Despite all the TikTok hype, Wattpad is proving Gen Z is still interested in long-form content.

Despite all the TikTok hype, Wattpad is proving Gen Z is still interested in long-form content. Wattpad says they are debunking the myth that Gen Z has short attention spans and they are actually very much attuned to longer types of content. According to the platform, 80% of their users are Gen Z and with 84% identifying as female, beauty brands have been leaning into the app’s audience. Maybelline has featured write-a-thon campaigns on the app for National Coming Out Day and Mental Health Awareness Month. “When users added the campaign hashtag [#BraveTogether] to their submitted stories over the course of May, $1 was donated to charity per story submitted, with $10,000 each going to Sad Girls Club, The Jed Foundation, The Ali Forney Center and The Loveland Foundation.” The write-a-thon’s first event had over 84 million impressions and 37,000 story submissions, proving the interest in long-form content. YPulse research shows Gen Z and Millennials are signing on to social media for different reasons and that the main reason they visit is for the entertaining content, seemingly no matter the length. (Glossy)