Strategies for Capturing Gen Z Loyalty at Festivals
Discover how brands can connect with Gen Z during festival season, leveraging events like Coachella to build lasting relationships. Insights from marketing expert AJ Pulvirenti of Movers+Shakers reveal the key tactics for engaging the younger generation both within and beyond the festival environment.
Today, we have a special contribution from AJ Pulvirenti, a senior strategist at Movers+Shakers. Keep in mind that the opinions shared are those of the author.
It's festival season, a time when brands should take notice – and I'm not just talking about the latest music trends. Whether the audience is dancing in a field surrounded by nature or soaking up the sun in Miami, marketers have a chance to connect with Gen Z in a meaningful way. This is especially true on social media, where they can earn the loyalty of this generation. So, what kind of content does Gen Z actually want to see from brands beyond the festival scene on social media? Let's find out.
Join the pre-festival hype
Share inspiration
During the time before festivals, brands have a great chance to become a top source of advice and ideas for festival attendees. For instance, they can share outfit ideas for Coachella, must-have makeup for Austin City Limits, nail designs that go with any festival look, and simple hairstyles that can withstand the hot weather. By proving themselves as experts in the festival scene, brands can strengthen their bond with their audience and keep them engaged.
Creating content that fights FOMO
Stay Connected with Gen Z During Festival Season
As brands aim to reach Gen Z during festival season, it is important to connect not just with those physically present at the events but also with those who are feeling FOMO (fear of missing out) from a distance. By bringing the festival experience directly to screens, brands can ease FOMO and make Gen Z feel included in the excitement.
To capture the attention of Gen Z during festival season, it is important to stay updated on the exciting moments happening and respond accordingly. For example, when an artist surprises the audience with a special guest or when there is buzz about unexpected celebrity appearances, it is key to engage in these conversations creatively. One clever approach is demonstrated by BMW, who shared a short video before Frank Ocean's Coachella performance featuring an orange BMW E30 M3, the same car from the cover of his popular mixtape "Nostalgia, Ultra." Many brands also take advantage of the Coachella lineup release by creating their own version with a similar format and design to showcase what they are known for among consumers.
Emphasize self-expression
Festivals provide a platform for Gen Z to prioritize self-expression. It is a space where they can freely be themselves, connect with others who share similar interests, and feel accepted without fear of judgment.
There are many niche subcommunities within festival culture, such as #ravegirls and #girlypops. Using terms like "girly pop" is a way to show admiration and acknowledge someone's individuality. It's like saying, "I see you," in a simple and friendly manner.
When a brand connects with festival-goers by recognizing and appreciating what makes them unique (such as their style or the positive energy they bring), it makes them feel valued and understood, similar to how they would feel when praised by a friend.
In conclusion, Gen Z expects brands to engage with them during festival season by starting the conversation early, keeping them informed throughout the events, and embracing their desire for self-expression. By meeting these expectations, brands can effectively connect with Gen Z and build lasting relationships that go beyond the festival experience.
How will your brand engage with Gen Z during festival season?
Editor's P/S:
The article provides valuable insights into how brands can effectively connect with Gen Z during festival season. By understanding the unique interests and aspirations of this generation, brands can create content that resonates with them and builds lasting relationships. It is crucial to embrace the pre-festival hype, provide inspiration and advice, address FOMO, emphasize self-expression, and stay updated on the latest festival trends.
To further enhance engagement, brands can consider partnering with popular influencers or festival organizers to reach a wider audience. Additionally, leveraging user-generated content and encouraging social sharing can help amplify the brand's message and create a sense of community among Gen Z consumers. By adopting a creative and authentic approach, brands can establish themselves as trusted sources of information and inspiration for this highly influential generation.
