New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Strive to be authentic and unpredictable when interacting with young audiences.

This article states that brands should capitalise on Gen Z’s spending power and dependence on social media. Since this consumer group spends more time on YouTube than the on platforms like  Netflix, bite-sized videos with overlays, effect and music should be a top priority for marketers.

As social media offers creativity and interactivity which captivates Gen Z, brands should use their social channels to encourage engagement by posing questions and polls. Young audiences are habituated to viewing content that “disappears”, hence marketers can play on their “fear of missing out” by posting more Stories on Instagram and Snapchat.

Brands should show their “human side” with authentic interactions on social media. Given that Gen Z prefers marketing featuring “real people”, marketers should consider influencer campaigns to reach this audience segment.

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[9 minute read]

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