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Reaching Gen Z & Millennials: Different Social Platforms Call for Different Content Every Time

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By Catherine Salfino

There are 8 billion people in this world. And of them, 60 percent, or 4.88 billion, are active social media users. In the U.S., that number jumps to 74 percent. This poses a great opportunity for brands to connect with consumers. However, there is a bushel of social media platforms. And the users differ for each platform based on age as well as the content they want to see. That’s especially true for Gen Z and millennials. For marketers, knowing the difference can make all the difference in connecting and capitalizing on social platforms.

YPulse data shows Gen Z and millennials are active on an average of six different social media platforms. And they’re going to each platform for different content.

“For brands, this means that content can’t be one size fits all,” states the YPulse Insights article. “They’ve got to pay attention to exactly what purpose each one serves for young audiences.”

Fully 81 percent of young consumers don’t want to see the same kind of content on every platform, according to the YPulse research. The firm also found 65 percent of young users don’t like when social media platforms create new features that replicate other social media sites—meaning, they want different content on each.

For example, in a YPulse survey of 13 to 39 year olds, users went to TikTok for memes and viral content (66 percent), content from online influencers (58 percent), random people they don’t know (57 percent), celebrities (49 percent), and their friends (46 percent). But when the same generations go to Instagram, they mostly seek content from their friends (66 percent), followed by celebrities (63 percent), online influencers (55 percent), brands/products (52 percent), and memes/viral content (51 percent).

The most popular social media platform for clothing ideas among Gen Z consumers is Instagram (74 percent), according to a 2023 Cotton Incorporated Lifestyle Monitor™ Survey. That’s followed by TikTok (71 percent), Pinterest (52 percent), YouTube (36 percent), Snapchat (18 percent), Facebook (13 percent), X—formerly Twitter (13 percent), and Tumblr (2 percent).

Among consumers ages 25 to 34, the top platform is also Instagram (78 percent), according to the Monitor™ research. That’s also followed by TikTok (57 percent), Facebook (51 percent), YouTube (43 percent), Pinterest (38 percent), X (22 percent), Snapchat (19 percent), and Tumblr (5 percent).

Simon Kemp, founder of Kepios, a strategy consultancy, and DataReportal, an online reference library, says social media user numbers continue to grow. He says his firm’s latest research shows social media adoption accelerated +1.5 percent over the past three months. Total social media adoption increased 3.7 percent since July 2022.

“This figure marks another momentous milestone along our journey towards universal connectivity,” Kemp said in a recent video when the company presented its quarterly digital report.

In the last quarter, DataReportal’s research shows females ages 16 to 24 spent the most time on social media, at 3 hours and 10 minutes per day. That was followed by females ages 25 to 34, spending 2 hours and 49 minutes per day on social platforms. Males ages 16 to 24 were next, at 2 hours and 35 minutes, followed by males ages 25 to 34 at two hours and 32 minutes. By comparison, men and women ages 55 to 64 average 1 hour and 40 minutes on social platforms per day.

That time spent on these platforms can translate into sales for apparel brands, especially among younger consumers. One-fifth (20 percent) of shoppers ages 13 to 24 say they have purchased a product directly from a social media post by clicking a link or image, according to 2020 Monitor™ research. The number increases to 23 percent among millennials.

Two-fifths (40 percent) of young consumers (ages 13-24) add that they’re likely to buy a product directly from a social media platform, according to the 2020 Monitor™ research.

Perhaps that’s why Pinterest is so popular with the younger set. YPulse research shows young consumers like that Pinterest offers in-post shopping where both creators and brands can tag the items they show, allowing users to purchase directly from the post. Gen Z and millennials put Pinterest in the number one spot for the kind of content they want from brands, including product recommendations that are linked within aesthetically pleasing pictures.

YPulse research shows the other top platforms Gen Z and millennials turn to for content from brands are Instagram, YouTube and Facebook. Where Instagram is concerned, 52 percent of young consumers say they want to see brands and products in the app. They like that social shopping also doesn’t waste their time or divide their attention by bringing them to another site. Also, these shoppers want to see niche or personalized content on Instagram, versus viral posts.

When it comes to advertising, young consumers are most open to watching it on YouTube (63 percent), followed by Instagram and Facebook, according to YPulse’s Social and Mobile Marketing Preferences report. And they’re open to content from online influencers on every platform except Facebook and Snapchat—two platforms where they prioritize posts from family and friends. Whether it’s a major celebrity or micro influencer, more than half of all young people (54 percent) say they have purchased something after it was touted by an online celeb on social media.

Social media holds the top spot for young shoppers when it comes to a source of clothing ideas. Over two-fifths of all Gen Z shoppers (43 percent) and 37 percent of millennials say they turn to social platforms for clothing inspo, according to 2023 Monitor™ research. That compares to 23 percent for Gen X and 7 percent for boomers. Celebrities also hold more sway with younger consumers. Among Gen Z, 17 percent look to celebs as a source of clothing ideas, as do 17 percent of millennials. That contrasts with 10 percent for Gen X and just 4 percent for boomers.

Brands should keep in mind the U.S. Chamber of Commerce says the influencer marketing industry is expected to grow to $21.1 billion in 2023, citing data from The Influencer Marketing Benchmark Report.

Finally, YPulse says Gen Z and millennial consumers love viral content, which explains why TikTok is so popular with these cohorts.

“Lucky for brands, this kind of content is easy to get in on if done right—and is yet another way to blend ad and brand content into their feeds,” YPulse states in its Insights article. Since 49 percent of TikTok users want to see humour from brands, funny content is one way to connect with them. “But even if a brand doesn’t think humour is part of their identity, there’s viral potential for everything—wholesome, lifestyle, DIY, you name it—and as long as it’s entertaining and personal, young consumers will be interested.”

The Cotton Incorporated Lifestyle Monitor™ Survey is an ongoing research program that measures consumer attitudes and behaviours relating to apparel, shopping, fashion, sustainability, and more.

For more information about the Lifestyle Monitor™ Survey, please visit https://lifestylemonitor.cottoninc.com.

Feature Image Credit: Getty

By Catherine Salfino

Sourced from Sourcing Journal

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Reaching Gen Z & Millennials: Different Social Platforms Call for Different Content Every Time

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By Catherine Salfino

There are 8 billion people in this world. And of them, 60 percent, or 4.88 billion, are active social media users. In the U.S., that number jumps to 74 percent. This poses a great opportunity for brands to connect with consumers. However, there is a bushel of social media platforms. And the users differ for each platform based on age as well as the content they want to see. That’s especially true for Gen Z and millennials. For marketers, knowing the difference can make all the difference in connecting and capitalizing on social platforms.

YPulse data shows Gen Z and millennials are active on an average of six different social media platforms. And they’re going to each platform for different content.

“For brands, this means that content can’t be one size fits all,” states the YPulse Insights article. “They’ve got to pay attention to exactly what purpose each one serves for young audiences.”

Fully 81 percent of young consumers don’t want to see the same kind of content on every platform, according to the YPulse research. The firm also found 65 percent of young users don’t like when social media platforms create new features that replicate other social media sites—meaning, they want different content on each.

For example, in a YPulse survey of 13 to 39 year olds, users went to TikTok for memes and viral content (66 percent), content from online influencers (58 percent), random people they don’t know (57 percent), celebrities (49 percent), and their friends (46 percent). But when the same generations go to Instagram, they mostly seek content from their friends (66 percent), followed by celebrities (63 percent), online influencers (55 percent), brands/products (52 percent), and memes/viral content (51 percent).

The most popular social media platform for clothing ideas among Gen Z consumers is Instagram (74 percent), according to a 2023 Cotton Incorporated Lifestyle Monitor™ Survey. That’s followed by TikTok (71 percent), Pinterest (52 percent), YouTube (36 percent), Snapchat (18 percent), Facebook (13 percent), X—formerly Twitter (13 percent), and Tumblr (2 percent).

Among consumers ages 25 to 34, the top platform is also Instagram (78 percent), according to the Monitor™ research. That’s also followed by TikTok (57 percent), Facebook (51 percent), YouTube (43 percent), Pinterest (38 percent), X (22 percent), Snapchat (19 percent), and Tumblr (5 percent).

Simon Kemp, founder of Kepios, a strategy consultancy, and DataReportal, an online reference library, says social media user numbers continue to grow. He says his firm’s latest research shows social media adoption accelerated +1.5 percent over the past three months. Total social media adoption increased 3.7 percent since July 2022.

“This figure marks another momentous milestone along our journey towards universal connectivity,” Kemp said in a recent video when the company presented its quarterly digital report.

In the last quarter, DataReportal’s research shows females ages 16 to 24 spent the most time on social media, at 3 hours and 10 minutes per day. That was followed by females ages 25 to 34, spending 2 hours and 49 minutes per day on social platforms. Males ages 16 to 24 were next, at 2 hours and 35 minutes, followed by males ages 25 to 34 at two hours and 32 minutes. By comparison, men and women ages 55 to 64 average 1 hour and 40 minutes on social platforms per day.

That time spent on these platforms can translate into sales for apparel brands, especially among younger consumers. One-fifth (20 percent) of shoppers ages 13 to 24 say they have purchased a product directly from a social media post by clicking a link or image, according to 2020 Monitor™ research. The number increases to 23 percent among millennials.

Two-fifths (40 percent) of young consumers (ages 13-24) add that they’re likely to buy a product directly from a social media platform, according to the 2020 Monitor™ research.

Perhaps that’s why Pinterest is so popular with the younger set. YPulse research shows young consumers like that Pinterest offers in-post shopping where both creators and brands can tag the items they show, allowing users to purchase directly from the post. Gen Z and millennials put Pinterest in the number one spot for the kind of content they want from brands, including product recommendations that are linked within aesthetically pleasing pictures.

YPulse research shows the other top platforms Gen Z and millennials turn to for content from brands are Instagram, YouTube and Facebook. Where Instagram is concerned, 52 percent of young consumers say they want to see brands and products in the app. They like that social shopping also doesn’t waste their time or divide their attention by bringing them to another site. Also, these shoppers want to see niche or personalized content on Instagram, versus viral posts.

When it comes to advertising, young consumers are most open to watching it on YouTube (63 percent), followed by Instagram and Facebook, according to YPulse’s Social and Mobile Marketing Preferences report. And they’re open to content from online influencers on every platform except Facebook and Snapchat—two platforms where they prioritize posts from family and friends. Whether it’s a major celebrity or micro influencer, more than half of all young people (54 percent) say they have purchased something after it was touted by an online celeb on social media.

Social media holds the top spot for young shoppers when it comes to a source of clothing ideas. Over two-fifths of all Gen Z shoppers (43 percent) and 37 percent of millennials say they turn to social platforms for clothing inspo, according to 2023 Monitor™ research. That compares to 23 percent for Gen X and 7 percent for boomers. Celebrities also hold more sway with younger consumers. Among Gen Z, 17 percent look to celebs as a source of clothing ideas, as do 17 percent of millennials. That contrasts with 10 percent for Gen X and just 4 percent for boomers.

Brands should keep in mind the U.S. Chamber of Commerce says the influencer marketing industry is expected to grow to $21.1 billion in 2023, citing data from The Influencer Marketing Benchmark Report.

Finally, YPulse says Gen Z and millennial consumers love viral content, which explains why TikTok is so popular with these cohorts.

“Lucky for brands, this kind of content is easy to get in on if done right—and is yet another way to blend ad and brand content into their feeds,” YPulse states in its Insights article. Since 49 percent of TikTok users want to see humour from brands, funny content is one way to connect with them. “But even if a brand doesn’t think humour is part of their identity, there’s viral potential for everything—wholesome, lifestyle, DIY, you name it—and as long as it’s entertaining and personal, young consumers will be interested.”

The Cotton Incorporated Lifestyle Monitor™ Survey is an ongoing research program that measures consumer attitudes and behaviours relating to apparel, shopping, fashion, sustainability, and more.

For more information about the Lifestyle Monitor™ Survey, please visit https://lifestylemonitor.cottoninc.com.

Feature Image Credit: Getty

By Catherine Salfino

Sourced from Sourcing Journal

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‘They love being heard’: How Bubble built an avid fan base via TikTok and brand ambassadors

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By Julia Waldow

Bubble, a Gen Z-focused skincare brand, is taking off on TikTok.

Over the last five months, Bubble more than doubled its number of followers from 500,000 to 1.1 million people. Several of its videos, which Bubble typically posts once a day, have millions or hundreds of thousands of views.

Bubble’s business has ballooned across channels since Bubble launched at the end of 2020. Thanks to a recently-expanded partnership with Ulta Beauty, Bubble’s products — which vary from moisturizers to masks — are available in around 9,000 stores in the U.S., including CVS and Walmart locations. Bubble’s online sales have grown 1,000% year-over-year, while its in-store sales have spiked 800%. This number could be higher, though, because Bubble runs out of inventory quickly due to rising demand, CEO Shai Eisenman told Modern Retail.

On TikTok, all of Bubble’s reach is 100% organic, according to Eisenman. “It’s something we’re super proud of,” she said. Some of Bubble’s TikTok videos are educational (why the brand is fragrance free, for example), while others jump on social media trends (like rolling a product down a set of stairs to see if it breaks). One of its newest videos, which advertises Bubble’s new Cloud Surf moisturizer, racked up some 220,000 views in the first two hours. As of July 21, it had 696,000 views.

Bubble is on other platforms, too, although it has fewer followers there than on TikTok. The aforementioned Cloud Surf video, for instance, had 7,300 views on YouTube Shorts and 11,000 likes on Instagram, as of July 21.

Eisenman attributes the brand’s fast growth on TikTok to its relationship with customers. Bubble replies to nearly every comment posted on its TikTok videos, it’s amassed an ambassador program of 7,000 fans and it features user generated content (UGC) in its posts. One of Bubble’s most recent TikTok videos, which thanks fans for helping the company reach 1 million followers on the platform, includes videos of customers explaining what they like about the brand. Many Bubble fans will post videos of their product hauls or give tips or tricks for how to use items under the hashtag #bubble.

Bubble will sometimes use UGC to come up with its products. One recent example is the brand’s new plushie, a new category for Bubble. Eisenman told Modern Retail that she was watching fans’ videos showing their product hauls and noticed that many of the TikTokers had stuffed animals in the background. That observation, combined with the knowledge that one of Bubble’s most popular products is its moisturizers, led Eisenman and her team to develop a plushie version of Bubble’s Slam Dunk moisturizer. A video teasing the plushie has 547,000 views, with comments such as “BUYING WHEN IT COMES” and “OMG IT’S A SQUISHMELLOW OF BUBBLE?!”

Bubble typically enjoys a spike in sales after posting TikTok videos. In January, Bubble saw its sales through Walmart stores double after a video from a TikTok user went viral. But, Eisenman says she doesn’t think of TikTok primarily as a sales channel, although people can buy products via a link in Bubble’s TikTok bio.

“It’s really hard for us to come and say, ‘Oh, this is a sales channel,’ because honestly, most of our sales happen in-store and in retail and Walmart and CVS and Ulta,” she said. “But obviously, TikTok is fueling that growth significantly.”

Instead, Eisenman said she wants to use TikTok to build brand awareness, engage with customers and explain Bubble’s values. “We constantly adapt and post content and speak to our audience as if it’s a conversation,” Eisenman said. “And that’s, I think, something that’s very unique in terms of just our growth and in terms of our community, because they love being heard.”

Bubble’s ambassador program is key to this effort. Bubble has set up chat channels on the app Geneva to collect feedback from Bubble’s biggest fans. “Everything we want to launch, everything we want to do, they’re a part of,” Eisenman said. “We send them pictures of stuff way before they launch, and they help us choose names, and they help us choose packaging. And they’re truly a part of the ideating and the decision-making process in the company.”

Bubble’s ambassador program is so popular that it has a waitlist of more than 41,000 people. Eisenman said. She said the brand is focused on “accepting as many people as possible,” but that because many applicants are under 18 years old, Bubble needs to get consent from their parents. “That’s why it takes a very long time to actually go through the list,” Eisenman said.

Bubble’s brand ambassadors need to be at least 14 years old; have at least one valid and active social media account on Instagram, TikTok, Pinterest or YouTube; and provide a valid personal email address (plus a parent or guardian email address if under the age of 18).

Kimberley Ring Allen, founder of Ring Communications and adjunct professor at Suffolk University, applauded Bubble’s community-based strategy, calling it “smart.”

When TikTok first launched, Allen said, brands wanted to churn out as much content as possible. “Everybody was spending all their time making videos, right?” she told Modern Retail. “You had just been pumping out videos, and sometimes they would get views, and sometimes they wouldn’t. And that’s because there was no strategy.”

Now, Allen said, companies are thinking about channels like TikTok more as community-building tools. It’s not enough just to post content, she said — brands have to form a relationship with consumers. This is especially important, Allen added, because today’s consumers are “very ad-aware.” “The second they see an ad, they know to ignore it,” she said.

Brands are constantly trying to formulate new and existing TikTok strategies, but some work better than others. The food-saving app Too Good To Go posts its own content, but largely benefits from viral videos of customers showing off how much food they can get for $3.99. Brands like Pepsi and Pizza Hut have found mixed success in creating their own TikTok sounds in the hopes of going viral.

Ultimately, companies that use TikTok to collect feedback from fans and interact with customers will see the benefits from that, Allen said. “They turn their customers into prosumers,” she said. “Like, you know, your feedback is important, we want you to test these new products. They make them feel super appreciated… [and] they stay engaged.”

Feature Image Credit: Bubble

By Julia Waldow

Sourced from ModernRetail

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How the Best Brand-Influencer Partnerships Reach Gen Z

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By Janet Balis

If you haven’t heard about Alix Earle, it may simply be a matter of time. This young influencer — who just graduated from the University of Miami — has more than 5 million followers on TikTok and was recently signed by United Talent Agency (UTA), one of the top three firms that represent talent globally across the media and entertainment ecosystem. She has leveraged her personal brand to partner with beauty companies like Tarte and Rare Beauty.

Watching the myriad of Alix Earle videos online makes her formula quite clear. She has model-like beauty, checking the box for sheer aesthetics. She’s perfected the “get ready with me” (GRWM) format (among others), a short-form video in which she goes from natural beauty to flawless perfection, displaying professional yet replicable makeup techniques and product use. As she applies her look during “selfie” videos, she offers a mix of storytelling, humour, vulnerability, aspiration, relatability, and product mentions in a fast-talking, effortless monologue. She feels just approachable enough to be just another college student.

That approachability is why Earle resonates so much with Gen Z. Authenticity is among this generation’s most important values. As recent EY research highlights: “After an era of fake news and filtered photos projecting the ‘perfect life,’ Gen Z is over it.” They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science. And their view of authority has expanded from traditional sources, like academic institutions or reputable editorial voices, to perceived influence — as demonstrated by Earle’s meteoric rise.

Studying Alix Earle’s success offers brand marketers five powerful lessons for how to tap into this era of influencers — and make authentic connections with Gen Z.

1. Find the right influencers for your brand

Simply force-ranking top influencer lists is not the answer. Brands want to find the person or people who reach their target audience.

Once brands define the category in which they compete, marketers can look for the influencers who have the most engagement and who have a voice and style that resonates with the brand. AI and other tools to analyse data can help you figure this out — for example, data analytics can reveal followers, creative approaches, and communities in common between influencers and brands. There are also companies, from Gallery Media, for example, to leading talent agencies, who curate influencers and manage more complex relationships and execution for brands.

2. Create brand stories for mobile consumption

Gen Z fills their spare moments by scrolling through their algorithmically driven, personalized “for you” feeds on their phones, filled with photos, videos, and memes. Ideally, brands should empower the influencers they work with to create content that is short, compelling, and made for mobile.

Embracing vulnerability and openness, like Earle does in short one- to three-minute stories, enables brands to connect with younger generations in a way that’s personally relevant and authentic. However, brands must understand that this is not a 30-second scripted television spot, and the influencers will take the story in a direction of their own choosing. This is a complement to other brand storytelling — not a replacement.

3. Motivate consumers to make brand content their own

Unlike previous generations, Gen Z does not “broadcast” their posts to social networks writ large. They share more often with far fewer people via “private stories.” Engagement is much higher because of the frequency and the intimacy of these posts, and with this shift, we also see Gen Z moving away from prior generational behaviours of broadcasting their happy moments widely on their social media accounts to sharing more raw moments like personal crisis and tears in more private circles.

A young person who sees a beauty product in a GRWM video from Earle on TikTok who subsequently endorses that product with their friend group in their private story on Snap is an example of how the brand journey goes from high-profile social media influence to deeply personal influence. A brand must earn the right to access this sacred space — and it must understand the opacity and new risks of these more personally intimate venues.

4. Cross boundaries to stand out

It’s going to take new sources of inspiration and creativity to stand out as generative and conversational AI are applied in creative contexts at scale. As all influencers now have access to the same technology to drive research, enhance ideas, and accelerate production, forward-thinking brands will look to differentiate through human originality or true celebrity. The bar for real creativity will only get higher, requiring unorthodox juxtapositions of brands or new invitations to consumers to co-create. Our current definition of influence may shift rapidly as AI manipulates both the targeting and creative driving the algorithms.

5. Avoid clone culture

As marketers, we may prize the opportunity to drive consumption at all costs by engineering trends to have velocity through influencers. But if we succeed too much on the science of it all, are we creating trend echo chambers that contradict our commitments to diversity and inclusion, or cloning repeat behaviours within certain social archetypes? And if influence relies on at least the veneer of originality, will it be harder as everyone uses similar AI-driven insights? Brands drive their commercial ambition with precision using a combination of creativity and data (or art and science), but increasingly, they may seek to broaden strategies to find new audiences, voices, and inspiration to diversify their base of consumers and ideas.

The creator economy is thriving, creative, and valuable, particularly as technology-enabled economic models motivate strong talent to make it a true professional endeavour. Brands that harness its new dynamics to create value will differentiate themselves and drive exponential growth. The key to success is to lean into the newest sources of influence along with all the latest dynamics of risk and reward.

The views reflected in this article are the views of the author and do not necessarily reflect the views of Ernst & Young LLP or other members of the global EY organization.

By Janet Balis

Janet Balis leads EY’s consulting professionals in the Americas focused on the customer agenda and revenue growth, including commercial excellence, customer experience and product innovation and also leads EY’s CMO practice. She has also served as a partner at Betaworks, publisher of The Huffington Post, and EVP Media Sales and Marketing at Martha Stewart Living Omnimedia. Balis is on the global board of the Mobile Marketing Association and the International Television Academy of Arts and Sciences, and she is also an advisor to the Harvard Business School Digital Initiative. You can follow her on Twitter: @digitalstrategy.

Sourced from Harvard Business Review

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How to engage Gen Z just like Adidas and Walmart

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By Kolawole Samuel Adebayo

What are the most effective ways of engaging a group whose spending and consumption habits aren’t exactly traditional?

Gen Z make up 40% of the global consumer population, according to global research and consulting firm McKinsey. The Influencer Marketing Factory reports 97% of Gen Z turn to social media as their main source of shopping inspiration. Another report by Statista shows 54% of Gen Z say social media is better than online search when it comes to discovering new products. With this demographic wielding increasing buying power, brands know better than to ignore them.

The question is not whether companies should market to Gen Zs—it’s how? What are the most effective ways of engaging a group whose spending and consumption habits aren’t exactly traditional? Although most brands are still asking these questions, legacy companies like Adidas and Walmart, which have thrived through countless market fluctuations, technological upheavals, and cultural shifts, may already have the answers.

Selling experiences, not products

Product-focused sales have become tacky, especially for a generation that values authenticity and engagement. And, as Jeremy Finch wrote for Fast Company way back in 2015, “Gen Z have a carefully tuned radar for being sold to and a limited amount of time and energy to spend assessing whether something’s worth their time.” What works instead is creating immersive narratives that offer unique journeys, personalized services, and memories that transcend the product’s functionalities.

Adidas is appealing to Gen Z through digital assets like NFTs. “For many brands and consumers, the value of NFTs doesn’t come from the token itself, but from the sense of community built around it,” says Rohan Handa, senior vice president for business development at Horizen Labs Ventures, a digital asset advisory and solutions platform. “It creates a shared experience and exclusivity that draws people in [and] for a population that evolved with Web 2.0, social media, and the mobile-market Web, it is normal that Gen Z users value their digital identity more than people from Gen X, who sometimes don’t even have one.”

This is why Adidas’ first NFT launch in 2021, themed “Into the Metaverse,” minted all 30,000 of its NFTs and amassed up to $22 million in sales in hours. Fast forward to 2023 and the brand has launched the third and final phase of the project, with perks like exclusive access to certain offers and increased interactions.

Walmart, on the other hand, has plans to create two immersive Roblox gaming experiences—Walmart Land for buying virtual merchandise and Walmart’s Universe of Play for toy games. This, according to Walmart’s marketing chief William White, is a strategy to “increase brand favourability with younger audiences” and “drive relevance in cultural conversations.”

“Gen Z is a digital-first cohort [and] digital identities matter to these participants,” says Horizen Labs Ventures’ Handa. “Digital avatars like those done by Ready Player Me, in-game skins/assets similar to the ones in Fortnite and Roblox, ticketing and token-gated sales by Ticketmaster, and collectible NFTs like NBA top-shot are some top-of-mind use cases, and where a lot of Gen Z is headed.”

But if selling products, do it socially

The market size for social commerce—that is, a form of e-commerce that combines social media, online communities, and user-generated content—was estimated to be valued at $584.91 billion in 2021 and is set to grow before the end of the decade, with a projected market value of $6.2 trillion in 2030.

The idea of social commerce is a relatively new phenomenon characterized by its use of social media platforms to facilitate the buying and selling of products and services. While social commerce is still in its early stages, it has the potential to revolutionize the way we shop online.

“It is more important than ever for brands to implement a social commerce strategy that captures their young and increasingly influential audience,” says Roy Avidor, cofounder and CEO of Cymbio. “To a large extent, this booming shopping trend is due to Gen Z, who dedicate a lot of time to browsing social channels.”

Avidor recommends that businesses that want to succeed in the social commerce space must leverage influencer marketing, simplify payment options, and prepare omnichannel marketing. “Brands seeking to connect with younger audiences in the social commerce space must leverage the reach and engagement of influential social media users, ensure payment methods are up-to-date and easy to use, and implement omnichannel strategies by integrating social media into their overall commerce strategy,” adds Avidor.

With inflation and the cost of goods rising, it’s more important than ever for retail businesses to retain existing customers, especially when the cost of acquiring new ones can be up to five times higher. This is where social commerce can help brands of all sizes.

Communicating with Gen Z

Whether it is from their favourite brands or persons, genuine and transparent interactions are necessities for Gen Z. In the words of Avi Pardo, cofounder and chief revenue officer at communications platform LeapXpert, “More than anything, Gen Zers just want to be seen. . . . Should a Gen Z member feel like they are merely a statistic in a customer relationship management system, they will disengage.”

For businesses, this means meeting Gen Z with the information they need in the places they use frequently—especially on social media and mobile messaging platforms. Pardo says leading brands are able to engage Gen Z by creating a personalized experience, which means, among other things, the ability to use any social media or mobile messaging platform to reach out to their personal rep at any time. “These brands don’t make Gen Zers call a desk phone number, a directory line, or reach out through a dedicated company portal. Instead, they have dedicated, personal representatives available to Gen Zers on their time, and on their preferred channel, be it iMessage, WhatsApp, SMS, Telegram, or Signal.”

New insights on mobile messaging are spotlighting significant opportunities for increased brand and customer engagement. For instance, a 2021 report by Statista showed that an estimated 3.09 billion mobile phone users communicate using mobile messaging, while another report by Klaviyo discovered that not only is text messaging the most important form of mobile communication, many customers (especially younger ones) feel secure interacting with brands over texts.

For Adidas, moving personalized interactions to WhatsApp in 2015 was a strategy to connect with the different subcultures of their young audience across the world and grow hyper-local communities within these countries. This, according to Laura Coveney, managing editor at Adidas, “allowed us to build relationships . . . in an ongoing way that [didn’t] feel transactional.” Through WhatsApp, the sportswear brand has launched several campaigns that allow it to engage organically with users.

Similarly, Walmart’s recent “Text-to-Shop” mobile-marketing strategy provides a convenient and accessible way for customers to shop without the need for a dedicated app or website. With a Walmart account, customers can browse products, add to their carts, review recommendations, and eventually make purchases—all via text. Because a Walmart account is linked to your payment information and even location, you can have your items on your doorstep in no time.

Making hiring more engaging

As a generation group expected to account for a third of the workforce by the end of this decade, companies that intend to be around for a long time are actively seeking to leverage their talents and potential. Compared to previous generations, there is now a world of difference in the strategies used to hire and retain Gen Z employees.

“Gen Z are used to instantaneous experiences,” says Benjy Gillman, cofounder and head of innovation and strategy at the candidate experience platform, myInterview. “They can order a taxi, find a date, or book a hotel in minutes on their mobile phone. At the same time, the application process also needs to be as engaging and instantaneous to engage this generation.” And this is what leading brands like Adidas and Walmart are doing—taking a candidate-first approach to recruitment practices.

“Leading brands are making the entire application process mobile-first; they are making it more engaging by injecting interactive media such as video and audio within the application process, and most importantly, they are personalizing the candidate journey so it’s easier and more engaging to apply for a job at the organization,” notes Gillman.

Worthy of note is Walmart’s strategy to attract young talent by offering what they call a debt-free college education where employees enrol in online programs at three universities for $1 a day. But Gillman advises further that the candidate experience must be swift and seamless. “Waiting a week to get back to a candidate isn’t acceptable anymore,” he says. “In the battle for talent, brands need to be fast-paced and need a real-time approach to the candidate experience.”

Feature Image Credit: Getty Images

By Kolawole Samuel Adebayo

Sourced from FastCompany

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Millennialgram: is Instagram’s new $390m campaign enough to lure Gen Z crowds away from TikTok?

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By Aimee Dawson

The Yours to Make initiative includes an installation at London’s Saatchi Gallery created by digital artist and curator Zaiba Jabbar using Reels

Instagram's “Yours to Make” initiative aims to attract young people to the platform Instagram

Instagram’s “Yours to Make” initiative aims to attract young people to the platform Instagram

In a column about art and Instagram, it’s easy to ignore the other apps scrambling for social media dominance. But the fight for attention is relentless, and while Instagram may be the art world’s social platform of choice, such favouritism tends to be generational. In the mid-2010s, reports started to show that fewer young people were using Facebook while the number of over-55s signing up was growing. It was soon coined “Boomerbook”. Meanwhile, Facebook bought Instagram in 2012 initially to neutralise the threat of competition, but soon the app began to mop up the pool of young people abandoning Facebook.

Now we are facing “Millennialgram”. According to a recent survey

undertaken by the financial services firm Piper Sandler, 35% of US teenagers say Snapchat is their favourite social media platform and 30% prefer TikTok, while Instagram comes in third at 22%. A report from the New York Times

last month revealed internal documents from 2018 in which the company had named the loss of teenage users to other social media platforms as an “existential threat” and a further document from October last year that read: “If we lose the teen foothold in the US we lose the pipeline.”

The latter leaked document laid out Instagram’s marketing plan for this year, and now we are beginning to see it unfold. The platform openly announced what it calls “the next chapter in Instagram’s brand story” on its website in September. Called “Yours to Make”

it aims to “showcase how you can explore who you are with Instagram”. The announcement was accompanied by a video that shows young creatives using the various features and products on the Instagram app, including the hip-hop artist Topaz Jones, the Native American make-up artist Madrona Redhawk and the digital creator Justin Yi—“real creators and everyday users who are using our platform to push the boundaries of creativity and experimentation”, Instagram says.

The New York Times says Instagram has allocated a marketing budget of $390m this year, mostly aimed at wooing teens. In the UK, the Yours to Make film is accompanied by a social-first content series created with Channel 4’s 4Studio, a brand partnership with the culture publication Dazed, targeted digital and video adverts, and “experiential activity” such as an installation at London’s Saatchi Gallery (4-9 November).

The work at Saatchi will consist of a free-to-access, interactive “motion art installation” in the galleries—a “digital portrait of British youth culture” with Instagram Reels video content from 50 handpicked Gen Z creatives. It has been assembled by the digital artist and curator Zaiba Jabbar, who says she has been inspired by “the breadth of creativity” in the Reels. The platform is also inviting users to submit Reels about their own journeys of self-discovery—tagged #YoursToMake—for the chance to be included in the work. Time will tell if Instagram can Reel the kids back in.

By Aimee Dawson

Insta’ gratification

Insta’ gratification is a monthly blog by Aimee Dawson, our Associate Digital Editor. Looking at how the art world and Instagram collide, each article tackles a topic around the innovations and challenges that spring up when art enters the digital world.

Sourced from The Art Newspaper

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5 Ways That Gen Z Differs from Millennials That You Must Take Into Account When Promoting Your Business

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If you take a look at consumers from small towns to the world’s biggest cities, you will find that there is always a huge gap in age. Companies recently had to figure out what makes Millennials tick, now the focus has shifted to Generation Z. So what does Gen Z mean for your business? Some corporations have decided to put them in the same boat as Millennials, however, that is a mistake. Although Gen Z consumers share similarities with Millennials, there are important differences for advertising your business to this new generation that you’ll need to take into consideration.

Here are five ways that Generation Z differs from Millennials when you set out to promote your company.

1. Generational gap

Every generation has quirks that make them different from one another, and sometimes these differences can make it hard to have a one-size-fits-all approach for marketing to a general audience.

Let’s look at social media usage across three generations — Generation X, Millennials, and Generation Z. Gen-X’ers tend to use platforms like Twitter and Facebook more frequently, meaning that ads through these social media sites would be effective. Generation Z, on the other hand, prefers snappier ads in the form of posts or videos on Snapchat and Instagram, or ads taken out on YouTube and TikTok. They also respond well to witty marketing messages and tend to value the social media presence of a brand.

2. Diversity and inclusion

Generation Z is big on diversity and this effect can be seen in how they consistently advocate for more progressive stances from companies. Gen Z feels it is most important for companies to work with a diverse group of people with various skill levels. They want to bring everyone they can to a discussion as that is how they think the best results will be produced. Although many companies have adapted this mindset, as this generation gets older and becomes a more prominent part of the consumer base, businesses will be further encouraged to become more inclusive.

3. Consumption and expression

Generation Z tends to continue buying from brands that promote their sense of self. As discussed in a study by McKinsey & Company, Gen Z is more likely to buy a product that they can personalize or utilize in self-expression, that supports a charitable cause they believe in, and one that doesn’t explicitly advertise towards male or females. This is all in stark contrast to previous generations where, now more than ever, consumerism is being pushed in a new direction as this generation is using consumption as a means of expressing individual identity. What they buy isn’t just a commodity in some cases, it is a piece of what makes them themselves, and it’s important that companies take advantage of this when marketing to them.

4. Environmentalism

Along with progressive causes, Generation Z responds extremely positively to companies that actively promote environmentally beneficial products and practices. For clothing brands, since they are sometimes more likely to thrift than buy fast fashion products in some cases, it’s important for companies to make sure that they are producing options that make this generation feel like they are making a difference. The changes can even be small ones at first, like fully recyclable or compostable packing materials, and eventually progress into larger efforts towards sustainability.

5. Human Element

This generation is the first that is completely surrounded by technology, but despite that they largely prefer to have a human element present when a company is promoting to them. This is because of how surrounded by technology they are and that they can more easily detect when a company is being authentic and honest with them. Gen Z can see through companies’ attempts to save face or recover from a controversy, and will not purchase from a company that they view as deceitful or trying to only get their money without providing them their money’s worth.

As a company it is important to recognize that traditional methods of promoting to consumers won’t always work with Gen Z. To appeal to this group, you’ll want to focus on branding yourself as an organization that provides the right environment and benefits they seek. When advertising, if you can show how your company is embracing this younger generation as individuals, as well as demonstrating a more progressive stance, you can become very attractive to its members.

By

Founder & CEO of Believe Advertising & PR

Sourced from Entrepreneur Europe

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“Gen Z remains an enigma for many media companies”: What publishers need to know

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By Faisal Kalim,

Why media companies need to put social media at the centre of their content and distribution strategies

The attention and support of younger readers is critical for the survival and sustained growth of publishers. However, “the millennial audience strategy honed over the better part of a decade will not work on Gen Z (born between 1997 to 2012)” says Kayleigh Barber, Senior Reporter, Digiday. This is because their media consumption habits are vastly different from the preceding generations.

57% of Gen Zers’ first interaction with news is on social media

“Despite being a significant portion and growing force on the internet for over a decade now Gen Z remains an enigma for many media companies and brands,” writes Barber in a recently published Digiday guide, “Everything you need to know about Gen Z’s media consumption habits.” It offers a comprehensive look at Gen Zers’ media consumption habits and shares actionable insights for publishers and marketers.

Whether or not Gen Z is currently a target demographic in your business strategy, creating a positive connection with this generation and beginning to build brand affinity now is important to ensure the longevity of your brand or publication in a decade or two down the road.

Kayleigh Barber, Author, Everything you need to know about Gen Z’s media consumption habits

41% of US adults, including both young millennials and Gen Zers (18-29 years), say they primarily get their political news from social media, according to a Pew research study of more than 12,000 individuals. A 2019 Reuters Institute study had 57% of Gen Zers reporting that their first interaction with news in the morning is on social media platforms and messaging apps.

Brie D’Elia, 20, a fashion student who is building her personal brand on TikTok, tells Barber that Twitter is her go-to platform for news. “When I want a specific trending piece of information, I always go there because you can see the hashtags and what’s going viral. I just want that [information] fast,” she says.

“Social media at the centre of their content and distribution strategies”

Publishers targeting Gen Z “have put social media at the centre of their content and distribution strategies,” Barber writes. They include Group Nine, Yahoo’s In the Know and Overtime. Legacy publications including The Washington Post have embraced newer platforms like TikTok, frequented by Gen Z. Video is critical for engaging this generation and the Post’s success with TikTok offers valuable lessons for other publishers.

The unique thing about Gen Z is that while millennials have grown up with social media, Gen Z has grown up with video-first social media.

Nick Cicero, VP of Strategy, Conviva

Dave Jorgenson, video producer for the Post, has been creating content for the platform since 2019. His often quirky videos tailored for TikTok have helped the publisher notch 1M followers and 40M likes on the platform. It looks at TikTok as a tool for building relationships with younger readers.

“With our focus on reader revenue at the bottom of the funnel, loyalty is incredibly important to us. But in order to get to a place of loyalty, it starts with a relationship at the top of the funnel,” says Kat Downs Mulder, Managing Editor at the Post.

A lot of what we’re doing is exposing people to The Washington Post [and] getting them to start to develop that affinity to trust in our brand.

Kat Downs Mulder, Managing Editor, The Washington Post

“Inherently a publisher that talks to Gen Z is going to have positive things to say about climate change, and pushing innovation and progression,” Clair Bergam, Associate Media Director, Media Kitchen told Digiday earlier this year. “Brands generally are realizing that they have to get behind these larger social issues or they will quickly become irrelevant.”

In the Know was launched to produce evergreen video content for younger audiences across Yahoo’s suite of sites and channels. It became popular enough to get its standalone site in February 2020. The site notched 25M monthly unique visitors in March, according to Comscore.

The brand had also been experimenting with affiliate shopping since 2019 and moved on to producing shoppable video. It’s gross merchandise value increased by 125% over the past year, according to Andrea Wasserman, Head of Global Commerce, Verizon Media.

Source: In The Know

The brand also uses Instagram, Snapchat and Facebook to distribute its videos. A single video on Snapchat is able to drive over 1M unique views from the 13-to-24 years group, Wasserman tells Barber.

“Consumption behaviour is driving them towards these platforms”

Digital video sports publisher Overtime has reached 16.6M followers on its main TikTok account—it joined in March of 2019. The publisher has also achieved over 1B likes across the 2,000-plus videos it’s posted during this period. It has 5M followers on Instagram and 3M subscribers to its Snapchat show Overtime Now.

The publisher’s distributed content strategy across social media platforms has been its bread and butter since its launch in 2016, according to its CRO Rich Calacci. “Quite frankly, we don’t see that changing,” he says. “That’s going to be a very critical part of our growth and development, especially as it relates to Gen Z and millennials.”

Gen Z’s “consumption behaviour is driving them towards these platforms and it’s creating digital daily habits, and those digital daily habits are where we want to be.”

Rich Calacci, CRO, Overtime

The full guide is available here:
Everything you need to know about Gen Z’s media consumption habits

By Faisal Kalim

Sourced from WNIP

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Generational Marketing Myths from Boomers to Gen Z

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By Brian Neese.

For marketers, age is a straightforward way to gain insight into your audience. It’s a cornerstone of segmenting, or categorizing, customers into different groups. But some companies aren’t effective at targeting different audience age groups. When they make sweeping generalizations about age groups in their advertising, they get hit with a consumer backlash that can be damaging to their brand.

Context for generational marketing

You can have marketing strategies for different generations, but there are two significant caveats to keep in mind: Generational marketing should be done in alignment with other marketing aspects, and you need to avoid clichés and stereotypes about age groups.

The first step is to understand the role of generational marketing. Unfortunately, there’s often no easy way to define how age pertains to your industry and business. You need to take the time to learn more about your audience and shopper preferences. It’s critical to gather the right data to determine how age is relevant to your brand.

The other thing to remember is how easy it can be to generalize. For instance, millennials are often thought of as selfish, while seniors are portrayed as frail and unaware. It’s also a bad idea to engage in inauthentic attempts at fitting in. According to Generation Z marketer Gisella Tan in Medium, trying out social humor or using generational terms such as “lit” to describe a product to the youngest generation will fail unless the brand already has that type of identity.

Generational marketing has to be relevant and authentic to be effective. If both conditions aren’t met, marketing time and money are wasted and, in some cases, the brand could suffer.

Marketing to different generations

Here’s a quick look at major attributes for each generation based on industry research.

Baby Boomers (1946-1964)

Boomers may not be the largest generation anymore, but they’re not far behind millennials. And baby boomers are perhaps the most valuable generation given their wealth. According to a report from marketing research publisher Packaged Facts, boomers possess 54 percent of all U.S. household wealth.

Boomers didn’t grow up with the internet, but it’s a common misconception to assume they’re not tech savvy. Overlooking this generation with digital marketing is a somewhat common mistake that exemplifies stereotypes in generational marketing. According to marketing data and technology company V12, boomers are comfortable shopping online and 85 percent research products online. In terms of social media, they stick to traditional platforms, with Facebook leading the pack.

Generation X (1965-1976)

Often forgotten in favor of boomers and millennials due to size, Generation Xers make up 25 percent of the U.S. population but have 31 percent of its total income dollars, according to V12. What’s most notable about this generation is their brand loyalty.

Gen Xers have the highest brand loyalty among all generations, based on a study by eMarketer. Their extreme brand loyalty beats out boomers and millennials, and most Gen Xers are less interested in trying new brands than younger consumers, according to marketing publication Retail Dive. More than 40 percent of Gen Xers stick to brands they like. In terms of technology, this generation is comfortable in digital channels, with email being the most important channel. Facebook and Twitter are the most notable social networks.

Millennials or Generation Y (1977-1995)

Millennials are digital natives. They consume a great deal of online content and are content producers themselves. A wide range of social media networks, digital video and mobile are all relevant for millennials.

This generation is swayed more by influencers than other generations, opening up opportunities for brands to locate niche platforms and communities that cater to certain audience segments. Another important attribute of millennials is their value for advocacy and referrals. According to technology company Medallia Institute, three out of four millennials perform extensive research before deciding on a purchase, and 50 percent say that online reviews were a major factor for a recent purchase.

Generation Z (1996-early 2000s)

Generation Zers were brought up with smartphones. As you can imagine, they’re incredibly tech-savvy. According to a study from customer management firm Epsilon, Gen Zers are two times more likely to use online-only stores than any other generation. They thrive on self-serve options where they retain control.

Gen Zers prefer Snapchat and Instagram for social networks. When it comes to media, they “have all but abandoned traditional television viewing, opting to watch shows, movies and other digital content on their phones, tablets and laptops,” according to CNBC. “This shift has led content producers to go where Gen Z lives—YouTube.” They spend more than three hours a day watching videos online.

Integrating generational marketing

Marketing to different generations requires thoughtful implementation. You’ll need to avoid stereotyping the tendencies and habits of certain ages. Instead, look at who your customers are (or should be), and then develop campaigns and messaging strategies that are more likely to reach and resonate with your audience. Insights about age should combine with other demographics and data that you have to create buyer personas and to test what works with your customers.

An online innovation MBA can help you develop the marketing skills needed to identify your audience and develop effective business plans. The innovation and real-world skills-focused program means you’ll be prepared for roles like marketing manager, CEO or COO, management consultant, financial analyst and strategy operations manager once you graduate.

By Brian Neese.

Brian Neese is a senior copywriter for Wiley Education Services. His experience spans world-renowned higher education institutions, Fortune 500 companies, and local organizations.

Sourced from AdAge

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Sex Doesn’t Sell Anymore… Wait… What?

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If you think sex sells, you’d be wrong. You now need to associate your product with compelling dialogue to make it appear attractive.

By MediaStreet Staff Writers

So maybe a world saturated in free porn and technology has had a rather unpredictable outcome. People are craving conversation and connection in person, and not nameless faceless sex, helped along by tech. Who knew?

Plenty of Fish (POF), a dating website and app, has just released the findings of Conversation Nation, the largest survey on the topic. According to this survey, 90 percent of singles crave great conversation – not sex.

65% of both men and women of all generations believe conversation is a lost art, yet see a great conversation as the top indicator of a successful match.

Conversations should be a primary driver in how singles connect, according to the study. However, 61 percent of singles believe the rise in technology usage has impacted our ability to have meaningful, face-to-face conversations. Nine of 10 respondents identified a great conversation as the gold standard for a great date, bumping out sex by a longshot with only one in 10 opting for it. Compelling dialogue can also make someone appear more attractive, according to nearly 90 percent of respondents.

“The internet is making it difficult for people to have meaningful conversations, so technology companies need to do their part to solve that,” said Celeste Headlee, conversation expert and author. “Learning to have conversations that inspire and enlighten you is achievable.”

POF have decided to concentrate on conversation as the true measure of dating success. The company has just launched “Spark”, a new in-app feature that enables a user to easily initiate a conversation. By picking up and dragging a new conversation icon over any aspect of a potential date’s profile, users can quote and comment on any content – from photos, to anything a user has written about themselves.

“With more conversations than any other dating app, Plenty of Fish is focused on bringing conversation back to singles,” said Hesam Hosseini, CEO, Plenty of Fish. “In the short time we’ve been testing Spark, we’ve seen a 15 percent increase in conversations. Given our scale, this can result in an increase of hundreds of thousands of conversations happening every day on the app, leading to more dates and more relationships – and it is just our first step to bring the art of conversation back to dating.”

Conversation Nation Insights

The Emotion of a Great Conversation

  • Nerves run high with Gen Z. While 87 percent said they prefer face-to-face conversations with someone they’re interested in dating, a full 62 percent said they get too nervous for face-to-face. Only 32 percent of Gen X and 26 percent of Boomers felt the same way.
  • Fear of rejection (48 percent) and not knowing what to say (43 percent) are the leading reasons why singles are hesitant to start a conversation with a potential date. Of all the generations, Gen Z is least likely to start a conversation because 60 percent have a fear of rejection.

The (Lost) Art of Conversation

  • Face-to-face conversation isn’t the only lost art. Letter writing (78 percent), common courtesy (66 percent) and cursive (63 percent) are also on their way out.
  • With age comes confidence: Forty-five percent of Gen Z think they need tips or techniques to keep a conversation going, while only 35 percent of Millennials, 25 percent of Gen X and 18 percent of Boomers felt the same way.
  • Sixty-one percent believe that technology has impacted our ability to have a meaningful, face-to-face conversation, because it’s distracting (72 percent), people are heads down in their phones (65 percent), and it has just made people worse at speaking face-to-face (61 percent).

Smart + Funny = Key to Attraction

  • Nearly nine in 10 respondents have found someone more attractive after having a conversation with them, proving beauty is a lot more than skin deep. Intelligence (42 percent), having a sexy voice (40 percent), and a sense of humour (34 percent) ranked at the top of reasons people got better looking with dialogue. Gen Z and Millennials both selected sexy voice as their top pick, while Gen X and Boomers chose intelligence.
  • It does work both ways: Someone can also appear less attractive after a conversation. Having nothing in common (61 percent), coming across as insensitive or mean (58 percent), and having misaligned values (57 percent) dominated an appearance downgrade.

Tech Talk: What Constitutes a Conversation?

  • More than 80 percent of respondents agreed that a phone/voice call is a conversation, but division ensues from there.
    • Fifty-four percent said texting constitutes a conversation, particularly among Millennials (67 percent) and Gen Z (76 percent). Only one in four Boomers think texting qualifies as a conversation.
    • 87 percent of Boomers don’t consider chat apps as a conversation. A majority of Gen Z (54 percent) and 47 percent of Millennials disagree with the Boomer mindset.
    • Boomers are significantly more likely than other generations to communicate by email, while Gen X, Millennials and Gen Z prefer texting.

So if you are about to launch that sexy ad campaign, maybe you need to have a rethink. Witty and smart is the new sex, and if any of us want to sell anything, we have to take this on board.

 

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