Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article
TL;DR Summary of How Brands Can Truly Connect With Gen Z According to Snapchat’s Latest Research
Gen Z actively avoids traditional ads, seeking authentic brand values and social advocacy instead. Snapchat’s study reveals that younger audiences prioritize brands that align with their beliefs and support global causes. Legacy brands can engage Gen Z by tapping into cultural moments and collaborating with creators. Understanding regional value differences and the importance of hard work also helps brands resonate more deeply.
Optimixed’s Overview: Key Insights to Elevate Brand Engagement with Generation Z
Understanding Gen Z’s Unique Expectations from Brands
Snapchat’s extensive research involving 6,000 Gen Z social media users across six countries highlights why many brands miss the mark with younger audiences. This generation, aged 13 to 27, prefers brands that reflect their values and actively engage in social causes rather than flaunting wealth or status.
Five Essential Brand Connection Strategies
- Emphasize Social Advocacy: 70% of Gen Z assign more status to individuals advocating for global causes, while 59% assign less to those showcasing wealth.
- Align Brand Values: 60% only buy from brands that share their values and are willing to pay more for such alignment.
- Recognize Regional Differences: While universal themes exist, Gen Z’s value priorities vary by region, requiring brands to tailor messaging accordingly.
- Appreciate Hard Work and Discipline: 69% respect figures with multiple income streams, and 38% have increased their focus on discipline recently.
- Engage Authentically with Legacy Brands: Nearly half of Gen Z are open to legacy brands joining cultural conversations, and 65% prefer content created by influencers and creators.
Why Snapchat Remains Vital for Reaching Gen Z
With a predominantly young user base, Snapchat serves as a crucial platform for brands aiming to connect authentically with Gen Z. Leveraging viral moments, creator partnerships, and cause-driven messaging via Snapchat can significantly boost brand resonance and loyalty among younger audiences.
