The rise of social media platforms has changed the entire scenario of how brands interact with customers. The modern consumer has evolved into a highly informed, tech-savvy, and engagement-driven consumer.
For any brand to stay relevant in the present market, it must be able to shift consumer behaviour with strategies that will resonate with the new-age audience.

Casey Lewis, social media consultant, the author behind the After School newsletter and expert on social trends among younger audiences, sums it up like this: “Any brand not actively trying to reach Gen Z and Gen Alpha is doing themselves a disservice. Even if you don’t care to be in the zeitgeist. They are our future consumers, so you need to have them in mind—even if you’re not trying to reach them today.”

After decades of persistent marketing to the younger generation, marketers are once again perplexed by a new generation. Like boomers before them, Gen Z represents a new challenge – a digital generation who are cynical, driven by ethical issues, and chronically online. They are more selective than their predecessors, which confuses marketers trying to crack the code on how to reach Gen Z more effectively.
Here is a deep dive into the key aspects of social media branding and how brands can connect effectively with today’s youth.

Authenticity is Key

One of the most significant shifts in young audiences’ expectations is their demand for authenticity. Polished advertisements no longer influence them; instead, they gravitate toward brands that feel relatable and align with their vibe. They want transparency and authenticity over traditional marketing tactics. What customers want are real customer testimonials. Brands can also share bloopers, behind-the-scenes footage and UGC (User-generated content), which will help them foster trust and credibility.
A perfect example is Duolingo, a leading language-learning platform, which has effortlessly used humor and transparency on social media to engage with their users. Their mascot, Duo the Owl, plays an integral role in their strategy, often appearing in meme-based content that resonates with Gen Z audiences and has led to a 30% increase in app downloads.

How to show authenticity?

• Behind the scenes: Share what goes on behind the camera or in the script. This can be anything from team meetings to huddles or production tactics. Humanize your brand to get trust.
• Value-driven content: Make sure that your brand stands for something. Create a strong emotional trust with your audience.

A study published in March 2021, in the International Journal of Engineering Technologies and Management Research explores how Gen Z shares information on social networking sites. Conducted in Haining City, the research by Huei-Ping Chen and Li-Wei Lin sheds light on shifting digital behaviors.. The study found that Gen Z values authentic interactions and are more likely to engage with brands that are transparent and honest in their communications. To access the complete case study, please click on the “Source” link.

Personalization Matters

Who does personalized content better than Netflix, because let’s face it – generic marketing is dead. Audiences are no longer excited by one-size-fits-all messages. What they crave are personalized experiences that make them feel understood and valid.
Netflix uses its AI-driven recommendations to personalize the content experience for users. By analyzing user history and preferences, they curate personalized movie and show recommendations, driving an 80% engagement rate and significantly enhancing user retention.

Why does personalization matter?

• Good engagement: This is the era for personalized content – to drive good impressions, views, and clicks or to garner good engagement rates, personalized content is needed. Consumers are more likely to respond to messages that resonate with them.
• Increased sales: Personalized content boosts sales. The conversion rate is much higher than that of generic ones.
• Customer loyalty: Personalized content makes the customer feel special, and they will be more inclined to stay around.

A study titled The New Generation: Understanding Millennials and Gen Z, authored by Dr. Priyanka Wandhe from Rashtrasant Tukdoji Maharaj Nagpur University, was published on March 1, 2024. Written on January 31, 2024, the 17-page research explores the behaviors and characteristics of Millennials and Gen Z. Brands that leverage data analytics to create tailored experiences see higher engagement and conversion rates. To read the full case study, click on the “Source” link.

The Rise of Video Content

Rethink! Rethink if your brand is not offering video content along with static and carousel posts. The most powerful tool that brands have at their disposal is video content. From Facebook, Instagram reels, to YouTube shots, people are consuming video content more than ever.

Why, you ask?

• Easier to view: Complex messaging can be communicated easily via videos because how many of you have read the manual instead of logging onto YouTube for a tutorial.
• Easy to share: Sharing videos is easy and can help brands reach a wider audience. A single viral video can make or break a brand overnight.
• Captivating: Videos are more stimulating than text or images alone.

A perfect representation was the mega blockbuster movie, Barbie, and how it leveraged social media, especially TikTok and Instagram, to create winning videos featuring influencers and celebrities. Warner Bros. took advantage and shared behind-the-scenes clips, bloopers, and interactive promotions. This strategy fueled over 1 billion views on TikTok under #BarbieTheMovie and played a key role in the film’s $1.4 billion box office success.

Influencer Marketing

This age is of social media content creators and influencers, and if brands aren’t collaborating with them, they are missing out on a huge opportunity. For a brand to reach niche audiences, brands needs to collaborate with them. Enhance brand awareness and credibility to the next level with their support and reach. A standout case is the use of influencers by Gymshark – a fitness apparel brand, grew to a billion-dollar company by partnering with fitness influencers who genuinely embodied their brand values. This led to a 50% increase in online sales and a loyal global audience.

Why use influencers?

• Genuine endorsements: The audiences have trust with content creators. The products they recommend can feel more authentic than traditional ads.
• Niche market: Content creators can tap the niche market that allows brands to target certain audiences more specifically.

Purpose-Driven Marketing

Brands need to take a stand on environmental, social, and ethical issues. Connect with socially conscious consumers, whether the messaging is based on sustainability, inclusivity, or mental health awareness.

How did Patagonia leverage purpose-driven marketing?
Patagonia allocated a certain portion of its profits to environmental causes while supporting sustainability in its messaging. This resulted in a loyal customer base and increased sales year after year.
A study titled “Social Media’s Effect on Millennials and Generation Z’s Green Purchasing Habits,” published in the International Journal of Professional Business Review (May 2023), examines how social media influences the environmentally conscious buying behaviors of these demographics. Authored by Priya Sethuraman, Arasuraja Ganesan of St. Joseph’s Institute of Technology, OMR Chennai, and Rajapriya Maruthu of Vels University, the research highlights the significant role social media plays in shaping sustainable consumption patterns among Millennials and Gen Z. Click “Source” to read the case study.

Omnichannel Marketing

Brands and consumers connect across multiple platforms, online and offline these days so an effective brand marketing strategy is to provide seamless experiences across all mediums.
A noteworthy example is Starbucks – with its seamless integration, mobile app, in-store experience, and digital marketing, the company had a 26% increase in mobile order and pay transactions.

Social Commerce is Booming

Have you ever purchased a product from any social media apps? Apps like Facebook, Instagram, and YouTube have revolutionized shopping, fueling the rise of social commerce. Brands must capitalize on this trend by offering seamless shopping experiences that will let users browse and shop effortlessly.
Cosmetic mogul Kylie Jenner is an illustrative example of this – her brand, Kylie Cosmetics, leveraged Instagram shopping to allow users to purchase directly from posts and stories, resulting in a 20% increase in sales within months.

What social media app has the highest reach among New Age Consumers?
YouTube takes the number 1 spot with 84% visiting the app, followed by TikTok at 61%, Snapchat at 58% and Instagram at 56%.

Source: www.comscore.com
We recently conducted a survey on Social Media & Branding: Understanding the New Age Consumer to explore evolving trends and preferences. Targeting individuals aged 18–32, we gathered insights on their perceptions of brands and the key reasons they engage with social media. Their responses provided a deeper understanding of what drives consumer behavior in the digital age.
Below are the responses and key data insights collected from our survey, shedding light on how consumers perceive brands and their reasons for engaging with social media.

Conclusion

The blog emphasizes the evolving landscape of social media branding and offers strategies for brands to effectively connect with modern consumers, particularly Gen Z and Gen Alpha.

Key takeaways:

1. Prioritize Authenticity: Younger audiences value transparency and genuine interactions over polished advertisements.
2. Embrace Personalization: Tailoring content to individual preferences enhances engagement.
3. Leverage Video Content: With the rise of platforms like TikTok and Instagram Reels, video content has become a dominant medium.
4. Utilize Influencer Marketing: Collaborating with influencers allows brands to reach niche audiences authentically. Gymshark’s partnerships with fitness influencers contributed to a significant increase in online sales and a loyal customer base.
5. Adopt Purpose-Driven Marketing: Aligning with social, environmental, or ethical causes resonates with socially conscious consumers.
6. Implement Omnichannel Marketing: Ensuring a seamless experience across multiple platforms enhances customer engagement.
7. Capitalize on Social Commerce: Integrating shopping functionalities within social media platforms streamlines the purchasing process.

Incorporating these strategies can help brands stay relevant and effectively engage with today’s tech-savvy, socially conscious consumers.