Gen Z as the Secret Ingredient for Halloween Campaigns 2024

Even concern about the economy has not slowed down the obsession with Halloween spending in 2023, reaching an all-time high of $12.2 billion and set to gain further ground in 2024.

Indeed, the holiday has transformed into a cultural phenomenon, with Gen Z leading the charge. Immersed in technology since a young age, Gen Z has made Halloween a trending topic on social media. This generation's amplification of the holiday on the internet is reflected in the demographic’s spending in 2023.

1. 91% of Gen Z-ers between the ages of 12 and 22 celebrated Halloween in 2023.
2. 70% of those Gen Z consumers spent money on Halloween costumes.
3. More than half (58%) reported that they purchased Halloween decorations.

It’s no wonder Halloween has arrived eerily early this year, with many brands hoping to capitalize on people’s love for the spooky season. However, a critical question remains: How do you stand out in an ecosystem where the modern consumer is bombarded by 4,000 to 10,000 ads daily? This is where video advertising comes in.

Hook Gen Z this Spooky Season with Video Advertising

Growing up in the era of instant gratification and social media, video content has become the preferred form of media consumption for Gen Z. A powerful marketing tool, allowing brands to tap into one of the most profitable times of the year, video ads have successfully met the challenge of capturing the flimsy attention of Gen Z. Its effectiveness as a marketing medium is undeniable, with studies stating 30% of Gen-Zs turned to YouTube for Halloween inspiration in 2023.

Here are a few video ad campaign strategies to captivate Gen Z this Halloween:

1. Hook Gen Z with Halloween-themed Ads

Studies show that 82% of consumers are convinced to buy a product or service after watching a video. The key therefore is to leverage the sentiment and excitement surrounding the holiday and create video ads that incorporate Halloween-themed visuals, music, and humor. One way that has proven especially effective in attracting Gen Z is tapping into their love of old movies, songs, and pop culture references. By incorporating elements from classic Halloween films or olden Halloween traditions and featuring a modern-day take on it, brands can connect with the Gen Z audience emotionally, driving engagement and the bottom line.

2. Relevance is Key

Another critical aspect of having a successful video ad campaign during Halloween is ad relevance. Referring to the degree to which your ad is relevant to the viewer watching it, ad relevance importance cannot be overstated. In addition to being more likely to have a higher click-through rate and view-through rate, these ads are also perceived as more helpful, instilling brand loyalty and trust. However, in today's privacy-first digital landscape, which is moving away from third-party cookies, brands must tether themselves to alternative and more ethical ad delivery solutions that still prioritize relevance.

3. Tap into the Wonders of Social Media

The strong parasocial relationships crafted by social media between influencers/celebrities and viewers have proven to wield considerable power over consumer buying decisions. This is especially true for Gen Z, with nearly three-quarters following influencers on social media platforms.

Not only that, a majority of them discover products and services via social media, trusting the authenticity and sincerity of online figures. Social media is the most popular source of Halloween costume inspiration for people under 25. YouTube influencers like MrBeast and PewDiePie hold significant influence over Gen Z’s purchase decisions and therefore can be leveraged to drive engagement and sales during Halloween.

Brands That Nailed Halloween Marketing for Gen Z

A brand that has been able to effectively capitalize on the Halloween spending frenzy is Chipotle. Taking its years-long gag on Halloween costume memes around its forks and napkins to social media, the fast food chain collaborated with Spirit Halloween to release a line of ‘Boorito’ costumes. Chipotle’s Halloween campaign has generated significant buzz and increased brand awareness among Gen Z.

Another example of a Halloween campaign that targeted Gen Z was the fashion brand Hot Topic’s 2023 ‘Halloween Forever’. By featuring two stars from the popular show Cobra Kai and Shameless in a campaign showcasing Halloween clothing line-inspired classic horror films such as Texas Chainsaw Massacre, the brand tapped into the unabashed allure Gen Z has for the past, creating an emotional connection through the power of nostalgia.

Achieve Holiday Advertising Success with Contextual Advertising

Halloween brings the opportunity for brands to have the most profitable season of the year. To capitalize on their potential, brands must wrangle away from the old methods of advertising and move toward the future. Contextual Advertising. A type of targeted advertisement delivered based on contextual cues on the page or content they are currently viewing, contextual advertising has taken the digital advertising world by storm.

Mirrors by Silverpush is an AI-powered contextual advertising solution that gets your brand's advertisement in front of the right audience at the right moment in a suitable environment. Going beyond the basics of targeting demographic and broad keyword categories, Mirrors identifies contextual cues within the video like text, audio, actions, celebrities/ influencers, brands, etc. to place your ads, while its real-time campaign optimization utilizes data-backed insight to ensure maximum reach and engagement.

The Way Ahead.

The holiday spending surge brings brands an opportunity to connect with a highly engaged audience. By employing the power of video advertising for Halloween marketing campaigns, brands can tap into this excitement and stand out from the competition. However, to take your marketing campaign to the next level, brands must utilize innovative technologies.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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