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newswhipEverything you need to know about Gen Z content for 2019Key trends and tactics for creating content for Gen ZnewswhipMove over Millennials, Gen Zs hereThere are roughly 60 million teens in the U.S. alone, and they have $44 billion in annual buying power. Thats expected to be $200 billion with their inuence on what their parents buy. This generation is already distinctly dierent from Millennials; what they engage with is often a representation of themselves, their values, and their expectations. We turned to the data to learn more. Using NewsWhip Analytics, we studied a years worth of social engagement data. We took a sample of outlets that have a large audience of Gen Z consumers. We studied which stories and content were the most viral, to form an estimation of what energizes Gen Z on social. In this report we analyze: The top articles about Gen Z and other generations The content trends that captivate Gen Z audiences Successful tactics for packaging Gen Z content How top Gen Z publishers are creating winning content Move over Millennials. Publishers and brands are already trying to pinpoint what catches the attention of a generation that hasnt entirely come of age yet. At ages 3 to 23, Gen Z will comprise 32 percent of the global population of 7.7 billion in 2019, edging ahead of millennials, who will account for 31.5 percent, based on a Bloomberg analysis. To add to that, Gen Z is expected to account for 40 percent of all consumers by 2020.*Data from Bloomberg, Pew Research. 40%The amount of total consumers that Gen Z will account for by 2020.2newswhipThe generationsWhat to know about our perceptions of each generation3XDespite our hypothesis, Millennials still drive the majority of social media buzz when compared to the other generations. However, Gen Z is on its way up. The social engagements for articles about Gen Z have increased, as has the number of articles over the past couple of years. In 2016, we tracked 2.1k articles about Gen Z, 4.8k articles in 2017, and now 6.6k in 2018 up to November 12th. The increase has mirrored similar declines for the likes of Gen X and Baby Boomers in social engagements. *Data from NewsWhip Analytics for 2016, 2017, and 2018 YTDThe generations and the buzz they generateMillennialGen ZGen XBaby Boomer2,9457,6432,11780,1932,4272,8454,82484,7921,8393,1406,67376,94520172018 to date2016MillennialGen ZGen XBaby boomer569,119745,046225,15127,285,492379,5162,937,652428,68430,128,480508,7551,144,2201,987,29224,602,519# of articles about each generation # of Facebook engagementsnewswhipXThere is a considerable amount of competition across the four generations. When we looked at the top content around these generations, many of the top stories pitted the generations against one another or made comparisons. Across all four, some of the recurring top themes were quizzes and inside jokes meant for that generation. There were a lot of derogatory stories for the generations. Baby boomers were depicted as out-of-touch and socially tone-deaf, while Millennials were portrayed as being ignorant and vapid. Along with these, however, there were plenty of interesting studies on each generation, for a variety of topics. On the next slide, we compared Millennials and Gen Z even further, with the top ten articles referencing the two generations. While some of the top articles about Millennials were about their impact on certain industries, Gen Zs top articles have to do with much wider cultural shifts. newswhip *Data from NewsWhip Analytics for Jan 1 - Nov 12, 2018.The generations and the buzz they generateWEBSITE HEADLINE TOTALTIMEHow Baby Boomers Broke America55,031CNBCGeneration X not millennials is changing the nature of work258,556NYTIMESOpinion | Go Ahead, Millennials, Destroy Us435,861HUFFINGTONPOSTThe March For Our Lives Is Proof That Generation Z Cant Be Stopped88,946Top articles about each generation, ranked by Facebook engagementsnewswhipGen Z vs. Millennials: Top articles by Facebook engagements6SITE HEADLINE TOTALPLURALISTMillennial Couple Bikes Through ISIS Territory to Prove Humans Are Kind and Gets Killed706,474NYTIMESOpinion | Go Ahead, Millennials, Destroy Us435,861STANDARD.CO.UKMilkmen return to London as millennials bid to cut plastic waste409,064CBSNEWS4 in 10 millennials dont know 6 million Jews were killed in Holocaust, study shows374,098MSNToys R Us blames bankruptcy on millennials not having kids311,511SITE HEADLINE TOTALYOUCANTBREAKME.COGeneration Z is Snorting Condoms and Pulling them Back Out the Throat249,187HUFFINGTONPOSTThe March For Our Lives Is Proof That Generation Z Cant Be Stopped88,946VICEGeneration Z Is Skipping College for Trade School81,381NPRAmericans Are A Lonely Lot, And Young People Bear The Heaviest Burden71,609ABC.AUAmerican history suggests Centennials could turn the tide on the NRA54,910Top articles about Millennials Top articles about Gen ZnewswhipGen Z content trendsHow publishers are captivating Gen Z7newswhipThe storytelling trends for Gen Z“This delights me”: content that is funny, relatable, or bizarre “We support you”: content that advocates for inclusivity or social responsibility “This is me too”: content that creates a sense of community, lets Gen Z feel connected to inuencers or brands “I love this”: content that speaks to their generational interests/trends in current pop culture In the next section, we will explore each of these traits. Gen Z is bombarded with millions of digital objects every day across their various feeds. According to Pew Research, 95 percent of teens have access to a smartphone, and 45 percent say they are online almost constantly. Theyre using a wide range of platforms to consume and share content, as shown below. With so much happening, content must be inherently interesting or oer them something of value to stand out. That said, we identied a few key emotions that successful Gen Z content tends to embody.*Data from Pew Research 8Pew Researchs 2018 study on just 13- to 17-year-olds revealed where American teens are spending the most time on social media. YouTube and Instagram, two platforms with a strong influencer base, were cited as being used the most often. newswhip1. Share personal and genuine experiences9newswhipGen Z & “big mood”: Share personal experiencesAnything is fair game to Gen Z. Social media has broken down traditional boundaries. For Gen Z, who has grown up with social media as the norm, these boundaries have never existed. In our analysis, we found that both personal confessionals and weird or emotional human interest stories tended to drive strong engagements. For publishers like Smosh and BuzzFeed, simply creating round-ups of funny or relatable tweets and Tumblr posts was a recurring tactic. These lighthearted lists appeal to common experiences and connect Gen Z users to one another, around a number of given topics. As mentioned, human interest content that speaks to genuine and sometimes emotional experiences also performed well with Gen Z. These could be something silly, like taking prom photos at Taco Bell, or something very open like living with an anxiety disorder. We see this reected in the content itself, and even in the packaging of content in areas such as the headline.What does everyone else think?BuzzFeed and Smoshs round-ups often focus on pop culture or common experiences. This could be anything from tweets that sum up college life, uses of a specific meme, or the best reactions to a new movie or t.v. show.10
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