Kobe Global Technologies’ Research Reveals Millennials And Gen Z Value Authenticity On Social Media

SINGAPORE
– Media OutReach – 9
December 2021 – Research conducted by Kobe Global Technologies in an effort to
study Gen Z’s and Millennials’ spending habits in relation to social media
advertising has revealed that Millennials and Gen Z look towards authenticity
and unfiltered content curation from content creators and social media
influencers. This means raw and authentic content is more likely to convince
these two demographics to engage with the brand.

In
this day and age, Millennials and Gen Z are not only tech-savvy, but they are
also more mindful of what they digest online and how marketing advertisements
or contents are packaged and communicated to them. These two demographics are
no longer viewing celebrity endorsements for products or services alone; they
are looking for internet personalities who embody their values and social
beliefs, as well as someone who openly embraces their natural flaws or mistakes
that a layperson can resonate with.

This
research has been backed up by the two campaigns that Kobe has assisted its
clients with. By entrusting the social influencers, who understand what content
style works best for their followers, to produce authentic content that speaks
to consumers, Kobe’s clients – Genki Sushi and Livinguard – were able to reap
the benefits. The followers were able to sense the influencers’ honesty, and
therefore, they were more receptive to what these key opinion leaders had to
say.

Moreover,
understanding that consumers disliked being told what to do, the influencers
avoided including a call to action in the initial phases of the Livinguard
campaign, thereby generating intrigue among followers. On the day of the
launch, the content creators were flooded with queries on how to purchase the
products.

Through
the brilliant execution of these said campaigns, Genki Sushi saw a 64% increase
in the sales of its Xmas Deluxe Dai Man Zoku Set from the company’s previous
year, and Livinguard saw sales spike by more than 300% on the day of its
Instagram campaign, easily cementing this launch as the company’s highest sales
count since its inception in Singapore.

And
Genki Sushi was clearly happy with the results, as the company has continued
its partnership with Kobe for its various marketing campaigns since January
2020. The acknowledgment of Kobe’s good work is also echoed by Mr. Gavin Gan,
Executive Director of Hoe Hin Pak Fah Yeow Mfy. Ltd, another beneficiary of
Kobe’s authentic approach to content creation. When requested to provide
feedback, Mr. Gan had this to say, “Kobe Global Technologies provides good
professional service and insightful knowledge on social media and influencer
marketing.”

With
online viewers and consumers being at the heart of social media marketing,
getting the right people to spread the right message to the right audience is
essential. And Kobe’s research has made the company aware of this fact, leading
to a transformation in the way the organization approaches influencer marketing.