The next is a visitor piece by AJ Pulvirenti, a senior strategist at Movers+Shakers. Opinions are the writer’s personal.
Competition season has begun and it’s a cultural second that manufacturers ought to take note of — and I don’t imply simply the music tendencies. Whether or not the group is raving out within the fields of nature or feeling the seashore vibes in Miami, entrepreneurs have a chance to have interaction with Gen Z in a significant manner, specifically on social media the place they’ll win this technology’s loyalty. So, what content material does Gen Z need to see from manufacturers past the pageant grounds on social media? Let’s dive in.
Be a part of the pre-festival hype
Share inspiration
The time main as much as festivals is the proper alternative for manufacturers to place themselves as a go-to useful resource for festival-goers in search of steering and inspiration. For instance, sharing outfits which can be good for Coachella, make-up you “have” to put on to Austin Metropolis Limits, nails you’ll be able to match with any pageant outfit or simple hairstyles that can final via the recent, sunny days. By establishing themselves as an authority within the house, manufacturers can deepen the reference to their viewers and encourage ongoing engagement.
FOMO-friendly content material
As manufacturers search to attach with Gen Z throughout pageant season, it is important to have interaction with not solely these attending these occasions but additionally these experiencing FOMO (the concern of lacking out) from afar. By bringing the pageant environment on to screens, manufacturers may also help alleviate FOMO and assist Gen Z really feel like they’re nonetheless part of the motion.
Keep up-to-date
If there’s one approach to seize Gen Z’s consideration amidst pageant season, it’s to be up-to-date on what thrilling moments are occurring all through the occasion and react accordingly.
As an illustration, when an artist brings out a shock visitor or if there’s chatter round sudden movie star moments, take what individuals are already speaking about and discover a intelligent, entertaining approach to be part of the lively conversations. One instance is when BMW shared a brief video forward of Frank Ocean’s Coachella set, that includes an orange BMW E30 M3, the precise automobile that seems on the duvet of his breakout mixtape “Nostalgia, Extremely.” A number of manufacturers additionally soar on the Coachella lineup poster when it drops, and use the format and design to make an analogous lineup of one thing they’re identified for with shoppers.
Prioritize self-expression
Self-expression is a elementary worth for Gen Z, and festivals are a spot the place they are often their genuine self with out judgment, and join with different like-minded individuals.
There are a whole lot of area of interest subcommunities round pageant tradition, like #ravegirls and #girlypops. Calling somebody “girly pop,” particularly, is a time period of admiration, and a straightforward manner for a model to say, “I see you.”
When a model faucets into festival-goers’ distinctive identities and calls out what they love about them (i.e. the vibes, the outfit, and so forth.), they really feel heard and appreciated, simply as they might by listening to it from a pal.
In conclusion, Gen Z’s expectations from manufacturers throughout pageant season revolve round becoming a member of the dialog early, staying up-to-date all through the occasions and tapping into Gen Z’s love for self-expression. By understanding and catering to their expectations, manufacturers can successfully interact with them and create significant connections that reach past the pageant grounds.
How will your model activate throughout pageant season?
