Gen Z is changing social media marketing—and brands are trying to catch up.

Gen Z is changing social media marketing—and brands are trying to catch up. Influencer partnerships, paid posts, and digital advertisements used to be the go-to formula for reaching young customers online—but it might not hold up in the future. With the rise of dark social—apps like WhatsApp and Telegram where users can communicate privately instead of on open networks—tracing traffic is difficult. Some agencies are finding ways around that, with marketing that’s integrated into messaging, like PlayStation and Giphy’s branded GIF series. More brands are also tapping into gaming and esports as social shifts. (Vogue Business)