The study further revealed , 83 percent discover new products from influencers ; 50 percent from macro-influencers , and up to 54 percent from micro-influencers . Compare that with their discovery of products through real-life friends , clocking in at 74 percent . So , while more traditional ads may feel like a good use of a brand ' s promotional budget , influencer marketing reigns supreme for Gen Z .
In general , this demographic is more discerning and less receptive to traditional advertising , even when it ' s delivered through influencer channels . As a result , influencers are adopting a more strategic approach in selecting brand partnerships . To better connect with audiences , influencers increasingly prioritize brands they have an authentic and genuine affinity for . This shift has led to a rise in longer-term collaborations between influencers and brands . Rather than oneoff promotions , these partnerships allow for more meaningful storytelling across various platforms over time , creating deeper connections between influencers and their audiences .
Foster Community
Community around your brand makes the cut with this lot too . Gen Z-ers love to feel like they ' re part of something bigger . That ' s why it ' s important for brands to create spaces for them to connect with others who share the same values . And , yes , this may mean the reinvigoration of in-person events . Gen Z-ers want to be alongside like-minded peers and engage with brands . Cultivating these spaces for Gen Z audiences makes the company more memorable and also helps Gen Z feel more connected to the company .
Just like they continue to very well disrupt things in the Kenyan political
Community around your brand makes the cut with this lot too . Gen Z-ers love to feel like they ' re part of something bigger . That ' s why it ' s important for brands to create spaces for them to connect with others who share the same values . And , yes , this may mean the reinvigoration of in-person events . Gen Z-ers want to be alongside like-minded peers and engage with brands .
space , these guys continue to disrupt the traditional marketing funnel . These guys ’ consumer journey isn ' t a straight line from seeing an ad to making a purchase . They could stumble upon your brand while scrolling through TikTok , spot it on a friend ' s Instagram story , or receive a sample from a brand ambassador on campus . So , instead of thinking in terms of a linear path , picture it as this infinite loop where Gen Z hops in and out whenever and wherever they please . That ' s why , for brands , it ' s not just about being present in one place . It ' s about being everywhere they might show up , ready to catch their attention , keep them engaged and create purchasing intention .
Keep Up With the Trends
Let ’ s take fashion as a key example . One key figure arising from these Kenyan protests is Kasmuel McOure . More than eloquently carrying the message that is the brand # GenZ protest campaign , Kasmuel McOure fashionably expresses individuality , style and trend . Lesson ? For brands targeting
Gen Z , it ' s crucial to leverage platforms like Instagram and TikTok to put a spotlight on the target ’ s self-expression authentically .
The bottom line is that Gen Z is constantly evolving , so staying updated on the latest trends , memes , and cultural references is crucial while adapting your marketing strategies to remain relevant . Got to stay cool to fit in with these cool kids .
Take-home ?
Gen Z-ers want real , authentic , relatable brand interactions , validation of their peers , an understanding of the customer experience , and products diverse in nature and help a variety of people .
Don ’ t get it twisted . These kids have a passion for diversity . They are not a onesize-fits-all generation , and that means your marketing strategy shouldn ' t be either .
Last but not least ; remember , in another world , these are called Covid kids . Speak with respect when you speak to these ‘ quaranteens .’ They know all about viruses ; speak and sell trash and they make you go viral !
Chabala Walter is your Sales , Marketing and Communication Plug . Plug in via his LinkedIn page Chabala Walter & let him Play Professional with your Brand , or drop a line on mail at : Chabalawalter @ gmail . com