- The key is to regain their trust
Although there is no magic formula for regaining the trust of these younger consumers, one way to improve their relationship with brands is to let them help create their own experiences. If you involve your consumers in the purchasing process, you’ll increase their interest and the likelihood that they’ll become brand advocates—and even true brand champions.
- Brands are driving the creation of new “evangelists”
Millennials and Generation Z highly value digital-native brands or apps that allow them to interact constantly and in real time. Keep in mind that, with their heavy use of social media, younger generations share all their interests and opinions with those around them or with their community of followers. Investing time and resources in fostering “advocates” always pays off.
- They only connect with brands that communicate with them using fun, friendly, and creative language
To build a connection between the brand and the consumer, brands need to communicate using the language that consumers use in their daily lives. Remember that Millennials and Gen Z are digital natives, and while communicating with our followers seems easier now than it used to be, connecting with them and inspiring them is becoming increasingly difficult.
- Each person uses social media differently
Some users are passive and only view content shared by others, while others actively use social media, sharing posts and interacting with other users' content. These differences offer an opportunity to better understand consumers' motivations and habits.
Once you discover what motivates your customers to share and engage with digital content, you'll be able to create more authentic experiences, attract your audience, and effectively define your marketing strategy.
- Generation Z is hungry for authenticity and fun
For this reason, the time has come to put ourselves in their shoes, get to know them better, and help them on their journey toward authenticity—transforming ourselves into genuine brands that can easily set themselves apart from the competition.
If we had to highlight three key ideas for our communication with them: the key is to create content that encourages their participation; that helps them build and express their identity on social media; and that our strategies are based on user-generated content.
In addition, any communication and marketing campaign focused on gamification and entertainment will be more likely to capture the attention of these users and encourage the content to go viral.
- Adult millennials value their privacy more
When addressing this generation, keep in mind that they share less content than the previous group and are much more protective of their privacy, posting fewer personal updates. For this reason, they tend to share more third-party content, and many of their posts are intended to help others, as well as to share experiences and knowledge about various products.
