Authentic brand content is key to attracting discerning Gen Z

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 18, 2021, 5:53 PM GMT+0

Brands must create content that is and aims at forming a meaningful relationship with Gen Z customers. 

Gen Z audiences grew up alongside the internet. The resultant digital experiences have taught them to interact with brands and build a sense of familiarity, unlike any other generation. This familiarity lets Gen Z easily differentiate brand-gimmickry from authenticity. 

With more than 60% of TikTok users are Gen Z, brands must ideally hire a Gen Zer to create genuine and empathic messages. Marketers must focus on establishing a robust presence on the platform. 

Finally, incorporate user-generated content to form a connection with consumers. Use live video and face-to-face interaction to effectively engage a video-loving Gen Z audience and offer authentic content. Ensure that the social media content is not performative but designed to build a genuine rapport with Gen Z customers.

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