Influencer Marketing for the GenZ Audience in India: A Confluencr Perspective
Confluencr in navigating these waters.Generation Z, the digital natives born roughly between the mid-1990s and early 2010s, stands out for its unique set of characteristics and preferences. This generation has grown amidst an explosion of technology and information, which has shaped their values and consumer behaviour profoundly.
GenZ values authenticity above all, with a keen eye for personalised, relevant, and socially responsible content. Their world is one where content isn't just consumed passively; it's engaged with, critiqued, and shared, making them active participants in the digital conversation.The Role of Content in GenZ's LivesFor GenZ, content isn't merely entertainment; it's a form of expression, a means to connect, and a tool for social change.
This generation's preference for video content, notably through platforms like YouTube and Instagram Reels, reflects their inclination towards visual, engaging, and immersive experiences. Content marketing, when executed with authenticity and creativity, strikes a chord with GenZ, influencing not just their brand perceptions but also their purchasing decisions.
Sahiba Dhandhania, CEO at Confluencr, recently said in a podcast interview “...this one is a hard nut to crack. You can confuse their chaotic lifestyle, for a lack of clarity, but trust me, they know exactly what they want. They choose brands not just for the product, but for the brand. In the truest sense of it, this GenZ audience is a perfect example of why community building, or having a vision statement has become imperative for brands."A staggering 70% of GenZ respondents in a recent study agreed that content marketing had influenced their purchasing decisions in the past, underscoring the potent impact
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