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This article is part of a limited edition series called The 2023 Notebook, designed to guide you through marketing and media buying in the New Year. Check out the series here.
Throughout 2022, marketers placed more emphasis on Gen Z advertising, often replacing attempts to cater to millennials, enter the job market, and attempt to reach younger generations entering adulthood.
We are spending more advertising dollars on social media platforms like TikTok where Gen Z spends most of their time. Also, the creative approach of marketers has become more reliable for reaching cohorts who hate advertising. (See Digiday’s complete guide to marketing for Gen Z here). Marketers and agency executives expect the trend to continue in his 2023.
Gen Z-driven channels
Brands added TikTok to the mix after discovering that over-allocating marketing dollars to platforms like Facebook, Instagram, and YouTube wasn’t helping younger generations. According to the marketer, this quota he expects to last until 2023.
They also plan to capitalize on Gen Z’s affinity for purposeful brands that want to create change.
“This means more marketing teams will have a good reason to change their strategies and convince other departments that it’s finally time to get serious about media agencies.
According to a study conducted by Morning Consult, 56% of Gen Zers report that social media is essential to their daily lives, and nearly two in five (38%) recommend it. spend more time on social media than According to the Journal of Social and Clinical Psychology, it is recommended to use social media for 30 minutes a day to improve mental and physical health.
Brands are entering the new year knowing that being bold on social media can do more than playing it safe. Take, for example, the success of brands like Arm & Hammer and Sourse, who invested in influencer marketing for TikTok to reach his Gen Z audience.
The impact of Gen Z on culture
Many social media trends and internet subcultures have been shaped and driven by Gen Z, including memes and communication styles. These change all the time and can directly affect the zeitgeist of a particular period.
Hannah Hickman, Head of Youth Practice at Sparks & Honey, also shared her thoughts on Gen Z’s transition from influencer to creator. corporate sponsorship. “Gen Z approaches what they want from being influencers and creators a little differently,” says Hickman.
Part of that trend is also feeling the power to reshape conversations online: Embrace body positivity, says Monica Rigali, VP of Global Brand Management at JanSport. “It is important to include not only body type and skin tone, but also the various abilities of consumers, including those who use mobility her devices in their daily lives,” she said Rigali..
Gen Z has come to feel empowered when they see themselves in digital marketing materials. This is the media environment in which Gen Z uniquely grew up, he says, Rigali.
Generation Z User Habits
Also, in 2022, Gen Z has moved from publishing content on Instagram to TikTok as they spend more time in the app. Beyond just liking and commenting, Gen Z is looking to engage with social media by recreating popular dance moves and participating in viral trends. Users want to be part of the story, not passive observers of it.
The growing popularity of TikTok has intensified the competition among brands to attract Gen Z.
Still, TikTok has yet to overtake Instagram. Metahis platform will remain popular in 2023, said Michael His Boccacino, senior director of content his partnerships at media publisher Soul Publishing. However, as TikTok continues to evolve, people will use it differently.
“TikTok has shifted the usefulness of social media from ‘find what you already love’ to discoverable. I am interested in,” added Boccacino. Brands ensure content is inspiring, entertaining, and relevant to people’s own experiences. want to feel that the content they consume is relevant to their daily lives.”
Gen Z values authenticity and self-expression. This trend is likely to continue as we stay true to our values, including sustainability seen in trends such as buying second-hand and buying locally.
Wendy Mei, Head of Product and Strategy at Playsee, a map-based social media app, said:
Seeking authenticity means understanding what is important to Gen Z, what they want to be, and how they want to navigate the world. You need to know what type of reliability you’re leveraging if you’re going to spend the cost.
“We’ve seen successful brands that are really clear about what authenticity means to them and how they want to be authentic.” I’ve seen a lot of brands fail when they try to do things, when they’re not clear and when they feel like there’s no right answer, but they have to commit to a certain version of authenticity.”
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