How marketers can score Gen Z loyalty during festival season

The next is a visitor piece by AJ Pulvirenti, a senior strategist at Movers+Shakers. Opinions are the writer’s personal. 

Pageant season has begun and it’s a cultural second that manufacturers ought to take note of — and I don’t imply simply the music developments. Whether or not the gang is raving out within the fields of nature or feeling the seaside vibes in Miami, entrepreneurs have a chance to interact with Gen Z in a significant manner, particularly on social media the place they’ll win this era’s loyalty. So, what content material does Gen Z need to see from manufacturers past the pageant grounds on social media? Let’s dive in.

Be a part of the pre-festival hype

Share inspiration

The time main as much as festivals is the right alternative for manufacturers to place themselves as a go-to useful resource for festival-goers searching for steerage and inspiration. For instance, sharing outfits which might be good for Coachella, make-up you “have” to put on to Austin Metropolis Limits, nails you may match with any pageant outfit or simple hairstyles that may final by the recent, sunny days. By establishing themselves as an authority within the area, manufacturers can deepen the reference to their viewers and encourage ongoing engagement.

FOMO-friendly content material

As manufacturers search to attach with Gen Z throughout pageant season, it is important to interact with not solely these attending these occasions but additionally these experiencing FOMO (the worry of lacking out) from afar. By bringing the pageant ambiance on to screens, manufacturers may also help alleviate FOMO and assist Gen Z really feel like they’re nonetheless part of the motion.

Keep up-to-date

If there’s one technique to seize Gen Z’s consideration amidst pageant season, it’s to be up-to-date on what thrilling moments are taking place all through the occasion and react accordingly.

For example, when an artist brings out a shock visitor or if there’s chatter round surprising superstar moments, take what persons are already speaking about and discover a intelligent, entertaining technique to be a part of the energetic conversations. One instance is when BMW shared a brief video forward of Frank Ocean’s Coachella set, that includes an orange BMW E30 M3, the precise automotive that seems on the quilt of his breakout mixtape “Nostalgia, Extremely.” Loads of manufacturers additionally soar on the Coachella lineup poster when it drops, and use the format and design to make the same lineup of one thing they’re recognized for with shoppers.

Prioritize self-expression

Self-expression is a basic worth for Gen Z, and festivals are a spot the place they are often their genuine self with out judgment, and join with different like-minded folks.

There are a whole lot of area of interest subcommunities round pageant tradition, like #ravegirls and #girlypops. Calling somebody “girly pop,” particularly, is a time period of admiration, and a simple manner for a model to say, “I see you.”

When a model faucets into festival-goers’ distinctive identities and calls out what they love about them (i.e. the vibes, the outfit, and so on.), they really feel heard and appreciated, simply as they might by listening to it from a good friend.

In conclusion, Gen Z’s expectations from manufacturers throughout pageant season revolve round becoming a member of the dialog early, staying up-to-date all through the occasions and tapping into Gen Z’s love for self-expression. By understanding and catering to their expectations, manufacturers can successfully interact with them and create significant connections that stretch past the pageant grounds.

How will your model activate throughout pageant season?