Building a brand for Gen Z

Amin Shaykho, CEO of Kadama, delves into branding strategies for Gen Z. Gen Z is a social media generation that craves authenticity. They see through inauthentic content a mile away and hate when they think they are being bombarded by ads. To reach this demographic and build a brand they connect with boils down to understanding what captures their attention. Today, Amin discusses building a brand for Gen Z.
About the speaker

Amin Shaykho

Kadama

 - Kadama

Amin Shaykho is CEO at Kadama

Show Notes

  • 02:04
    Connecting with Gen Z audiences
    Authenticity is key when marketing to Gen Z. Kadamas approach involved providing life hacks and educational content to build an audience for the tutoring app, and then selling the product to the audience once they had built up enough trust.
  • 03:42
    Building an audience for Kadama
    To captivate consumers, Kadama provided life, school, and tech hacks. By strategically integrating Kadama into the school hacks series, it was introduced without appearing excessively promotional, effectively engaging the audience and encouraging adoption.
  • 04:46
    Social media marketing for Gen Z
    Kadamas early adoption has made it one of the most followed education apps on social media globally. This has enabled them to set trends, stay ahead of competitors, successfully grow their pages, and convert followers into revenue.
  • 05:39
    Capturing viewers attention on social media effectively
    Captivating viewers within the first 2 seconds is crucial, showing a value proposition to prevent drop-off. To succeed, understand your target demographic, create content that captivates them, and potentially innovate within existing niches to stand out and grow organically.
  • 07:55
    Leveraging personal and brand channels for promotion
    While Kadama has over 1.5 billion views across its videos, Amins personal brand has around 2 million followers and 1 billion views, distinct from Kadama's reach. In addition, Kadama has other brands, tailoring content to different audiences while maintaining a shared framework.
  • 08:31
    Leveraging short form video for testing and niche exploration
    Kadama analyzes existing content in potential niches, comments, and trends to identify underserved areas. They leverage short-form content to quickly test theories and different video styles, gauging audience responses to determine whether to pivot or remain.
  • 10:35
    Focusing on creating value through content
    While influencer and paid strategies are part of Kadamas marketing arsenal, the primary focus is creating organic content that adds value to its audience. By building the brand and cultivating trust rather than short-term sales, consumers are more likely to purchase when pitched.
  • 12:45
    Timelines and strategies for organic growth in different niches
    Organic growth timelines vary depending on the niche's potential and saturation level. Its crucial to research and test to find the right niche and be consistent in content creation, pivoting as necessary based on insights from testing and experimentation.
  • 14:21
    The effectiveness of micro
    Kadama's influencer marketing strategy focused on micro-influencers with 50,000-100,000 followers, rather than creators with large followings. By applying their existing internal strategies and understanding of the algorithms, Kadama achieved successful results.
  • 17:27
    Strategic approach to finding a niche
    Before delving into niche research, understand whether your company's product is the content itself or an experience to be showcased. By identifying gaps in the market and aligning content with audience interests, you can effectively engage your target audience.

Quotes

  • "On platforms like TikTok, within the first two seconds, you have to show users a value proposition. If it's not there, you've lost your chance." - Amin Shaykho

  • "Once you discover who your target demographic is, study what kind of content captivates them. Once you know what they're interested in, you can build upon that and also create untapped verticals." - Amin Shaykho

  • "When you win the organic game, you have these platforms distributing your content for you for free. And that's where you have a $0 CAC." - Amin Shaykho

  • "Short-form video is easy to make. It can take you as fast as five minutes to make a video that you can push out, quickly get results, test whether or not your theories are correct, and then move on if it's not a good idea." - Amin Shaykho

  • "The biggest mistake anybody trying to sell makes is being focused on, how do I get that sale? The game is, add value, and get people to love and trust what you say. That way, when you show them a product, they're all in." - Amin Shaykho

About the speaker

Amin Shaykho

Kadama

 - Kadama

Amin Shaykho is CEO at Kadama

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