Brands can consider relying on “digital campfires” or smaller, private, interactive online communities to build a more intimate relationship with customers.
In the search for judgement-free, intimate spaces that help facilitate authentic connections, Gen Z is moving away from traditional social media sites. This search had led audiences to favour platforms like Discord, Twitch and even Fortnite.
Marketers must begin by thinking niche and narrow their focus. They need to look at intimate online spaces, not to replace a specific social presence, but to cultivate a core audience through ongoing, bespoke and high-touch interactions.
Brand content on such platforms should prioritise catering to their customers’ interests and making them feel special through unique gifts, virtual badges and so on. Similarly, offering customised products and services can further engagement. Brands must make sure that they establish rules for engagement on such platforms.
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[10 minute read]