Você já parou para pensar como funciona a comunicação das marcas com a Geração Z, que são as pessoas de 13 a 27 anos? Para responder essa pergunta, o InstitutoZ, braço de pesquisa da Trope – consultoria de Geração Z e Alpha – analisou as tendências acerca do tema e das principais discussões sobre criatividade em eventos como Vidcon e Cannes Lions International Festival of Creativity.

Os dois eventos aconteceram em junho de 2024 e Luiz Menezes, fundador da empresa, acompanhou ambos presencialmente. “A GenZ vem ditando as regras do jogo, influenciando as demais e definindo o que é cringe, o que é cool e, por isso, as marcas querem andar com ela no recreio. Mas como transitar por uma geração fragmentada em microcomunidades online?”, questiona.

Segundo Luiz, as novas gerações dominam isso bem e, por essa razão, a formação de comunidade passou a ser fundamental na estratégia das marcas inseridas na creator economy. As comunidades são grupos de pessoas que compartilham interesses em comum, o que é extremamente relevante para a Geração Z, pois fazem com que se sintam pertencentes a algo. E essas comunidades nascem a partir de ‘conexão’.

Dados do InstitutoZ apontam que 55% das campanhas vencedoras do Cannes Lions e 50% dos painéis da Vidcon abordaram de alguma maneira o conceito de ‘conexão’. As gerações Z e Alpha formam conexões reais no ambiente virtual e a tendência é que o mundo digital e o físico se integrem cada vez mais. Ou seja, as marcas precisam estar atentas para se adaptarem e conseguirem se comunicar melhor com seu público-alvo.

Para fazer isso com maestria, Luiz explica que a conexão deve ser a protagonista nas conversas e que existem várias formas de se conectar com as novas gerações, seja por representatividade ou por autenticidade, e é mais eficaz quando as duas estão juntas. A representatividade permite que mais pessoas se identifiquem com a marca e a autenticidade faz com que seja fiel ao seu propósito sem ser mais do mesmo.

O especialista explica que, hoje em dia, um dos principais desafios de negócio das grandes companhias é justamente conseguir atingir esses novos consumidores. “As estratégias lineares e o funil de vendas não é o mesmo para a GenZ e para a Gen Alfa, que interagem com marcas em diferentes pontos de contato, de maneira fracionada, e não linear”, revela Luiz.

Durante a VidCon, foi apresentada uma pesquisa da Paramount, que avaliou aspectos da Geração Alpha, que são os nascidos a partir de 2010. Segundo os dados, existem 48 milhões de pessoas dessa geração nos EUA, o que representa 15% da população. A estimativa é que impactem a economia em US$ 5,4 trilhões nos próximos anos. De acordo com o censo do IBGE, 19,75% da população do Brasil é Gen Alpha, cerca de 40 milhões de pessoas.

Para Luiz, apesar de várias características em comum, a visão de mundo da Geração Alpha é bem diferente da Geração Z, pois desde o nascimento já estão inseridos em uma realidade multicultural. Segundo ele, a tendência é que seja uma geração mais diversa, o que mudará o funcionamento da lógica de consumo e das relações no modo em que conhecemos. 

Neste sentido, produtos e serviços personalizados podem ser a chave do sucesso para as marcas. Um dos painéis do Cannes Lions trouxe uma pesquisa da Dentsu Creative, que aponta que 87% dos profissionais de marketing da China dizem que precisam de estratégia específica de marketing para Geração Z e 80% dos profissionais de marketing globais concordam com essa constatação. Ou seja, é uma afirmação mundial.

Por essa razão, Luiz Menezes dá três dicas para que as marcas possam se comunicar melhor com a Geração Z e Alpha na prática:

1. Para a geração da multiplicidade, estranha é a ausência da diversidade;
2. Filtragem por grupos de interesse e não só por recortes demográficos;
3. Transparência e revelar o processo geram conexão (marcas humanas e vulneráveis).

O especialista ressalta que as marcas precisam saber usar as ferramentas disponíveis a seu favor. “Os criadores de conteúdo podem ser grandes aliados para gerar conexão genuína com as novas gerações, trazendo a representatividade e autenticidade que faltam para que a sua marca consiga ter conteúdos que ressoem positivamente com o público-alvo”, finaliza.

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.

In the current scenario of digital transformation, artificial intelligence (AI) is playing an essential role in several businesses. One of the most significant innovations is virtual agents, a solution that has revolutionized the collection sector, providing a more efficient, agile and personalized approach in customer relationships. Data also brings this perception, considering the projections for AI in this optimistic sector. The global market for credit collection software, for example, which includes AI-based solutions, was estimated at US$4 billion in 2022 and should grow to US$7.4 billion by 2028, driven by the growing adoption of these innovative technologies, according to the study by the USoftSoft. 

But what are virtual agents and why has it generated this revolution? A virtual agent is an AI-based technology designed to interact with users in a similar way to a human attendant. These agents are programmed to perform tasks such as answering questions, providing information, and even conducting negotiations and transactions. This evolution has provided the end of Chatbots That robot that talks to you by message and asks you to type 1 if you want option A, 2 if you want option B and so on & so on.

As part of the revolution, in the collection sector, for example, virtual agents assume the role of communicators, negotiators and relationship managers, optimizing processes that previously depended exclusively on human attendants and that today agents do it with as much empathy as a human. This is the case of Monest, an asset recovery company through the collection of debts by a virtual agent called Mia, connected by artificial intelligence. The virtual agent of the startup uses WhatsApp to communicate with delinquent customers of retailers in the best way, personalizing communication according to the business and increasing the possibility of a debtor to become a customer again.

Thiago Oliveira, CEO and Co-founder of Monest explains that it is already common for people not to realize that they are talking on WhatsApp with a virtual agent connected by AI. “It has already happened that at the end of a successful negotiation, the client wishes good parties and a happy new year for Mia. And the best?she replied, as a good friend”, she jokes. 

The CEO also points out that this is an example of how technology applied efficiently can be a powerful tool to leverage business. “The use of artificial intelligence in this context not only optimizes credit recovery, but also transforms the customer experience, offering solutions that meet their needs and expectations. This evolution is a clear example of how technology can be a strategic ally in improving results and building a positive image in the” market, concludes Oliveira.

The implementation of virtual agents in the billing sector has brought numerous advantages to the market. The automation of processes, which were once manual and time-consuming, can now be performed 24 hours a day, 7 days a week, allowing a continuous and effective service.In addition, virtual agents use advanced algorithms to analyze customer behavior, customize approaches and suggest the best payment options proactively.

This not only increases the credit recovery rate, but also improves the customer experience, which is now treated in a more humanized and individualized way, even in automated interactions. Another advantage is the ability to scale billing operations without the need to expand the human team, which results in a significant reduction in operating costs.

Impact on customer relationship and the future of virtual agents on billing

Thiago Oliveira explains that one of the main challenges of the collection sector has always been to maintain a balance between debt recovery and maintaining a good relationship with the customer. He points out that virtual agents help overcome this challenge, offering a clear, respectful and convenient communication, adapted to the profile of each client. With this, companies can not only improve their recovery rates, but also maintain a good image with consumers, which is fundamental to long-term success.

With the continuous evolution of AI and the enhancement of the capabilities of virtual agents, the future of the collection sector promises to be increasingly digital and efficient. Integration with other technologies, such as predictive analytics and machine learning, will allow these agents to become even more effective in anticipating customer needs and in offering solutions that are beneficial to both companies and consumers.