The Role Of Social Media In Facilitating Brand-To-Gen Z Audience Engagement
MNTN’s QuickFrame
Brands are increasing the importance of social media in their marketing strategies as the digital marketplace becomes increasingly dominated by Generation Z. It turns out that the platforms have rapidly become the most important places to interact with the generation’s consumers.
“We refer to them as digital natives because they spend a tremendous amount of time on their gadgets,” said Catharine Meketa-Poirot, managing vice president of QuickFrame by MNTN. They’ve always had easy access to online shopping, so they don’t bother visiting physical stores nearly as much as previous generations.
Influencers and regular customers are expanding digital commerce by endorsing and purchasing items through social media applications. As social media continues to develop, brands hoping to reach Generation Z will need to take use of all it has to offer, including video formats and augmented reality technology. In order to maintain strong relationships with Gen Z customers, businesses must provide them with genuine experiences.
The businesses’ use of social media is diversifying, from augmented reality to video.
Brands are expanding their social media marketing for Generation Z customers beyond the written word. With the purpose of attracting customers’ attention, they are testing out cutting-edge interactive technology.
For instance, augmented reality spectacles are becoming increasingly common, particularly among the fashion and beauty industries. These social media functions are especially useful for firms in the highly competitive fashion and beauty niches, where they are attracting, engaging, and entertaining members of Generation Z.
With these functions, the target demographic is able to “test on lipstick or foundation and apply it against their skin,” as Meketa-Poirot described it. They can also do a trial run of the clothes they’re considering buying. Yet, the cost of these features might be prohibitive for some businesses. In the end, I believe that if your budget doesn’t permit such luxuries, it may be as easy as switching to video rather than stills on reels.
Yet, these tools may be rather pricey, so they may not be within the reach of every company or every brand. Meketa-Poirot argues, however, that even small firms with little resources may benefit from the participatory nature of social features like video and commerce capabilities to boost brand awareness and loyalty.
Generation Z spends the most time watching videos and other forms of interactive media on social media. Although it may need a change in approach, it is essential for connecting with today’s youth.
Appealing to Generation Z through Viral Content
Meketa-Poirot posits that since video invites viewers to become active participants in the brand’s world, it will perform better with Gen Z audiences than any static content. Furthermore, many marketers are opting to create content for TikTok that can be transferred to other social media platforms due to the success of video with Gen Z consumers (which has historically been the dynamic).
Businesses are conducting experiments on a variety of social media and metaverse platforms to discover which ones provide the best results. Gen Z viewers like to back businesses that consistently provide new content that relates to their life, so testing and iterating are keys to winning over this demographic.
Meketa-Poirot counters that the appeal of viral material is only amplified in the video format. The search is often unnecessary.
Meketa-Poirot warned against trying to create a “viral video” on purpose. Brands shouldn’t take themselves too seriously, even if they accidentally create fantastic content that becomes viral. Experiment with new ideas. Create the most genuine connection possible between these movements and your company, its goods, and its clientele.
When marketing to Generation Z, authenticity is key.
Younger consumers, known as Generation Z, value genuineness in products. They aren’t interested in being promoted to; rather, they want to be immersed in something.
Don’t fall for it,” Meketa-Poirot said. “Even if you have a hip brand and a trendy product, it won’t help. They are able to see through any attempts at overselling.
The appeal of DIY media and why Generation Z is embracing it
User-generated video on sites like YouTube has had a hard time finding an audience in the past, but today’s Generation Z can’t get enough of it. Real-world people are more likely to relate to UGC since it shows that the brand is genuine. It engages regular people in the experience rather than depending on professional actors or expensive props, both of which might feel false to the generation born after 1996.
UGC has been shown to spread to platforms outside only social media, such as linked TV.
Also, because Gen Z is the most varied generation ever, companies are leveraging a wide range of ambassadors and influencers to promote their products and services by concentrating on interesting content. Here, you’ll want to create a variety of user-generated content (UGC) sets that can reach and engage viewers on several channels. On the other hand, if Gen Zers come across companies in a real way, they are more inclined to interact with those businesses regardless of the medium. They aren’t picky about production values so long as the piece entertains and has some sort of personal resonance for them.
She explained that the popularity of UGC may be traced back to the fact that it is “lo-fi” and so relatable to the target demographic.
The technology, audience preferences, and content formats of social media will continue to develop as companies discover how to adapt to them. If businesses want to attract and retain customers in the long run, they must cater to the interests and consumption habits of Generation Z.
