When live meets influential: why Gen Z is the unexpected lever for reenchanting TV advertising

GenZ: a generation that rejects traditional advertising?

Advertising is going through a crisis of relevance. Generation Z, lulled by on-demand content, social networks and Ad-Blockers, seems to have developed a natural immunity to traditional advertising formats. Yet a recent study by Live Nation reveals an unexpected opportunity: 68% of young people in this generation prefer to have real experiences rather than interact solely in the digital world. They want something tangible, something authentic, something to share.

So how can brands reconnect with a generation that seems to be slipping away from them? By focusing on experience, recommendation and social proof. That's exactly what BuyTryShare offers.

Live experience as the new black gold for brands

Advertising is going through a crisis of relevance. Younger generations, particularly Gen Z, have grown up in a world saturated with images, notifications and omnipresent advertising messages. Accustomed to personalised content and short formats, they are turning away from top-down communication and over-marketed messages. Linear television is losing its lustre, and even traditional digital formats don't really grab their attention any more.

However, a recent study by Live Nation reveals a counter-intuitive fact: 68% of young people prefer face-to-face experiences to purely digital interactions. Far from rejecting the link with brands, Gen Z is calling for more immersive, sincere, experiential formats. This need for concreteness, authenticity and sharing is redefining the rules of the advertising game.

Live experience as the new black gold for brands

Live events - concerts, festivals, interactive exhibitions, brand happenings - become catalysts for emotion and memory. They are emotionally resonant spaces where the audience feels engaged, active and connected to the brand. These experiences leave a lasting impression on participants, far more than any advertising banner or generic spot.

For Gen Z, attending a concert, taking part in a brand activation or enjoying an immersive experience is not only a moment of pleasure, but also an opportunity to create personal content to share with their network. And this content, generated by the users themselves, has a much higher value in the eyes of their peers than that produced by the brand. In this way, live events become fertile ground for advertising campaigns that are truer, more human and therefore more effective.

When nano-influencers become the real influencers

The Live Nation study also highlights a fundamental change. The model of influence as we've known it over the last ten years is changing: trust is no longer being placed in the hands of Instagram stars, but in the hands of ‘peers’, people we know or identify with. What we now call nano or micro-influencers: satisfied customers, engaged fans. Figures that are too visible, too sponsored, too smooth lose credibility. Gen Z puts more trust in those they consider to be their equals: friends, acquaintances, profiles they can identify with.

This is where nano-influencers come in. They may only have a few hundred or a few thousand subscribers, but their voice carries weight because it is perceived as authentic and disinterested. BuyTryShare builds on this very dynamic. By identifying satisfied consumers, offering them the opportunity to give a sincere account of their product experience, and then amplifying this account via powerful distribution channels such as TV or the press, the brand restores trust and closeness with its audience. It's no longer celebrities who recommend a product, but people ‘like us’, and that changes everything. s real users.

BuyTryShare is based on these authentic voices. Its model enables a brand to select consumers who have tested and approved a product, then transform their reviews into advertising content that is widely distributed. A more credible, more human and, above all, more effective approach.

BuyTryShare: social proof in advertising format

In a hyper-connected world, social proof has become a key decision-making factor. Before making a purchase, we read reviews, look for unboxing videos and scrutinise comments. BuyTryShare's strength lies in bringing social proof - usually confined to Google reviews or online comments - into the most powerful channels: TV, CTV, the press and cinema. By hybridising customer recommendation and media power, BuyTryShare is reinventing advertising, capitalising on this natural trend and transposing it into a mass advertising universe. Imagine a TV commercial in which customers express, simply and sincerely, why they liked a particular product or service. No marketing script, no promotional filter: just real words spoken by credible faces. Thanks to a technological and data-driven approach, BuyTryShare can select the best testimonials, make them compatible with traditional media formats, and measure their impact. The result: advertising that inspires confidence, captures attention and generates action.

A TV ad is no longer just a promise: it's a customer telling their story, on their behalf. It's a true story. And for Gen Z, who value authenticity above all else, that makes all the difference.

Conclusion: reconciling mass media and intimacy

Big media campaigns are often contrasted with the intimate communication of social networks. In this world saturated with messages, it's the real voices that shine through. Gen Z doesn't want to be targeted, it wants to be inspired. They are not looking to consume a promise, but to live an experience. By combining the power of advertising screens with the sincerity of consumer reviews, BuyTryShare is proposing a new contract between brands and audiences and showing that it is possible to reconcile the two. By transforming the voice of the customer into an advertising message, we combine the power of reach with the finesse of emotion, combining BRANDING & PERFORMANCE. For advertising sales houses and advertisers, this is a unique opportunity to reconnect with Gen Z - not by forcing the message, but by giving a voice to those who really matter. In this new era of communication, authenticity is becoming a strategy. And television advertising, far from being dead, can once again become a trusted medium, provided it is given a human face. This is perhaps the greatest role that Gen Z can play in the evolution of the media: giving advertising back its ability to touch, convince and inspire.

A contract based on trust, emotion and proof. Could this be the future of TV advertising?