How Are Brands Winning Gen Z Attention on Valentine's Day
Updated: Mar 14
Valentine’s Day is a time for love and appreciation.
It’s also a time for brand recognition. Brands that succeed on Valentine’s Day 2022 do two things: they show their customers how much they care and they give them something to remember.
You could do something interactive with your customers.
For example, offer them a chance to be in a video for the day or drive more engagement on social media platforms like Facebook and Instagram.
But maybe you want to rethink that major influencer campaign. If the influencers are too expensive or if they don't align with your business’ values, then it might not be worth investing in them for Valentine’s Day.
One way to show appreciation for your customers is through personalized gifts for them this Valentine's Day season. You can create personalized gifts by wrapping their favorite candies or adding a personalized message on top of the box of chocolates they ordered from you online.
1. Create an interactive experience with your customers
One way to win Gen Z attention on Valentine’s Day is by creating an interactive experience with your customers. This could be done in a number of ways, but one option is through social media channels.
As we know, Gen Z spends the most time on Instagram and Snapchat, so it makes sense to start there. Brands should create experiences that are memorable and shareable to capture their customer’s attention.
These could be anything from showing how you make your product or service or giving out freebies that can be customized for each person who enters.
For example, when MTV launched a new show about dating and relationships, they created a live chat during the show to give viewers an opportunity to interact with experts and one another. This starts conversations between your customers and your brand, which is key on Valentine’s Day.
2. Video content is key with conversations to deepen real-life connections
Video content is key to connecting with Gen Z audiences. The biggest challenge brands face when it comes to video content is authenticity. If you’re not able to create authentic content, the likelihood of your audience tuning in will be low.
One way to make your videos more authentic is by including influencers in your campaign. Influencer marketing delivers authenticity and trustworthiness because the influencer creates content for their followers who already like them, like them more, and are more likely to take their advice - especially when it comes to buying decisions.
By inviting influencers into your campaign, you build an authentic connection that lasts over time.
Another way brands can connect with Gen Z audiences is through live streaming events. Live streaming events give consumers access to share in experiences they otherwise would not have had access to or known existed.
For example, if a brand wants their customers to feel like they’re there at the event, live streaming is a great way for them to do so while also providing customer service.
The live stream gives people who couldn't be there the ability to feel like they're experiencing it firsthand and interacting with other viewers from all around the world about what's going on - which builds a stronger connection between the brand and its audience.
3. Rethink that major influencer campaign
Major influencer campaigns can be effective and help brands reach a wide range of people. But you should rethink your approach to influencer campaigns on Valentine’s Day.
Typically, major influencers are seen as celebrities or well-known personalities online.
They might not always be the best for this holiday, especially if your brand wants to appeal to Gen Z customers (savvy and able to spot a fake).
Instead, think about using micro-influencers or social media personalities that will speak directly to young customers. This will build trust among your potential customer base and ensure they know exactly what to expect from your brand.
This is a prime opportunity for brands to use a specific campaign with a narrow focus rather than going broad with their message. A great idea might be going the "Valentine's Dinner" route, where you advertise a special offer or promotion that you're running for people on Valentine's Day only.
Remember that Gen Z customers are savvy and won’t appreciate being forced into something they don’t want from an influencer they don’t know personally. So this Valentine's Day, prioritize authenticity over celebrity power!
4. Create personalized gifts for customers
One way you can win Gen Z attention on Valentine’s Day is by sending personalized gifts to your customers. It doesn’t have to be elaborate, expensive, or time consuming. It just has to include a message from the brand that your customer will appreciate.
Customers want their experience with a brand to be memorable and stand out from other brands. Being able to connect with a customer on a personal level is one way you can make them feel special and make their experience unforgettable.
You can take this as far as creating custom gifts for each of your customers--for example, if they were celebrating an anniversary, send them customized chocolates with a message attached. Alternatively, you may be looking for something more cost-effective like sending out personalized stickers, gifs and cards.
The key here is that the gesture matters and you must remember that it's about how much thought was put into the gesture--not what it cost you.
Personalized gifts are not only appreciated by your customers but will also help create conversations between you and your customer base which will eventually lead to conversions down the line!
5. Send out customized stickers, gifs and cards
While you might not be able to give your customers a personal gift this Valentine’s Day, you can send them personalized stickers, gifs and cards. This effort will show them that you care and they’ll love it! You can show them how much fun they'll have with the gift by sending out animated stickers, for example.
Or if you're feeling more sentimental, what about creating a customized card or gif? To create something special for your customers this Valentine’s Day, all you need is some creativity and excellent resources!
6. Highlight your dedication to privacy
At a time when privacy concerns are at an all-time high, brands should highlight the ways they protect their customers’ data. In this day and age, customers are hyper-aware of how their data is being used. As a result, they are increasingly interested in brands that take privacy seriously.
If you want to win over these consumers on Valentine’s Day, your brand must have a dedicated page on your website where customers can learn about your privacy policies. You should also highlight this dedication in any marketing materials you create for the holiday.
Drawing attention to your work in this area will set you apart from other brands and show customers that you care about their concerns. And most importantly, it will give them something to remember!
In a digital world, it’s easy to forget that there are human beings on the other end of the screen. But in reality, there are real people who want to share their romantic experiences with your brand.