How Gen Z is Redefining the MARKETING FUNNEL

As a content creator, understanding your audience's evolving preferences is crucial for staying relevant. Gen Z, the digital-native generation, has redefined how content resonates, creating opportunities for creators to innovate beyond the traditional approach. For those creating content in vibrant and visually dynamic industries, this shift offers exciting challenges and rewards.

What’s Changed?

1. Authenticity Above All
   Gen Z craves genuine connections. They can spot curated or overly polished content from a mile away. Instead of heavily edited, commercialised posts, focus on capturing real moments, whether it's the process, the personality behind the content, or the story that inspired it. This transparency builds trust and loyalty.

2. Fast, Viral Discovery
   Platforms like TikTok and Instagram Reels enable rapid content discovery. A single engaging short-form video can propel your visibility overnight. However, viral success isn’t predictable, it’s born from authenticity, humour, and relatability.

3. Community Engagement Matters
   Building a community is more valuable than a large following. Engage with your audience through comments, direct messages, or interactive stories. People don’t just want to consume content, they want to feel part of something meaningful. Live Q&A sessions or showcasing how viewers inspire your creative process are excellent ways to do this.

4. Values-Driven Content
   Gen Z aligns with creators who stand for something. Highlight your values, be it sustainability, inclusivity, or innovation. Let your content reflect these principles in subtle, impactful ways, aligning with their desire for purpose-led engagement.

5. Encourage Participation
   Collaborative content is highly effective. Encourage followers to recreate styles, share their stories, or showcase how they’re inspired by your creations. User-generated content not only builds trust but also fosters a sense of belonging within your community.

6. Multi-Channel Mastery
   While short videos reign supreme, long-form content still has its place in offering in-depth insights or tutorials. Balance your presence across platforms, tailoring content to suit each medium while maintaining a cohesive brand voice.
   

By embracing these trends, you’ll not only stay ahead of the curve but also foster a loyal audience.

Remember, it’s about cultivating connections and letting your creativity shine authentically.

Some brands that excel at connecting with Gen Z are:

Amika

• How they connect: Amika promotes inclusivity and sustainability with vibrant branding and educational content. Their campaigns, such as #AllHairIsWelcome, embrace diversity and challenge traditional beauty standards.

• Why it works: Gen Z values brands that represent a range of hair textures and care about sustainability.

Olaplex

• How they connect: Olaplex shares relatable hair repair journeys on TikTok and Instagram, using real customers and hair professionals to showcase their results. They engage audiences with before-and-after transformations and educate them on hair care.

• Why it works: By focusing on authenticity and education, Olaplex appeals to Gen Z’s desire for transparency and actionable advice.

Glossier

• How they connect: Glossier thrives on user-generated content and community-building. They involve their audience in product development by collecting feedback and showcasing real customers on their platforms. This inclusivity aligns with Gen Z’s desire for authenticity.

• Why it works: Gen Z feels like collaborators rather than consumers, which builds brand loyalty.