Young consumers are increasingly seeking more meaningful interactions with brands. Instead of focusing on influencers, marketers should be investing in growing their own online communities.
Many Gen Zers are looking to the comment sections and forums for insights—as well as their peers—before making purchasing decisions.
“What I have learned during my time building online communities is that to successfully communicate with Gen Z, your brand must learn to live in its online communities,” writes article author Robbie Murch, founder of Bump, a London-based marketing firm. “Not only are barriers to entry low, but there is evidence to suggest ‘that Gen Z feel more confident online when using community focused social apps like Discord or Twitch over feed apps like Twitter, Instagram or Facebook.’”