Focus on engaging niche communities, feature UGC to boost engagement in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 09, 2022, 1:17 AM GMT+0

Collaborating with nano and micro-influencers in 2022 can help marketers present a more authentic brand image.

A study found that communities around gaming have drastically overtaken TV in terms of interests among Gen Z audiences. Google also reported a 70% increase in searches containing “online games with friends”. To target these consumers, brands and marketers must prepare to embrace the growth of niche, online communities in 2022.

With 13- to 17-year-old spending 56% of their media consumption time with user-generated content, brands need to prioritise UGC, creator and authentic influencer content. Along with a focus on Gen Z consumers, brands should collaborate with nano and micro-influencers to engage their niche followings.

Businesses also need to identify employees who are interested in creating content and provide them with the necessary tools to create effective content. Organisations can actually benefit from their employees building their own personal brands and even attracting future talent.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings

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