Think Beyond Millennials: 12 Ways Your Brand Can Engage Gen Z

Written by Forbes Agency Council

ArtVersion’s creative director was cited in an article in Forbes by contributing his thoughts on the branding and marketing activities for the best audience engagements.

ArtVersion’s creative director emphasizes the critical importance of authenticity in engaging Gen Z, a demographic uniquely skilled at navigating the digital world. This generation has been immersed in technology from a young age, giving them a keen ability to discern genuine content from that which is contrived or sponsored. Their familiarity with digital environments means they are not only adept at identifying when content is commercially motivated but also at employing tools like ad blockers to curate their online experience. This discernment pushes brands to adopt more transparent and authentic marketing strategies.

The emphasis on authenticity extends to the messengers brands choose to deliver their content. Gen Z prefers to engage with real people rather than corporate voices. This preference underscores the value of influencer marketing, provided these influencers share genuine experiences and honest opinions about the products or services they endorse. However, the authenticity of an influencer’s content is just as scrutinized as that of the brand itself. Influencers who are perceived as too polished or who solely post sponsored content can be a turn-off for this audience.

Moreover, user-generated content (UGC) is another avenue through which brands can engage Gen Z authentically. Encouraging Gen Z customers to share their own experiences with products or services not only provides social proof but also builds a community around a brand. This content feels more relatable and trustworthy to Gen Z, who see it as reflective of genuine user experiences rather than corporate messaging.

To truly connect with Gen Z, brands must prioritize transparency and authenticity in all their communications. This includes being upfront about sponsorships, embracing imperfections, and highlighting real-world uses of their products or services. By doing so, brands can build trust and foster a loyal following among this critical demographic, turning them from skeptical observers into engaged consumers and brand advocates.

Remember That They Can Spot Fake

Gen Z knows how to spot fake. Growing up in a completely digital environment, this set of users knows when content is sponsored, is adept at setting up ad blockers and they’ll know a fake when they see it in seconds. For this reason, they want to hear from “real” people. Whether influencers or other members of Gen Z generating content, an authentic point of view is vital to this conversion.

– Goran Paun, ArtVersion Interactive Agency

Read original article at Forbes.com