The pandemic has caused a rise in the usage of digital platforms. While the rise has created a myriad of opportunities for brands and content publishers alike, it has also caused heightened consumer expectations.
This report will inform you on the various aspects that have changed post-pandemic, and guide you towards formulating successful strategies for your target audience while keeping in mind behavioural patterns.
SGAG has worked in collaboration with TrendWatching for the purpose of this report, where we uncover new preferences, behaviours and upcoming trends that are influencing both Millennials and GenZs today.
Highlights of the report include the importance of creating virtual experiences, the growth of live selling and shoppertainment, the impact of humourous and relatable content, and how to make sponsored campaigns work amongst Millennials and GenZs.
SOCIAL MEDIA, THROUGH A PANDEMIC
77% of Millennials and GenZs spend more time on social media now, as compared to before the pandemic. The rise in digital penetration amongst consumers made marketers either shift efforts online, or strengthen their online presence. The digital world has transformed, and that transformation is here to stay.
New platform uptake, post-pandemic
Increased usage for existing platforms, post-pandemic
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Those that ENJOY watching live streams are
more likely to PURCHASE from live selling formats
THE VIRTUAL EXPERIENCE ECONOMY
The demand for virtual experiences has since exponentially increased with consumers wanting brands to be actively involved in the digital space. We see more live streams, virtual stores, virtual concerts, e-sports, online meetings and many other virtual experiences.
In fact, with the vast digital experiences that the internet has to offer, it is crucial for brands to tap on the economy with considerations of the demographics of their consumers. Live streams, for instance, could be ideal for both Millennials and GenZs, but the platforms used could reach out to different target audience - Facebook Live Selling might appeal more to the Millennials who are relatively more frequent users of the platform, whereas TikTok could appeal more to GenZs.
BREAKING THE AD-BLOCKER MINDSET
Has the ad-blocker mindset amongst consumers created a predisposition in their minds against sponsored content on social media? How can you as a brand, work together with content marketers to help your campaign surpass these preconceived notions?
We have the opportunity to influence consumers’ predisposition of sponsored posts online. We can work towards doing so by incorporating relatable elements, like depicting a slice of life - things that happen to us on a daily basis, showing consumers what they need or by including trends in content.
Relatability makes consumers more likely to respond favourably to sponsored content.
Sponsored content that incorporates RELATABILITY results in..
more link clicks and a POSITIVE ATTITUDE towards sponsored posts
For more insights on the evolving digital landscape, with insights into how you can adapt your digital strategies to cater to current consumer needs, and an exclusive cheat sheet that will tell you how to market to Millennials and GenZs, sign up to read the full report.