters for you
daily briefing
daily
Check out the most important stories of the day, compiled by our editorial team.
ad of the week
Wednesday
See the best ads from last week – all in one place.
media agency briefing
Thursday
Our media editor explores the biggest media buys and trends making waves in the sector.
Source: www.thedrum.com
