From Stanford to Stardom: What Fizz’s Takeover of College Campuses Means for Brands

Let's journey back to 2004—a year when Facebook was merely a fledgling platform, limited to the ivy-walled environs of Harvard. Fast forward to today, and we have Fizz —a Stanford-birthed sensation that's igniting a similar sense of intrigue from college age students. For those digital marketers who need the breakdown on this new social platform, check out the below: ?

What's Fizz All About??

Fizz offers an authentic, campus-focused social experience where students express, share, and interact unanimously, allowing for raw and unfiltered conversations. The app has a similar feed to Yik Yak, which saw a triumphant resurgence on campuses in 2021. However, Fizz elevates user experience by going beyond a simple anonymous feed, offering an array of innovative features. For example, instead of showcasing posts from nearby users as Yik Yak does, Fizz provides a tight-knit space exclusively for verified students, further enriched with direct messaging and polling capabilities. The platform aims to liberate Gen-Z users from the pressures and judgments that older social platforms sometimes impose. On Fizz, students gain insights into the college experience beyond their immediate circles, enabling them to connect with peers they might not usually interact with. ?

Rapid Expansion and Investor Confidence:?

Fizz's trajectory has been nothing short of meteoric. Having launched at Stanford in 2021, it's now resonating across 90+ college campuses, showing an impressive adoption rate—even overtaking its original engagements at foundational institutions like Stanford and Pepperdine, which now report over 95% adoption . With ambitions to reach hundreds more campuses by the end of this year, the sky seems to be the limit. Fizz's recent $25 million Series B round , led by Owl Ventures and participated in by NEA, is a testimony to this rapid ascent, especially in what Crunchbase describes as a challenging market environment.?

Why Should Marketers Care??

As Fizz positions itself as the central hub for the college social experience, it undoubtedly presents marketers with an unmatched opportunity to engage with the college experience in a more authentic and organic manner. Yet, it's essential to note that Fizz caters exclusively to college students. To join, users must verify their affiliation through a ".edu" email address, and they can only interact within the Fizz community of their specific college. This means direct brand placements might not resonate well with the Gen Z audience, given that the platform is specifically designed by and for college students. Effective branded content on Fizz should be curated and promoted by the local student body to ensure it's in tune with the campus culture. Brands like Red Bull , Bumble , and Sony Music Entertainment , with their robust college campus programs, are potentially a step ahead. They can naturally leverage their student networks to weave organic, student-driven content into influential Fizz chat rooms. That said, brands without such established campus programs aren't left behind. They'll simply need to be inventive — consider partnering with relevant campus groups or tapping into local Greek life as ambassadors to find their way into pertinent Fizz discussions. In summary, with Fizz's expanding influence on US college campuses, marketers should definitely keep a close eye on this platform especially if you are tasked with connecting with college aged students.

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Cheers,??

MikeWorldWide??

Quick Hits: Data?

• Razorfish's new research dives into the characteristics and behaviors of the emerging Gen Alpha, which is predicted to reach 2.2 billion individuals by 2024. The study indicates that Gen Alpha is not just tech-savvy, but deeply tech-integrated, with 63% valuing the latest technology and over 40% using tablets before age 6. Despite their strong technological inclination, 75% of Alphas, aged 8-10, are conscious of their mental health, with many preferring outdoor activities over tech to manage their mental well-being. Furthermore, Gen Alpha displays a unique perspective towards gaming as a form of creative self-expression, and they prioritize authenticity, with 92% understanding its power and importance.?
• In Emplifi’s Q2 2023 report on social media behavior and trends, it was revealed that Instagram Reels outperforms TikTok in terms of median reach, interactions, and video views, despite the format's declining trend and Meta's recent deprioritization of Reels. Furthermore, while Instagram Reels outdid other content types on its platform, Facebook Reels did not garner the same traction, with Facebook Live Video reigning supreme on the platform.??
• A recent analysis by the Pew Research Center reveals shifts in Latino demographics within the United States. The Venezuelan population in the U.S. surged by 169% between 2010 and 2021, making them the fastest-growing Latino group, despite Mexicans still being the most significant Latino origin group. Meanwhile, the share of Latinos born outside the U.S. is decreasing, with births to Hispanic parents in the U.S. driving the population's growth.?

?Quick Hits: Platforms?

• Instagram has rolled out a feature to shield users from unwanted images and videos in Direct Messages (DMs). Now, users can only send one message request to those they don't follow, and the initial DM is restricted to text, preventing the sending of images, videos, or voice notes until the recipient accepts the chat request; this aims to curb the issue of unsolicited media, particularly benefitting women who often receive inappropriate content.?
• Threads has introduced a "Send on Instagram" feature , allowing users to share content directly to Instagram DMs. This move, part of Meta's larger strategy to retain users, enables recipients to potentially re-engage with Threads, especially if their activity had previously decreased.?
• WhatsApp is testing a new feature in its latest beta that allows group voice chats for up to 32 participants, with functionalities similar to those seen in platforms like Telegram, Discord, and Slack's Huddles. Unlike the platform's current group calls, the new voice chat feature won't ring all members' phones but will allow users to join spontaneously, and sessions, which are end-to-end encrypted, will automatically end after an hour if all participants leave.?

• Meta has unveiled an advanced AI-driven translation engine capable of effortlessly translating languages across text and speech. Named Seamless M4T, this engine distinguishes itself by translating spoken words directly from one language to another, bypassing the need to first convert to text. The technology, released under a Creative Commons license, supports a wide range of languages and translation combinations, including the ability to shift between languages seamlessly, catering to individuals who naturally intermix languages in conversation.?
• TikTok has introduced a feature allowing users to add text posts, positioning itself as a competitor to Twitter and Instagram's Threads. This move is seen as an opportunity for TikTok to tap into the text-based social media space, especially given recent controversies and changes at Twitter under Elon Musk's leadership, and the rapid rise of Threads as a viable competitor in this domain.?
• Elon Musk, the owner of the platform previously known as Twitter (now X), announced that users will no longer have the option to block unwanted followers , retaining the block feature only for direct messages. This decision removes what many considered a vital safety tool that helped protect against harassment, spam, and malicious content. Critics, including Louis Jones from the Brand Safety Institute, express concerns that this change may exacerbate online bullying and deter free speech for users vulnerable to abuse.?
• X — the social media platform formerly known as Twitter — plans to stop showing article headlines or text in links, displaying only the lead image, Fortune reports . X owner Elon Musk confirmed the news, saying it "is coming from me directly. Will greatly improve the esthetics." He also believes it will minimize clickbait.??
• LinkedIn appears to be developing an AI-driven "coach" to aid users in their job search process, including applications and understanding company cultures. The tool, hinted at in a screenshot shared by app researcher Nima Owji, provides prompts like "how does Coach work?" and inquiries about specific companies. While Microsoft, LinkedIn's owner, has been involved in several AI initiatives recently, LinkedIn has not provided explicit confirmation about the development of the "Coach" feature.?

• LinkedIn's newsletter feature , which has seen readership triple to over 1.3M daily readers in the past year, is introducing several enhancements. The platform is unveiling a redesigned article editor for a more user-friendly writing and publishing experience, allowing for easy content formatting, drafts saving, and SEO customization. Additionally, LinkedIn now permits users to host up to five distinct newsletters, enhancing content relevance and audience engagement, and has introduced an auto-follow feature that activates when a member subscribes to a newsletter, broadening the author's reach.?
• YouTube is trialing a search-by-song feature on its Android app , enabling users to identify songs by humming, singing, or recording them. Accessible to a select group of Android users, this feature can recognize a song in three seconds and direct the user to associated YouTube videos. Although this technology, which uses machine learning to match hums to a song's signature melody, was introduced by parent company Google in 2020, YouTube's version requires a shorter hum duration for identification.?
• Google has unveiled a significant AI-driven update to its Google Photos app, focusing on the Memories feature. The updated Memories now has its own tab and offers a vertically-scrolling feed reminiscent of social media platforms, with AI-curated content collages based on significant events, people, and places. Notably, users can now collaboratively build Memories akin to shared albums, create AI-assisted titles with the "Help me title" feature, and soon will be able to export Memories as video clips to share outside of Google Photos or for backup purposes.?
• Google is enhancing its AI-powered Search Generative Experience (SGE) to summarize online articles for users. Initially available as an early experiment in the opt-in Search Labs program, the feature titled "SGE while browsing" will first be rolled out on the Google app for Android and iOS before coming to Chrome's desktop browser. When accessed on mobile, the AI will display key points from articles, though it won't work with paywalled content; other SGE improvements include hovering over specific words for definitions or diagrams and clearer coding information summaries.?
• Twitch has begun live testing its Discovery Feed , a feature introduced to showcase short clips from streamers in a format reminiscent of TikTok. Currently available as a "limited experience" for select users, the Discovery Feed aims to enhance content discoverability and offers streamers a means to engage with potential new audiences without needing to maintain extended live sessions. This initiative forms part of Twitch's broader efforts to address the challenges creators face in building their audiences, given the platform's emphasis on prolonged live content and the resulting creator burnout concerns.?

• BeReal is transitioning its in-app Discovery feed , which showcased random public posts, to a Friends of Friends feed, displaying posts from users' extended network, provided they opt-in. With this update, users can decide whether to share content with just friends or their wider network and can curate their profile by pinning up to three past posts. Additionally, the app introduces mentions feature and reports maintaining around 20 million daily active users, despite waning interest after its initial viral success.?
• OpenAI has released ChatGPT for Android in select countries , including the U.S., India, Bangladesh, and Brazil, shortly after opening preorders on Google Play. The Android version follows the iOS release, and while it offers a mobile-optimized interface similar to messaging apps, it maintains compatibility with existing OpenAI accounts, allowing users to access past conversations and offers an optional ChatGPT Plus subscription for enhanced features.?

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Quick Hits: Podcasts??

• Spotify's top female podcaster, Alex Cooper, has unveiled a new podcast network targeting Gen Z named The Unwell Network. Positioned as a subsidiary of media company Trending, which Cooper co-founded earlier this year, The Unwell Network will feature shows hosted by TikTok influencers Alix Earle and Madeline Argy, and has appointed former Studio71 executive Moorea Mongelli as its president. While Cooper's show "Call Her Daddy" will remain exclusive to Spotify, other podcasts under The Unwell Network will be available across various platforms, reflecting a broader shift away from high-value exclusivity deals in the podcasting world.?