The following is a guest piece by AJ Pulvirenti, a senior strategist at Movers+Shakers. Opinions are the creator’s own.
Festival season has begun and it’s a cultural moment that brands should concentrate to — and I don’t mean just the music trends. Whether the group is raving out within the fields of nature or feeling the beach vibes in Miami, marketers have a chance to interact with Gen Z in a meaningful way, specifically on social media where they can win this generation’s loyalty. So, what content does Gen Z wish to see from brands beyond the festival grounds on social media? Let’s dive in.
Join the pre-festival hype
Share inspiration
The time leading as much as festivals is the right opportunity for brands to position themselves as a go-to resource for festival-goers in search of guidance and inspiration. For example, sharing outfits which are perfect for Coachella, makeup you “have” to wear to Austin City Limits, nails you can match with any festival outfit or easy hairstyles that can last through the recent, sunny days. By establishing themselves as an authority within the space, brands can deepen the reference to their audience and encourage ongoing engagement.
FOMO-friendly content
As brands seek to attach with Gen Z during festival season, it’s essential to interact with not only those attending these events but in addition those experiencing FOMO (the fear of missing out) from afar. By bringing the festival atmosphere on to screens, brands can help alleviate FOMO and help Gen Z feel like they’re still a component of the motion.
Stay up-to-date
If there’s one strategy to grab Gen Z’s attention amidst festival season, it’s to be up-to-date on what exciting moments are happening throughout the event and react accordingly.
For instance, when an artist brings out a surprise guest or if there’s chatter around unexpected celebrity moments, take what persons are already talking about and discover a clever, entertaining strategy to join the lively conversations. One example is when BMW shared a brief video ahead of Frank Ocean’s Coachella set, featuring an orange BMW E30 M3, the precise automotive that appears on the duvet of his breakout mixtape “Nostalgia, Ultra.” Numerous brands also jump on the Coachella lineup poster when it drops, and use the format and design to make an identical lineup of something they’re known for with consumers.
Prioritize self-expression
Self-expression is a fundamental value for Gen Z, and festivals are a spot where they can be their authentic self without judgment, and connect with other like-minded people.
There are numerous area of interest subcommunities around festival culture, like #ravegirls and #girlypops. Calling someone “girly pop,” especially, is a term of admiration, and a straightforward way for a brand to say, “I see you.”
When a brand taps into festival-goers’ unique identities and calls out what they love about them (i.e. the vibes, the outfit, etc.), they feel heard and appreciated, just as they’d by hearing it from a friend.
In conclusion, Gen Z’s expectations from brands during festival season revolve around joining the conversation early, staying up-to-date throughout the events and tapping into Gen Z’s love for self-expression. By understanding and catering to their expectations, brands can effectively engage with them and create meaningful connections that reach beyond the festival grounds.
How will your brand activate during festival season?
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