No (Brand) Is An Island

The pandemic changed how people view and use social media (we’ll spare you from calling it “unprecedented times”). As the options for physical interaction started to dwindle, the world turned to digital channels. And though some quarantine trends have come and gone, we think these social media practices are here to stay.

• Fun: That’s right, folks. Fun is trending! People relied on social media as an escape when the pandemic began, often looking for fun, lighthearted content to cheer them up. With people stuck at home and left to their own (digital) devices, creative user-generated content became a popular pastime. As a result, social content became more genuine and approachable.
  
  
• Friends: Quarantine left many of us without a concrete sense of community. Social platforms created new ways to fill that void in the digital realm, such as through group features or audio chat rooms. New platforms have emerged for brands and businesses to form communities, too, like Mighty Networks and Circle. 

Marketers, consider how uplifting content and social communities can help you to reach your audience. User-generated content provides another opportunity for brand interaction and helps establish an authentic and approachable brand identity. Your content should help people feel more connected to your brand — and to each other.

TL;DR: The pandemic brought many changes to the social media landscape. Certain trends are here to stay, like lighthearted content and digital communities, so keep them in mind in your content strategy.

Gen Z is Watching 👀

The group of tweens through young adults born between 1997 and 2012 continue to set the bar high by supporting brands that reflect (and follow through on) their values and promises. A recent report featured in Social Media Today spotlights these high expectations young audiences have for brands and the strategies you can use to reach this critical segment. Better engage this up and coming generation with a few of these top tips:

• Purpose: Zoomers aren’t afraid to stop supporting your brand if they don’t feel a connection to its values or if you fail to deliver on brand promises. They also aren’t opposed to sharing negative brand experiences on social media, so be extra mindful of staying true to your purpose.
  
  
• Safety: Gen Z audiences take the pandemic seriously and are three times more likely than Baby Boomers to start supporting a brand that has COVID safety measures in place. (Case in point: The Joe Rogan-Spotify saga has brands dropping their advertising spots to preserve their image with younger audiences over COVID-related issues.)
  
  
• Social Responsibility: Gen Z is acutely aware of how brands address social and environmental issues. It's important to stay on top of breaking news or cultural movements — but only join the discussion if it's relevant to and reflective of your brand.

TL;DR: Gen Z is supporting brands that prioritize values, safety, and social justice. Build upon these areas of your brand identity to better connect with a younger audience.

ICYMI