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- AQ #39: Marketing to Gen Z (Part-4): Proven strategies to win over Gen Z❣️
AQ #39: Marketing to Gen Z (Part-4): Proven strategies to win over Gen Z❣️
Discover powerful strategies to captivate Gen Z and leave a lasting impression.
Ritu Jhajharia
May 09, 2024
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Welcome back to continue our quest to decode the secrets of captivating Gen Z—the first generation truly born into the digital era.
In our previous editions, we unveiled a multitude of strategies aimed at forging meaningful connections with this dynamic cohort.
With strategies revealed in our earlier editions, this edition builds upon the foundation laid, offering a fresh perspective and new insights to keep you at the forefront of Gen Z marketing.
Like the last edition, this one is also going be be a quick yet substantial read.
So let’s keep this rolling in.
We won't experience 100 years of progress in the 21st century—it will be more like 20,000 years of progress.
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15. Livestream Events and Q&A Sessions
The market is shifting toward more authentic, raw, and in-the-moment content.
In a world hungry for real-time interaction, livestream events and Q&A sessions offer a gateway to authenticity and engagement. Such live interactions offer a glimpse into the authentic, unfiltered world of brands.
According to recent data from Livestream, 80% of audiences prefer live video over blog posts.
Take, for instance, the iconic beauty brand Glossier, whose Instagram Live sessions allow followers to tune in for behind-the-scenes peeks, product demos, and interactive Q&A sessions with beauty experts.
At Sephora's Sephora TV, beauty enthusiasts tune in for live makeup tutorials, product demos, and expert Q&A sessions. By providing real-time interaction and valuable insights, Sephora not only engages its audience but also cultivates a community of loyal fans.
16. Short-Form Video Content
Good content isn't about good storytelling. It's about telling a true story well.
In the era of fleeting attention spans, short-form video content reigns supreme. Brands that master the art of brevity, creativity, and storytelling capture the hearts of Gen Z.
Platforms like TikTok have mastered the art of capturing Gen Z's attention with bite-sized, creative content that entertains and resonates.
According to a report by Cisco, by 2022, online videos made up more than 82% of all consumer internet traffic.
Take, for example, Chipotle's TikTok campaign, where they encouraged users to participate in the #GuacDance challenge, resulting in over 250,000 video submissions and a 68% increase in avocado usage.
17. Audio Content and Podcasts
People are craving long-form content. It's like the new literature.
In a world filled with visual noise, audio content offers a refreshing escape. In an age of multitasking, audio content and podcasts offer a convenient, on-the-go way to engage with Gen Z.
Podcasts, in particular, have emerged as a powerful medium to reach Gen Z, allowing brands to connect with audiences on a deeper level through storytelling and conversation.
According to recent data from Edison Research, 37% of Americans aged 12-24 listen to podcasts monthly.
Consider the success of The Daily by The New York Times, a podcast that delivers news and analysis in a digestible format.
Brands like Spotify have capitalized on this trend with their vast library of podcasts, covering topics ranging from music to mindfulness. By providing valuable insights, entertainment, and inspiration, Spotify not only enhances its brand image but also fosters a sense of connection with listeners.
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18. Instant Messaging and Chatbots
In a world where instant gratification is the norm, brands that offer seamless communication channels win the hearts of Gen Z. Enter instant messaging and chatbots—a dynamic duo that provides real-time assistance and engagement.
According to a recent study by Drift, 57% of consumers are interested in chatbots for their instantaneity.
Take, for example, H&M's chatbot on Facebook Messenger, which offers personalized style recommendations, answers customer queries, and facilitates purchases—all within the messaging app.
By providing immediate assistance and convenience, H&M not only enhances customer satisfaction but also drives sales.
According to a report by Grand View Research, the global chatbot market is expected to reach $1.25 billion by 2025.
19. Augmented Reality (AR) Filters and Lenses
Augmented reality will change the way we use technology forever.
In a world where reality and fantasy blur, augmented reality (AR) filters and lenses offer a playground for creativity and self-expression.
Platforms like Snapchat and Instagram have revolutionized the way we communicate, allowing users to transform their selfies with playful and interactive filters, lenses and effects that transform selfies into works of art.
According to recent data from Snap Inc., over 180 million people use AR on Snapchat every day.
Brands like Nike leverage AR technology to create virtual try-on experiences, allowing customers to visualize products in their own space before making a purchase.
In another interesting example the Face Lens by Taco Bell, allowed users to turn their face into a taco.
According to a report by Statista, the global AR market is projected to reach $198 billion by 2025.
20. Gaming and Esports Partnerships
Esports is not a fad, and it's not going away. It's a legitimate form of entertainment that people enjoy.
In a world where gaming is more than just a hobby, brands that tap into the gaming and esports culture find themselves in the midst of a thriving community.
Now that gaming is quite evidently a dominant form of entertainment, brands that embrace gaming and esports partnerships unlock a vast audience of passionate fans.
According to a report by Newzoo, the global esports audience crossed 474 million people by 2023.
Red Bull's partnership with esports organization Cloud9, includes sponsorships, content creation, and events. By tapping into the gaming community, Red Bull not only enhances its brand image but also reaches a highly engaged audience.
Another example we should look at is the collaboration between Nike and the esports organization T1 Entertainment & Sports, where Nike provided athletic wear for T1's players.
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Wrapping Up
As we look ahead, one thing remains abundantly clear: the landscape of marketing to Gen Z is ever-evolving, shaped by technological advancements, cultural shifts, and the relentless pursuit of authenticity.
It's a landscape ripe with opportunity, where those who dare to innovate, engage, and connect will undoubtedly leave an indelible mark on the digital world.
So, my dear friend, let us venture forth with curiosity, courage, and creativity, embracing the challenges and triumphs that lie ahead.
Together, we'll continue to unlock the secrets of modern marketing, crafting experiences that resonate, inspire, and endure in the hearts and minds of generations.
In the next edition - Playing it by the ear this time.
What topics would you want to see here?
Hit reply (if you’re reading it in email) or leave a comment (if you’re reading it on the web) and tell me what topics, brands, or case studies you would want me to analyze, and I'll add them to my list of ideas. You’ll also get a shout-out.
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