In a digital world saturated with Gen-Z to Gen-Z marketing and user-generated content; what resonates more with Gen-Z? User-generated content from their peers - or a more experienced voice?
A Zoplo Poll titled: “Would you trust a tiktok trend for health advice?” Showed that 74% of people only trust health advice from tiktok depending on the credentials of the person offering it to them.
Increasingly, brands are looking to connect with young audiences through influencer marketing, capitalizing on the ‘relatability’ of these influencers. However this leaves a gap in the market for a more seasoned perspective to cut through the noise to deliver this messaging with authority.
Historically, advertising has always relied upon experts; from Colgate's claim to be ‘trusted by 9/10 dentists’ and head & Shoulders claims of being ‘clinically proven’ to treat scalp issues, showing how expert-backed claims can address the specific needs of the target audience with authority. There is scope to break through the other messages - it just depends on the figure relaying these messages.
In the early days of TV advertising, people were keen to hear from an authority figure, as seen in the 1930’s coca-cola christmas advertisements. By aligning themselves with a trusted figure (Father Christmas), the brand adopted the traditional and reliable values of the mythical Santa Claus - and thereby used his authoritative presence to get their message across.
Even beyond the healthcare sector, Gen-Z are beginning to look more to people with more experience for their insights, and where better to find this than from members of the generations that came before them.
‘With age comes wisdom’, and gen-Z are open to the perspectives of those who have ‘been there, done that’, since they offer something that our peers cannot: the advantage of hindsight. Insights that have come with time. In today’s social media landscape, there is an imbalance between demand for older, expert figures and the supply of them from creators & brands.
A recognisable example of this is the St Clair Nursing Home’s viral posts featuring their residents with their name, age and the advice they would give to 20 year olds today.
Whilst on a surface level this is just a bit of fun, especially since some of the residents’ advice is particularly comical, the advice can be very deep. The post is especially poignant since these opinions have been formed over the span of 50+ years as a result of trial and error, and most importantly - life experience. The younger generations are genuinely engaged in these insights - especially when they are delivered with a refreshing sense of satire. These daily posts have grown rapidly in popularity, with some posts garnering over 130,000 shares and many have been reposted countless times and spread on other social media platforms.
This highlights an alternative away from traditional ‘influencing’, which is largely derived from a newfound cultural need for ‘authenticity’. The consumers of today are now hyper aware of arrangements like brand deals and sponsorships, and are now looking for credibility in the information they receive online.
In a sea of trend-focused, user-generated content, perhaps there is something to be gained in looking to those who came before us for a seasoned perspective.
(photo credits to St Clair Nursing Home)
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