30 second summary:
- Gen Z relies on social media and digital worlds to interact with their friends during COVID-19.
- It is important to select influencers who are a good fit for your audience and a good fit with the brand to be successful in this community.
- TikTok is very popular with Gen Z and is an essential social media medium for brands to reach out to them.
- In addition to TikTok, you should also consider the old reliable influencer hubs like Facebook / Instagram, Snapchat, and Google.
- Using a growth philosophy with a data-driven approach is the best way to optimize a successful influencer campaign.
With little connection to the real world during COVID-19, Gen Z relies on social media and digital worlds to interact with their friends. With the increased use of mobile devices, influencer marketing and social media have become one of the most important places in marketing for them [Gen Z].
The world is shifting to mobile for streaming, shopping, business and education. It’s no surprise that the gaming industry is also taking a turn.
Gen Z is known for what’s hot and what’s not. They keep up with these trends set by celebrities and social media influencers. They listen to what their favorite influencers have to say on social issues, fashion, and products.
Influencers spend time cultivating that virtual relationship with their audience, gaining their trust, and making them feel like friends in real life. This is why the use of influencers in campaigns against Gen Z is so important.
When setting up influencer campaigns, it is important to note that the influencer is a good fit for the audience and the brand in order to be successful in this community. They have influencers for different niche genres like indie games, Korean beauty, and online metaverses.
The influencer should have enough creativity to take the campaign into their own hands. However, make sure to include a basic guideline like personal links and branding guidelines.
The keys to a successful campaign are: credibility, authenticity and storytelling! You want the influencer to embody your brand and message – you [the marketer] I know there is a problem and they do [the influencer] is the person who shows Gen Z the solution!
Like IMVU, many companies use the growth philosophy when running their campaigns. The process of testing and iterating the results with influencers using scalable strategies and data-driven decisions can help build campaigns to the full.
With all data related to a campaign, it is important to include a methodology for measuring organic lift. Using tracking URLs and comparing cohort segments before and after the campaign are strategies you can use to ultimately measure success.
Here are the top social media influencer channels that you can use for your campaigns:
Everyone, even outside of Gen Z, knows the viral app “TikTok”. It’s very popular with Gen Z and it’s a vital social media medium for brands to reach out to them. The key to TikTok is simple conversation that is presented well-formatted. A video can be used over and over again without the audience getting tired of it.
For example, trends on TikTok that involve a fun audio sound or #challenge can gain momentum with Gen Z audiences because they can pick up a trend and create their own video about it. Because of this, you can watch thousands of videos under one sound or one hashtag. It’s easy, repetitive, and Gen Z loves it.
IMVU uses TikTok as a pioneer in accessing Gen Z – a key learning point for us was that only content was available before we started serving ads. It’s important to have some sort of landing page that people can access when they see your ads to show them not only your brand’s creativity, but also how the brand is relevant to them.
Tiktok is the place to go to show Gen Z your understanding of trends and the theory of relativity. A good example of this is working with influencers who are a good fit for your brand. Let them use creative, authentic, user-generated content to power your product and service.
Then increase the potential reach of this content by using the paid user acquisition to amplify this content across all different social networks and maximize success so that more people can see the content beyond the fans who follow the influencers.
In addition to TikTok, you should also consider the old reliable influencer hubs like Facebook / Instagram, Snapchat, and Google.
The key takeaways from using these other influencer platforms is that pictures are worth a thousand words. Cliché but true. Using images instead of words to lure users into your app is a better strategy for reaching Gen Z.
It is important to note that all of these platforms have different image specifications with different “live areas” or typically areas that people’s eyes are focused on. Another key to success is freshening up your creativity AND using a data-driven approach. Nobody likes seeing ad / creative repeats.
It is recommended to update your ads every 5-6 weeks, but also to use the data that comes with the completion of an ad round! Use the information provided for the type of ads: which topics are winners and which topics did not perform well, which images work well, etc.
Using a data-driven approach is important to find your ads with the best performing, so your campaigns can keep improving.
Reaching Gen Z has gotten easier and more difficult at the same time with the rise of COVID and mobile. Influencers are high impact and are the trendsetters of Gen Z. A strategic application can be helpful in user acquisition, but there are still important factors like overall fit that can affect your campaign. Tiktok is a good place to start working with influencers for Gen Z.
The other old reliable platforms are still great to use, but the key is finding the right influencers to represent your brand. Using a growth philosophy with a data-driven approach is the best way to optimize a successful influencer campaign.
Lomit Patel is Vice President of Growth at IMVU. Prior to IMVU, Lomit managed growth in early-stage startups including Roku (IPO), TrustedID (acquired by Equifax), Texture (acquired by Apple), and EarthLink. Lomit is a public speaker, writer, consultant, and recognized by Liftoff as a Mobile Hero. Lomit’s new book Lean AI, which is part of Eric Ries’ bestselling series “The Lean Startup”, is now available on Amazon.