Next Generation Communication Keys

The keys to connecting with new audiences, according to the Apple Tree.

Strategic Communication Agency Apple tree This week I celebrated in Madrid at Comet Retiro Space The latest edition of APPLE TREE BYTES. under the heading “Influencers and the Next Generation: How to Connect with New Audiences?”Brand representatives, media and influencers gathered to talk about New communication and marketing models To connect with new audiences (Gen Z and Alpha).

The round table consisted of Benga Serracontent creator; Isabella SalazarCountry Manager at Podimo; Maria CrespoConnection Specialist at Pernod Ricard; Raquel Garcia Triguerosand Director of Content and Marketing at Freeda Media Spain; And Sabrina Torrespartner agency of Meta Spain and he had Sergio BaredaKeeper CEO, broker.

Jacobo ZeladaChief Innovation Officer at APPLE TREE, was responsible for opening the session and explaining how brands reach these audiences: “Brands have A great opportunity to connect with new generations Because we are at a historical moment in which brands and consumers have a series of Common interests. The challenge for brands is Identify those topics and focus your message on them And not so much in commercial items on which advertising communications have been supported so far.”

In this sense, the influencers I became The best channel to reach new generations In a natural and real way, although more and more of these audiences are following profiles that are more specialized in trends and tastes. As an example of this trend, currently one in two people follows a social media influencer in Spain. In this sense, if something becomes apparent during the meeting organized by the APPLE TREE, it is so Brands must know how to recognize influencers from these generations to You reach your goal in an efficient manner.

Sergio Barreda, CEO a guardwas revealed during the meeting The value of pre-influencer research and analysis Who are involved in a campaign to make it a success: «For me, working with influencers depends on two factors: qualitative and quantitative factor. The qualitative part means Find out which profiles you hire for brands, that communicate with them on the level of lifestyle, tastes and values. In short, let it be a profile that does Match the brand, because they ultimately put their brand voice on social media. On the other hand, it is not enough just for the profile to communicate with the brand, it has to be achieving quantitative targetssuch as appropriate CPM, optimal return… When these two factors connect is when the profile is right for brands.”

Entertaining content for communication

For Maria Crespo, communication specialist at Pernod Ricard, the key to next-generation communication is “choosing prescribers who are interested in the target or who can join the community of these consumers, Choose the same as their calling symbols And work on formats and immediacy ». In this sense, on the part of the influencer, Benja Serra, the creator of the content, pointed out that “if we respect the type of content that the author makes, The audience will perceive it as something more natural«. The same thing happens when brands work with media that has that goal in mind, like FREEDA. According to Raquel García-Trigeros, Director of Content and Marketing at the medium, “It is It is very important to be clear about the purpose of the brand And a brief that matches the medium’s values ​​so that it’s authentic and gets the message across in a natural way.”

New formats and media

Besides the content, Adapting to new formats is key to achieving communication. For Sabrina Torres, Agency Partner at Meta Spain, “Brands have to do this Adapts to all locations and shapes that they usually consume so that it is a more realistic and enjoyable means of communication, where they can feel that they are part of the message ». One of the formats that is having its best moments is precisely the podcast with which Podimo adapts to the ways of consumption of the next generation: «The new generations have little time and are looking for Content that connects with them quickly. Video is its original form, added Isabelle Salazar, Podimo Country Director, which is why at Podimo we offer not only podcasts, but also videos that accompany the content.