Connecting with Gen Z and Alpha requires brands to adopt innovative and engaging communication strategies. These dynamic cohorts value authenticity, creativity, and social consciousness, making it imperative for brands to craft compelling narratives that resonate with their values and aspirations.
What I found most impactful for brands to effectively communicate with Gen Z and Alpha in 2024 is all about how you position your brand in their heads. They have no loyalty for brands – or let me describe it in a more polite way – their loyalty towards brands is very, very low.
Along the way, we should not forget the entry of intruders into the market who call themselves marketers … Hands up, if you have had a campaign or offer that has been copy-pasted (and they stick with copy-paste and innovate; and I couldn’t tell where the innovation is!)
Communicate fast and where Gen Z and Gen Alpha are at
Sorry, let’s get to the point. Brands should become faster at communicating with them and convince them that they are the only brand that can help them and make them feel like winners.
What is interesting is that the old ads used to stay in their heads for many weeks. Now it’s all about being everywhere quickly and making Gen Z and Gen Alpha buy more quickly. I think FOMO is a good way to do that. I have seen many brands sticking to old-school methods of communications with these generations, but I think, after trying it many times, they realised that it didn’t work!
This is why we need to deliver the message faster and everywhere. By saying everywhere, I mean everywhere they are, on the social media platforms they use, in the areas they visit, etc.
Effectiveness of influencers and gamers
In the new way of communicating with them in their areas, I found that influencers are doing a good job if your ad provides an enjoyable experience.
By this, I mean gathering a wide range of influencers that your target audience truly follows and trusts, having them for four days in a row; each day with different influencers, who can transform the message into something that your audience desires.
The place where you gather the influencers should be practical, showcasing the brand and product in a creative, charming way. This strategy helps to avoid being caught by copy-pasters and innovators.
Also, sponsorship, or what I call ‘The Second World’, involves the gamers’ teams. I would like to credit Burgerizzers, Kodo, and the innovator Wister who ventured into a new market by activating partnerships with Hello Kitty and Attack on Titan.
They introduced new products with influencers and used a very common word as a tagline for the campaign, along with the influencer’s face on it. They seized the opportunity and took the lead in communicating with Gen Z and Gen Alpha, leading to significant sales despite resistance due to the new era.
Beyond this, how can we remain creatively approach these generations without missing out on opportunities?
Keys to communicating with Gen Z and Gen Alpha
Authenticity
Authenticity remains a cornerstone of effective communication. Brands should strive to be genuine and transparent in their interactions with Gen Z and Gen Alpha, focusing on real stories and experiences that align with their values. By showcasing the human side of their brand and engaging in meaningful messages, companies can build trust and loyalty among these discerning audiences.
Fostering user-generated content (UGC)
Generation Z and Gen Alpha value peer-to-peer recommendations and authentic user-generated content. Brands can empower their audience to co-create content, share their stories, and engage in meaningful conversations. By leveraging user-generated content through social media campaigns, contests, and collaborations, brands can amplify their reach, drive engagement, and build a sense of community among their target audience.
Interactive experiences
Gen Z and Gen Alpha are digital natives who thrive on interactive and immersive experiences. Brands can captivate these tech-savvy audiences by incorporating interactive elements such as augmented reality (AR), virtual reality (VR), gamification, and live streaming into their communication strategies. By creating engaging and participatory experiences, brands can forge deeper connections with these generations and stand out in a crowded digital landscape.
Personalising Communication
Personalisation is key to capturing the attention of Gen Z and Alpha, who expect tailored and relevant content that speaks to their individual preferences and interests. Brands can leverage data-driven insights to deliver personalised communication across various touchpoints, including social media, email marketing, and website experiences. By understanding the unique needs and preferences of each consumer, brands can create meaningful connections and drive loyalty among these generations.
Conclusion
In 2024, brands must adapt to Gen Z and Alpha by prioritising authenticity, interactivity with the right influencers and channels while focus on user-generated content, and personalisation. By creatively engaging with these cohorts, brands can foster lasting relationships and stay ahead in the digital landscape.
By Saleh Aleidan, Founder of Saudi SaaS platform WinnerAd
