Snapchat's New AI ChatGPT Friend, Web3 Brand Battle, Azuki vs. Bored Ape, Gen Z Data Treasures & NFT Ad Woes, Oh My!

Welcome to the 24th Edition of The Gen Z Frequency ??

Back at it again - This week we're getting into:

• 01 | Spotlight: Important Developments In Youth & Immersive Media
• 02 | Gen Z Data Treasure Find
• 03 | Inspiration: Youth Culture Quote Worth Contemplating
• 04 | Analysis: Web3 Brand Battle Of The Week: Azuki vs BAYC
• 05 | Youth Culture & Industry News Bites
• 06 | NFT Brand Readiness Challenge

01 | ?? Spotlight: Important Developments In The Youth & Immersive Media

Brands: Stop treating NFT drops like ad campaigns

NFTs are quickly becoming a popular tool for brands to engage with their customers and create long-term relationships. However, sustaining these relationships requires significant marketing efforts.

When a brand enters the NFT space, it must be ready to provide lasting utility and engagement to its users. To do this effectively, the brand must invest in marketing assets, such as gathering user demographics, a thorough understanding of brand values and messaging, and coordination between different departments. These assets are necessary to create engaging content that resonates with users and aligns with the brand's values and messaging. When done correctly, brands can develop an effective long-term strategy for leveraging NFTs that creates deeper connections with their users.

To scale these efforts without overburdening resources, brands must focus on creating communal online areas where NFT holders can interact and entertain each other. This is what gamification enables since it is the richest form of community-powered entertainment. Through gaming, brands can create immersive and engaging experiences that scale with their audience while providing utility and entertainment to keep them engaged. As such, brands need to consider how they will manage users’ expectations and provide them with communal online spaces for long-term engagement success.

? So what? To successfully incorporate NFTs into your brand's marketing efforts, start by understanding what sets your community apart and figure out how you can add value. If an NFT solution aligns with your brand's capabilities, has both artistic and functional/collectible value, then it's a great starting point. For brands catering to teenagers and young adults, it's crucial to provide enough education on how NFTs work to ensure they understand the concept fully.

Need more inspo? Look at Spotify's latest experiment below:

Playlists Unlocked by NFT Holders – The Future of Music Streaming?

Spotify, the world's largest audio streaming platform, has launched an experiment that allows holders of certain non-fungible tokens (NFTs) to access exclusive playlists. The pilot is available in five countries and currently only on Android devices. Spotify is collaborating with startups such as Overlord, Kingship and Moonbirds for the testing period which will last three months.

The Token-Enabled Playlist feature allows users to connect their crypto wallets to Spotify and gain access to exclusive content. Seth Green's production company Stoopid Buddy Stoodios recently signed a deal with Overlord for an animated show based on characters from the Creepz NFT collection. Kingship, a metaverse band signed to Universal Music Group (UMG), will be launching a token-enabled playlist exclusively for their KINGSHIP Key Card NFT holders.

Through this experiment, Spotify aims to improve the user experience while also exploring how music streaming services can benefit from incorporating blockchain technology into their operations.

? So what? Spotify's beta testing of NFTs offers valuable insights into the future of music streaming services. By rewarding fans with exclusive content and experiences from their favorite artists, Spotify is leading the way for more meaningful engagement between fans and musicians. It's important to keep in mind the limitations of the technology, such as the fact that the NFT feature is currently only available to Android users.

Snapchat is releasing its own AI chatbot powered by ChatGPT

Snapchat, the popular social media app, has recently launched a chatbot called "My AI," powered by the latest version of OpenAI's ChatGPT. The chatbot will be pinned to the app's chat tab above conversations with friends, and it's currently only available for Snapchat Plus subscribers. However, the goal is to eventually make the bot available to all of Snapchat's 750 million monthly users.

The goal is to create a chatbot that is essentially just a fast mobile-friendly version of ChatGPT inside Snapchat. The main difference is that Snap's version is more restricted in what it can answer. Snap's employees have trained it to adhere to the company's trust and safety guidelines and not give responses that include swearing, violence, sexually explicit content, or opinions about dicey topics like politics.

My AI's profile page looks like any other Snapchat user's profile, albeit with its own alien Bitmoji. The design suggests that My AI is meant to be another friend inside of Snapchat for users to hang out with, not a search engine. While larger players in the space, namely Google and Meta, have been cautious about releasing competing chatbot products to the public due to the risks of large language models giving wrong or even manipulative answers, Snap sees its implementation as more of a persona than a search engine.

? So what? To effectively integrate AI-powered features into your Snap activations, consider how you can go beyond entertainment and education to provide helpful interactions that align with the emotional needs of young people. It's important to stay mindful of the potential impact on user emotions, balancing the benefits of AI with the need for human connection.

02 | ?? Gen Z Data Treasure Find

What apps is the next generation spending their time on?

Take a look at Qustodio's data results from 400k+ teens ad young adults testing for daily screen time spent:

Take action: To stay ahead in the competitive content game, it's essential to continuously develop your brand's story narrative. Dive deep into the unique cultures of various social media and immersive world platforms, and approach content creation with a hybrid mindset, blending game storyboard creation and show series writing. By mastering the art of crafting compelling stories at the intersection of different platforms, you can connect with niche audiences and elevate your brand to new heights.

03 | ??Inspiration Youth Culture Quote Worth Contemplating

Web3 and NFTs are catching the attention of young people by 
ushering in a new era of ownership and creativity. While not leading 
in purchasing or user adoption yet, the teens and young adults of 
Gen Z recognize Web3 & NFTs' potential to democratize access to art 
and culture. Growing up with digital collectibles and gaming, they're 
primed to embrace a decentralized, community-driven internet.

Gregg L. Witt        

04 | ?? Gen Z Brand Battle Of The Week: Azuki vs Bored Ape Yacht Club ??

How Web3 Brands Battle For Brand Relevance and ??-ism

Situation:?Establishing brand relevance and magnetism is difficult for any company or organization. But staying relevant in a rapidly changing market can be especially challenging for legacy brands targeting Gen Z and youth culture.

Brand Battle: Azuki vs. Bored Ape Yacht Club

Goal:?To help you better understand what makes each brand youth-relevant and "magnetic".

Brand Magnetism Scores:?Azuki = 10.5 | Bored Ape Yacht Club 23.7

Strategic Analysis: The younger generations (Gen Z and Gen Alpha) hold the key to the future of NFT adoption despite current low scores

Know that a majority of the brand-to-consumer/owner engagement with both companies is done in direct community-building mediums like Discord , so UGC is limited right off the bat!

Older demographics currently dominate the NFT market, but younger generations will continue to play an important role in shaping the future of this technology. Gen Z and younger generations are uniquely positioned to understand and appreciate the value of digital ownership and scarcity.

Importantly, UGC is just one metric for measuring the success of NFT projects. While some NFT projects may have lower levels of UGC, they may still be highly successful in sales volume community engagement and beyond.

Three actionable lessons from both web3 brands:

1. Build and foster a community through private channels: Azuki and BAYC have been successful in building tight-knit communities through private channels like Discord, apps, and DM groups. Brands should aim to create spaces where like-minded individuals can connect and engage with each other, fostering a sense of belonging and shared values.
2. Develop a compelling brand narrative that is deeply connected to culture: Azuki and BAYC have built strong communities around their NFTs by creating unique and compelling brand narratives that are deeply connected to cultural themes and trends. Brands should strive to develop a narrative that resonates with their target audience, is authentic, and has cultural relevance.
3. Azuki and BAYC have shown that collaborating with creators and popular influencers in meaningful and long-term ways can be an effective way to build a brand narrative and increase NFT visibility. Brands should aim to create true partnerships with these individuals, leveraging their creativity and influence to build a brand narrative that aligns with the values and interests of their audience. Providing true ownership to partners can strengthen brand credibility and community engagement, demonstrating the brand's commitment to authenticity and collaboration. Building long-term partnerships with creators and influencers is a surefire way to achieve sustained success, unlike those one-off influencer campaigns that have a higher likelihood of failure.

About The Brands:

Azuki is a Web3 brand that creates and sells NFTs (non-fungible tokens) inspired by the anime and manga culture. The project is built on the Ethereum blockchain and includes a variety of collectible characters with unique traits and backstories. Azuki has gained popularity among collectors and investors in the NFT space, with some of its rarest NFTs selling for high prices in secondary markets. The brand also emphasizes community engagement and regularly hosts events and giveaways to reward its supporters.

Bored Ape Yacht Club (BAYC) is a Web3 brand that has gained significant popularity for its collection of 10,000 unique digital ape NFTs. Each ape has its own set of attributes and traits, making them highly collectible and valuable in the NFT market. BAYC also includes a strong community aspect, with members receiving benefits such as access to exclusive merchandise, events, and networking opportunities. The project has been successful in generating a high level of engagement among its community and has even inspired the creation of spin-off projects and collaborations

Scoring Methodology:

The dcdx GenZ Score is a brand scoring methodology that analyzes popular user-generated content on social media over different time intervals to evaluate a brand's ability to stimulate organic conversation persistently. The scoring scale ranges from 0-100, with 100 being the highest possible score.

05 | ?? Youth Culture & Social Platforms Updates News Bites

#tiktok | Is Bard AI a strategy to get on top of the game? For now, the short form video platform is taking the lead for search engines, even over Google.

#spotify | Spotify TikTokification? What even is that? Well, a new vertical swipe feature is being added to the music streaming platform that is reminding a few of Gen Z's favorite social media.

#nft | OpenSea, the leading NFT marketplace, is taking bold steps to stay ahead of its competition by temporarily eliminating its sales fee and cutting down creator royalty protections. But why?

#newfeature | Vertical swiping on TikTok sound crazy doesn't it? It may not be that out of the box now...

#snapchat | Gamelancer Media Amplifies Partnership with Snap Inc.

#lego | Meet the revamped LEGO Friends brand, relaunched to reflect what today's kids want from their toys and media. Read on.

#genz | A 10-minute TikTok sound like a nightmare right? Hilton broke the platform with just that: inviting Gen Z to stay watching and keep comfy. How and why here!

#youtube | Did you ever find the exact YouTube video you were looking for only for it to be in a foreign language you didn't understand? What a bummer; not so much now with this new feature that promises to help youtubers dub their videos directly IN the platform. Come on!

#AR | Talking about how to introduce virtual experiences into your brand strategy, Toyota just found how to use AR to promote their new car launch, and it's looking great.

#campaign | Snap Inc. came up with an immersive experience to support their most recent mental health campaign "Hey, You Good?" That's what I'm talking about!

#gaming | For the first time in their history, Capcom Cup X players will be competing for a grand prize of $1 million, the largest cash purse ever for a cup winner!

#instagram | With the rise of social media as the main space for news searching by Gen Z it comes as no surprise this new feature will be coming soon, but it's now here! Take a look at Artfact's ecent launch.

06 | ?? NFT Brand Strategy Challenge

It's time for this week's challenge! You know the drill:

Give each question a "NO", "YEAH" or "HELL YEAH" and write it down. NO = 0 points, YEAH = 5 points, and HELL YEAH = 10 points. It will take you less than 5 minutes ;)

1. Is creating an NFT solely driven by FOMO (fear of missing out) on the NFT trend, or are you strategically leveraging NFTs to enhance your brand's marketing efforts and engage with Gen Z's audience?
2. Is your branded NFT project truly community-driven, and are you empowering participants to have a say in the direction and decision-making of the project?
3. How are you leveraging ownership in a meaningful way for participants of your branded NFT project, and what tangible benefits or rewards are you providing to NFT holders who engage with and contribute to the project?
4. Are you prioritizing social and environmental responsibility in your web3 and NFT planning to align with consumer values and priorities?
5. Do you plan to include NFTs in your marketing strategy to provide unique digital collectibles and exclusive content or offers to your Gen Z audience?

Well done! You've made it to the end of this week's challenge wohoo! ??

If you scored 25 points or more you're headed in the right direction in implementing and introducing web3 experiences in your brand's efforts to connect with Gen Z and create a connection within the communities formed in it.

If you got lower, no worries! NFTs and web3 are still new and there's time to figure out how to efficiently implement them in smart ways depending on your consumer's profile and your brand's resources. Regroup, discuss, analyze and decide with your team how you can start the journey into squeezing the juice out of new technologies, you've got this!

Read The Book: Tune In & Build Credibility With Youth Culture

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 that focus on alignment and value creation with that culture. Many books talk about 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.

About 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 youth brand and business growth!

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

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