If it hasn’t been shared, liked and commented on, then it never happened. Tragic though that may read, brands now more than ever before need to integrate with the centennial consumer (and their social feed) in a bid to secure invaluable piggyback marketing. This lot are connected 24/7/365 and as such under near constant pressure to project an image of themselves which is ‘liked’ in the ‘real’ world.
They are the first global generation
“Gen Z leans on brands more when it comes to helping them craft their identities. All generations have faced this challenge as they transition into adulthood, but for Gen Z the process is more public and fluid than ever before because of technology and social media.”
Brands must appear considerate of this and in so doing, become digital natives themselves, ‘do as the Romans do’ and create a digital identity with social content that is centennial certified and translates from pixel to person to ensure seamless integration with the target audience. Given that this lot are more private than Daniel Craig or his 007 alias, this is easier said than done.
GenEdge are using social media more imperviously than their predecessors and this tendency to privacy means brands have to break into the inner sanctum in order to build and nurture relationships. A seemingly efficacious way in which brands are so doing is via influencer endorsement.
“Gen Z are info-nivores and rarely make an uninformed impulsive decision. The social consequences of uncool consumption are higher than they have ever been”, they value the opinions of others and while aware that their beloved ‘celebrities’ are being paid for product endorsements, they trust a sales pitch delivered in a voice that already aligns with their daily narrative.
YouTuber Liza Koshy partnered with Beats By Dre, who control 70% of the premium headphone market, to create several online ads for the brand, these clips are said to have received quadruple the number of clicks by comparison to campaigns featuring ‘real celebs’. While no stranger to a hugely successful ad campaign, Beats attribute their ongoing survival in the sector to ‘mov[ing] deeper into popular culture’.
If you can’t beat them, join them.