品牌如何吸引Z世代青少年?


2. Credibility comes from neutral sources
他們相信來自中立(多元)管道的消息

品牌如何吸引Z世代青少年?
Solution: Get to know the constellation around the supernova.
Inc. reports that “Gen Z doesn't want to be told what's cool; they want to discover what's cool. One way they do this is by following the stylists, trainers, writers and producers who are close to celebrities for a more intimate look behind the scenes.” Sure, they want to know what the big name is up to, but they're equally intrigued by the supporting cast. “There is greater cachet in knowing who they are specifically because they're not in the limelight.”
解決之道:不要只認識主角,還要注意配角
Z世代不想被告知何者為酷;他們想自己去發現什麼是酷。他們會留意名人身旁的美髮師、教練、作家與製作人,想要知道更多幕後消息。當然,他們也想知道名人在忙什麼,但同時也對配角感興趣,因為認得不在聚光燈下的人,感覺自己更厲害。

3. FOBO is replacing FOMO (註1)
「怕斷線」取代「怕錯過」

品牌如何吸引Z世代青少年?
Solution: Enhance the experience.
Millennials worry about 2) missing out on fun stuff their friends are doing, while Generation Z is fearful of being offline, period. Teens spend plenty of time on social platforms to connect with friends, influencers, news and yes, brands. With a view to striking a chord with teens, marketers had better understand the nuances of each channel and deliver the emotional payoff Gen Z craves. For instance, brands can win teens over by getting involved in cultural moments on their messaging apps, such as Snapchat.
解決之道:提高體驗
千禧世代擔心錯過同儕趣事,而Z世代卻擔心網路斷線。青少年花大量時間在社交平台上,以連結朋友、影響者、新聞,以及沒錯!品牌。行銷者如要引起青少年共鳴,最好熟諳所有媒體管道的細微差異,並滿足Z世代所期盼的感情回饋。例如藉由參與通訊app(像是Snapchat)的文化時刻,品牌或許能贏得青少年的好感。

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