What is an ASMR eating video and why is it important to know about anyway? The YouTube trend of ASMR – which stands for autonomous sensory meridian response – features auditory stimuli that viewers watch to relax.
Weird? Maybe. Fascinating? Absolutely.
With views in the millions, this is one kind of content that engages Generation Z. Content type is key when considering how to capture the attention of this up-and-coming consumer set.
This was one of the many revelations shared at the September Social Media Breakfast Madison virtual event where Dana Arnold, Hiebing Vice President of PR, Social & Content/Partner and Managing Director, Hiebing Austin, presented research that delved into what marketers need to know about Gen Z. Specifically, the research conducted by Hiebing in December 2019 targeted Elder Z, born between 1998 and 2004.
Elder Z’s are starting to get major attention from brands — think about successful campaigns by Dove, the NBA, Nike Women and Old Spice — and Elder Z will soon be at the center of what more marketers are thinking about. About half in the 1,007-person survey were earners, and all grew up with a computer in their hand. In fact, 90 percent in the study said they wouldn’t leave their phone behind in a fire. This device has become their wallet, photo album and more.
Other key findings:
- Mental health issues pervade with more than half reporting that they struggle with anxiety and 70 percent saying they know people who do.
- More are homebodies, half saying it’s important to hang out with friends, choosing instead to socialize through their device.
- Social media is a huge part of their lives for entertainment, connecting and sharing. Elder Z’s spend 3 hours a day on social channels — more than even gaming — engaging in content on 3.9 platforms. Channels most used were YouTube, Instagram, Facebook and Snapchat with Twitter and Reddit appealing more to the male audience, and Tik Tok on the rise.
- They gravitate toward brands that are doing good, and more than that, those that demonstrate openness and honesty.
What does this mean for your brand? Consider these four research implications:
- Honest brands win. Show you have personality, interact with people and own up to mistakes. Purpose marketing has been successful.
- Dabble with content on unfamiliar platforms. With platforms like Tik Tok on the rise, even if you don’t have a full strategy, it’s worth safely diving in by leveraging user-generated content while you start planning your own.
- Shopping through social is everywhere and is quickly becoming the new check-out counter.
- Social = entertainment and video is fundamental. Develop video content that evokes emotion to gain eyeballs and loyalty.
This information gives insights to Elder Z and how to start thinking about them as marketers. In addition, Hiebing has two other reports on this group covering the financial and restaurant sectors. And, next, look for research on healthcare and wellness, travel and the impact of the COVID-19 pandemic on Elder Z. Find out more here https://www.hiebing.com/blogworthy/introducing-elder-z-insights-for-marketers/
If you missed the live event, you can watch it on our Facebook channel.
Social Media Breakfast Madison was pleased to welcome Corinne Burgermeister to its board this month. (Way to go Corinne!) Also we thanked Tanya Ciurro for her years of service to the board as she leaves us this month. Tanya has been a rockstar as board secretary and as lead on our sponsorships. We couldn’t have accomplished all we have without her help and say a big and heartfelt Thank You!
Spotlight on Madison Community Montessori School
Our Nonprofit Spotlight this month features Madison Community Montessori School (MCMS), serving children by fostering their pursuit of the natural joy of discovery since 1972. MCMS is an accredited Montessori school currently serving about 200 students and is the state’s only Montessori school that goes through 8th grade.
Mark your calendar for our October event
Plan to join us next month for our photography panel: Picture perfect panel: Photography + Social Media.
This panel will discuss how to take and use photos better and more efficiently — as well as when it’s time to use professional help. In addition, we’ll take a deep dive into the legal side of photo-sharing on social media and what you need to know to be covered.
Mark your calendar for October 21 where we’ll reconvene (virtually) on Facebook Live. Learn more or register here: /event/picture-perfect-panel-photography-social-media/