According to Pira specialists, investing in connecting with the public is the way for brands to optimize their communication actions.
In this moment of transition to the next year, brands are preparing to meet the consumption demands that should gain prominence in 2023. With that in mind, Pira prepared a report with the consumption trends that should take care of the Z generation in 2023.
According to the company’s specialists, investing in connecting with the public is the way for brands to optimize communication actions through digital platforms such as TikTok, Youtube and Instagram.
“Consuming video content is a characteristic of Brazilians that has been observed for a long time. However, we have seen a great acceptance of content made available in short videos, such as those used in reels on Instagram, Shorts on YouTube and on TikTok. This format stands out for its contain less interruptions and more entertainment, said Kim Nery, COO and creative director of Pira, based on data released by Kantar Ibope Media that showed that 80% of Brazilians watch videos online for free and, of this slice, 72% do so through of social networks.
As for the CEO and Executive Director of Pira, Filipe Ratz, brands need to take their products and services to where their target public is concentrated, adapting not only to the demands, but also to the requirements presented by their consumers.
Here we talk about generating connection. When a certain brand invests in adapting its language and posture and takes its product or service to the platforms where the public is, the chances of success and conversion are, in most cases, immense, added the executive.
See which trends Pira experts highlighted for 2023:
Live Stream 4.0
In order to complement certain audiovisual content, Live Stream 4.0 stands out as a strong trend for next year. For the company’s specialists, formats like this tend to amplify the user’s experience, as it gives the sensation of watching the content side by side with several people, enabling interactions and viewer engagement.
Text to image AI
This is artificial intelligence technology in which it is allowed to create images with only textual descriptions. According to Nery, the biggest players in the world have already used technology, such as Canva and the Lensa application, which has generated repercussions, transforming users’ photos into avatars.
ESG
For some time now, themes related to the environment, social issues and governance have guided the positioning of companies around the world. Positioning yourself in a favorable and coherent way tends to bring even more value to the brand in the long term. Next year, Pira specialists expect ESG to remain actively on the agenda of companies of the most varied sizes and segments.
To stay relevant, companies need to move away from old, customer-focused models and adopt a life-centric view that sees people more holistically, Kim said.
Black and urban music and regionalization
This year, black artists gained more space on music platforms and streamings, with genres such as rap, trap, hip-hop and urban black music. In addition, during the pandemic, there was an explosion of female strength in music, as well as greater visibility for Northeastern music.
The platforms began to give more prominence to artists who, until then, had no space in the mainstream, allowing a greater reach of the audience. We perceive a movement, in which music platform algorithms have enabled the rise of musical genres, previously marginalized, to an increasing number of listeners, highlighted Filipe Ratz.
eSports
The 9th edition of the Game Brasil Survey (PGB), released earlier this year, found that around 75% of Brazilians recognize themselves as gamers. This is a very significant public with great power of influence in the current market.
Recently, major players in the traditional market have adopted the trend, as was the case with banks such as Ita and Banco do Brasil, as well as large companies in segments such as telephony, the automobile industry and retail, in the case of Riachuelo.
The IEM Major Rio championship, of the Counter Strike game, held in Rio de Janeiro attracted a worldwide audience, pointing out that games are increasingly inserted in everyday life, with emphasis on mobile games, an even more democratic trend, since it opens up space for those who do not have the resources to invest in equipment such as the PC gamer. In addition, we also have the CCXP, which this year, in a single day, brought together more than 70 thousand people, making it the biggest celebration of pop and geek culture in the world, explained Kim Nery.
Technology
For specialists, adhering to technology concepts, data analysis, artificial intelligence and machine learning has been fundamental for companies to evolve and create new business models.
According to them, this is a trend that should attract more and more consumers, given the possibility of establishing a greater connection and optimizing the user experience. As an example, specialists highlight Nubank, which, even though it is not a bank but a fintech, managed to establish itself strongly as a financial player among the big traditional ones, having technology and the experience provided to its customers as its distinguishing feature.
When we analyze history, since the world has been around, it is young people who build trends and popularize them among other generations, as was the case with the Woodstock festival, which moved rock music worldwide, with an audience of approximately 25 years old. Today, these same people are around 70 years old and resist the changes of generations similar to yours. Now it is no different and it is up to the brands to closely follow the news and take advantage of them to optimize their products and services, concluded Ratz.