Have you ever stopped to think about how brands communicate with Generation Z, who are people from 13 to 27 years old? To answer this question, InstitutoZ, the research arm of Troupe udo consulting Gen Z and Alpha & I analyzed trends on the subject and the main discussions on creativity in events such as Vidcon and Cannes Lions International Festival of Creativity.

Both events took place in June 2024 and Luiz Menezes“A GenZ has been dictating the rules of the game, influencing the others and defining what it is cringe, what is cool and, for this reason, brands want to walk with her on the playground. But how to move through a generation fragmented into online microcommunities?”, she asks.

According to Luiz, the new generations dominate this well and, for this reason, community formation has become fundamental in the strategy of the brands inserted in the creator economy. Communities are groups of people who share common interests, which is extremely relevant for Generation Z, because they make them feel belonging to something. And these communities are born from 'INSULA connection.

InstitutoZ data indicate that 55% of the winning campaigns of the Cannes Lions and 50% of the panels Vidcon they approached in some way the concept of (connection’. Generations Z and Alpha form real connections in the virtual environment and the trend is that the digital and physical world are increasingly integrated. That is, brands need to be attentive to adapt and be able to communicate better with their target audience.

To do this masterfully, Luiz explains that connection should be the protagonist in conversations and that there are several ways to connect with the new generations, either by representativeness or authenticity, and is more effective when the two are together. Representativeness allows more people to identify with the brand and authenticity makes it true to its purpose without being more of the same.

The expert explains that, nowadays, one of the main business challenges of large companies is precisely to achieve these new consumers.“linear strategies and the sales funnel is not the same for GenZ and Gen Alfa, who interact with brands at different points of contact, in a fractional way, and not linear”, reveals Luiz.

During VidCon, a Paramount survey was presented, which evaluated aspects of the Alpha Generation, which are those born from 2010. According to the data, there are 48 million people of this generation in the USA, which represents 15% of the population. The estimate is that they impact the economy in US$ 5.4 trillion in the coming years. According to the IBGE census, 19.75% of the population of Brazil is Gen Alpha, about 40 million people.

For Luiz, despite several common characteristics, the worldview of Generation Alpha is quite different from Generation Z, since from birth they are already inserted in a multicultural reality. According to him, the trend is that it is a more diverse generation, which will change the functioning of the logic of consumption and relationships in the way we know. 

In this sense, personalized products and services can be the key to success for brands. One of the panels of Cannes Lions brought a survey by Dentsu Creative, which points out that 87% of Chinese marketers say they need specific marketing strategy for Generation Z and 80% of global marketers agree with this finding.

For this reason, Luiz Menezes gives three tips so that brands can better communicate with Generation Z and Alpha in practice:

1. For the generation of multiplicity, the absence of diversity is strange; it is
2. Filtering by interest groups and not only by demographic clippings;
3. Transparency and revealing the process generate connection (human and vulnerable brands).

The expert points out that brands need to know how to use the tools available in their favor.“Contenters can be great allies to generate genuine connection with the new generations, bringing the representativeness and authenticity that are missing so that your brand can have content that resonates positively with the target audience”, he concludes.

The streaming boom, exemplified by CazeTV's groundbreaking coverage at the 2024 Olympics, signals a significant shift in media consumption, opening doors for brands to leverage this platform as a powerful and effective way to connect with their audiences. As more consumers migrate from traditional TV to digital platforms, streaming consolidates as a critical medium, offering brands new ways to interact with highly targeted and engaged audiences.

Tatiana Dejavite, media expert and executive director of Star no Mundo, emphasizes how streaming can transform brands' marketing strategy: “O streaming is more than a simple streaming platform; it is a dynamic ecosystem where brands can create rich and personalized experiences for their consumers.The ability to precisely target audiences and offer content aligned with the specific interests of each group makes streaming an indispensable tool for any brand that wants to excel in the digital environment.”

Brand Opportunities in Streaming

Brands looking to capitalize on streaming growth should consider several strategies to maximize their presence and impact on this platform:

1. Original Content Creation: Developing original content that resonates with the values and interests of the target audience can differentiate a brand in the competitive digital market. With the penetration of connected TV growing 33 percentage points between 2017 and 2023, according to research by Kantar IBOPE Media, the reach of this content is increasingly significant, covering various devices and consumer contexts.
2. Native and Interactive Ads: Unlike traditional advertising, streaming allows the creation of native ads that integrate seamlessly with the content the user is consuming. “Brands can create advertising experiences that do not interrupt the flow of viewing, but instead complement and enrich the user experience,” explains Dejavite.In addition, interactive ads have shown higher engagement and brand recall rate, with 74% of consumers searching for products after seeing them in streaming ads, according to Magnite research.
3. Segmentation and Personalization: One of the biggest advantages of streaming is the ability to collect and analyze detailed data on user behavior. In 2023, 44% of the VOD audience claimed to use only the provider's free period, switching platforms soon after, according to a study by Kantar IBOPE Media.
4. Partnerships & Sponsorships: Associating the brand with large events, such as the Olympics, through sponsorships on streaming platforms, can significantly increase the visibility and credibility of the brand. Caze TV, for example, offered differentiated coverage that attracted millions of viewers, and brands that have associated with this broadcast could benefit from massive engagement.
5. Live Commerce: A growing trend in streaming is live commerce, where brands can promote products in real time during live streams, allowing viewers to shop directly while watching.“This integration between content and e-commerce provides a unique opportunity for brands to convert views into instant sales,”, says Tatiana.

The Future of Streaming Marketing

As streaming continues to evolve, brands that adapt quickly to this new reality will be the ones that reap the most benefits. The global video streaming market, valued at approximately USD 106.83 billion in 2023, is expected to grow at a compound annual rate of 21.5% by 2030, according to data from eMarketer. In Brazil, the consumption of CTV, or Connected TV, has already reached 74.3% of households, according to Kantar IBOPE Media, reinforcing the role of this media in marketing strategy.

Another relevant fact is that live content generates 37% more engagement compared to pre-recorded videos, which offers a significant advantage for brands that want to increase interaction with their audiences. With the greater penetration of devices and the evolution of consumer models, streaming is not only a trend, but a consolidated reality.

The success of CazeTV during the Olympics shows that the future of media is increasingly centered on personalized and interactive digital experiences.“O streaming offers a platform where the brand can not only be seen, but experienced. This type of connection is what differentiates successful brands from those left behind,” concludes Tatiana Dejavite.

With streaming becoming a mainstream medium of content consumption, brands now have an unprecedented opportunity to create deeper and more meaningful bonds with their audiences by harnessing the vast possibilities offered by this ever-growing media.

No cenário atual de transformação digital, a inteligência artificial (IA) está desempenhando um papel essencial em diversos negócios. Uma das inovações mais significativas são as agentes virtuais, uma solução que vem revolucionando o setor de cobrança, proporcionando uma abordagem mais eficiente, ágil e personalizada no relacionamento com clientes. Os dados também trazem essa percepção, considerando as projeções para a IA nesse setor otimistas. O mercado global de software de cobrança de crédito, por exemplo, que inclui soluções baseadas em IA, foi estimado em US$4 bilhões em 2022 e deve crescer para US$7,4 bilhões até 2028, impulsionado pela adoção crescente dessas tecnologias inovadoras, segundo estudo da ScienceSoft. 

Mas o que são as agentes virtuais e por que ela tem gerado essa revolução? Uma agente virtual é uma tecnologia baseada em IA, projetada para interagir com os usuários de maneira semelhante a um atendente humano. Esses agentes são programados para realizar tarefas como responder a perguntas, fornecer informações, e até mesmo realizar negociações e transações. Essa evolução têm proporcionado o fim dos Chatbots – aquele robô que fala com você por mensagem e te pede para teclar 1 caso queira a opção A, 2 caso queira a opção B e assim por diante –, e o início de uma nova era: a das agentes virtuais.

Como parte da revolução, no setor de cobrança, por exemplo, os agentes virtuais assumem a função de comunicadores, negociadores e gerentes de relacionamento, otimizando processos que antes dependiam exclusivamente de atendentes humanos e que hoje as agentes fazem isso com tanta empatia quanto um humano. É o caso da Monest, uma empresa de recuperação de ativos através da cobrança de débitos por uma agente virtual chamada Mia, conectada por inteligência artificial. A agente virtual da startup utiliza o WhatsApp para se comunicar com clientes inadimplentes de varejistas da melhor forma, personalizando a comunicação conforme o negócio e aumentando a possibilidade de um devedor voltar a ser cliente.

Thiago Oliveira, CEO e Cofundador da Monest explica que já é comum que as pessoas não percebam que estão falando no WhatsApp com uma agente virtual conectada por IA. “Já aconteceu de, no final de uma negociação bem sucedida, o cliente desejar boas festas e um feliz ano novo para a Mia. E o melhor? ela respondeu, como uma boa amiga”, brinca. 

O CEO ressalta, ainda, que este é um exemplo de como a tecnologia aplicada de maneira eficiente pode ser uma ferramenta potente para alavancar os negócios. “O uso da inteligência artificial nesse contexto não só otimiza a recuperação de créditos, mas também transforma a experiência do cliente, oferecendo soluções que atendem suas necessidades e expectativas. Essa evolução é um exemplo claro de como a tecnologia pode ser uma aliada estratégica na melhoria dos resultados e na construção de uma imagem positiva no mercado”, finaliza Oliveira.

A implementação de agentes virtuais no setor de cobrança trouxe inúmeras vantagens ao mercado. A automação de processos, que antes eram manuais e demorados, agora pode ser realizada 24 horas por dia, 7 dias por semana, permitindo um atendimento contínuo e eficaz. Além disso, os agentes virtuais utilizam algoritmos avançados para analisar o comportamento dos clientes, personalizar abordagens e sugerir as melhores opções de pagamento de forma proativa.

Isso não apenas aumenta a taxa de recuperação de créditos, mas também melhora a experiência do cliente, que passa a ser tratado de maneira mais humanizada e individualizada, mesmo em interações automatizadas. Outra vantagem é a capacidade de escalar operações de cobrança sem a necessidade de expandir a equipe humana, o que resulta em uma significativa redução de custos operacionais.

Impacto no relacionamento com o cliente e o futuro dos agentes virtuais na cobrança

Thiago Oliveira explica que um dos principais desafios do setor de cobrança sempre foi manter um equilíbrio entre a recuperação de dívidas e a manutenção de um bom relacionamento com o cliente. Ele ressalta que os agentes virtuais ajudam a superar esse desafio, oferecendo uma comunicação clara, respeitosa e conveniente, adaptada ao perfil de cada cliente. Com isso, as empresas conseguem não apenas melhorar seus índices de recuperação, mas também manter uma boa imagem junto aos consumidores, o que é fundamental para o sucesso a longo prazo.

Com a evolução contínua da IA e o aprimoramento das capacidades dos agentes virtuais, o futuro do setor de cobrança promete ser cada vez mais digital e eficiente. A integração com outras tecnologias, como análise preditiva e machine learning, permitirá que esses agentes se tornem ainda mais eficazes na antecipação das necessidades dos clientes e na oferta de soluções que sejam benéficas tanto para as empresas quanto para os consumidores.