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Brand Experiences Deepen With Changing Content Consumption

Brands are quickly discovering that it’s not enough to simply produce and share content. Consumers’ expectations have been steadily changing. And the new normal has accelerated the shift. Connecting with audiences now requires brand experiences to understand and keep pace with changes in content consumption. Customers now seek out more active participation and creation in brand experiences. From Spotify podcasts to Tik Tok, consumers are no longer passive spectators but active creators, sharing their own meaning.

Brand Experiences Draw From Generation Creation

As we look more closely into generations, the rise of the creator mindset is becoming a hallmark of Generation Z. In the past, people passively consumed content as a way to pass the time. But streaming content has become a source of informing Gen Z’s identity development. From niche stories to highly realized characters, Gen Z has discovered relatable truths in streaming content and used them to create their own identity. Additionally, Gen Z takes a more active role in creating content. Many Zs identify with a sense of self-expression—being an artist, activist or their own boss. Brand strategies are beginning to embrace this trend. And many brands are looking for ways to support Zs, as Spotify’s Global Trends Report details.

Similarly, brands like Gucci are opening brand experiences to millennial values. By tapping into the generation’s co-creating communities, Gucci has cultivated deeper, more organic brand advocacy among its consumers.

Streaming Content Helps Gen Z Come of Age

In the past, content was a way to pass the time. But for Gen Z, streaming content helps inform identity development. From portraying uniquely specific races, gender identities, sexualities, political leanings and religious affiliations, Zs have found deeper meaning in the varied content of streaming services. Brands need to consider the importance of purpose and value when creating content for customer experiences.

Brand Strategy Looks to Community Through Co-Creation

With audiences’ growing desire for more connection through co-creation, brands are responding by finding content that leverages and brings communities together. Such is the case with r/Layer, a creative platform made available through a Reddit and Adobe partnership. The brand experience provides an online community where users can collaborate in real time over a digital canvas.

Brand Experiences Draw From Generation Creation

As we look more closely into generations, the rise of the creator mindset is becoming a hallmark of Generation Z. In the past, people passively consumed content as a way to pass the time. But streaming content has become a source of informing Gen Z’s identity development. From niche stories to highly realized characters, Gen Z has discovered relatable truths in streaming content and used them to create their own identity. Additionally, Gen Z takes a more active role in creating content. Many Zs identify with a sense of self-expression—being an artist, activist or their own boss. Brand strategies are beginning to embrace this trend. And many brands are looking for ways to support Zs, as Spotify’s Global Trends Report details.

Similarly, brands like Gucci are opening brand experiences to millennial values. By tapping into the generation’s co-creating communities, Gucci has cultivated deeper, more organic brand advocacy among its consumers.

Streaming Content Helps Gen Z Come of Age

In the past, content was a way to pass the time. But for Gen Z, streaming content helps inform identity development. From portraying uniquely specific races, gender identities, sexualities, political leanings and religious affiliations, Zs have found deeper meaning in the varied content of streaming services. Brands need to consider the importance of purpose and value when creating content for customer experiences.

Brand Strategy Looks to Community Through Co-Creation

With audiences’ growing desire for more connection through co-creation, brands are responding by finding content that leverages and brings communities together. Such is the case with r/Layer, a creative platform made available through a Reddit and Adobe partnership. The brand experience provides an online community where users can collaborate in real time over a digital canvas.

Dispatch X

Discover Liquid’s Dispatch X—your go-to source for informative article links. Explore more insights on how brands, customers and others are redesigning consumption to connect. Read more about “Meet the Generation Working to Rebuild Society” and “Omnichannel vs. Multichannel: What’s the Difference and Who Is Doing It?”