Authenticity versus engineered perfection: How to capture Gen Z's attention
Chatting with Jeremy Clyde, Social Content Creator at T&Pm, explore opportunities for brands to forge meaningful connections and engage Gen Z audiences.
As culture and society becomes increasingly digitally-reliant, brands looking to navigate Gen Z's attention economy must adapt to keep up. Chatting with Jeremy Clyde, Social Content Creator at T&Pm, explore opportunities for brands to forge meaningful connections and engage Gen Z audiences.
What seems to be the biggest obstacle when it comes to grabbing the attention of Gen Z’ers? How are you cutting through the noise to engage with them?
Being authentic versus being perfect. The ad world has traditionally focused its efforts around idealized, every-hair-in-place, best-of-all-world scenarios when presenting brands to consumers. And while older consumers may be more open to suspending disbelief, Gen Z, which has grown up with the messy, often lo-fi world of social media, is absolutely allergic to anything that seems unrealistic or overproduced. Instead, they appreciate brands that embrace their imperfections and own their "ugly." Anything that doesn’t feel genuine is quickly swiped past.
Messaging and tone is similarly important. Sparking curiosity rather than dictating an immediate reason to believe works better with this audience. As does showing real people and real stories rather than celebrity endorsers.
We’ve implemented social-first content into our strategy for clients, leveraging Gen Z trends and maintaining a likeable, informal approach in our community management tactics. Quick, lo-fi, and social-first content resonates well with this audience and is cost-effective. Brands should prioritize this type of strategy.
Gen Z is one of the first generations to have grown up with access to the internet. With the purchasing power Gen Z’ers now have, do you see them as informed consumers? How do they differ to past generations of consumers?
Not only are Gen Z consumers informed, they are often hyper-informed (or consider themselves to be) and finely attuned to what they consider to be overt marketing.
Unlike earlier generations, they are less likely to be impressed by celebrity endorsers, preferring the opinions of average people not on the payroll and thus more likely to provide authentic and trustworthy insights.
Most importantly, Gen Z consumers are more likely to support brands that align with their personal values and social causes. They prioritize sustainability, inclusivity and ethical practices, and they are quick to call out companies that fall short in these areas. Previous generations, while also value-driven, did not have the same level of access to information about a company’s practices.
Is AI useful for connecting with younger audiences?
Absolutely. AI is extremely useful for connecting with younger audiences. This generation is not only comfortable with AI but is also actively shaping its development.
AI is prominently featured in various ways on social media and other digital platforms. For example, filters, AI-driven content creation and personalized shopping experiences are all powered by AI. These technologies cater to the preferences and behaviors of younger audiences, enhancing their engagement and interaction with brands.
Which social platforms are still relevant and how brands are using those to sell to Gen Z?
TikTok and Instagram. As a Gen Z’er myself, I've observed that TikTok increasingly features long-form content that tells engaging stories. Brands that showcase behind-the-scenes, nitty-gritty aspects of their operations and demonstrate the results of their products, rather than just describing them, are often rewarded with higher engagement.
Additionally, TikTok has significantly influenced Gen Z consumer habits with its new marketplace, TikTok Shop, making it an ideal platform for brands to market their products. Brands like e.l.f. cosmetics has successfully leveraged TikTok Shop among Gen Z.
Instagram remains a powerhouse for short-form content that tap into trending music and concepts, offering a quick and impactful way to sell and tell stories.
With the overwhelming amount of information we have today, nostalgia for simpler times seems to be on the rise. Do you feel that the advertising industry will, or has already, shifted towards leaning into early 2000s nostalgia trend?
Yes, the advertising industry has embraced the early 2000s nostalgia trend. In fashion, the “20-year rule” dictates that trends cycle every 20 years with a modern twist, and advertising naturally leans into this pattern. As these generations gain purchasing power, their nostalgia for the simpler, carefree days of their youth becomes a valuable marketing tool.
Currently, advertising frequently incorporates the visual style of the early 2000s, using grainy textures, retro fonts, and nostalgic color palettes. This trend is evident across various styles, even in K-pop, as seen with groups like New Jeans.