Many brands focus on building relationships with their target audiences on their owned digital channels, like Instagram or TikTok. However, many brands have not considered an increasingly powerful strategy: off-channel community management. This approach drives engagement, creates a new pipeline for building awareness, and can put brands at the center of trending conversations.

In Part 1, we discussed the need for brands to evolve their targeting strategies online beyond demographics, given the shift in how consumers identify and connect online. Their preference for being described by their passions and interests, not solely demographic attributes like age, gender, and location, has changed where and what they’ll engage with online. 

The ever-evolving identities of consumers have shattered demographic norms, demanding a fresh approach from brands targeting them online. Gen Z and Millennials, the most diverse generations yet, defy traditional demographics in expressing their identities. As over 80% prefer being defined by personal attributes like passions, targeting strategies must shift beyond traditional demographics to focus on the online communities and subcultures formed around these interests.

Social media and their AI-powered algorithms are now the gatekeepers and the tastemakers of what products go viral. They’ve been able to anticipate consumers’ wants, even before they know it, through the content users watch and the topics they search to deliver personalized product recommendations. 

Social media platforms have perfected the art and science of serving Gen Z and Millennials the entertaining content they want to see. Thanks to AI, their recommendation engines are now zeroing in on driving sales. These AI fueled algorithms are getting increasingly better at anticipating consumers’ wants and serving up personalized product suggestions based on what users have searched and engaged with.

68% of Gen Z and Millennials say it's important to them that brands are seen as cool. A large majority of young consumers are more loyal to a brand if that brand is invested in the cultural moments that matter to them. With AI impacting how algorithms boost content, brands must start using trends and hashtags in their posts to guarantee their content appears on the radar of algorithms and audiences they want to target. 

Young online creators are king (and queen) makers of cool. From #RealOrCake to #MoistureSandwich, Gen Z and Millennial influencers are the new tastemakers, shaping culture with every like, share, and comment. Brands seeking to captivate these influential generations must tune in to the digital platforms they spent hours on, where these #trends are born, nurtured, and propelled into the limelight by algorithms hungry for the next big thing.

With young consumers having increased expectations of what they want from influencers and more scrutiny on the content they are willing to engage with, we're seeing content become more compelling by leaning into popular hashtags and viral trends and using first-person storytelling formats that draw the viewer in. Therefore, brands must shift what influencers they consider working with when it comes to branded content on social media and consider more than just follower count.

nternet virality was once guaranteed to a celebrity online if their social media accounts had high enough follower counts. A provocative photo or an unexpected reveal was enough to light the internet on fire. Remember Kim K’s Paper Magazine cover that broke the internet? The magazine’s Instagram post of the cover compiled 15 million page views on their website. Or Beyoncé’s floral pregnancy announcement that became the most-liked Instagram photo of all time in 8 hours?

Social media continues to be the place where Gen Z and young Millennials choose to spend most of their waking hours scrolling, liking, and sharing content from their friends, favorite influencers, and brands. The share of time on these platforms will only continue to increase in 2024. TikTok has vaulted to the top of social platforms that continuously go viral and provide entertaining content consumers love to discuss.

For Valentine’s Day 2024, Qulture concepted and produced the Marc Jacobs Fragrances Perfect Valentines digital letter writing experience. Guests can get the opportunity to create and design their own Valentine’s letter to their loved ones using the special Marc Jacobs Fragrances charms.

Visit https://www.marcjacobsfragrances.com/en-us/perfect-valentine to create your own Perfect Valentines. Web design provided by Cotton Design.

Social media continues to be the place where Gen Z and young Millennials choose to spend most of their waking hours scrolling, liking, and sharing content from their friends, favorite influencers, and brands. The share of time on these platforms will only continue to increase in 2024. TikTok has vaulted to the top of social platforms that continuously go viral and provide entertaining content consumers love to discuss.