Teens ?? YouTube; Guess What Else Makes the List?
? 1-SECOND SUMMARY
?? ROADMAP
?? Meta Updates
?? YouTube Updates
?? Snapchat Updates
?? TikTok Updates
???? CLICK THRU
?? Teens, Social Media and Technology
YouTube (93%) is the most used platform among U.S. teens by a wide margin, according to a new survey from the Pew Research Center, followed by TikTok (63%), Snapchat (60%) and Instagram (59%).
Other interesting takeaways from the survey include:??
Here are some other recent Gen Z insights to keep in mind for 2024:
?? The Platforms You Didn’t Expect
Expect Pinterest and LinkedIn to be the sleeper hit social platforms of next year, especially where Gen Z is concerned.?
Teens make up more than 40 percent of Pinterest’s active monthly users and are now the platform’s fastest growing demo , outpacing millennials.
And whether teens actually love LinkedIn, like The Cut breathlessly proclaimed earlier this year, they are the generation currently entering the workforce as job seekers. Also watch for Gen Z to take over the reins as social media managers, posting on behalf of brands. That will drastically shift the tone and culture of the platform as we know it.?
?? Gen Z Turns to TikTok for News
Whether or not TikTok Shop takes off , one thing is clear: Gen Z likes to get their news from TikTok , sometimes cutting out news media entirely and going straight to citizen journalists. At least 14% of U.S. adults regularly get their news from TikTok, according to a Pew Research Center survey . And that number goes up to 32% among adults ages 18 to 29.
Related: Check out TikToker Kelsey Russell , who delivers the news one update at a time
?? Gen Z Recognizes Brands Based On Audio
Having spent almost half a decade tuned in to trending audio on TikTok, we’re starting to see the impact: Some Gen Zers can recognize brands based solely on ‘sonic memes,’ according to an amp report that came out earlier this fall.
?? Gen Z Is the Dupe Generation
Gen Z prefers knockoffs more than any other generation, according to a study from Business Insider and YouGov. And while it might be easy to catch Gen Z's attention, it’s “harder to earn their loyalty," Ellyn Briggs, a brand analyst at the research company Morning Consult told BI.?
领英推荐
?? MY HOT TAKES
???? People Are the New Logos
This nugget was part of a Chief Influencer podcast conversation I had with Anthony Shop recently (our episode comes out 12/21!) but it also aligns with the move I’ve seen away from overly promotional social campaigns toward more authentic, show-up-as-yourself organic storytelling. And it’s not just about influencer or creator faces. Social managers, this means you should make customers, executive leadership or even employees the face of everything next year. I previously wrote a post about what creators and brands could learn from TV . I’m amending that slightly to tell you brand social in 2024 is best represented by the reality series that is your workplace. Pull back the curtain and create a recurring series taking us behind the scenes. Brand polish is out. People being real is in.?
?? Creators Will Be a Point of Sale
This was the year that creator commerce tools, platforms and retailers put creators front and center and I don’t think it’ll slow down in 2024.???
Related: Check out Lindsey Gamble’s 2024 prediction “Brands Will Invest In Their Own Creator Programs ”
?? Introducing FGC (Fan Generated Content)
Brands will lean into fan-led activations, in addition to working with UGC and nano creators to help drive online conversation around everyone’s favorite things. Fandoms have done it already, unprompted. See: McDonald’s Grimace Shake , Nicki Minaj’s Gag City , and Eras Tour Friendship Bracelets . Now, I think brands are going to proactively reach out to see if they can work with fan groups to create something special in advance of big launches.
?? New Ways to Measure Impact
As we consume and share content in different ways, social managers and creators will need new and different analytics to help them understand the value of their content.?
For example, YouTube needs to award some type of engagement metric for a video that’s been scanned and analyzed by Bard AI. Jules Terpak touched on this recently in a really insightful video.?
And as people’s interactions shift to DMs and group chats, shares will become one of the most important metrics to track. But what happens to a piece of content after it disappears into a private conversation. Maybe there’s a blockchain solution (did I really just say that?) but brands and creators do need better solutions to understand the value of shared content.?
Related: Read your ICYMI crowd-sourced 2024 predictions
?? RIP 2023
It’s not just you. Features or content formats you depended on for months or even years have a habit of disappearing overnight. Here’s a recap of some of the things that went missing in 2023.?
Are there any other retired features that you’ll miss??
?? RESOURCES
Thank you European regulators for the push to require more transparency, resulting in social resources that are helpful for us all. Whether you work in paid social or are a creator looking for examples of what your favorite brands are doing with other creators, we’ve never had as much access to the brand ads and branded content ads that are running on social networks:
Related: Check out Jenny McCoy’s Wednesday Morning for more paid social resources!
?? WORTH READING
Thanks for reading! Let me know if you’ve got any hot takes of your own for 2024?!
--
10 个月Christian Oliver, ‘Speed Racer’ Actor, Dies in Plane Crash https://awandailytrends.blogspot.com/2024/01/christian-oliver-speed-racer-actor-dies.html
Fragen zu Marketing und Content? Meine DMs sind offen! | Inhaber FeysMedia e.U.
11 个月Thanks for the summary. I think instagram also opening up to third party streaming will be somewhat of a game changer in many ways.
Co-Founder & President at LTK ? We Power Creator Commerce
11 个月Always a great read - thanks for including Match.AI!
Storyteller, Content Creator + Strategist ????
11 个月This was so good!!
Creator Economy Expert | Influencer Marketing Consultant | Strategic Advisor | LinkedIn Top Voice | Previously: Influencer Marketing Strategy & Innovation at Later/Mavrck
11 个月The number of features that were shut down is pretty wild, but I think it’s going to be the norm. The challenge will be whether creators will hesitate to use certain new features, knowing that there’s a chance they may be sunset. For a majority of the features, it’s not the biggest deal, but for ones like Guides and LinkedIn Carousels, which are actually content formats, it’s rough. A few of my best posts on here were the native Carousels, and both are gone as of yesterday, haha.