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How Gen Z Are Using Social Media

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Born between 1997 and 2012, Generation Z (Gen Z) are the first generation to have grown up with the internet, social media, and smartphones as part of their everyday lives.

And as the largest generation in history, Gen Z is rapidly becoming a powerful force in the global economy.

Yet, when it comes to marketing to this generation, particularly at the local level, the old rules of digital-first marketing that have worked with millennials increasingly don’t apply.

Gen Z often has very different attitudes toward consumption shaped by the reality of growing up chronically online and coming of age remotely in the throes of a global pandemic.

To make strides with Gen Z, it’s time to retire the old playbook.

As marketers, we need to understand what drives them and rethink our approach to reaching them where they spend most of their time online: On social media.

Who Is Gen Z?

Gen Z is unique among current generations – not just for the social structure they have come up in, but also for their spending habits, which differ from other generations.

According to a 2021 Bloomberg report, they collectively have about $360 billion in disposable income.

They are saving more, thrifting, and decidedly not purchasing from companies that don’t reflect their values.

Additionally, according to Credit Karma, almost one-third of American Gen Zers between the ages of 18 and 25 live at home with their parents or other relatives, meaning less of their money is tied up in rent, groceries, and utilities.

Social media is embedded into the fabric of their lives.

A 2022 survey by Morning Consult found that 54% of Gen Zers said they spend at least four hours daily on social media, and 38% spend even more time than that. Their most used social platforms are YouTube, Instagram, TikTok, and Snapchat.

Furthermore, data from Statista in 2022 suggests that almost 80% of Gen Zers and millennials have bought something they saw on social media.

When it comes to online versus in-person shopping, it’s more of a toss-up. Gen Z is accustomed to the convenience of online shopping, but they value real-life experiences, as well as the ease of same-day pickup.

A Deloitte study in 2023 also found a 50/50 split between Gen Zers and millennials who see online interactions as meaningful replacements to in-person experiences, and those who prefer the real thing.

All of this suggests that an omnichannel approach to the customer experience is best for Gen Z, but still poses an interesting conundrum for marketers.

We know where Gen Zers are spending their time and how to reach them, but what does it take to connect with them authentically? And what drives them to log off and shop in person?

Here are five social media practices to consider.

Embrace Partnership With Creators

The concept of the traditional “influencer” – who does sponsorship deals, goes on brand trips and sells an aspirational lifestyle attainable to their followers through the purchasing of products – dominated the 2010s.

But for Gen Z, that heyday is proving to be behind us. As they become savvier about when and how they’re being sold to, the creator economy is king.

In this new paradigm, authenticity and originality are lauded over aspiration.

TikTok creator Alix Earle jumps to mind as a prime example. Earle has seen rapid fame in just a few short months, surpassing 5 million followers today.

She has all the marks of a traditional influencer – the travel, high-end products, and aspirational lifestyle – but her unpolished and relatable tone is arguably what garnered her a massive audience, and what them around as her lifestyle appears to become less attainable.

When she recommends a product to an audience, it feels organic, like a recommendation from a friend.

As a brand, encouraging, engaging with, and platforming this type of user-generated content (UGC) – where your product might not be the star of a scripted video, but a detail in a larger story – can be very effective with Gen Z.

Give The Brand A Persona Online

In addition to outsourcing content to creators with their own audiences, we’re also seeing the emergence of brands becoming influencers in their own right.

Some do this by bringing on a well-known creator to represent their brand’s social presence. For example, Kyle Prue, a TikTok creator with over 1.1M followers, has become jointly known for the personal finance brand, Fizz.

Stylistically, the content for Fizz is virtually indistinguishable from his personal content – except for the fact that it’s about personal finance.

Others employ a character or a staff member to become the face of the brand online. The popular language learning app, Duolingo, has amassed over 6.5 million TikTok followers making videos featuring its mascot, the Duolingo owl (and most of these videos have nothing to do with learning a language).

Another example with a different twist is the bag brand, Baboon to the Moon, which leverages a few of its Gen Z team members to make content that often features products prominently but feels snarky and off the cuff – a tone that tends to resonate well with the Gen Z audience.

Focus On Engagement Over Follower Count

Gen Z is far less brand loyal than its predecessors.

They’re frequently served content from social media main pages like TikTok’s For You page, Instagram’s Discover tab, and YouTube’s Recommended page.

An eye toward individual post engagement and visibility can be a better indicator of success than follower count by profile.

From a local experience (LX) perspective, this also means that there can be value in creating profiles for local stores to build a more personal connection with those locations.

Showing the location, offers, or events specific to that store and the people who work there could encourage more engagement.

For example, the TikTok profile for a Barnes and Noble location in Canton, Connecticut, has 16,000 followers and nearly 682,000 likes on its posts.

Democratizing content creation in this way can be a great way to generate more overall engagement, especially at the community level, and foster a sense of ownership with your staff.

Use Trends To Your Advantage

Viral content has become more attainable and yet more fleeting than ever.

Household name brands spending thousands on highly produced social media content can end up with a mixed bag of reach and engagement, while local library branches, museums, and businesses garner millions of views and engagements by jumping on the latest trending CapCut template (see: Pedro Pascal and Nicholas Cage.)

Keeping up with in-the-moment trends and acting fast on platforms like TikTok, Reels, and YouTube Shorts can pay huge dividends in garnering awareness and positive association.

And keeping it simple is actually a positive – unlike a platform like Instagram, where feed posts are expected to be high quality and aesthetically appealing.

Optimize Your Google Business Profile

Let’s say that you successfully build the authentic connection and positive association necessary to attract a Gen Z buyer.

At the local level, their experience begins when they open a new tab on their computer or switch apps on their photo to search for your brand – and there’s a strong chance that they are turning to Google to do that.

In a 2022 study of local consumer search behavior (Disclosure: I work for Rio SEO), we found that:

  •  47% of Gen Zers said they very frequently use Google Search and Google Maps to find information about businesses in their area.
  • 65% of the most frequently searched information on local business listings is the business address/directions – followed by reviews (56%), hours of operation (54%), and website (54%).
  • 68% of Gen Zers conduct online searches a few times per day.
  • 65% of Gen Zers want to travel 10 miles or less for a business’s products or services.

To progress your Gen Z leads from social media marketing into conversion, managing your LX and optimizing with your Google Business Profile (GBP) is key.

Your GBP should be optimized for mobile and up-to-date, with correct store hours and addresses with GPS directions, as well as quick visibility into in-store inventory, payment options, and other store highlights.

In Conclusion

The key takeaway is this: Gen Z social media marketing requires striking a balance between adaptability of medium and consistency of voice to bring in an engaged audience.

Optimizing online, social media, and local experience will equip brands to convert that audience into customers.

The brands that make both sides a priority will be the best poised to break through to this notoriously elusive generation.

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Featured Image: CarlosBarquero/Shutterstock

 

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Sutherland House Experts Book Publishing Launches To Empower Quiet Experts

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Sutherland House Experts is Empowering Quiet Experts through
Compelling Nonfiction in a Changing Ideas Landscape

TORONTO, ON — Almost one year after its launch, Sutherland House Experts is reshaping the publishing industry with its innovative co-publishing model for “quiet experts.” This approach, where expert authors share both costs and profits with the publisher, is bridging the gap between expertise and public discourse. Helping to drive this transformation is Neil Seeman, a renowned author, educator, and entrepreneur.

“The book publishing world is evolving rapidly,” publisher Neil Seeman explains. “There’s a growing hunger for expert voices in public dialogue, but traditional channels often fall short. Sutherland House Experts provides a platform for ‘quiet experts’ to share their knowledge with the broader book-reading audience.”

The company’s roster boasts respected thought leaders whose books are already gaining major traction:

• V. Kumar Murty, a world-renowned mathematician, and past Fields Institute director, just published “The Science of Human Possibilities” under the new press. The book has been declared a 2024 “must-read” by The Next Big Ideas Club and is receiving widespread media attention across North America.

• Eldon Sprickerhoff, co-founder of cybersecurity firm eSentire, is seeing strong pre-orders for his upcoming book, “Committed: Startup Survival Tips and Uncommon Sense for First-Time Tech Founders.”

• Dr. Tony Sanfilippo, a respected cardiologist and professor of medicine at Queen’s University, is generating significant media interest with his forthcoming book, “The Doctors We Need: Imagining a New Path for Physician Recruitment, Training, and Support.”

Seeman, whose recent and acclaimed book, “Accelerated Minds,” explores the entrepreneurial mindset, brings a unique perspective to publishing. His experience as a Senior Fellow at the University of Toronto’s Institute of Health Policy, Management and Evaluation, and academic affiliations with The Fields Institute and Massey College, give him deep insight into the challenges faced by people he calls “quiet experts.”

“Our goal is to empower quiet, expert authors to become entrepreneurs of actionable ideas the world needs to hear,” Seeman states. “We are blending scholarly insight with market savvy to create accessible, impactful narratives for a global readership. Quiet experts are people with decades of experience in one or more fields who seek to translate their insights into compelling non-fiction for the world,” says Seeman.

This fall, Seeman is taking his insights to the classroom. He will teach the new course, “The Writer as Entrepreneur,” at the University of Toronto, offering aspiring authors practical tools to navigate the evolving book publishing landscape. To enroll in this new weekly night course starting Tuesday, October 1st, visit:
https://learn.utoronto.ca/programs-courses/courses/4121-writer-entrepreneur

“The entrepreneurial ideas industry is changing rapidly,” Seeman notes. “Authors need new skills to thrive in this dynamic environment. My course and our publishing model provide those tools.”

About Neil Seeman:
Neil Seeman is co-founder and publisher of Sutherland House Experts, an author, educator, entrepreneur, and mental health advocate. He holds appointments at the University of Toronto, The Fields Institute, and Massey College. His work spans entrepreneurship, public health, and innovative publishing models.

Follow Neil Seeman:
https://www.neilseeman.com/
https://www.linkedin.com/in/seeman/

Follow Sutherland House Experts:

https://sutherlandhouseexperts.com/
https://www.instagram.com/sutherlandhouseexperts/

Media Inquiries:
Sasha Stoltz | Sasha@sashastoltzpublicity.com | 416.579.4804
https://www.sashastoltzpublicity.com

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What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

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Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

Lou Kesten

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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