Considering everything we think we know about young consumers at this point, it’s really no surprise that community is a crucial part of their identities. So, let’s talk about…
Vibe & Community
Gen Zers thrive on things like fandom and socializing. Mall trips? For socializing. Online shopping? Second to in-store shopping experiences that they can then document with their phones and share to social media.
For younger consumers, community matters. Sixty-one percent of Gen Zers would describe themselves as huge fans of something or someone. And the msot popular activity for young consumers in the Metaverse isn’t shopping, it’s socializing and gaming with friends.
For brands, livestreaming on platforms like Instagram and TikTok allow you to not just sell your thing, but also to make a personal connection with your audience.
And because people want to see other real people living with and loving the same products they love you this is the perfect opportunity to partner with creators who have influence with your target audience, and who can tap into that Vibe & Community in creative ways.
This will help you not only build a community but also show that you’re listening to and valuing the input of your customers. That’s a big one, because half of Gen Zers are more likely to buy from brands that demonstrate they really understand their customers’ wants and needs, according to SproutSocial.
Tips for Building a Strong Community
Establish content pillars
Be timely with your content, and use hashtags to join the conversation. But stay in your lane. Whatever that thing is (or the three or five things) that you talk about, show up with real-time content about that thing.
Is tech your thing? There are daily developments in the tech world that you could talk about. Keep your conversation focused on tech, no matter what weirdness may be happening in Hollywood or with de-dollarization or with California’s floods.
The key elements to creating any kind of community is to be authentic, offer a ridiculous amount of value, and make consuming content more enjoyable.
Ride the social wave
Social platforms are the perfect place to do this. On Instagram, for instance, you can use Reels to not only show off your products but also get creative, have some fun, and show the real people behind your brand.
Take advantage of real-time content to build deeper relationships with customers and followers, so you can turn them into lifelong fans. Think Pinterest TV. They do a great job of this. Watching Manny Guitierrez’s show is like hanging out with a friend who just happens to be a world-renowned makeup artist.
That’s the way you want your target audience to feel after watching your real-time content.