At an event held last Thursday (15), the consultancy also highlighted the importance of creating products that adhere to genZ
Creators Talks, organized by Creators LLC, brought together content creators, brands and industry professionals to talk about the Creator Economy last Thursday (15). One of the highlights of the event addressed how Generation Z, in particular, is shaping the future of society, including companies’ businesses, through characteristics, values and behaviors that are different from what brands were used to.
According to a survey by the United Nations, 30% of the world’s population belongs to Generation Z and, in Brazil, around 51 million people are GenZ, representing an important portion of society that can impact business.
Generation Z is changing the way brands communicate with consumers, especially through content creators. Luiz Menezes, founder and CEO of Trope, refers to influencer Noah Miller’s talk in Cannes about the importance of brands co-creating with GenZ professionals. “It’s important for us to sit down and discuss, debate briefings and how creators can be a great way to solve business problems,” says Menezes at Creators Talks.
Case Bubbaloo
The partnership between Trope and Bubbaloo began in 2021 when the brand returned its communication to its Instagram profile. “They had not communicated for a while and when they returned, they wanted to reach a new generation. Millennials already knew the brand, but GenZ did not. And the medium they used to do this? Creators,” explains Luiz. Trope carried out a consulting project for the brand with the aim of creating a conversation with Generation Z using assertive strategies.
Generation Z and product creation
Before creating campaigns, brands need to think about their strategy, including involving people from Generation Z, who can offer ideas on how to improve products. “Creators can provide insights that go beyond marketing and reach the product and ways to improve it or even sell it on specific channels,” says Menezes. Generation Z is increasingly looking for authentic brands that include people from this generation in the conversation. “There’s no point in having a ton of money and having a product that people don’t want to buy,” he adds. According to Trope, brands need to adjust their products according to their target audience and then design the strategy and campaign.
New platform functionality
During the event, Creators LLC presented the new Creators Search feature, which consists of a proprietary search tool that, in addition to metrics, analyzes ethnicity, gender, audience, interests, niches and regionality. The company revealed that it can reach almost 135 million creators on TikTok, 128 million on Instagram and 11 million on YouTube with the new feature. “We want everyone to be able to try the tool, because the idea is to make it an accessible feature,” says Rodrigo Allgayer, founder of Creators.
(Credit: Photo by Felipe Furtado on Unsplash)
