For Gen Z, Instagram influencers have more appeal than celebrities: Omnicom report

The “Omnifluence Report” reveals that only 13% of Gen Z follow celebrities, while 86% prefer to follow Instagram influencers.

Omnicom Media Group India recently launched “Omnifluence Report”, powered by Qoruz. The report highlights key differences between how different generations consume social media content and sheds light on some key influencer marketing insights.

He says social media influencers are quickly turning into new age celebrities and it wouldn’t be an exaggeration to say that the Gen Z crowd finds them more appealing than actual celebrities.

Talk to the Afaqs! Shailja Saraswati Varghese, Chief Content Officer of Omnicom Media Group India, explains what drives Gen Z’s social media habits, says being shameless and speaking your mind is one of the tenets Generation Z managers.

Shailja Saraswati Varghese, Omnicom Media Group

“This generation tends to align itself with creators and brands that lead by example, as they focus on quality and authenticity, from a marketing perspective. Compared to big celebrities, influencers don’t are not just content with the outer wrapper and the pomp and show. Creators are more transparent when creating content. That’s what makes them click with the Gen Z crowd,” adds Varghese. .

According to the report, influencer marketing is quickly becoming the go-to approach when it comes to reaching a large consumer base, and all businesses need to pay attention to it. Word of mouth promotion is an effective strategy in today’s undeniably digital world and influencers happen to be the perfect means to that end.

Varghese explains that content created by influencers resonates much more with the Gen Z crowd than content created by a bigger celebrity. Though it might have a bigger reach, but in terms of engaging with the Gen Z crowd, influencers are more preferred even as a source of entertainment.

Generation Z constitutes 32% of the world’s population and is a true digital native: since their youth, they have been exposed to the internet, social platforms and technology. In fact, 98% of Gen Z worldwide own a smartphone, the report reveals.

“This generation’s self-expression is at an all-time high. Brands and creators who ignore the preferences and these shifting attitudes of Gen Z will be left behind,” says Varghese.

This rapid adoption of social media has, in turn, led to the growth of social commerce in India. According to the report, social commerce platforms like Trell, Roposo and Meesho are leading the game in India.

In the past, major e-commerce Flipkart has collaborated with Moj for its social commerce release. Fashion e-commerce player Myntra has also made a foray into large-scale social commerce with the launch of its M-Live platform to respond to rapidly changing content consumption patterns and consumer preferences. consumer purchase.

Some key insights revealed by the Gen Z consumer behavior report include:

Gen Z versus Millennials: a comparative view

Gen Z versus Millennials: a comparative view

The study found that platforms actively engaged in influencer marketing include Roposo, Trell, and Meesho. For creators, focusing on short video content, MX TakaTak, Josh and Moj were the most popular, each racking up huge amounts of content.

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