In 2019, he discovered that the Latino audiences resorted to spiteful music to wash the dishes, so he created the Fabulous Playlist campaign, which included tracks like ‘To clean up to your memory’, ‘Cleaning up to the bottom’, ‘To scrape the flip flop’ and ‘Mateando y mopping’. This initiative obtained six metals at the Círculo de Oro Festival, the 96 hours it remained active on social networks was equivalent to three months of online advertising investment, while the brand increased its digital community by 4,500% in a single day.
Personalized and pacing ads
Gen Z expects the brands and media they consume to personalize almost all of their content. In its Culture Next 2022 report, Spotify found that in the first quarter of the year, 18-24-year-olds listened to more than 578 billion minutes of music on the platform, more than any other group and narrowly surpassing more than 16 billion minutes to listeners ages 25-34.
“Personal expression and creativity are critical components of how Gen Z navigates the world. They not only rely on artists, podcasts and playlists to create the stories they tell about their lives, but also invite brands to reflect and produce their personal stories. We are seeing a generation that is not afraid to connect with brands directly and that seeks originality at all times”, mentions Andrea Rivera, head of advertising sales for Spotify Mexico.
69% of the members of this generation are characterized as drivers of change instead of maintaining the status quo, and their collective soundtrack reveals the energy they cling to when looking to the future: “idealists” and “passionate” were some of the musical moods that grew the most among generation Z in the last year. Although it is defined as a stressed generation, even more than millennials.
According to Rivera, there are five listening trends typical of Generation Z that can help brands better connect with these young people:
Creation of communities
Gen Z is revolutionizing the relationship between creators and their fans, turning a one-way stream into a two-way exchange. Today, creators build entire digital worlds for their most loyal fans to meet and carve their own path to fame in the process.
Gen Z is forming online communities where they can get together and encourage each other to follow every bit of information they can find about their favorite artists. We’re not just talking about fan culture, we’re talking about superfan culture.
life in stereo
Generation Z moves around the world. They not only rely on artists, podcasts and playlists to create the stories they tell about their lives, but also invite brands to reflect and produce their personal stories.
They are interested in interacting with brands through personalized ads: 49% of young people of this generation in Mexico indicated that they prefer to be able to select the ad they hear in a digital audio streaming service and more than a third choose to interact with announcements.
So while brands of the past may have prioritized keeping a firm grip on their messaging, there is a huge opportunity to connect with the next generation, giving them control and allowing them to personalize their experience, particularly in the world of audio.