The need for more authentic content in PBSA

Something important is happening in the marketing world right now that deserves a mention. That is the fact that TikTok and Instagram are now being used as search engines by Gen Z. Even more so than Google & Google Maps. As Lumen 5 writes, 40% of Gen Z now use TikTok as their preferred search engine.

Whether it’s a holiday destination, a product, employer, or accommodation, it’s clear that Gen Z are seeking out ‘real life’ content that resonates with them. Seeing real people in real situations helps them connect to a brand and visualise themselves as a consumer.

A quick search of anything on TikTok or Instagram will present you with a stream of raw, unfiltered content including users interacting with services and products - often giving honest testimonials.

So what is it about this type of content that is so effective at connecting with Gen Z? In this blog, we’ll talk a little more about Gen Z values in marketing and how we can use those to inform a more tailored marketing strategy.

They value authenticity

Gen Z values authenticity. Their 24/7 access to the internet has given them a taste for carrying out their own primary research. They know where to find the most authentic and honest content, and with so much choice, they aren’t afraid of delving into social media channels, reviews, and user generated content to help them make the best decision.

For a commitment as big as student accommodation, Gen Z need more than stock images and special offers to whet their appetite. What sets your accommodation apart? What is it about your brand that you believe helps you connect with the younger generation? Those details will be important in defining that message and strategy. But delivering those messages with the help of real people will help to solidify that authenticity and build trust among prospects. 

Perhaps this is why 81% of Gen Z say Instagram and Youtube are their preferred social networks. They give them access to authenticity and real people.

TikTok is a highly preferred platform among Gen Z and their preferred brands too. But it can provide some excellent opportunities for your own market research. By searching your brand or a wider search term such as ‘student accommodation’, you’re able to gather timely and observational data into the conversations and trends taking place.

They value visual content

Written content has its place but arguably later along in the buying funnel. For those initial interactions with your brand, you’ll want to prioritise quality visuals, entertaining video, and interactive content. According to Sprout Social, Gen Z favour eye-catching, visual content.

Video content is highly shareable, engaging, and easy to consume on mobile devices. This could be why Gen Z prefers to learn about brands this way.

But video content also gives you the ability to harness trends, involve other students and your teams in the creation of the content. You’d be surprised how many people like seeing themselves on social media and are also more willing to share this with their networks.

Make the most of events and gatherings too as these are prime opportunities for user generated content.

In the PBSA world, we are not just selling rooms, we are selling an experience. It’s important that it is reflected in your content marketing, imagery, and communications. Stock images of rooms are great for building an initial picture, but to nurture leads further down the buying process, your content must help them visualise themselves living in the space, town or the accommodation you are trying to sell.

Instagram has lately been scrambling to keep up with TikTok’s interactive, video style content by favouring reels and introducing a whole new feed predominantly dedicated to video content. This is increasing the shareability and presence of video content across all popular social media platforms.

Word of mouth and social proof

BCG reported that word-of-mouth was 2-10 times more effective than paid ads, and 92% of consumers trust word of mouth.

This plays heavily into the notion of social proof. 88% of consumers trust user reviews as much as recommendations. Favouring real-life, user- generated content and prioritising real people over models and influencers is more likely to support the social proof prophecy. 

But this is not just about encouraging conversions. It’s about connecting with your users on a more authentic level. When people see other people just like them on your social pages, your brand becomes more relatable. It becomes easier for users to imagine themselves living in your accommodation.

This helps you put a human face on your brand too. Students in particular, want to know they will be supported by friendly faces when they move away from familiar surroundings, so don’t be afraid to share authentic content of your team and ‘BTS’ style (behind the scenes) content.

Google ads, blogging, email campaigns and long form written content all have their place. But consider adding a more visual and interactive dynamic to your content marketing. Gen Z are a complex cohort when it comes to communications and marketing, so there will undoubtedly be some trial and error. But here are three things we can be sure of:

●      They value authenticity

●      They value video content

●      They value social proof

Harnessing real-life content and adapting your strategy to satisfy those values is sure to elevate you in the eyes of this highly educated, diverse, and digital generation.

If you’d like to get to know Gen Z better, take a look at our ‘Living and Learning’ research data which focuses on five pillars including sustainability, technology, wellbeing, community, and affordability.