Reels GenZ Sessions project arose from the need for corporations and the advertising market to get closer to new consumers
Meta and Trope have teamed up to launch Reels GenZ Sessions, which aims to promote co-creation in an end-to-end process of connecting brands with Gen Z culture.
The idea for the project arose from the need for corporations and the advertising market to get closer to new consumers.
According to Luiz Menezes, founder of Trope, Reels GenZ Sessions will help demystify the idea that GenZ just wants voice, in addition to showing that, when it comes to communication and marketing campaigns, it is not viable to generalize 51 million people into stereotypes. Another point he raised is the influence that this population has on the market.
“GenZ dictates what is trendy, what is cringe, what is cool, and this is directly linked to consumption habits. Around 76% of this audience believes that brands should be engaged on social media, in other words, it is the duty of companies to increasingly consider Generation Z, if they want to create a genuine connection with these consumers in the market”, stated Menezes.
With the project, Trope will be responsible for involving native Gen Z content creators in decision-making alongside Meta representatives, advertising brands and advertising agencies in a process that will be divided into stages such as insights, co-creation and production which will have as a final product the creation of a campaign with native Reels from the creators, posted as Partnership Ads.
“The idea of offering brands the possibility of thinking about content for social networks natively as a central part of their strategies is very powerful, especially when we think about this younger audience. Today, Reels are shared more than 3.5 billion times a day on Meta’s platforms and increasingly represent an authentic way for companies to not only work on brand awareness, but also achieve their business objectives”, explained Theo Rocha , Global Creative Scaling and Director of Creative Shop for Latin America, at Meta.
