From fashion bloggers to long-form YouTube content creators, and from crazy hype houses and flying to Dubai to promote makeup products, the creator economy has seen a huge boom in the last decade. As marketers begin their 2024 campaign planning, influencers are a default component of any brand’s marketing mix.
Yet, working with influencers/creators can be hit or miss. With everyone tapping influencers with the same strategies, it can be difficult for a brand to break through—especially as audience feeds become saturated with #paid and #partner content.
How can brands use creators and still deliver impact in a competitive landscape? By making sure Gen Zers are partners in the creation and management of campaigns.
Most organizations, brands and companies employ Gen Zers, who are the best resource for guiding influencer marketing campaigns. Considering our generation’s spending power of $360 billion, incorporating Gen Z creator consultants is a smart move for any brand seeking to engage with a wider, younger audience. As part of Edelman’s Gen Z Lab, I’ve seen this function firsthand. It’s a simple but effective tactic: Organize a diverse, internal Gen Z task force to consult and advise on how to approach all aspects of your influencer marketing plans.
Whether it’s for fun or work, we’re growing up in a digital world where content creation is second nature. By tapping into the vast creator economy, brands can show off their authenticity, creativity and most importantly, their relatability to this consumer cohort. Here’s how:
Gen Z speaks the language
More than anything, Gen Z seeks relatability. That’s exactly what social media marketers, community managers and teams are looking for within their comment sections: “I relate to this so hard,” “this is so me,” “literally me.”
For brands wanting to strengthen their connection to Gen Z, writing in our tone is the first step. Consider always having a Gen Z employee as copywriter or having them in the room as a second set of eyes so marketing aligns with our social vocabulary. The last thing you want to do is come off too buttoned-up and professional or—the very worst—trying too hard.
Timing is everything
Gen Z has a deeper understanding of an audience’s preferences and can deliver something unique and personal to a brand’s core message. We know what it takes to make brands feel like another friend we want to interact with on our feed, not a cringey, sales-oriented marketer. We are digital natives and know the correct timing when it comes to activating trends. Gen Z will always find a way to be a part of the conversation, helping brands authentically engage in online discourse with consumers and even interacting with other brands.
Fuente Noticia: https://www.swissinfo.ch/spa/m%C3%A9xico-tecnolog%C3%ADa_el-empleo-relacionado-con-la-inteligencia-artificial-en-m%C3%A9xico-creci%C3%B3-un-95---en-2023/49156248