Desire for more unique brand identities

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Even though brands are no longer expected to comment grenada business email list on most social and political issues, there’s a growing pressure to find influencers that do. Clearly understanding your Gen Z audience’s values is imperative for meeting their expectations and protecting your reputation.

Nearly 90% of Gen Z say a brand’s social media presence has a larger impact on whether or not they trust the brand compared to 2023, per the Q1 2024 Pulse Survey. To establish trust with Gen Z consumers, brands need to consistently convey their identity.

Hustling to keep up with trends or just posting libraries of user-generated content won’t cut it. All social media users are most likely to unfollow a brand when their content has become repetitive or unoriginal, according to the Q2 2024 Sprout Pulse Survey, . The best way to keep your audience coming back for more is by making ownable content.

Lewis explains, “Where brands go wrong is losing sight of their own POV. An amalgamation of random user-generated content is simply not going to resonate; the brand’s voice still needs to come through. Similarly, there’s a misconception that engaging with online trends and memes is a silver bullet for brands when it comes to winning over Gen Z. It’s not! Chasing culture rarely works. It’s better for brands to focus on creating culture.”

Lukewarm feelings toward AI-generated social content
Across the board, consumers of all ages are closely split on whether or not AI-generated content makes them more or less likely to be interested in a brand, according to the Q1 2024 Pulse Survey. The subsequent Q2 survey found that 83% of consumers think AI will make feeds even more saturated than they already are, while another 80% believe AI-generated content will add to misinformation on social.

Despite overwhelming concern, Gen Z still exhibits a slight enthusiasm for AI-generated content, such as AI influencers. The 2024 Influencer Marketing Report found that while only 37% of consumers say they’re more likely to be interested in a brand who uses an AI influencer, this rises to 46% among Gen Z.