A new survey finds Gen Z could be an ideal group for both collaboration with brands and reception of organic branded content:
Many Gen Zers already use social media to create their own high-quality content and, on Snap, their own lenses. For instance, Snapchat lenses are a popular tool for Gen Zers promote their own entrepreneurial ventures, like selling clothes online.
Brands should look at how they can tap the energy of these creatives to generate campaigns that match the energy of the generation as a whole. Such collaborations would be a step beyond typical influencer marketing — where popular personalities promote a product per brand parameters — instead leaning on ground-up branding, where a member of the target audience is also a thought partner for the campaign.
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