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Dave hits a home run on his analysis of that Sprout Social, Inc. report here, but I'm going to add a few more pointed thoughts: 👉 First and foremost, a word of caution -- what people say they want isn't always what they want. 👉 Entertainment might be more valuable to Gen Z, but think about Gen Z purchasing habits. Maybe entertaining content helps you move trendy sunglasses, but what about professional services, or enterprise software? 👉 To say it another way, if you're a sunglasses company, this Gen Z bit may influence your marketing strategy. But I'm skeptical this takeaway has wide application. Don't overhaul your strategy because of sudden onset FOMO (SOFOMO?? 😵). I'm 100% in agreement with Dave here that authenticity is a value of the discerning. The mature. Hormozi knows it, which is why he's niching down after spending years racking up millions of followers who don't buy anything. Lastly, I recommend checking out a recent episode of Daniel Murray's Marketing Millennials podcast (no. 246, the guest was London Lazerson, link in comments). It's a bucket of cold water on some of the zombie tactics we always see in influencer marketing and branding. London does yeoman's work, giving you permission to ignore useless vanity metrics, and pointing you to the tactics that drive the only metric that matters: 💰 For my 💰, London has the future of influencer marketing right (it's why we're taking his advice in the personal branding offer we're building at Zenpost). Cheers! 🍻
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I have a lot of hot takes on this 🔥 According to a new report (link in comments) from Sprout Social, Inc., Gen Z doesn't care if the influencers they follow are authentic. They care more about the influencer's follower count, posting frequency, and entertainment value. 🔥 MY HOT TAKES 🔥 🔥 Influencers ARE NOT Personal Brands UNLESS they are being authentic. (That's the "personal" part). Otherwise, they are just TV characters you tune into. 🔥 The influencer model is the TV model. Entertain. Attract viewership. Monetize with commercials. But nobody is buying that person's $500 course or $3,000 service. That's where Personal Branding comes in. (peeps the Alex Hormozi video in the comments that talks about exactly this). 🔥 GenZ is young and likes shiny, fun things. Like the report said, older generations look for authenticity. As we get older we look past the makeup and jokes for more genuine, authentic connection. But I want to hear from you. What do you think about this? Do you care if the people you follow are being authentic? When would you still follow someone even if you knew they weren't being authentic? ___ #authenticity #influencer #socialmedia #Genz
Thanks for the highlight! How much did my daddy pay you for this?
Attract, convince, and convert your ideal clients by being yourself | Subscribe to Cool Story & get better at writing your own content | Wanna talk? DMs open
7moHere's the recommendation. Do ya homework: https://podcasts.apple.com/pl/podcast/246-why-is-influencer-marketing-a-scam-with-londonlaz/id1527434899?i=1000651884183