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How Gen Z Relates to Brands [Infographic]

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How Gen Z Relates to Brands [Infographic]

Gen Z will soon become the most influential consumer segment, with the next generation of digital natives already influencing spending habits in a big way – and that’s only set to increase.

That’s also driving big changes in the business landscape, from realigning your marketing approach around new consumer behaviors, to updating your checkout process in order to cater to increased eCommerce demand.

If you’ve not considered these elements in your planning, you’re already behind, and as we move towards the next big tech shift, in the coming metaverse, you’ll need to pay more attention to the key trends among younger users to maximize your potential.

To provide more insight on this, the team from Rave Reviews (via Now Sourcing) recently put together this overview of key Gen Z consumption trends, and what they mean for marketing and ad planning.

The infographic lays out some key stats and insights, including:

  • Gen Z already is already powering $143 billion in annual spent, along with an additional $127 billion spent on their behalf by family members
  • 20% of Gen Z-ers identify as LGBT+, up more than 100% in comparison to previous generations, while Gen Z is also more racially diverse
  • Younger audiences are gradually shifting away from social media platforms in favor of engagement in other interactive apps, like Roblox, Fortnite and Twitch, which have also become key destinations for digital events

That last note points, once again, to the coming metaverse shift – as younger audiences who’ve grown up engaging in virtual worlds, look to the next stage, facilitating the same on a broader scale, and for wider purpose, makes a lot of sense.

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Check out the full infographic below.

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

YouTube is testing out a new post type within its Community Posts element, while it’s also expanding access to ‘Membership Gifting’, which provides another way for creators to boost their audience in the app.

First off, on disappearing posts – YouTube’s running a new experiment that will enable selected creators to set a time limit on their Community Posts in the app, which will see those updates disappear after 24 or 72 hours.

As you can see in this example, the new option will enable you to set an expiration date for a Community Post, which will then see it automatically erased from view after that time.

YouTube says that creators have been seeking more ways to enhance engagement within the Community Posts element:

“We’ve heard from creators that they would like the ability to share content that is only available for a short period of time – for example, a special time-limited discount on merch or a special message for fans that manage to catch it before it expires.”

YouTube’s Community Posts, which it opened up to all channels with over 500 subscribers in September last year (down from 1,000 subs previously), enable creators to share text-based posts – which can include polls, GIFs, images, and video – within their Community tab.

YouTube Community Posts

That provides another way to extend your community-building efforts beyond video content and subsequent comments, which is more aligned with the engagement that you’ll find on in other social apps.

And soon, you’ll also be able to share disappearing posts too – though the initial test is only running with selected creators on Android devices to begin with.

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“Viewers will be able to see that a post will expire in x hours at the top of the post in the community tab, and creators will see their expired posts in the ‘Community’ tab under the ‘Archived’ chip once it has expired. Creators can’t re-share expired posts, but we are planning on adding that functionality in the future.”

On another front, YouTube’s also expanding access to its ‘Membership Gifting’ option, which enables Channel members to purchase gift memberships, which are then distributed to other viewers who are not subscribed to the channel.

YouTube Membership Gifting

Which may seem a little odd, but the idea is that this is a support measure for creators, not a gift for friends, as such, providing a means to both give the creator revenue (as they get the usual cut from gifted memberships), while also helping them to boost their audience in the app.

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“Up until now, gifting memberships was in a limited beta stage only, and only accessible by a small number of creators. But with this launch, we’re expanding the number of creators that have access to gifting memberships. And as a creator, you can buy gift memberships for your community without becoming a member yourself.”

To be eligible for the program, Channels need to have memberships enabled at a level of $4.99. Viewers also need to opt in to receive gifts during a stream, which they can do by tapping on the ‘Allow Gifts’ prompt in the chat on an eligible broadcast. 

It could be a handy option for building community in the app, and with many YouTubers inspiring legions of passionate fans, you can imagine that some will be more than happy to participate in helping to grow their favorite creators’ following.

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