Snapchat just released the results of research about Gen Z brand and content preferences

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A new article on Social Media Today reveals how Gen Z is becoming more of a focus for marketers as these consumers begin to get older and start spending more.

In fact, Snapchat says it reaches 90% of 13-24 year-olds in the US, which is a higher number than Facebook, Instagram and Messenger combined. Hence, Snap just teamed up with Kantar to provide an illustration of how Gen Z is looking at marketing right now. The study reached consumers in Canada, the US and UK, Australia, France, and Saudi Arabia, asked why individuals opt for specific brands and examine the best way to exploit those trends.

The chart above seems to suggest that brand identity is important to Gen Z. Younger consumers appear to be loyal too. Snapchat reckons:

"This could be because many Gen Zers express themselves through brand selection. We observe Gen Z saying that brands allow them to express themselves at rates higher than older generations in every market except Saudi Arabia; for example, in Australia, 65% of Gen Z say they use brands to express who they are, versus 40% for Gen X and Baby Boomers."
Snapchat looked even further at what drives the alignment between brands and Gen Z consumers when compared to baby boomers:

The environment and how brands treat their customers seems high on the list of Gen Z requirements, as do the opinions of family and friends:

Shorter attention spans mean shorter ads

That could be because it's easier to find recommendations these days than it was in the past. Social media is full of opinions about products and the companies that produce them. However, Gen Z relies heavily on that open environment to form buying decisions - and that might explain the success of influencer marketing, for instance. It also appears Gen Z has no trouble digesting information on the web:

Snapchat had this to say on the matter:

"We observed Gen Z research participants spent less time with content than Millennial and Gen X/Baby Boomer participants, both for advertising and non-advertising content. Interestingly, despite this, we also observed that Gen Z participants correctly recalled the advertising and non-advertising content they saw at high rates."

Gen Z is used to, and well able to interpret shorter, more information-packed forms of advertising. That probably means marketers are better off concentrating on the basics when communicating with this group of consumers.
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