Brands must use social proof as a way to engage Gen Z audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2019, 1:19 AM UTC

Companies should provide Gen Z with social proof using authentic customer reviews.

Social proof marketing involves referring to other’s actions that help guide a shopper’s decision. Marketers can engage Gen Z on their trusted channels with social proof since this group values content which is “authentic-feeling and ultra-relevant”.

The most scalable and effective way of demonstrating authenticity is leveraging unbiased customer reviews. Among all demographics, Gen Z values detailed product reviews the most. 37% of them believe that the brands which don’t share reviews are hiding something. Two in three of Gen Z consumers consider over three reviews before purchasing.

Additionally, companies can use influencers who provide insights on how to use the products in “real-life situations”. However, only 31% of consumers truly trust the information provided by them.

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