Gen Z is turning to social platforms that feel less performative. After years of social media encouraging users to turn their lives into content, many young consumers are feeling the pressure of always being “on.” As a result, they’re becoming more selective about what they share and where they choose to participate online. An Incogni survey found 55% of Americans say they post less on social media than they did five years ago. It also shows more than half say maintaining an online presence “feels like work,” a feeling that’s even strong among Gen Z (60%). Instead of chasing a massive online presence, Gen Z is gravitating toward online spaces where they can be more casual. It’s driving renewed interest in older social platforms like Reddit they feel offer a more authentic experience, while also fueling the rise of newer, community-driven online spaces. (Vogue Business)
👀 Read more from YPulse: Are Teens Going Private on Social Media?
Disney and TikTok struck a short-form deal. We told you to keep an eye on Disney’s Verts feature integrating user-generated content, and the expansion is here. Under the deal, select Disney clips and characters will be available to make TikTok content with, and those posts will also appear on Disney+. Plenty of streaming platforms have started integrating vertical short-form into their apps as the line between social and TV blurs entirely, but TikTok itself has never appeared on another platform before. And because TikTok is such a massive discovery site for new movies and TV shows, Disney is certainly banking on this crossover pulling in new subscribers. (NBC)
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Speaking of beauty marketing, everyone is going for entertainment. This isn’t a brand-new trend by any means; YPulse has reported on brands making advertainment and then growing into microseries for years now. But as episodic content is more rewarded than any product-centered video—by both algorithms and young viewers—brands are focusing on making entertainment that’s not so overtly ad-looking. Of course, the products are still a part of the content, whether e.l.f.’s beauty true crime or Innisfree’s street interviews promoting sunscreen. Brands also know product placement needs to be seamless, fitting in with a creator’s regular feed (as we’ve said for years to let them control creative!) or becoming part of the infrastructure on shows like Love Island’s get-ready room. (Glossy)
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Bubble and e.l.f. are blurring skincare and makeup together. Online, both brands’ young communities are “cocktailing” their products with the goal of having healthy skin and their desired coverage at the same time. The three new products combine blushes, bronzers, and lip balm with serums and moisturizers for hybrid, glowy products inspired by consumer use. Both brands are leaning into their young audience by following Gen Z and Gen Alpha behaviors on social media, just as so many others are. YPulse data shows e.l.f. is a teen and young adult girl favorite beauty brand, and skincare is consistently among the top trends they name in beauty. (Personal Care Insights)
👀 Read more from YPulse: Young People Say These Are the Top 10 Beauty Trends Right Now
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