Snapchat has sent to the Cannes Lions Creative Festival visitors an important message: Brands and marketers should learn how to work with Gen Z, instead of creating content for them.
It is the result of two studies that Snapchat has worked with two different partners, JWT Intelligence of Wunderman Thompson and GlobalWebIndex. Both reports emphasize the digital influence of Gen Z posting growth. Report “Into Z Future” from JWT showed off Gen Z’s creative skills and how they exploit different media channels to express themselves.
Ms. Amy Moussavi, Snapchat’s global customer insight division, spoke about JWT’s report at a discussion session of Cannes, with the participation of Lucie Greene – General Director of JWT Intelligence at Wunderman Thompson, Ms. Piera Gelardi – Founder and ECD at Refinery 29, Jennifer Say – Marketing Director of Levi Strauss & Co. and Ms. Amanda de Cadenet – GirlGaze’s Founder and CEO.
Ms. Moussavi said: “We see them using tools like Snapchat and other platforms to express themselves and creativity … Snapchat is increasingly creating new things, allowing users to communicate and play with their images instead of as meaningless images as before. ”
JWT surveyed 1,208 Gen Z users, aged 13 to 22 in the US and UK from May 2 to 7, this year, and found that 48% of users use their free time to do something creative. , such as digital paintings or memes; while 56% of users use social media to express themselves, 46% say they do it because of passion – not to “Branding yourself”. 35% say they use Snapchat because of creative tools for photo editing or collages, compared to 29% who use Instagram, 23% use Photoshop, 12% use iMovie, and 8% use use VSCO.
On Snapchat, such creativity is reflected in the virtual reality (AR) lens of this social network. The company launched Lens Studio in 2017, allowing anyone to create different lenses. According to the report, 400,000 community lenses have been created and downloaded, with 15 billion uses from users.
Ms. Moussavi said: “Snapchat is a creative inspiration for Gen Z… At Cannes we deliver the message that Gen Z is the future. We really look forward to working with brands to plan their future with Snapchat. ”
The report shows that Gen Z uses the lens to express himself in a variety of ways, from Blake Burforf, the creator of fun lenses around trendy brands, to Tyler Woodford, a transgender teenager. create gender lenses that help people transform into whatever gender they want.
Gen Z also uses multiple platforms for social issues and does not use a single platform to show its talents.
Woodford stated in the report that: “I realize that Snapchat is a great community for those who dare to accept and have the will to go forward. ”
In addition to the lens, Gen Z also uses the social network as a place to raise money for image ideas, such as the case of Remi Riordan, or sell their work on Depop through links, such as Stephanie Spook do. This generation also uses multiple platforms for social issues and does not use a single platform to show their talents. Finally, the report draws 7 key conclusions that show that Gen Z is unlike any generation before them and why brands need to adapt to this generation.
Mrs. Greene said: “If you’re a marketer creating any visual strategy, packaging or platform, you need to really understand how Gen Z is creating their own image platform … The way they use it and get used to it. with Snapchat shows they want brands to go along and grow as fast as they do. They are a very sophisticated generation and brands should think about co-creating with them, rather than creating tools for them to use. ”
Snapchat’s report to GlobalWebIndex sees Gen Z in a different lens: mobile behavior. According to this report, the average Gen Z spends 4 hours and 15 minutes a day on phones in 2018, the highest of all generations – a metric that makes sense given that 97% of Gen Zs have their own phones, 78 % view mobile phones as the most important tool for accessing the internet compared to previous generations. For example, 90% of users use mobile to search for information and 43% use it to view online services.
More generally, 41% of Generation Z users report that they are easily shaken by the opinion of friends. That may explain why Gen Z seems to take better care of itself, with the index of using carbonated soft drinks, biscuits and frozen foods lower than average, and 15% of Gen Z from ages 18 to 22 in other countries report drinking alcohol, compared to 28% of millennials and 38% of baby boomers. However, they are a bit skeptical about the world, 27% of respondents do not feel positive about the environmental future.
While this research is less focused on how Gen Z uses Snapchat, Moussavi said it fits into Snap’s overall strategy of looking at the younger generation to predict trends.
Ms. Moussavi said: “This is really the era of mobile phones … We really want to highlight Gen Z’s creativity and brands should think about how to integrate Gen Z into every campaign they run. ”.
Phuong Anh / Brands Vietnam
* Source: Ann-Marie Alcántara / Adweek