Instagram launched their “Instagram Connections” campaign to rope back in Gen Z users who’ve turned to TikTok. The social media platform partnered with ad agency Johannes Leonardo and Meta’s in-house creative shop Creative X to release a pair of three-minute short films titled Small Fries and Send Off. The spots were captured in Gen Z teens’ actual houses in Austin, Texas to foster a sense of “realism and authenticity” amongst its young cohort of users. This campaign aims to compete with the Gen Z-loved platform TikTok which YPulse research shows is the number one platform this young gen uses—so Instagram (which closely follows) needs to fight for this young gens’ loyalty. (Marketing Dive)
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