The two companies want to connect brands with GenZ culture through an active listening methodology with content creators who are digital natives
THE Goal, the parent company of Instagram, Facebook and WhatsApp, and Trope, generation Z consultancy, are launching the Reels GenZ Sessions. The objective is to promote co-creation in a process end-to-end of connecting brands with the culture of Generation Z. The idea arose from the need for corporations and the advertising market in general to genuinely get closer to new consumers.
According Luiz Menezes, founder of Trope, Reels GenZ Sessions appears to help demystify that GenZ just wants a voice, when in fact, they want to be heard. In addition to showing that, when it comes to communication and marketing campaigns, it is not viable to generalize 51 million people into stereotypes. In Brazil, data from the Brazilian Institute of Geography and Statistics (IBGE) indicate that 23% of the population belongs to this group, which represents practically a quarter of the total.
Luiz explains that due to the fact that they are digital natives, Generation Z has a great influence on what is trending or not. “GenZ dictates what is trends, what is it cringe, what is it cool, and this is directly linked to consumption habits. Around 76% of this audience believes that brands should be engaged on social media, in other words, it is the duty of companies to increasingly consider Generation Z, if they want to create a genuine connection with these consumers in the market”, he states.
In this sense, for the implementation of Reels GenZ Sessions, Trope will have the role of involving native Gen Z content creators at the decision-making table, alongside Meta representatives, advertising brands and advertising agencies. This process will be divided into a few stages: insights, co-creation and production, which will have as its final product the creation of a campaign with native Reels from GenZ creators, posted as Partnership Ads. There will also be a creative diversification of assets throughout the funnel to achieve the brand’s business objectives.
“The idea of offering brands the possibility of thinking about content for social networks natively as a central part of their strategies is very powerful, especially when we think about this younger audience. Today, Reels are shared more than 3.5 billion times a day on Meta's platforms and increasingly represent an authentic way for companies to not only work awareness brand, as well as achieving your business objectives”, comments Theo Rocha, Global Creative Scaling and Creative Shop Director for Latin America, at Meta.
About Trope
THE Trope is a generation Z consultancy that helps brands rejuvenate their business strategies. Founded in 2021, the creator economy martech's main objective is to accelerate companies that need to be part of internet culture. Specialized in boosting the protagonism of digital natives, Trope seeks to be the Generation Z arm of companies.
Recently, the company launched InstitutoZ, a research front that interprets data and trends from GenZ and the Brazilian creator economy. It is the first on the market focused on studies of behavior and consumption of Generation Z, carried out through the eyes of digital natives. Trope also works with the creation of Investment Funds, which accelerate the careers of content creators. Among the main clients are Mondelez, Meta, Itaú, Ecossistema Ânima, P&G, Embelleze. More information at site.
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