A recent study conducted by Snap and Kantar revealed that Gen Z (young people who belong to the 13 to 24 age group) are more likely to recall ads compared to people from other age groups, despite the fact that they spend less time watching ads.
The study says that 55% of Gen Zers can recall a skippable ad, despite watching it for less than two seconds. On the other hand, only 46% of Millennials and 26% of Gen Xers are able to do the same.
The study also says that Gen Zers are more brand conscious than their older counterparts. Nearly 65% of Gen Zers say that they identify with brands that allow them to express their individuality. On the other hand, only 40% of Gen Xers and baby boomers feel the same way.
Experts say that the ability of Gen Zers to recall ads stems from their ability to process information at a much faster rate compared to people from other age groups.
Lessons for Marketers
The message for marketers here is twofold. Firstly, Gen Zers are an extremely loyal consumer base with an estimated spending power of $1.2 trillion per annum.
Secondly, and more importantly, since their attention span is short, marketers need to create videos that can highlight what a brand stands for and communicate their message effectively in a few seconds. Bland, cookie-cutter marketing campaigns can no longer win over the loyalty of customers.
Similarly, marketers cannot afford to take a one-size-fits-all approach when it comes to catering their products to a young customer base. As the study shows, Gen Zers and Millennials differ greatly in their ability to recall ads and in their loyalty towards brands. So, marketers need to come up with new, exciting strategies to win over the ‘Snapchat generation’.