1. Changing Search Patterns of Gen Z
Gen Z prefers SNS and video platforms over search engines. 74% of Gen Z uses TikTok as a search tool, and 95% use Instagram daily. According to Google research, 40% of 18-24-year-olds use social media to find lunch spots. This is because Gen Z prefers visual and immersive content over text-based content.
In response to this shift, marketers need to strengthen their presence on social media. Increasing activity on TikTok and Instagram and engaging with Gen Z through video content is essential.
2. The Rise of Generative AI
Another reason for the declining influence of search engines is the rise of generative AI. According to a Pocket Survey, 96% of respondents are aware of AI, and 48% have used it. Specifically, 70% have used AI for information search purposes.
Using AI for content creation allows for faster and more efficient information delivery. Marketers can create empathetic content using AI, which stimulates emotions and strengthens the bond with the brand.
3. The Dominance of Video Content
Video content remains a powerful marketing tool. According to a Contenta report, 64% of B2B marketers find TikTok effective, and 60% of B2C marketers prefer YouTube.
Video content should include empathetic stories. Challenge-style content that encourages customer participation can receive significant responses. Additionally, tools like Pika and Runway allow for the easy creation of short, immersive videos.
Key Marketing Strategies
1. Empathetic Content
Empathetic content is story-driven content that readers can emotionally connect with. Examples include essays, webtoons, and dramas. For instance, Shinhan Investment Corp. formed empathy with readers through various customer interviews. Slack shared the process of solving customer problems through customer case interviews.
2. Customer-Participation Video Content
Video content can be created in a challenge format that encourages customer participation. Doubleheart received a great response with submission content featuring real parenting stories from moms and dads. CU’s convenience store series gained popularity as a web drama.
3. Strengthening Content-Campaign Linkage
Content marketing strategies should now be linked with campaigns to create synergy. Effective campaigns can be planned through goal setting, target customer analysis, content planning, multi-channel utilization, and data analysis.
Conclusion
In the changed search environment of 2024, marketers need to respond to the changing search patterns of Gen Z, the rise of generative AI, and the dominance of video content. Creating empathetic content and customer-participation video content, and linking campaigns with content to create synergy, are necessary strategies. This approach can lead to successful brand marketing.