The power of internet celebrities come from how much their audiences relate to their content and lifestyle. This conflicting response underlines the challenges advertisers have with influencers. Marketing Don’ts - Brand marketers should steer away from advertising that appears to simply jump on the viral video trend (as 40.5% turn away from this initiative), use influencers or memes (42.9%) and are irrelevant and not personalized (44.6%).ĭespite veering away from celebrity-focused influencer ads, 40.2% of Gen Zs are likely to purchase a product from an influencer’s sponsored post.Reaching Gen Z - Aside from calling and texting as the main uses of smartphones for Gen Z (43.9%), social media is the second most important use.Despite the greater incentive, only 36% are willing to share their cell phone numbers. Gen Zs are more likely to share personal information such as cell phone numbers if marketers raise the stakes with sweepstakes and giveaways. Establishing a Direct Line - Rewards must match the perceived value.The Influenced-to-Influencer Dynamic - Gen Zs are a generation of native influencers with 44.4% of the demographic believing they have some sort of sway, even if it is within their small circle of family and friends (23.9%).The Power of Purpose - Gen Zs are likely to make a purchase with a brand if its advertising incorporates topics like mental health advocacy (71%), public health and safety (66.2%), sustainability (65.8%), racial equality (58.9%) and LGBTQ+ acceptance (53.5%).TextNow’s report reveals five critical insights to support marketers ahead of their 2022 campaigns: “Companies that can demonstrate purpose when connecting with Gen Z will earn true engagement and loyalty, and our study has found that it’s the most effective avenue for reaching this coveted demographic.” Brand marketers need to emphasize authenticity and transparency when engaging with this cohort,” said Ken Willner, Chief Growth Officer at TextNow. TextNow is providing the key pillars for success. A unique demographic, brand marketers are striving to understand the tactics that resonate with this diverse and highly productive audience.
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15, 2021 (GLOBE NEWSWIRE) - TextNow, the leading mobile app offering free cellular and WiFi-enabled phone service supported by mobile advertising, unveils new findings into Gen Z advertising preferences with its latest report, “Smashing Demographic Stereotypes: How Gen Z Connects with Brand Advertising”. SAN FRANCISCO and WATERLOO, Ontario, Oct.
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