MARKETING

Pinterest shares new insights into how brands can improve the appeal among Generation Z consumers


Pinterest has shared a new report on the Generation Z shopping habits survey, which explores how brands can maximize the attractiveness of their products and how Pinterest can help improve the relationship with younger consumers.

The report looks at what Generation Z ‘Zoomers’ are looking for on their shopping journey and which elements are more likely to lead to a better response.

As Pinterest explains:

Zoomers (consumers born between 1997 and 2012) have seen it all – they are the first true digital natives – the first generation who can’t remember what life was like before the internet. This makes them less attached to certain brands than previous generations – and they are far more eager to find new great things that will set them apart.

Indeed, Pinterest is noticing this Zoomers are 20% more likely than other generations to try a new product, while their internal data shows that Gen Zers also bought 80% more new products in the last 12 months compared to other generations.

This means that there is a new opportunity for brands to access existing markets and challenge the status quo if they manage to correct their messages.

And the benefits can be significant:

“Brands associated with the Zer generation may see a 14-fold increase in revenue growth on average with this generation over time compared to other generations.

In order to connect with this cohort of emerging consumers, Pinterest advises that brands should pay attention to:

  • Use video – Pinterest says that video ads are more likely to attract the attention of Generation Z than other types of marketing. “As the first true digital natives, Generation Z is more likely to say that they are attracted to video ads when they buy new products than other generations.”
  • Highlight brand values – Pinterest says that Generation Z consumers want to know that the brands they buy from understand their values ​​and preferences. To do this, retailers need to gain an in-depth understanding of how each platform works and what is important to younger audiences, while brands can also show their support for charitable goals and movements through their announcements and announcements.
  • Help them stand out – Pinterest says that Generation Z is looking for products that will help them express their unique identity. “Having grown up in the most socially open era so far, Generation Za enjoys standing out – and using the products they buy to express who they are.” By showing them how your products can help them leave their mark, it could help align your brand with younger consumers.

Here are some valuable tips – you’ve probably heard most of them before (video, highlighting social causes). But still, it is worth mentioning these key elements in increasing your attractiveness to young consumers.

It’s also interesting to note the desire for products that help Generation Z users stand out. These days, among the busy social networks, and with the global connection with subcultures and trends, it is harder for young people to show their individuality, and that can be a selling point for real brands, especially in fashion and related fields.

Pinterest further notes that Pinners, in particular, are early users, with about 15% more likely that users will buy a new product within a week of launch, while Pinterest also says that 50% of Gen Z is active on the platform, providing a direct link to this audience.

It is worth noting these points in your approach and perhaps experimenting with some of these elements in your 2022 marketing plan.

You can read the full Pinterest Gen Z marketing report here.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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