Forget the metaverse. Gen Z is ushering in a new era of “IRL flex” – showcasing their carefully curated offline lives on social media. While they’re embracing real-world experiences, they’re still documenting and sharing those moments for online consumption. This trend presents a unique opportunity for brands and creators to connect with this influential generation on a deeper level.
The “Look at Me Living” Phenomenon?
Gen Z is craving authentic experiences and genuine connections. They’re joining running clubs, attending book clubs, participating in hiking groups, and exploring a myriad of other offline activities. But it’s not just about the experience itself; it’s about sharing that experience with their online community.
“Look at me and my friends enjoying this activity” is a powerful statement in the digital age. It’s a way for Gen Z to showcase their interests, values, and social connections. It’s about saying, “This is who I am, and this is what I care about.”
Why This Matters for Brands and Creators
This trend has significant implications for social media and marketing:
- Targeting Through Interests: Brands need to shift their targeting strategies to focus on interests and hobbies rather than just demographics. This means understanding the specific communities and subcultures within Gen Z and tailoring their messaging accordingly.
- Content That Fosters Community: Social media content should encourage participation in IRL activities and foster a sense of community. This could include promoting local events, sharing hobby-related tips, or showcasing user-generated content from IRL gatherings.
- Influencer Marketing That’s Authentic: Influencers who genuinely participate in IRL activities and share their passions will be more effective than those who simply promote products. Brands should partner with influencers who are authentic members of relevant communities.
- Experiential Marketing: Brands should invest in experiential marketing that provides opportunities for Gen Z to engage in their hobbies and interests. This could include sponsoring events, creating pop-up experiences, or hosting workshops.
How Brands Can Leverage the “IRL Flex”
- Sponsor IRL Events: Align with events that resonate with your target audience, providing opportunities for them to connect with your brand in a meaningful way.
- Create Shareable Experiences: Design activations and campaigns that encourage social sharing and user-generated content. Think book clubs with meet-and-greets with the authors, interactive discussions, and unique experiences that beg to be documented online.
- Partner with Authentic Influencers: Collaborate with influencers who genuinely participate in the activities your target audience enjoys. Their authentic endorsement will resonate more deeply than a generic product placement.
- Facilitate Community Building: Create online and offline spaces where your audience can connect with each other based on shared interests. This could include online forums, social media groups, or even meetups and events.
How Creators Can Tap Into the Trend
- Document Your Offline Adventures: Share your authentic experiences with your audience, highlighting the joy and community you find in IRL activities.
- Become a Community Leader: Organise meetups, workshops, or events related to your passions. This will strengthen your connection with your audience and establish you as a leader in your niche.
- Partner with Brands That Align with Your Values: Collaborate with brands that support your interests and offer value to your community.
- Inspire Others to Get Involved: Encourage your audience to participate in IRL activities and share their own experiences.
Examples of IRL Activities and Content
- Running Clubs: Share content around the community, the feeling of accomplishment, and training tips. Organise group runs and challenges.
- Book Clubs: Create content around discussions, the social aspect of the group, and recommended reads. Host online and offline book club meetings.
- Hobby Groups: Share content around the skills learned, the joy of the activity, and project ideas. Organise workshops and meetups for fellow hobbyists.
- Other Activities Ripe for Content: Hiking groups, art workshops, board game nights, rock climbing, local sports teams, volunteer groups.
Key Takeaway
The “IRL flex” trend is a powerful indicator of Gen Z’s values and priorities. Brands and creators who understand this trend and adapt their strategies accordingly will be well-positioned to connect with this important demographic. By embracing authenticity, fostering community, and providing opportunities for real-world engagement, they can tap into the power of the curated offline life and build lasting relationships with Gen Z.