FTC Breaks Down New Influencer Rules, Tiktok Now, Inside Scoop on 'Gifting' Influencers, ASICS Skateboarding Soon-To-Drop, and More

Welcome to the 43rd Edition of The Gen Z Frequency ??

This week's newsletter is loaded with the following topics, so let's dive right in:

• 01 | Spotlight: Important Developments In The Business Of Youth Culture
• 02 | Inspiration: Creator Marketing Quote Worth Contemplating
• 03 | Youth & Creator Marketing Strategy Talk: Gifting
• 04 | Youth Empowerment Corner: Arisa Trew, 1st Female 720!
• 05 | Industry Newsbites: Youth Market & Creator Economy Intel
• 06 | Self-Audit: Take The Youth & Creator Marketing Challenge

Experience the Gen Z Frequency narrated by yours truly and the wonderful?Hayden Miller, just click play and enjoy!

To dive in deep, read the full newsletter ???

01 | ??Spotlight: Important Developments In The Business Of Youth Culture

The Federal Trade Commission (FTC) has recently released revised guidelines for endorsements and proposed a new rule that could impact businesses and influencers. The revised guidelines aim to provide clarity on how endorsements should be disclosed to ensure transparency and prevent misleading advertising practices. The revised guidelines address issues such as fake reviews, employee reviews, and disclosure requirements, while the proposed rule focuses on practices like selling fake reviews, review hijacking, and buying positive or negative reviews.?Additionally, the FTC has updated its staff guidance to provide further clarification on endorsements and reviews.

Get the deets ?? FTC's Endorsements, Influencers, and Reviews page.

02 |??Inspiration: Creator Marketing Quote Worth Contemplating

The simple gesture of "gifting", done with intention, acts as a 
door-opener, providing creator talent with an authentic brand 
experience and a way to get to know you. Emphasize genuine feedback 
and allow them to share their thoughts naturally. Remember, gifting 
is just one piece of the strategic mix, setting the stage for deeper 
collaborations and long-term brand relationships.

Gregg L. Witt        

03 | Youth & Creator Marketing Strategy Talk

The most important thing you need to know about "gifting" influencers ??

04 | Youth Empowerment Corner: Arisa Trew

#youthvoice | We are thrilled to shine a spotlight on Arisa Trew, a true force to be reckoned with in the skateboarding world. At just 13 years old, Arisa made history by becoming the first female skateboarder to successfully land a 720-degree spin in competition – a trick originally invented by the legendary Tony Hawk himself!

This groundbreaking accomplishment not only showcases her extraordinary skills but also represents a significant milestone for female skateboarders across the globe. With her sights set on the 2024 Olympics in Paris, Arisa is undoubtedly a rising star to keep an eye on.

05 | Industry Newsbites: Youth Market & Creator Economy Intel ??

#Threads | Instagram's new text-based conversation app has activated over 50 million profiles in just one day! Threads let you connect with communities and discuss everything from current events to tomorrow's trends. Is Twitter done?

#TikTokNews | Dominating the short-form content market wasn't enough, now TikTok is going full force for the music streaming space starting with Brazil and Indonesia as they launch 'TikTok Now'. Though it's not in their future plans to bring this service to the US...

#algorithm | Magic Spoon, a healthy alternative cereal brand, is using algorithms to find the best-fit non-influencers to promote their product while embracing that there is "not a one size fits all approach to target a particular demographic." True dat!

#sustainability | Designer Ron Finley partners with Seedlip, the leading non-alcoholic spirits brand, to promote regenerative gardening. Take a look!

#ArmaniBeauty | Armani Beauty enlists 4 male Gen-Z ambassadors from the Gen A team to launch its new scent, Acqua di Gio Parfum. Talk about a brand aiming to appeal to younger audiences and break away from older, traditional brand associations! Check it out!

#GenZMarketing | Taste buds do be evolving, and brands are taking notice. More Chicken, Lighter Beer, Pink Drinks: Companies Craft New Products for Gen Z Tastes.

#YouthBrand | This brand was built for Gen Z from its roots. Noteworthy strategies from August, a period care brand whose founder found an opportunity in a crowded market through youth audiences.

#DigitalBanking | More young adults are adopting digital banking to manage their money, and FICO's report shows that Gen X, Millennial, and Gen Z groups want personalized fintech services. Can Wall Street keep up?

#Streetwear | It's time to take a look at the top 25 brands to keep an eye on in 2023 and beyond. Whether you're a longtime fan or new to the game, these brands are worth keeping on your radar. Don't miss out!

#GfycatShutdown | Gfycat, the Snap-owned GIF hub, is shutting down on September 1st. RIP, Gfycat.

#TyshawnJones | As the first Black pro skateboarder and 2-time Thrasher Skater of the Year winner, Tyshawn Jones discusses his latest ventures, skateboarding, and diversifying the sport. Join the conversation!

#ASICSSkateboarding | ASICS Skateboarding is about to go global! Stay tuned for updates on the release of ASICS Skateboarding worldwide! Let's go!

06 |??Self-Audit: Take The Youth & Creator Marketing Challenge

Give each question a "NO," "YEAH," or "HELL YEAH," and write it down. NO = 0 points, YEAH = 5 points, and HELL YEAH = 10 points.

1. Are you leveraging gifting as a technique to identify creators who genuinely interest your targeted customer base or audience?
2. Have you crafted a compelling value proposition that goes beyond monetary compensation, emphasizing the benefits of receiving gifted products for creators?
3. Are you establishing and nurturing relationships with influential creators through gifting initiatives that extend beyond one-time engagements, fostering long-term collaboration and content creation?
4. Do creators express genuine excitement when sharing their experience of receiving and using gifted products from your brand with other creators and their fans?
5. Can you measure and confidently affirm that gifting as a technique positively impacts your brand? How do you assess and validate the effectiveness of gifting in reaching and engaging your target audience through creators?

If you scored 25 points or more, you are probably a gifting pro, but that doesn't mean it's the right solution for everyone. We just want to get you thinking! ??

Level Up Your Youth Culture Credibility: Read the Book and Get Ahead!

Connect your marketing with youth culture and resonate with Generation Z using this expert guide, packed with proven strategies and usable frameworks for effective youth marketing.

"Youth culture is always moving, changing, and evolving. In this book, Witt delivers well-researched, actionable strategies and tactics focusing on aligning and value creation with that culture. Many books discuss Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation."

Stefán Heinrich Henriquez (hiring)?| Frmr Head of Global Marketing at?TikTok?+ Founder of the music-making magic app:?mayk.it

"Finally, a book that not only understands the complexity and vivaciousness of my generation but also gives practical insights into how brands connect, market, and build community with us. It provides an insider’s view into our mindset and teaches brands how to build trust with a generation notorious for skepticism."

Natalie Riso?| Content Marketing Strategist?LTSE?&?LinkedIn?3x Top Voice | Age 21

Get the book at?Barnes & Noble,?Kogan Page,?Amazon, and finer bookstores worldwide.

Seeking Guidance on Youth, Creator, and Niche Audience Marketing? Bring in an Expert to Lead the Way!

Let's go ??

Gregg L. Witt

Youth Brand Builder | Gen Z & Alpha Gen Specialist | Creator Marketing Strategist | Keynote Speaker | Author, The Gen Z Frequency

I help co-create relevant brands, products, campaigns, and experiences that impact change and drive business growth. I'm a senior brand marketing strategist, storyteller, youth and fandom culture specialist, expert advisor, and business builder with over 25 years of experience.

I've been immersed in the business of youth and fandom culture since the age of 16 when I started my first company, Goodtimes Skateboards. Despite adult naysayers, I took the company to global distribution in its first year; this early success ignited a passion and respect for the power of subcultures and entrepreneurship. I'm recognized for leading the Walt Disney World Gen Z social and digital content strategy playbook, launching the most successful substance use risk reduction program for The Partnership for DrugFree kids, rebranding Autodesk Education, and overseeing the TikTok social change program with over 1B views, teaching young people about the risks of resharing nudes online.

I was honored to be named Youth Marketer to Follow by Inc Magazine and recently made the Forbes list of leading Generation Z experts, and frequently appear in national media as a youth and cross-generational trends expert.

Enough about me.

Let's talk about brand and business growth!

#genz?#genalpha?#creatormarketing??#brandstrategy

Thinkwithwitt.com?|?Instagram?|?Facebook

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