Gen Z's New Word of Mouth
Online Reigns Supreme: Young consumers trust online reviews (on websites and social media) more than any other recommendation source, including in-person advice.
The Power of Regular People: Gen Z values recommendations from everyday users on their social feeds more than influencer posts.
Implications for Brands
Prioritize Reviews: Ensure your website and social channels have ample space for consumer reviews. These organic, unsponsored reviews are crucial for building trust.
It's Not About You: Focus on the conversations happening around your brand, not just the content you create. Reviews and discussions by everyday users heavily influence Gen Z's purchasing decisions.
The Rise of the Everyday Influencer: Anyone with a well-made video or post can hold sway. Pay attention to what your regular fans are saying as much as you focus on influencer partnerships.
Key Takeaway
Gen Z has flipped the traditional marketing funnel. Their reliance on online reviews and recommendations from regular people means brands must adapt to a world where they have less control over their own narrative.
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