How Branded Content is a Must When Marketing to Gen Z (Part 2)

In today’s fast-paced digital world, brands are constantly seeking new ways to connect with their audiences and build long-lasting relationships. One approach that has gained popularity in recent years is branded content. Branded content is a form of content marketing that involves creating content that is specifically designed to promote a brand, while also providing value to the audience.

Branded content can take many different forms, including videos, blog posts, social media content, and more. The key is that the content is engaging, informative, and visually appealing, while also being aligned with the values and messaging of the brand. Branded content allows brands to connect with their audiences on a deeper level, building trust and credibility by providing content that is relevant and valuable.

In this article, we will explore the power of branded content in the digital age. We will examine the ways in which branded content can be used to build relationships with audiences, increase brand awareness, and drive sales. We will also look at some real-life examples of companies that have successfully used branded content to connect with their audiences and achieve their marketing goals.

Whether you’re a marketer looking to improve your brand’s content strategy or a business owner seeking new ways to connect with your customers, this article will provide you with valuable insights into the power of branded content and how you can use it to achieve your goals. So, let’s dive in and explore the world of branded content in a digital age.

Why Branded Content is Crucial for Gen Z

Gen Z, born between 1997 and 2012, is the first generation to have grown up completely immersed in the digital world. They are digital natives who have never known a world without smartphones, social media, and instant access to information. As a result, Gen Z has a unique set of values, preferences, and behaviors that make them distinct from previous generations.

One of the most significant differences between Gen Z and other generations is their approach to advertising and marketing. Traditional advertising methods, such as TV commercials and print ads, are less effective with Gen Z than with older generations. Gen Z has grown up in a world where they are bombarded with advertising messages from every direction, and they have become skilled at tuning them out.

This is where branded content comes in. Branded content offers a way for brands to connect with Gen Z in a way that is more authentic and engaging than traditional advertising methods. Branded content is designed to provide value to the audience, rather than simply promoting a product or service. This can take the form of entertaining videos, informative blog posts, or visually stunning social media content.

Branded content is particularly effective with Gen Z because it aligns with their values of authenticity and transparency. Gen Z values honesty and authenticity from the brands they choose to engage with, and branded content can help brands to build trust and credibility with this audience. By creating content that is aligned with their brand values and that resonates with the interests and preferences of Gen Z, brands can connect with this audience on a deeper level and build a relationship that goes beyond a transactional one.

In addition to building trust and credibility, branded content can also help brands to stand out in a crowded marketplace. Gen Z has a strong sense of individuality and they are drawn to brands that are unique and different. Branded content can help brands to showcase their unique values, personality, and story in a way that sets them apart from the competition.

Overall, branded content is crucial for brands looking to connect with Gen Z. By understanding the unique characteristics and preferences of this audience and creating content that is authentic, engaging, and visually appealing, brands can build a relationship with Gen Z that goes beyond traditional advertising methods.

Examples of Successful Branded Content Campaigns Targeting Gen Z

One brand that has been successful in using branded content to connect with Gen Z is Nike. The sports apparel giant has launched several campaigns in recent years that focus on empowering and inspiring young people. One such campaign is “Dream Crazy,” which features NFL quarterback Colin Kaepernick and encourages viewers to pursue their dreams, no matter how big or unconventional they may seem. The campaign generated a lot of buzz on social media and received widespread praise for its positive message.

Another example of successful branded content for Gen Z is Sephora’s “Squad” campaign. The beauty retailer created a group of influencers who promote the brand’s products in a relatable and authentic way. The Squad includes women of different ages, sizes, and backgrounds, which helps Sephora appeal to a diverse audience. The influencers create content for Sephora’s social media channels, such as Instagram and YouTube, and engage with followers in a genuine and personal way.

Branded content campaigns targeted at Gen Z have proven to be highly effective in building brand awareness, increasing engagement, and driving sales. Here are some more examples of successful branded content campaigns targeting Gen Z:

1. Fenty Beauty by Rihanna – Fenty Beauty is a cosmetics brand created by musician and fashion icon Rihanna. The brand’s marketing strategy is centered around inclusivity and diversity, with a focus on empowering women of all skin tones. One of their most successful branded content campaigns was the launch of their foundation line, which featured 40 different shades to match a wide range of skin tones. The campaign featured a diverse group of models, influencers, and everyday people, sharing their stories and experiences with the brand on social media. The campaign went viral and helped to establish Fenty Beauty as a leader in the cosmetics industry.
2. Airbnb – The popular vacation rental platform, Airbnb, has launched several successful branded content campaigns targeting Gen Z. One of their most notable campaigns was “Live There,” which encouraged travelers to “live like a local” by staying in unique, local accommodations. The campaign featured videos and social media content that showcased the experiences of real Airbnb guests, highlighting the value of experiencing a city like a local. The campaign was highly effective in building brand awareness and driving bookings.
3. Adidas – Adidas has a long history of successful branded content campaigns, but their recent “Impossible is Nothing” campaign targeted at Gen Z was particularly effective. The campaign featured a series of short films that showcased the stories of young athletes overcoming challenges and achieving their dreams. The campaign was highly emotional and resonated with Gen Z’s desire to make a positive impact on the world. The campaign was highly successful in building brand awareness and driving sales.

These examples demonstrate the power of branded content when targeting Gen Z. By creating content that is engaging, emotionally resonant, and aligned with their values, brands can build long-lasting relationships with this key demographic.

MORE TO READ: Gen Z is Changing the Marketing Game: Here’s What You Need to Know

Characteristics of Effective Branded Content for Gen Z

To create effective branded content for Gen Z, it’s important to understand what they look for in the content they consume. Here are three characteristics of effective branded content for Gen Z:

1. Visual storytelling and authenticity: Gen Z prefers content that tells a story and is visually engaging. Brands should focus on creating content that is authentic and relatable, such as user-generated content or behind-the-scenes footage.
2. Social and environmental responsibility: Gen Z is more socially and environmentally conscious than previous generations. Brands that demonstrate a commitment to social and environmental responsibility are more likely to resonate with this audience.
3. Diverse representation and inclusivity: Gen Z values diversity and inclusivity and expects brands to do the same. Brands should ensure that their content represents a range of identities and backgrounds.

Effective branded content for Gen Z should be tailored to their unique characteristics and preferences. Here are some key characteristics that brands should keep in mind when creating branded content for Gen Z:

1. Authenticity – Gen Z is highly attuned to inauthentic or insincere marketing efforts. Branded content that feels too promotional or sales-focused will not resonate with this audience. Instead, brands should focus on creating content that feels authentic and genuine. This can be achieved by using real people, real stories, and a tone that feels natural and relatable.
2. Visual appeal – Gen Z is a highly visual generation, and they respond well to branded content that is visually appealing. Brands should focus on creating content that is visually engaging, including high-quality images and videos, and graphics that are easy to digest and share.
3. Relevance – Gen Z is a diverse group of individuals, and they expect brands to be aware of their unique needs and interests. Brands should focus on creating content that is relevant to their audience, including topics that are top of mind, trends that are gaining popularity, and issues that are important to this generation.
4. Interactive – Gen Z is a highly interactive generation, and they expect to be able to engage with brands in meaningful ways. Branded content that allows for interaction, such as polls, quizzes, and challenges, can be highly effective in building engagement and loyalty.
5. Values-driven – Gen Z is known for being socially conscious and values-driven. Brands that align with their values, including environmental sustainability, social justice, and diversity and inclusion, are more likely to resonate with this audience. Branded content that showcases a brand’s commitment to these values can be highly effective in building trust and loyalty.

By keeping these characteristics in mind, brands can create effective branded content campaigns that resonate with Gen Z and drive engagement, brand awareness, and sales.

More To Read: The Power of Branded Content in a Digital Age (Part 1)

Best Practices for Creating Branded Content for Gen Z

Creating effective branded content for Gen Z requires a thoughtful and strategic approach. Here are three best practices to keep in mind:

1. Collaboration with influencers and user-generated content: Partnering with influencers and encouraging user-generated content can help brands create authentic and relatable content that resonates with Gen Z.
2. Incorporation of humor and entertainment: Gen Z values humor and entertainment in the content they consume. Brands should focus on creating content that is entertaining and engaging, while still aligning with their brand values.
3. Consistency and authenticity: Consistency and authenticity are key to building trust and credibility with Gen Z. Brands should ensure that their messaging and values are consistent across all platforms and content types, and that their content is always authentic and transparent.

There are several best practices that brands should keep in mind to ensure that their content is effective and resonates with this audience.

1. Keep it short and sweet – Gen Z has a short attention span, and brands need to capture their attention quickly. Branded content should be short and to the point, focusing on the key message and value proposition.
2. Use storytelling – Gen Z responds well to storytelling, and brands should focus on creating branded content that tells a compelling story. This could include real stories from customers or employees or fictional stories that convey the brand’s values and mission.
3. Be mobile-friendly – Gen Z is a mobile-first generation, and brands need to ensure that their branded content is optimized for mobile devices. This means using mobile-friendly formats, such as vertical videos, and ensuring that content is easy to read and navigate on a small screen.
4. Leverage influencers – Gen Z trusts and values the opinions of influencers, and brands can leverage influencers to reach and engage with this audience. When working with influencers, brands should ensure that the influencer aligns with their brand values and mission.
5. Emphasize social proof – Gen Z is highly influenced by social proof, and brands should emphasize social proof in their branded content. This could include customer reviews, user-generated content, or endorsements from industry experts.
6. Experiment with new formats – Gen Z is always looking for new and innovative content formats, and brands should experiment with new formats to capture their attention. This could include interactive content, such as polls or quizzes, or immersive experiences, such as virtual reality.

By following these best practices, brands can create effective branded content campaigns that resonate with Gen Z and drive engagement, brand awareness, and sales.

Conclusion

In conclusion, branded content is a powerful marketing tool that can help brands connect with Gen Z and build lasting relationships with this influential audience. To be effective, branded content needs to be authentic, engaging, and relevant to the audience, and brands need to keep up with the latest trends and best practices to stay ahead of the competition.

By understanding the unique characteristics and preferences of Gen Z, brands can create effective branded content campaigns that capture their attention and drive engagement. Whether it’s through social media, influencer partnerships, or innovative new formats, there are many ways to create branded content that resonates with this audience.

In today’s digital age, it’s more important than ever for brands to invest in branded content as part of their marketing strategy. By doing so, they can build a loyal following of Gen Z customers who value authenticity, creativity, and social responsibility. So don’t miss out on this opportunity – start creating branded content that speaks to Gen Z today!