This is how brands can attract the attention of visual-obsessed Gen V audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 10, 2022, 4:26 AM GMT+0

People in the Gen V bracket are united by visual communication as a driving force, valuing visual elements more than text.

In the pursuit to focus solely on a singular generation, brands may be missing out on Gen V - a unique cross-section of young Gen Xers, Millennials and older members of Gen Z. About 91% of Gen V demands visual content as their primary, secondary and tertiary forms of information from brands.

On average, only 20% of Gen V audiences will read text brought to them by brands. Gen V also accounts for 89% of all TikTok users. Most importantly, Gen V produces more than 70% of the user-generated content online today.

With most people of this segment cynical about brand content, they do still overwhelmingly base their first impressions on content design. To target these audiences, brands need to produce authentic content that looks better than user-generated content shot and created on smartphones.

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