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Pinterest Shares New Insights into How Brands Can Enhance Appeal Among Gen Z Consumers

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Pinterest Shares New Insights into How Brands Can Enhance Appeal Among Gen Z Consumers

Pinterest has shared a new research report into the shopping habits of Gen Z, which explores how brands can maximize their product appeal, and how Pinterest can help to enhance connection with younger consumers.

The report looks at what Gen Z ‘Zoomers’ are looking for in their shopping journey, and which elements are more likely to drive better response.

As explained by Pinterest:

Zoomers (consumers born between 1997-2012) have seen it all – they’re the first true digital natives – the first generation who can’t remember what life was like before the internet. That makes them less attached to particular brands than previous generations – and they’re far more keen on finding new shiny things that will set them apart.

Indeed, Pinterest notes that Zoomers are 20% more likely than other generations to try a new product, while its internal data shows that Gen Zers have also purchased 80% more new products in the last 12 months compared to other generations.

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That means that there’s new opportunity for brands to tap into existing markets, and challenge the status quo, if they can get their messaging right.

And the benefits can be significant:

“Brands that connect with Gen Zers may see 14x greater revenue growth opportunity on average with this generation over time versus other generations.

In order to connect with this emerging consumer cohort, Pinterest advises that brands should look to:

  • Utilize video – Pinterest says that video ads are more likely to capture Gen Z’s attention than other types of marketing. “As the first true digital natives, Gen Zers are more likely to say video ads appeal to them when shopping for new products than other generations.”
  • Highlight brand values – Pinterest says that Gen Z consumers want to know that the brands they buy from understand their values and preferences. To do this, marketers need to get an in-depth understanding of how each platform works, and what’s important to younger audiences, while brands can also show their support for charitable causes and movements through their posts and announcements.
  • Help them stand out – Pinterest says that Gen Zers look to products that will help them express their unique identify. “Having grown up in the most socially open era yet, Gen Zers relish standing out – and using the products they buy to help express who they are”. By showing how your products can help them leave their mark, that could help in aligning your brand with younger consumers.

These are some valuable pointers – most you’ve likely heard before (video, highlighting social causes). But still, it is worth noting these key elements in boosting your appeal with young consumers.

It’s also interesting to note the desire for products that help Gen Z users stand out. These days, among busy social feeds, and with global connection to subcultures and trends, it’s harder for youngsters to showcase their individuality, and that can be a selling point for the right brands, particularly in fashion and related fields.

Pinterest further notes that Pinners, in particular, are early adopters, with users some 15% more likely to purchase a new product within a week of launch, while Pinterest also says that 50% of Gen Z are active on the platform, providing a direct connection to this audience.

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It’s worth noting these points in your approach, and maybe experimenting with some of these elements in your 2022 marketing plan.

You can read Pinterest’s full Gen Z marketing report here


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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