TikTok Ban vs. Stan, Hipstamatic Is Back and Better Than Ever, New Instagram Update w/ Ads in Search, Brand Love in Youth Culture & More

Welcome to the 28th Edition of The Gen Z Frequency ??

Here's what we're getting into this week!

• 01 | Spotlight: Important Developments In Youth Culture & Immersive Media
• 02 | Inspiration: Brand Love & Belonging Quote Worth Contemplating
• 03 | Youth Culture & Creator Economy News Bites
• 04 | Self Audit: Take The Youth Culture Brand Mastery Challenge!

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

Retro camera app Hipstamatic makes its return as an anti-Instagram social network.

Hipstamatic? , a photo-sharing / editing app and Instagram competitor has relaunched its brand with a new social network designed to let users get creative with their photography and not focus much (or at all) on ads, picture-perfect content, or the algorithm. The features of the app include the ability to leave "kudos," earn stickers and stamps for participating in activities, follow a maximum of 99 accounts which limits "influencer" categorizing, and take advantage of premium filters and editing features with paid subscriptions. Hipstamatic's team is comprised of co-founders Ryan Dorshorst and Nilesh Buick, who are eager to target not only Gen Z but also Boomers who have been "left out" of the social media experience.

? So what? success highlights the value of catering to niche markets, finding a unique market position, and delivering quality content that resonates with its target audience. Ultimately, Hipstamatic's story demonstrates the art of being rediscovered in action while offering a unique, refreshing experience to users in a crowded digital landscape—something every brand could benefit from now and again ;)

? Do Consumers Still Care About Brands Backed by Big Names?

Consumers have become desensitized to celebrity-backed content, and they are highly skeptical of brands that are attached to big-name public figures. This has led to a decrease in interest in such products, with 22% fewer consumers paying attention since 2020. Many members of Gen Z in particular reject the idea of buying into capitalism, instead looking for more relatable posts from influencers. To be successful, influencer campaigns should be backed by genuine passion and not just used as a cash grab. Brands should also focus on limited edition items rather than always curating new ones, as well as emphasize expertise in the product they're advertising instead of attempting to display general knowledge.

? So what? Newsflash! Celebrity endorsements are no longer a guarantee to get noticed. As fake reviews and countless new influencers flood the market, product authenticity and expertise matter more than the name attached to the product. To thrive in this landscape, focus on building a "family" of targeted creators and brands that involve partners on a deeper level. Remember: niche markets drive mass appeal.

02 |?? Inspiration: Brand Love & Belonging Quote Worth Contemplating

Why do people immersed in youth and fandom cultures wait in line for
hours for a new product to drop? Because they want to be in the line 
or on the droplist. It remains an opportunity for those who can earn 
a seat at a very elite table. For brands to succeed with young 
consumers and fan groups, they need to create a sense of belonging or 
else their competition will.


― Gregg L. Witt        

03 |?? Youth Culture & Creator Economy News Bites

#banthis? | TikTok's CEO was present on the platform's most recent hearing with the US Congress to define the foreseeable future of the favorite social media platform of recent times. Could you imagine a world without TikTok?

#aiguidelines | On that note, TikTok is also introducing new community guidelines around AI-generated content, mainly after the flood of discomfort coming from AI-based filers like "bold glamour" that pushed the already prevalent false images and narratives in the platform. Take a look at what the updated guidelines entail.

#instagramads | If the usual overflow of ads in social media platforms wasn't enough for users, now it's getting a bit worse with Instagram introducing ads in search results.

#vans | "They say" the classic and nostalgia-filled sneaker wave may be coming to an end, at least that's how some people at Vans feel over youth tendencies and why they're opening up to new styles. Keep reading.

#creatoreconomy | The Rise Of Jacksepticeye: How One Of The World's Richest YouTubers Became A Coffee Founder ??

#mentalhealth | Ted Lasso's cast recently visited the White House to talk through the relevance of mental health awareness. Media merging with social activism has been on the rise lately, how do we feel about it? Is it actually coming off as authentic?

#campaign | Illustrated campaign from TfL asks travelers to take a stand against abuse.

#heineken | Let's raise a toast for gamers who have found a way to create solid communities through common passion spaces even being miles apart, that's 喜力 's take on their latest campaign where they connect gamers with similar interests through limited edition bottles.

#metaverse | Epic Games' latest development for the metaverse is to consolidate its separate asset marketplaces into a single brand called Fab. Check it out.

#userexperience | This is what we're talking about! Immersing the user in the platform experience, Twitch is adding a new homepage where gamers can be up to date on what's being tested on the platform.

#gaming | The Fortnite community was left a little too excited when Epic Games revealed that they would be introducing an Unreal Editor add-on to the massively popular battle royale game which will now allow publishing and producing games. Keep up!

#ai | ChatGPT just recently launched plugins! This means it now enables direct interaction between users and companies. Read more into what does this launch entails.

#fashion | Are aesthetics our versions of skins? Take a look into TheAlgorythm's take on cartoonification of fashion, "trends" and aesthetics.

04 | ?? Self Audit: Youth Culture Brand Mastery 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. It will take you less than 5 minutes ;)

1. Does your brand define and position itself in ways that contribute to youth culture?
2. Have you earned the respect of youth culture by being trustworthy and dependable?
3. Do you actively forge relationships that deepen your connection with youth culture?
4. Does your brand uniquely offer something that opens up the realms of possibility for Gen Z?
5. Are you creating positive and meaningful experiences that connect your brand with the broader stories in youth culture?

Wohoo! You have finished the youth brand mastery challenge! Now take a moment to reflect on your results.

If you scored 25 points or more you are well on your way. Give me five! ??

Discover the Secrets to Building Credibility with Youth Culture: Read the Book!

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.

Searching For An Expert To Guide Your Team In Youth, Creator, And Niche Audience Marketing?

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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