Cracking Gen Z Habits : Strategies For Brand Success

With some now entering their early 20s, Gen Z’s online habits are increasingly catching the eyes of the marketing world. With 97% of Gen Z consumers now using social media as their top source of shopping inspiration, their marked preference for social-first content and a heavy reliance on social media platforms for information is redefining consumer preferences and expectations, as well as media consumption patterns. Understanding the psyche of the Gen Z shopper is becoming more important than ever and compelling companies to adapt their offerings and communication strategies accordingly.

1. Social-First Content

Adopting a ‘Social-first’ strategy refers to brand story-telling which is curated to exist on a social media platform. Visibility relies on a thorough understanding of your audience to create culturally relevant, authentic pieces of content which are picked up by the algorithm and fed back to the ‘scroller’.  Thoughtful, platform-specific strategies can develop a unique connection with an audience to drive engagement and brand loyalty.

In early 2023, we set about breathing some life into the New Era Europe TikTok account. We strategised to leverage the fantastic partnership opportunities they have throughout the year, supporting key campaign activity by producing social-first assets that resonate better on the platform. 

Our partnership video with the NFL adopts a more innovative approach to non-linear storytelling by merging eye-catching transitions with the ever-trending ‘interview’ concept. This approach aims to foster a deeper connection between the brand and sports fans on the platform. Meanwhile, shorter, always-on style videos serve a clearer commercial purpose, spotlighting the product for the engaged user.

The outcome? +60K new and engaged followers.

Within a Christmas campaign we crafted for Charles Tyrwhitt, we collaborated with influencer Ben Heath in developing a series of engaging social-first content to promote their key product for the festive period. This initiative exemplifies 'social first' content because it was specifically tailored for social media platforms, considering their unique formats, audience behaviors, and trends. By leveraging Ben Heath's influence and expertise, we ensured that the content resonated authentically with their target audience, driving higher engagement and brand visibility across social channels

607k Reach

695.6k Plays

2. Social Shopping

Gen Z’s shopping behavior reflects a fundamental shift in consumer habits, as they seamlessly integrate shopping into their social media routines. Catering to their thirst for instant gratification and convenience. User Generated Content (UGC) stands as a pillar in this landscape, providing authentic experiences and building trust among peers. 

Gen Z wants access to real-life product context, they want to see it in use, they want to foster connections to the brands and reliability in their purchasing decisions. And through the potency of the social media algorithm, brands can meticulously target their audience based on their interests, behaviours and preferences bringing the perfect content straight to them! 

#tiktokmademebuyit has upwards of 2.3 billion views on TikTok, and #amazonfinds has more than 6.7 billion views.

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#tiktokmademebuyit has upwards of 2.3 billion views on TikTok, and #amazonfinds has more than 6.7 billion views. 〰️

Our  “Always On” content strategy for USC Fashion exemplifies this approach,  showcasing a variation of product focused content, offering outfit ideas and styling tips, creating an authentic experience that also influences their audiences shopping habits.

97% of Gen Z consumers now using social media as their top source of shopping inspiration

Another example is through the USC Fits Campaign, creating a series of outfit breakdowns as carousels, blending style inspiration with product highlights in a format that's easy to swipe through. Designed to resonate with Gen Z audience and bringing product and convienient inspiration straight to them.

3. Visual Learning

Looking for recipes? Use TikTok. Outfit ideas? 

Born into a world of smartphones and social media Gen z has developed a distinct preference of learning that’s beyond Google search; Social media has emerged as a powerful education tool, offering instant access to a wealth of knowledge and diverse perspectives on today’s culture. 

Platforms like Instagram and TikTok provide a dynamic environment where a plethora of  information is presented in bite size pieces and visually aesthetic formats. All at your fingertips.  40% of Gen Zers are turning to these social media giants for everything from the latest in pop culture to practical how-to guides, food recipes and fashion inspirations. Valuing the convenience and immediacy of these platforms, which seamlessly integrate into their daily lives. 

Understanding the significance of the Gen z’s reliance on learning through social platforms and actively seeking content for their needs is crucial for brands in order to tailor their marketing strategies.

An example of this is the work we did with New Era where we created a visual illustration showcasing the history of the iconic 59FIFTY Cap. Educating the viewers of the rich heritage through captivating storytelling and dynamic visuals.

So, what’s the big message for brands? It’s simple: Tailor your content for these platforms. Gen Z is looking for content that’s not just visually appealing but also engaging and useful. They’re a generation that’s constantly learning and discovering, and they want content that speaks their language.