Gen Z and the Customized Experience
If it’s not customized, it’s not connecting.
Remember when Burger King’s slogan was, “Have It Your Way?” In 2014, they changed it to “Be Your Way.” Here’s the reasoning behind the change.
According to the Associated Press, “Burger King says that the new motto is intended to remind people that, ‘they can and should live how they want anytime. It’s OK to not be perfect … Self-expression is most important…’ A senior vice president said, ‘Be Your Way’ is about making a connection with a person’s broader lifestyle. ‘We want to evolve from just being the functional side of things to having a much stronger emotional appeal.’”
It’s okay not to be perfect. Self-expression. Connection to lifestyle. Emotional appeal. This rings true for what many consumers want from their brands, but none more than Gen Z. Gen Z expects a brand to appeal to them as individuals and to create a brand experience that connects because it feels customized to who they are.
Consider what MediaPost said in a recent article. “A great way to market to this generation is to let them participate. Gen Z longs to connect to their favorite brands, and they want to be let in behind the scenes. They want to feel alike they are a part of something bigger. A global study by Zeno Group revealed that companies should give this proactive generation ‘a job to do’ and allow them to be brand advocates. Companies can allow Gen Z to get in on the fun by promoting user-generated content.”
Attention spans are shrinking, down now from 12 seconds in the year 2000, to eight seconds. (For perspective, a goldfish has an attention span of nine seconds!) This mean that only relevant, relatable, personalized content is going to get, and keep, Gen Z’s attention. These digital natives swiftly filter out anything they find irrelevant or boring. Personalization is a must for keeping Gen Z engaged.
In a Forbes article on Generation Z, they recommend “developing ways to personalize website experience and ad creative…To connect with Gen Z, your brand should focus on marketing that is as personalized as possible…For brands that are trying to reach Gen Z, video is a strong opportunity to engage with them. As part of your content strategy, dedicate time and effort for brainstorming video ideas…”
If you are not creating a personalized video experience for your Gen Z market, then you are missing the opportunity to connect with them in a way that gets their attention. The personalized experience they crave includes speaking to them in their language and featuring kids who are like them having fun with your brand.
But that’s easier said than done if you don’t have a great depth of experience and expertise reaching Gen Z. That’s where we come in. KidZVuz – the Gen Z marketing and media experts – has the experience you need to get your Gen Z product noticed with personalized engaging, authentic, UGC video and custom live events.
Find out how the KidzVuz Influencer Network can help you share your product with the world. Request a capabilities deck today.
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