GenZ 2023, what's in and what's out
Keeping up with what’s “In” and what’s “out” is a full-time job in itself, let alone on each and every social platform! However, increasing audiences and customers are demanding that–to stay relevant–brands do the work and keep up.
We’re taking some of the work off your plate by outlining what’s in and out in terms of social media strategy & content on three of our favorite platforms: TikTok, Instagram, and YouTube.
TikTok
In: Brands humbly joining the trends
Out: Brands strategically starting trends
TikTok is its own little ecosystem of content that sometimes breaks out into broader popular culture. With its famous FYP “for you page,” the app democratizes attention in that anyone and we mean anyone can go viral with the right content and a little luck. This is enticing for brands and users alike. Who doesn’t want to go viral? However, on TikTok, the marketers’ urge to start a trend and incentivize participation in a hashtag “challenge” often falls flat with audiences. Instead, they want brands to let them lead, and join in on the trends they’re already creating.
STANDOUT CAMPAIGN: DojaCat x JBL
When looking to partner with top artist and infamous internet personality Doja Cat, JBL nailed humbly joining in. Rather than give Doja branded copy, JBL handed complete creative control over to the star. She delivered something no board rooms of the brightest creatives ever would: a 15-second video of her in full glam saying “Jibble Jibble” in a silly voice while someone patiently feeds her a forkful of what appears to be chicken. It was authentical to Doja and the audience loved it.
In: #Inspo
Out: #Goals
On Instagram, the vibe has definitely shifted to be more casual, but what does that mean in practice? You can think of this as a shift from #Goals to #Inspo. Before Instagram was a place where people aspired to perfection, now it’s a place where they go to get inspiration or “inspo.” This can be shopping, decor, activities, travel, books, or anything under the sun.
From “mood boards” to thoughtfully curated recaps on Reels, “branding (personal or professional) is about creating a “vibe” that the audience can take pieces from to share, replicate, and emulate. Decidedly “out” are murals (everyone has the same pic), overly filtered photos, and any perceived attempts to “trick” or “manipulate” the audience.
STANDOUT BRAND: @lonelyghost
One of our favorite examples of a brand consistently nailing the casual but still compelling Instagram presence is Lonely Ghost. Their latest Reels do a phenomenal job of romanticizing the every-day in a way that feels both accessible and inspirational to their core audience.
YouTube
In: Community
Out: Clickbait
Looking at YouTube through a content lens we see a few themes emerging among fashion, beauty, & lifestyle creators: documentary-style vlogs, podcasts & Shorts. As vlogging has become normal, top creators are finding ways to set their vlogs apart through introspection while also adopting new formats like SFV on TikTok. This allows them to be connected to their audiences across platforms. Furthermore, YouTube continues to push its TikTok competitor, Shorts, and recently announced monetization for the feature starting in February.
Meanwhile, keeping with the themes of Gen Z avoiding anything that’s overtly “trying too hard” they’re developing a distaste for “click-bait” (i.e., content made specifically to gain views but has no real value). Furthermore, YouTube staples like collabs and uploading consistently are no longer the only reliable ways to grow and threaten creator burnout. In fact, many creators are embracing podcasting as a way to consistently put out “lower lift” content.
Megan Collins is a Gen Z expert and Cultural Insights Analyst and a regular contributor to the M.T. Deco Blog.