Contagious Culture: Building Youth Audience Love




Daisy Tolcher

Last week we hosted a Valentine’s Day event on building relationships with a youthful audience

These are the four key lessons from our recent event where two of the UK’s biggest youth brands joined us to present and share their insights
Generation-Z, currently young adults aged 15-24, are our fastest growing consumer group. It is predicted that this generation will be the largest global consumer group by 2020. 
Engaging with brands in unique and innovative ways, they’re showing a hunger for social and video content, with the average Gen-Z consumer hitting around 68 videos a day.
This changing landscape means in order to build brand love, it’s essential for brands to understand the values held by this group, how they interact and what makes them tick…
So who better to talk about tapping into this market than LADbible and Love Island?
1. Unlearn traditional formats 

With only three seconds to grab someone’s attention, it’s essential that brands unlearn traditional ways of creating content in order to make them stand out and get shared as much as possible. By creating inherently social content rather than adapting content for social channels, brands can reach more people and make a greater impression compared to more traditional methods.

3. Give them ownership

To truly engage Gen-Z, brands can encourage them to play an active role in campaigns. By allowing them to become actively involved and showing them that they can make a difference, brands can let their audiences have an impact on how campaign’s evolve. Appealing to the Gen-Z passion for the issues facing the world today.

2. Gen-Z care

Gen-Z are passionate about the issues facing the world today and social media is fast becoming a powerful means of mobilising this group. 76% of them have bought a product to show support for a cause they believe in which means that brands can tap into this phenomenon by practising ‘every day social empowerment’ and aligning with a cause. The key ingredients to make this successful are using a platform that has mass social influence, being authentic and aligning with a cause that they have a genuine reason to support, partnering with an enabler – a respected brand or expert, and using a simple and impactful creative idea to convey the message.

4. “Brands that love me get me”

In order to resonate with Gen-Z, brands need to ‘know them’. To do this they have to demonstrate that they share similar values –  whether that’s being environmentally conscious or supporting female empowerment. They need to put out content that speaks in a relatable tone of voice and utilise platforms that may be nontraditional but are naturally consumed by Gen-Z (e.g Snapchat).

If you would like to get some youth audience love for your brand in 2019, please contact Holly Dedman to arrange a meeting with the Good Relations Content and Broadcast teams.
To register for future events at Good Relations check out our events page.

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