Hauls and their value in Gen Z marketing

In 60 seconds...

• Gen Z wants to watch people engaging in the world, not fabricated commercials advertising products
• The most valuable aspect of the hauls are the creators behind them
• Finding the right creator for your brand can be tricky - they need to share your brand values, have high engagement... and Pion can help!

Hauls can be an extremely valuable tool for brands to use, especially when they're done by the right creators. Whether it’s showing their most recent clothing splurge or their weekly Sunday grocery list, Gen Zers are drawn to hauls. 

Why? Because they allow a more authentic and meaningful connection between the brand, the creator, and the audience.  

Take the below, for example:

‍In the video's comments, user @sydneyaldingerr says “what’s the brand of the black bathing suit with the flower on it🤍?”. Replying to that comment, user @darcycannone09 wrote “target.”

And just like that, Target has made a sale.

In this blog, we'll be discussing Gen Z's obsession with haul videos, exploring some winning case studies, and sharing how we can help you supercharge your Gen Z advertising.

Gen Zers want authenticity

As we all know, user generated content (UGC) is a key pillar in the marketing world, especially for the young generations. Gen Z wants to see someone trying on the bikini top, styling the latest shoe trend, and rocking the leather blazer before buying the product for themselves. 

This generation wants to watch people engaging in the world, not fabricated commercials showing the products. 

They’re much more likely to buy something if they see someone else using it first versus just watching a brand video. For audiences, seeing a creator engage with a product helps them truly understand what it would look like in their hands. 

Case Study - Edikted

@carlisle x Edikted 

Women's fashion brand Edikted are the marketing kinds of hauls. Take the below video:

Here, we see a creator try on clothing from the brand. Not only can the audience see the clothes, but we can also see how she chooses to style them - this makes the top more appealing as the audience can imagine themselves wearing it.

Additionally, the creator, @carlisle, regularly posts fashion content, making her an even more trustworthy and reliable source for eager Gen Z shoppers. 

@corryn_timm x Edikted

In this creators’ post, not only are they trying on the clothing, but are also talking the audience through the pieces and sharing where and how she’ll be wearing them.. 

Based on her detailed descriptions and helpful styling advice, the pieces chosen in this video will likely receive more support than others. The audience can see the image that the brand wants - that’s the key to attracting Gen Zers.

@corryn_timm (Corryn’s fashion finds🫶🏻) is a popular fashion creator with 134.6K followers and various videos focusing on fashion and everyday life, as well as having other videos with Edikted, proving to the audience that she is actually invested in the brand. 

This creator is a great example of a trustworthy and authentic creator that Gen Zers would trust to help them find the perfect pieces.

Where do we come in? 

As seen, the most valuable aspect of the hauls are the creators behind them. But finding the right creator for your brand can be tricky - they need to share your brand values, have high engagement, the list goes on… 

But that’s where we come in. Here at Pion, we can help you find the perfect creator for your brand.

Pion Creators is our influencer campaign targeted at our Pion audience. They're multi-channel creator campaigns with content produced by Gen Z for Gen Z. Check out one of creators in action: 

We know Gen Z better than anyone else, and we’ll help you understand your audiences’ drivers to ensure your creator and campaign connect, taking your results to the next level whilst building trust and loyalty with your audience. 

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Just get in touch our team to discuss your goals, and we'll help you find the right influencers for your campaign.

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Written by Rebecca Strug

Rebecca Strug was born and raised in New Jersey. She is a student at Emory University in Atlanta, Georgia studying Sociology and Creative Writing. In her spare time, she loves listening to music, going for walks, and reading any type of book (fiction preferably).