Why marketers should embrace Gen Z as part of the brand | Report: Reaching Gen Z requires nuanced marketing | Survey shows tech leading Gen Z brand favorites
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Marketers striving to tap into Generation Z's growing buying power and cultural influence need to start closely collaborating with them, including giving them a say in what the brand stands for, write Ogilvy Consulting's Reid Litman and Thred Media CEO Jenk Oz. "Through this ... firms can create novel relationships, customer experiences and wholly new product categories, as well as avoid costly market missteps," they write.
Generation Z is a multifaceted generation, per Horizon Media research, that defies broad-based demographic targeting strategies and no longer aligns itself with pop culture. The research identified five categories and 12 subcultures within Gen Z, and Horizon Media's Maxine Gurevich says, "To drive critical mass and conversion, niche and relevancy at scale will trump traditional reach and frequency tactics."
YouTube, Google, Netflix and Amazon are the four brands Gen Z views most favorably, Morning Consult reports, adding that six companies out of the leading 20 are involved with gaming. The demographic's average rating for a brand is 27% favorable, lower than that of both millennials and adults in general.
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Companies can follow expert advice or analyze their own data to reveal what time to post on Instagram to create the most engagement. Learn the steps for analyzing data, which will take longer but be more accurate, or using social media research, which is a one-size-fits-most estimate.
Arkansas Tech University assistant professor of journalism Megan Toland highlights various ways communications professionals can support educators who are teaching tomorrow's marketing communications leaders as well as the students themselves. "You will feel rewarded that you have assisted a professor in setting up students for success and by offering opportunities they might not have had," Toland writes.
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Sprite is sponsoring its first movie in four decades, "Black Panther: Wakanda Forever" from Marvel Studios, and a campaign from Wieden+Kennedy New York is running across TV, social, streaming and digital. The push includes an interactive "Hall of Zero Limits" site and an augmented reality experience, which feature people of color involved in the movie and a quiz to help users determine their personality and receive career advice.
Instagram is giving more creators the ability to include multiple links in their bio profile to try to drive users to more sources as part of a test. The platform has been testing versions of the tool since October and has not provided any details regarding a rollout.
A TikTok video showing the relationship between a reactive dog named Rocky and his new canine sibling Marlow evolve over time has attracted more than 929,000 views and over 104,000 likes. The clip begins with Rocky seemingly jealous of the new arrival before the pair become inseparable and are shown playing, taking walks and sleeping together.
(That's me on the right, with Rocky ensuring I have a good head on my shoulders.)
The Social Shareable above hits a bit close to home. Our dog, Rocky, is reactive. For him, he's usually fearful and aggressive towards other dogs -- except for puppies. About 10 days ago, we had to have our older dog, Callie, euthanized. No matter the circumstances, it's never easy and there is a different vibe to the household.
Is the timing of the above Social Shareable -- about a reactive dog named Rocky -- the universe's way of saying we need to get our Rocky a puppy? Hmmm.
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