It’s no secret Gen Z looks to social media to participate in the latest cultural trends. Whether it’s the fashion statement of the moment like the grunge revival or viral dance crazes such as the #DropChallenge, the FOMO is real.
For advertisers, while there’s merit in riding the coattails of a megatrend, it can be a cluttered and competitive space. Cottagecore? Too late. This romantic approach to fashion and home styling blossomed across social media platforms during the pandemic—now it’s everywhere from Urban Outfitters to Amazon. TikTok’s Noodle the Pug? Taco Bell, the Seattle Seahawks and NBC’s The Voice have already beat you to it.
But don’t fret. Gen Z is made up of plenty of iconoclasts who lean into individuality and creative expression. They make up their own dance moves, pull together one-of-a-kind outfits and congregate in digital environments that wouldn’t be on their parents’ radar. In other words, they do their own thing not always because they want to be the next viral sensation but because it’s deeply authentic to who they are and how they express themselves.
Herein lies the competitive advantage. Few brands are looking beneath the surface of culture at the smaller trends gaining heat and traction. They underestimate the persuasive power of emerging content creators who have dedicated fan bases or Gen Z-specific platforms yet to demonstrate broad reach. But there is enormous opportunity in finding something small that could flourish in the mainstream or create a stronger resonance with a fiercely loyal community.
To find where and how your brand fits into Gen Z’s world, think big by starting small.
The subculture of percolating trends
It’s not just about waiting for that moment when an idea or social behavior crosses a threshold and spreads like wildfire. You can position your brand to play an authentic role in nudging its tilt. By exploring the subculture of percolating trends, you’ll find immense creativity and original expression all relatively untouched. If you’re a brand that shares similar values, there’s tremendous upside.
As part of that, supporting these emerging creators and influencers on their own platform signals that a brand is genuinely invested from the beginning and prioritizes relevance over scale. The next level is to bring the trends gaining velocity (and the creators behind them) into the fold on a much bigger platform: your brand’s campaign or owned platform.
We know it works. In a TikTok effort last year for one of our brands, we found that video view rates at the 25% and 50% quartiles were seven to eight times more effective for micro-influences when compared to an A-list celebrity.
Work with rising platforms and communities
Let’s all remember that TikTok is only five years old and now has 1.2 billion active users.
This is why newer media platforms are worth exploring. Discord, which has grown quickly to 350 million users, has been called Slack for Gen Z. There’s no advertising, but its users are organized by interests and communities.
Your brand could reach a passionate group likely to multiply if you can create value through the relevancy of your content and promotions. And in doing so, you could greatly complement your efforts in paid media elsewhere.
There’s also Dispo and Poparazzi, both photo-sharing apps that are meant to offer a respite from the filter frenzy of Instagram. Influencers are already on their doorsteps. For example, NBA No. 1 draft pick Cade Cunningham used Dispo during the 2021 NBA Draft.
Beyond digital communities, there are smaller ones in real life too. While the scale may not be there yet for many specific communities and rising platforms, there are a lot of opportunities for marketers to partner and engage with these spaces that have a passion and a purpose. Whatever your category, you can find the communities that align smartly with your brand portfolio.
Create an authentic value exchange
Fun fact: According to Adolescent Content, only 8% of Gen Z feel like brands understand them. Which tells me that brands may think they’re engaging and providing value to this demographic, but that’s not what’s happening.
Gen Z may want to be participate in what’s popular, but on their terms and when they truly feel like they’re getting something out of it. That’s why this fluid audience is gravitating toward apps like Yeay, which rewards them with cryptocurrency for sharing shoppable recommendations about their favorite products and experiences. It’s attracting micro-lifestyle and crypto influencers like Keemokazi and SwagBoyQ, who already have big followings on TikTok.
In fact, research from Essence shows that 77% of Gen Z are likely or highly likely to buy products through social media if they’ve participated in a chat or discussion with the brand or seller before purchase. Again, on their terms and with evident value.
Some things to consider
Look at Trends No. 20 through 200 in addition to the Top 10. There are advantages to diving into the depths of the subculture and tracking its velocity, allowing your brand to be an early adopter and strike first.
Develop a micro-influencer strategy. Done right, you’ll align with someone deeply authentic who has a loyal fan base. As they gain more popularity, the brand can go along with them. Or if they stay micro but are a perfect match for the brand, it’s still a strong partnership.
Be an early patron to Gen Z platforms; in doing so you can provide a true value exchange.
At the end of the day, your marketing strategy should have same the spirit of experimentation as this generation—zigging where others zag and finding authentic points of connection. You’ll find it’s these small risks that create big rewards with Gen Z.