From the bustling aisles of your
favorite restaurant, deli, or convenience store to the dynamic feeds of social
media platforms, one thing is clear: capturing the attention of Gen Z and
Millennials is crucial for any brand's success. Steven Johnson the Grocerant
Guru® at Tacoma, WA based Foodservice Solutions®, has said confidently,
understanding and leveraging creator-generated content is a game-changer. Let's
dive into the fresh facts and insights from a recent consumer sentiment survey
commissioned by NCSolutions (NCS) to
explore why this timely content matters more than ever.
The Influence
of Creator-Generated Content
Creator-generated content, often
referred to as influencer content, has become a driving force in consumer
purchasing decisions. According to the NCS
survey, nearly half of Americans (48%) have purchased a product they saw
featured in creator-generated content on an entertainment app or social media
platform. This impact is even more pronounced among younger generations:
two-thirds (66%) of Generation Z and more than half (55%) of Millennials have
made purchases based on influencer content.
Engagement and
Emotional Connection
The survey reveals that Americans
feel a range of emotions when they encounter influencer-generated advertising.
Nearly half (47%) feel entertained, and 43% are prompted to research the
product. Additionally, 24% are likely to share the endorsed product with
friends and family, and 23% feel inspired. These responses highlight the power
of emotional engagement in driving consumer action.
For brands, this means that
incorporating influencer-generated content into marketing strategies can
enhance both reach and resonance. Deirdre McFarland, chief marketing and
communications officer of NCSolutions,
emphasizes this point: "Given the growth of creator-generated content and
the quality and size of the audience that these social/entertainment platforms
attract, brands have an opportunity to complement their branded marketing
campaigns with these influencer-created ads."
Generation Z:
Leading the Charge
Generation Z, those born between
1997 and 2012, demonstrates a particularly strong affinity for
creator-generated content. The survey found that 37% of Gen Zers appreciate
creators sharing personal aspects of their lives, compared to 23% of all other
generations. Furthermore, 27% of Gen Zers feel strongly connected to
influencers, and 27% believe influencers endorse only top-quality products.
This trust and connection make Gen Z a prime target for brands looking to build
lasting relationships.
More than one in five Gen Zers
trust influencers and their recommendations (21%), and 16% feel represented by
creators. These figures are significantly higher than those of older
generations, underscoring the unique bond between Gen Z and influencers. For
brands, tapping into this connection can lead to increased loyalty and sales.
Key Elements
of Effective Content
Understanding what makes
creator-generated content effective is essential for brands aiming to engage
younger audiences. Humor tops the list, with 50% of Americans citing it as the
most appealing attribute of influencer ads. "How-to" videos (40%),
music (37%), authenticity (34%), storytelling (33%), and product suggestions
(27%) also resonate strongly with viewers.
As McFarland notes, "Knowing
the elements that consumers like the most and drive purchase behaviors is vital
intel for brands." By incorporating these elements into their influencer
partnerships, brands can enhance their creative impact and drive incremental
sales.
Economic
Impact
The influence of
creator-generated content extends across income levels. The NCS survey found
that 52% of consumers earning $100,000 annually made a purchase based on
influencer content, while 46% of those earning $50,000 to $99,000 and 41% of
those with incomes less than $50,000 did the same. This widespread impact
highlights the broad appeal of influencer marketing.
Strategic
Implications for Brands
To stay relevant and drive
growth, brands must recognize the value of timely, creator-generated content.
By aligning with the right influencers and incorporating key content elements,
brands can create memorable and impactful campaigns. As McFarland concludes,
"Pairing your brand with the right creator not only raises the power of
creative but also enhances brand connections, allowing advertisers to make
lasting impressions with consumers."
Think About This, Gen Z and
Millennials are more than just demographics; they are dynamic, influential
consumers who respond to authentic, engaging content. Brands that embrace this
shift and invest in creator-generated content will not only capture the hearts
and wallets of these generations but also pave the way for sustained growth and
success in the ever-evolving marketplace.
Don’t over reach. Are
you ready for some fresh ideations? Do your food marketing ideations look more
like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while
creating a platform for consumer convenient meal participation, differentiation
and individualization? Email us
at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the
following links: Facebook, LinkedIn, or Twitter
Do you Want to Build A
Larger Share of Stomach?
Timely Content Matters
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