At this year’s Youth Marketing Conference, Katerina Dimitrakopoulou, Managing Director of SCL Mellon and an instructor at Knowcrunch, gave a talk on how brands can effectively connect with Gen Z through TikTok and Instagram, providing actionable insights that left a lasting impression on attendees.
The Gen Z Connection: A New Paradigm
Unlike previous generations, Gen Z values authenticity, creativity, and immediacy. Both TikTok and Instagram play distinct roles in their lives, with TikTok being a hub for trend discovery and entertainment, and Instagram serving as a platform for meaningful communication. Brands aiming to stay relevant must understand and leverage these nuances.
The Power of Authenticity and Personality
One key message of the talk was the importance of authenticity. Gen Z is quick to dismiss overly polished or overtly promotional content. To resonate with them, brands must collaborate with creators who bring genuine personality to the table. Moving beyond mainstream influencers, Katerina emphasized the need to discover fresh, relatable voices that can convey a brand’s message with creativity and impact.
Shared Values Drive Engagement
Gen Z’s loyalty lies with brands that align with their values. Whether it’s social justice, environmental sustainability, or inclusivity, this generation actively seeks out companies that take a stand. Katerina highlighted how partnerships with value-driven influencers can amplify a brand’s message while fostering trust and engagement with younger audiences.
Expertise You Can Trust
Want to bring these insights to your brand? SCL Mellon specializes in crafting authentic, digital-first strategies tailored to today’s youth-driven world. Reach out to our team to discover how we can help your brand thrive in the Gen Z era.