neration is the most socially-conscious and opinionated audience ever, he added, thanks to the development of new technology, allowing them to engage with brands in real-time on social media.  Given 97 per cent of this demographic are active on social media, the brands that want to capture their attention need to learn how to tailor their content and brand strategies to reach them. “Gen Z and millennials can recognise advertising faster than their predecessors,” Iozzi explained. “They can understand the mechanics behind an ad, the subject matter and the intention behind it.” “As such, content needs to be authentically engaging and not just a sale banner on a video. In fact, text-based advertising has been proven to be less effective on younger demographics, according to recent studies.” Iozzi added that by understanding where their audience spends their time, brands will have the ability to effectively target and convert consumers to in turn drive both traffic and sales. Being visible online and understanding one’s audience are also important factors to consider to target millennials and gen Z consumers.  “If your business or brand wants to target millennials and gen Z, my number one tip for you is to be present,” Iozzi said. “[Then], understand your audience. It is important to note that those born after 1990 – millennials and gen Zs – are the children of globalisation.” Forming short form, sharp and engaging content on trending social media platforms is another way to capture the attention of the younger generation. But Iozzi emphasised content needs to be short. “As a millennial myself, I can tell you right now my attention span is very short and TikTok’s 15-second videos fit [that] very well,” he said. As the world of social media is changing daily, brands that are keen to protect their longevity and capitalise on sales must be willing to be agile and adapt. According to Iozzi, brands should be focused on the next big social media platforms that are focused on communities like Clubhouse, Only Fans and TikTok. TikTok, a social media platform that allows brands to post videos or livestreams, is one of the social media platforms that Superdry utilises to reach its target audience. Last year, Superdry and New Zealand hip-hop duo eleven7four launched a TikTok campaign called #SuperdryMyWay, featuring TikTok influencers and a viral dance challenge. Within 24 hours of launch, it had already reached 35 million users. “These live performances and a direct contact to the audience go a long way to increase an audience engagement, brand affinity and optimising viewership,” Iozzi explained. “The popularity of other social media platforms will rise and fall, it’s nothing brand new,” he said. “It will continue. Yes, TikTok will spike and then it will fall, and something else will rise and take its place. And more often than not, it is the ad saturation – it’s that over-commercialisation – that kills the social aspect. So brands just need to find that balance.”