3 Video Platforms Vying for Gen Z’s Attention

Gen Z is all about sharing video, and these video-focused social platforms are hoping they can pull in young users...

While Millennials came of age in a text-first world, for Gen Z, it’s all about video. Sure, both generations have had a hand in pushing the popularity of video content, but it’s the younger generation that is driving mobile video consumption. In fact, a recent study from VidMob found that 56% of Gen Z increased their use of Snapchat in the past year, and 59% said they used their YouTube app a lot more in 2018 than they did in 2017, compared to 40% and 46% of Millennials, respectively. Additionally, seven in 10 teens spend more than three hours per day watching mobile video, according to Think with Google, and Ypulse research shows that teens are watching more entertainment on their phones than on any other device. With this in mind, social media is becoming the number one home for Gen Z entertainment and a legitimate place to launch shows for the Post-TV Gen, with everyone from BuzzFeed to Snapchat launching series aimed at the generation.

At the same time, Gen Z is migrating away from social media as a vessel for simple social interaction, and are more likely to use social platforms to create, share, and consume videos—and are also more likely than Millennials to embrace new platforms that promise entertaining video content, according to VidMob. Case in point: When lip-syncing app musical.ly launched in 2014, it became an overnight sensation among teens, exploding to the top of the App Store charts and growing to 100 million active users per month. The purpose of the app was simple—users created 15-second lip-syncing music videos to share with friends. The platform followed in the footsteps of the wildly popular and widely mourned Vine, which let users share…

 
 

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Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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