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.

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.