Attracting customers has always been the priority of brands, but now, one of the priorities they have is to win over the new generations, such as Z, which, unlike the previous ones, have habits based entirely on the digital world and do not consume advertising in the traditional way, for this reason it is necessary to detect where they spend more time and what they consume.
One of the locations where they have a greater presence are the platforms of streaming of music such as Spotify, which since the beginning of the pandemic increased the number of listeners of generation Z, since 56% said they listen to more music than before and other types of content such as podcasts, which have increased their consumption since the pandemic 90%reveals Spotify’s annual Culture Next 2022 report, which looks at how Gen Z and millennials understand and immerse themselves in the streaming audio and culture in general. This represents an opportunity for brands to approach innovatively, not just with ads.
“Audio helps the brand to impact the audience. When you whisper into people’s ears, they save it to make a purchase or research your product. People are tired of visual pollution from everything that is happening outside, they want to close their eyes, relax and that is where the audio comes in to accompany them, that is why they prefer to listen to it more. Audio in this pandemic has helped people break free”, Andrea Rivera, Head of Advertising Sales at Spotify Mexico, explained in an interview with El Economista.
He explained that before the concern for the brands were the millennials, they wanted to know everything about them, but once this was resolved, now we have to captivate the youngest, the Z generation, although without neglecting the other users, because more and more m’ as they consume digital resources.
According to the Audio Digital 2022 study, carried out by IAB Mexico in collaboration with Spotify, 92% of users consume music in digital audio formats, followed by podcasts at 43% and live/direct radio programs.
How to boost?
To cultivate more customers, it is not enough to offer attractive products at good prices, you have to give valuable contentso innovate in creation for platforms of streaming can make a difference.
In this sense, brands can venture into the creation of podcasts, create playlist or if you prefer, with ads both on the platform and integrated into exclusive podcasts.
In this regard, Rivera mentioned that with exclusive podcasts, brands can schedule mentions in those contents that will reach already created communities, everything will depend on the sector that the brand focuses on.
If you want to create a podcast, the first thing to define is its objective: to offer entertainment, education, health support, tips lifestyle, among others, depending on what the brand sells. The important thing is not to see it only as a business.
“You shouldn’t see it as an entrepreneurship, it’s a resource to reach customers for entertainment, education and mental health purposes.”
Another option is create the famous playlist custom in the interests of customers. For example, if the brand is a beauty brand, songs that customers prefer the most can be collected and grouped into lists with names such as “songs for make-up”, “rhythm for your skin care” “happy to buy your make-up”, among others, all It would depend on the creativity and goal you have.
Both for making podcasts and playlist, you have to know what they are looking for in the content. In the case of generation Z, the Spotify report reveals the following:
- Mental health to understand yourself and live better
- Content to get answers to problems
- Content from previous decades because it reminds them that things are easier
- That allow them to identify themselves to be different beings, not fit in with the usual
- Stories they want to tell about their lives
One of the behaviors that the study detected is that generation Z also likes astrology, since more than 10 million playlist They have been created with horoscope themes.
brands in action
An example of brands that have used this platform to get closer to more people is Adidas Nite Jogger, which created a personalized digital experience collecting the “sonic traits” of listeners’ nocturnal playback activity to design a playlist unique personalized for each person. The campaign amassed 32.4 million impressions and more than 9 million unique visitors.
Mercado Libre has also joined to distribute the ads with personalized messages to audiences, with a focus on generation Z.
“The tests we have done on podcasts have been relevant, so it is a strategy that we plan to continue promoting significantly,” the report indicates.
Another recent case is playlist by Stranger Things, which compiles the songs that the person listens to the most and that would save their lives in case “Vecna” captures them.
Within this, dynamics can be incorporated to interact with the audience so that they feel more connected, and not just being another person who buys but a crucial part of the brand.
“If you speak to them in their language, you personalize, you segment well, you have the right music, you know the insights that customers are looking for, at that moment you call their attention and you have the answer you want,” Rivera concluded.
hartford car insurance shop car insurance best car insurance quotes best online car insurance get auto insurance quotes auto insurance quotes most affordable car insurance car insurance providers car insurance best deals best insurance quotes get car insurance online best comprehensive car insurance best cheap auto insurance auto policy switching car insurance car insurance quotes auto insurance best affordable car insurance online auto insurance quotes az auto insurance commercial auto insurance instant car insurance buy car insurance online best auto insurance companies best car insurance policy best auto insurance vehicle insurance quotes aaa insurance quote auto and home insurance quotes car insurance search best and cheapest car insurance best price car insurance best vehicle insurance aaa car insurance quote find cheap car insurance new car insurance quote auto insurance companies get car insurance quotes best cheap car insurance car insurance policy online new car insurance policy get car insurance car insurance company best cheap insurance car insurance online quote car insurance finder comprehensive insurance quote car insurance quotes near me get insurance