Gen Z broke the marketing funnel.
That’s a big deal given that the generation born between 1997 and 2012 make up over one-fifth of the global population with an annual spending power of $450 billion.
“That’s an opportunity for us to dive into the market,” says Pauline Lannoo, head of digital strategy at The Fat Lady and a member of Gen Z.
Instead, too many brands ignore the audience because they don’t know them. Think TikTok is their primary social channel? Think again. (It’s YouTube.) Assume they’re all about watching dancing videos on social? You’d be wrong.
“They’re using social platforms as their primary source for information, and they use it for three main reasons — news, new trends, and learning about and buying products,” Pauline says. “Today’s consumption is a loop of inspiration, exploration, community, and loyalty.”
Go down the Gen Z rabbit hole with Pauline in her presentation, Social-First Content Strategies: How Gen Z is Redefining the Marketing Funnel, in Content Marketing Institute’s MasterTHIS content strategy webinar.
Watch the video above to learn more about those funnel breaks and how marketers should adapt for the valuable Gen Z audience.
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