ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Instagram and Pinterest are thriving in the social distancing era.

Instagram and Pinterest are thriving in the social distancing era. Both platforms—which rank as two of Gen Z and Millennials’ most used social networks—are seeing increased use as young consumers look for ways to entertain themselves while self-isolating. Previously overlooked by brands, mentions of IG Live on Instagram and Twitter skyrocketed by 526% this month. Beauty brands like Estée Lauder and Bobbi Brown are using the feature to roll out daily live streaming content related to social distancing with makeup artists. Pinterest has seen a massive spike in searches for cooking tips, crafting ideas, vegetable growing, lesson plans for kids, and other indoor tips—with searches and pins reaching an all time high this weekend. Because of the surge, the company fast tracked their new Today tab, which features popular ideas based on what’s currently happening and includes information from the WHO and CDC on topics like handwashing. (Glossy, Campaign US)