As the needs and desires of consumers shift with time, advertisers must stay ahead of the curve with brand communications to keep the attention of younger generations. Stephan Lachmann, Director of Social Media & Content at Havas Germany, fills us in on how the agency creates insightful content through utilizing user-generated content, authentic communication, active community management, and scrutiny when choosing influencers and collaborations.
In what ways are you leveraging new platforms and technologies to engage and resonate with the digital-native nature of Generation Z and younger consumers? Further, what channels and formats are you prioritizing and how are you adapting your content for these platforms?
Instagram and TikTok are, of course, priority platforms in communicating with the younger generations. However, we do not selectively choose channels; instead, we examine where exactly the community is active that is relevant to our brands. We fully leverage the social ecosystem, generating a unique social journey perfectly tailored to the brand. Because it's no longer sufficient to just communicate content for pure consumption. Social is always on and increasingly always in. This means we need to create active communication opportunities and communicate authentically on the specific platform with the audience through on-point community management – and thereby gain relevant insights that we, from within the community, can use in social communication and strategy.
Finding new ways to connect with Gen Z and Alpha involves a blend of new organic and ad formats that mirror the evolving user journeys, behaviors, and newly launched platforms introduced by existing social media platforms. These developments often arise from the emerging needs of the new target groups. Of course, we take all of this into consideration when engaging in content creation, planning, and selecting new creator collaborations.
How are you tailoring your messaging to align with the values and interests of modern consumers, and how does this differ from your approach with previous generations?
We observe a trend where ads are becoming more indirect, focusing on socially valuable topics or emerging from authentic target group needs, often presented by influencers. Gen Z and younger individuals are placing greater emphasis on the product and brand value, considering how the latest gadget can enhance their existing life circumstances. For instance, a new hair dryer that saves time in the morning due to innovative technological features, a brand that donates a percentage of the sales price to a social cause, or a product design that can be personalized to match one's preferences. Also, attention spans have shortened considerably, leading to content featuring stronger visual statements coupled with concise and reduced texts. Compared to older generations, there is a significantly lower acceptance of classic advertising.
What role does culture, sustainability and social responsibility play in your communication’s strategy for engaging with younger demographics?
Younger demographics are increasingly concerned about environmental protection and, even more so, avoiding harm to it. Additionally, cultural aspects in language and images play a vital role. Ignoring, mislabeling, or misusing them can inevitably lead to a backlash that has the potential to tarnish an entire brand image. This triad of terms (ignore, mislabel, misuse) can be likened to a "holy trio" that brands must consider and scrutinize in all their activities, including social media content, the selection of influencers, the production channels of products, as well as their packaging and content.
In what ways do you utilize user-generated content and interactive experiences to connect brands with younger consumers on a more personal level?
Active, personal community management is essential when engaging with Gen Z and we always aim to encourage users to share their opinions or experiences with the brand. Because user-generated content (UGC) can serve as a door opener to go viral as a brand, especially when combined with a motivating or fun challenge. Also, reposting stories from users and the community makes the brand more authentic and credible. That’s why active responses from the brand in the form of likes, comments, or shares are crucial to building a personal bond. Or even the involvement “off-profile”, by not only conducting community management on own channels but also by engaging in discussions relevant to the brand on other profiles' posts.
Can you share any examples of successful campaigns or collaborations with young influencers, organizations, or platforms that have helped shape your client's communication approach for Generation Z and beyond?
For example, in our work for our client Roborock, we concentrate on campaigns for various occasions (like Black Friday, Singles Day, Lifestyle campaigns, interior, and business collaborations, etc.) with a strong emphasis on finding authentic creators that align with the brand, its core topics, and products.