One of the most crucial aspects of content creation for any brand is knowing your audience. Once you know who your audience is, where they hang out and the challenges they face, you can create engaging content, and share it where your audience lives. Seems simple enough. But how well are you balancing the audience you have now and the audience you’ll have in the near future?
Here are some reasons to consider how the Gen Z-audience figures into your content and creative strategy planning for 2022:
Gen Z currently comprises 70 million people in the US, with a combined spending power of $150 billion.
Defined as those born from 1997 to 2015 Gen Z shoppers now range in age from 6-24. Despite their young age, they number about 70 million in the US with a combined spending power of $150 billion.
Companies should expect Gen Z to hold their feet to the fire when it comes to social causes.
“For the last several years, the most important social cause to Gen Z has been combating climate change or protecting the environment. However, this year our research revealed a rapid shift where racial equality and social justice jumped to the top spot,” Jason Dorsey writes in MarketWatch. “This trend looks likely to continue given the emotional connection to the generation, and will have a big impact on brands, companies and investing — such as environmental, social, and governance (ESG) — for decades to come.”
79% of Gen Z is willing to engage with a brand that could help them make a difference.
That initial engagement can lead to long-term loyalty.
77% of Gen Z shoppers say shopping online allows them to buy products from new or small companies they couldn’t find in stores, vs. 65% of other age groups.
While 54% of consumers still haven’t bought something they saw on social media, nearly 60% of Gen Z have done so.
28% of those have made purchases on TikTok. 43% on Instagram, 35% on search engines like Google or Yahoo, 15% on ecommerce-only sites like Amazon or Etsy, and 14% on fashion or trend websites.
What’s with all the numbers you ask?
While we are a creative company first, we use data and information to ensure that the messages we create can connect to your intended audience. Without data or strategy, creativity is fine art. At Seed Agency, we love the challenge of crafting art built on thoughtful strategic planning.
Are you looking to refine your brand strategy to reach new or emerging audiences? Let’s talk.
Source: How to Cultivate Loyalty with Next Gen Shoppers, The Robin Report