How Gen Z is Transforming Media Consumption and Brand Strategies

Gen Z, the largest and most digitally native generation, is reshaping the way media is consumed and influencing brand strategies. According to a Deloitte study, Gen Z values online experiences over in-person ones, leading to a shift in advertising strategies. User-generated content (UGC) has become a trusted source of information for Gen Z, with about 50% of consumers relying on UGC to discover new products or services.

Gen Z’s consumption of media has also become more cross-channel, with social media, music, streaming videos, and gaming all interconnected. Brands can compete in this evolving online landscape pushing boundaries and experimenting with storytelling, using multiple modes of media in a cross-channel strategy.

An example of successful brand storytelling through immersive experiences is Nike’s Dare To Do Bold campaign. By offering an exciting and visual user experience through animated media, Nike engages fans on a community level. The campaign showcases people wearing the kit of football club Tottenham Hotspur, demonstrating the team’s values through storytelling. This immersive experience not only adds value for fans but also provides an opportunity to purchase the product.

Gen Z’s buying behaviors are impacting online content. Social media, particularly platforms like TikTok and Instagram, greatly influence their purchasing decisions. Advertisers should focus on adapting their digital marketing to include immersive qualities and leverage gen Z through a combined organic and paid social strategy. Additionally, tracking gen Z’s complex buying behaviors, such as relying on social media for product research, will help brands gain trust and engage with this generation effectively.

As the digital world continues to evolve, it is crucial for brands to listen to their gen Z team members, who have an understanding of the content they consume. By capitalizing on their insights and tracking their behaviors, brands can adapt and stay relevant in the changing media landscape.

Sources:
– Deloitte study
– Nike’s Dare To Do Bold campaign
– TikTok and Instagram’s influence on gen Z’s buying decisions