Reaching Gen Z @Springer Who Is This Guy?

Born 1987 ≠ Gen Z Key Point #1 Know Your Audience. Who is Gen Z?

2004: Facebook 2010: Instagram 2017: TikTok

2007: iPhone & 2014: Alexa 2001: iPod 1997 2020

2001: September 11 2008: Obama 2016: Trump

2005: YouTube 2011: Snapchat 2019: Disney+ Gen Z is…

• Digitally Native: 64% say they are constantly connected; 57% feel more insecure without their phone than their wallet.

• Diverse & Open Minded: More Gen Zs identify as Hispanic (22%) or Black/African-American (15%) compared to other generations.

• Stressed: 26% used “stressed” to describe their generation, “depressed” was #2

Source: AwesomenessTV Research, 2017; Snapchat, 2019 Gen Z is NOT…

• Out of Control: Drug use and teen pregnancies are at an all-time low.

• Conservative: Only 15% of Gen Z’ers identify as conservative, while 36% identify as liberal.

• Pessimistic: 55% think younger generations will make the world a better place.

Source: AwesomenessTV Research, 2017; Morning Consult, 2019 Comparison

Gen X Millennials Gen Z

Network TV On-Demand TV Streaming

Movie Stars Reality Stars Influencers

Confused Identity Clear Identity Fluid Identity

Private Authentically Public Superficially Public

Individualistic Inclusive Advocates

Independent Communal Global

Source: AwesomenessTV Research, 2017 Attention Span

• Millennials: 12 Seconds.

• Gen Z: 8 Seconds.

Source: MediaKix, 2018 Key Point #2 Go Where They Are. Mobile vs. Desktop

Source: Global Web Index Report, 2019 Where is Gen Z?

• YouTube: 9 out of 10 Gen Z’ers visit YouTube at least once a month.

• Instagram: 75% use Instagram every month.

• Snapchat: 41% of Gen Z’ers call Snap their favorite app (even tho IG is more used)

• TikTok: 500 million Monthly Active Users, and 41% are between 16-24 years old.

Source: Global Web Index Report, 2019; Datareportal, 2019; Piper Jaffray, 2019

Key Point #3 Make It Personal. Most Loved Brands Most Loved Brands

Source: Morning Consult Research, 2019 Most Popular Influencers

“Please name one celebrity, athlete or influencer that you would trust to recommend a product.”

Source: Morning Consult, 2019 Influencer Power

• 75% of Gen Z’ers: follow at least one influencer on social media

• More Liked Than Traditional Celebs: As many Gen Z men know PewDiePie as Lebron James. And PewDiePie is more well-liked.

• Authenticity is Key: 88% say it’s important for influencers to be authentic and genuinely care about their interests.

Source: Morning Consult, 2019 Key Point #4 Winning Is What Matters. Jumpstart Growth

• If You’re Just Starting Out: Do things that don’t scale. Worry more about getting on the board, then figure how to scale.

• Think Outside The Box: What can your brand or company do to get eyeballs?

• Use Tools to Automate What You Can: But do your research so you don’t get put in Instagram jail. Tool Example Questions? @Springer