Last week our founder, Jayne Charneski, spoke with Carrera Kurnik over at Fashion Snoops to talk about everything influencers, Gen Z, TikTok and what is resonating with consumers in the age of COVID-19.
Here are the key takeaways from the Fireside Chat:
- Influencer culture is undergoing a sea change and those who can’t adapt will fall by the wayside, creating space for new, intuitive creators. Everyone is so raw and sensitive right now so any minor missteps by influencers are blowing up. The influencers who succeed from here on out will be ones who can read their audience and understand what’s aspirational in this new era.
- While society may be shut down, the internet is open for business. Gen Zs are flocking to TikTok with their trademark sarcasm in hand. TikTok is a place for fun, quick and easy content, rather than polished, resume-like content on Instagram. TikTok is evolving to also be a source of news and information for Gen Zs too.
- Stop with the productivity shaming! Consumers are starting to push back against the notion that they should be learning new skills and making the most of this time. People are grieving the loss of our way of life so it’s important that influencers, brands and consumers alike all take a collective breath.
- Brands that are targeting millennials need to tap into and restore their optimism, bring this group-oriented generation together, and start thinking about ways that they can relieve some of their financial pressure.
- Brands that are after Gen Zs should tap into Z’s passion for activism. Many anxious Zs are seeking safety and control in a familiar place – activism. Zs think of brands as allies and they’d love to join together with a brand to make a difference.
- How we spend our time and what we value will change. For example, similar to what happened after the Great Recession, people will go back to quiet luxury and our relationship with tech and screens will continue to become more vital than ever before.
You can watch Jayne’s full Fireside Chat with Fashion Snoops here.
What are your thoughts on content in quarantine and life after the coronavirus? Let us know in the comments!