68% of Gen Z and Millennials say it's important to them that brands are seen as cool. A large majority of young consumers are more loyal to a brand if that brand is invested in the cultural moments that matter to them. With AI impacting how algorithms boost content, brands must start using trends and hashtags in their posts to guarantee their content appears on the radar of algorithms and audiences they want to target. 

Young online creators are king (and queen) makers of cool. From #RealOrCake to #MoistureSandwich, Gen Z and Millennial influencers are the new tastemakers, shaping culture with every like, share, and comment. Brands seeking to captivate these influential generations must tune in to the digital platforms they spent hours on, where these #trends are born, nurtured, and propelled into the limelight by algorithms hungry for the next big thing.

With young consumers having increased expectations of what they want from influencers and more scrutiny on the content they are willing to engage with, we're seeing content become more compelling by leaning into popular hashtags and viral trends and using first-person storytelling formats that draw the viewer in. Therefore, brands must shift what influencers they consider working with when it comes to branded content on social media and consider more than just follower count.

nternet virality was once guaranteed to a celebrity online if their social media accounts had high enough follower counts. A provocative photo or an unexpected reveal was enough to light the internet on fire. Remember Kim K’s Paper Magazine cover that broke the internet? The magazine’s Instagram post of the cover compiled 15 million page views on their website. Or Beyoncé’s floral pregnancy announcement that became the most-liked Instagram photo of all time in 8 hours?

Social media continues to be the place where Gen Z and young Millennials choose to spend most of their waking hours scrolling, liking, and sharing content from their friends, favorite influencers, and brands. The share of time on these platforms will only continue to increase in 2024. TikTok has vaulted to the top of social platforms that continuously go viral and provide entertaining content consumers love to discuss.

For Valentine’s Day 2024, Qulture concepted and produced the Marc Jacobs Fragrances Perfect Valentines digital letter writing experience. Guests can get the opportunity to create and design their own Valentine’s letter to their loved ones using the special Marc Jacobs Fragrances charms.

Visit https://www.marcjacobsfragrances.com/en-us/perfect-valentine to create your own Perfect Valentines. Web design provided by Cotton Design.

Social media continues to be the place where Gen Z and young Millennials choose to spend most of their waking hours scrolling, liking, and sharing content from their friends, favorite influencers, and brands. The share of time on these platforms will only continue to increase in 2024. TikTok has vaulted to the top of social platforms that continuously go viral and provide entertaining content consumers love to discuss.

Gen Z doesn’t just want to buy products, they want to help create them. First movers that collaborate with consumers on product development instead of unilaterally pushing out what they think may work stand to benefit from less risk, supercharged advocacy, and a treasure trove of first-party data.

One of the most compelling reasons why brands need to prioritize developing an AI strategy is rarely discussed, and it has just as much to do with who is using AI as the technology itself. With more than 60% of generative AI users under the age of 34 and close to 30% being Gen Z, young consumers are blazing a trail beyond search and entering the era of conversations. The insights that brands generate from these interactions with AI agents that can autonomously learn, reason, and respond in real time can deliver an exponential advantage.

Gen Z is bored with scrolling through the endless product grids found on most e-commerce sites. Virtual shopping in immersive environments on the other hand, is an opportunity to capture their attention and drive discovery. It’s why brands like Fendi, NARS, and Ralph Lauren have launched “digital flagships” that consumers can access in their browsers and buy in new ways.

Demographically, Gen Z have topped millennials as the largest generation on earth with an outsized influence on culture, impacting everything from fashion to family vacations. From a technology perspective, this digital-first generation is transforming how they spend their 9 hours of daily screen time. Scrolling through social feeds is no longer enough to keep them captivated.

Live commerce can be quite a conundrum for the modern brand. While it's projected to reach $55 billion in three years as Gen Z increasingly shops where they socialize, going live puts a lot of pressure on billion-dollar brands to get it right in real-time.