Tag: Gen Z

LinkedIn Shares Insight Into Their Gen Z Audience

On By taylornicolemistrettaIn UncategorizedLeave a comment
Image source: https://thedrum-media.imgix.net/thedrum-prod/s3/news/tmp/565461/gen_z_0.png?w=940&ar=2:1&fit=crop&crop=faces,edges&auto=format&q=40&dpr=2

 

GenZ is taking over the job market and using Linkedin to do so. In the past year Linkedin has critically analyzed data from 78 million GenZ users on their platform regarding how they interact with not only the platform but how to lead to matches in the job market. Some interesting facts from the findings, are that 80% of the GenZ users feel as though they can truly connect with and trust Linkedin. To go a step further 70% of all users on the platform believe that content they are viewing is directly related to them and can see the relevance. Another interesting finding from their reports is that GenZ is actually much more interested in the long term furthering of their careers. GenZ also knows how to do fact checking and research on the company before agreeing to an interview with a rate of 13x more likely than their peers to be prepared by researching the company.

 

Sources:

https://www.socialmediatoday.com/news/linkedin-shares-new-insights-into-the-gen-z-audience-on-the-platform-infog/610957/https://www.socialmediatoday.com/news/linkedin-shares-new-insights-into-the-gen-z-audience-on-the-platform-infog/610957/

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ViacomCBS announces partnership with Wattpad and Webtoon to adapt several original series

On By alanapotIn Comics, Media Covergence, Partnerships & Copyright, StreamingLeave a comment

image via Wattpad WEBTOON studios https://company.wattpad.com/blog/wattpad-and-webtoon-merge-studio-divisions-to-create-wattpad-webtoon-studios-a-fully-funded-fan-driven-global-entertainment-powerhouse

Following successes like The Kissing Booth or After franchise, ViacomCBS is partnering with Wattpad WEBTOON studios to adapt original online content for the screen.

Webtoon is a virtual publishing website where users can write and publish their written work. Many authors get their start on the site and gain popularity from online readers, eventually landing them a publishing deal. This was the case for the authors of The Kissing Booth and After. There are millions of stories published on the site along with sister site, Webtoon, that published comics and illustrated stories rather than just text. Wattpad and Webtoon became Wattpad Webtoon studios when Wattpad was purchased by Naver, Webtoon’s parent company, for over $600 million USD in June 2021.

With the studio, ViacomCBS plans to develop original content for several of its networks and properties, one of which being Paramount+. This partnership and plan show that ViacomCBS is working on rolling out more content specifically catered to a millennial and Gen Z audience.

“Wattpad WEBTOON Studios is home to some of the most exciting new voices in comics and literature,” “Between our massive global IP catalogue with built-in fandoms, and a roster of superstar comic artists and indie authors, we’re fueling a new era of data-backed entertainment. We’re thrilled to work with ViacomCBS International Studios,  a company that shares our vision to transform entertainment by elevating the creativity and fandoms of a new generation of storytellers. Working together with ViacomCBS International Studios, we’ll bring more diverse, original voices to screens all over the world.” 

Aron Levitz, President of Wattpad WEBTOON Studios

As media professionals, this partnership is meaningful because it shows a liaison between big, traditional media and new media. Like “youtube creator” or “tiktok creator” becoming new and relevant jobs in the field, a digital author is one as well. Anyone can get their start on Wattpad or Webtoon if they make an account. Now, hopping on your laptop and writing fanfiction for fun might land you a steaming series deal with media giant ViacomCBS.

Keck, Katie. “ViacomCBS announces partnership with Wattpad to adapt originals” 8, December 2021. The Verge. https://www.theverge.com/2021/12/8/22825153/wattpad-webtoon-originals-paramount-plus-viacomcbs

https://company.wattpad.com/blog/viacomcbs-international-studios-partners-with-wattpad-webtoon-studiosto-discover-diverse-talent-and-develop-series-from-webtoon-and-wattpad-hits

Tiktok App usage surpasses Instagram and Snapchat for users aged 12 – 17 this year, according to new survey

On By alanapotIn Consumer behavior, Instagram, Snapchat, TikTokLeave a comment
instagram-tiktok-snapchat
image via https://techcrunch.com/2019/05/20/igtv-vs-tiktok-vs-snapchat/

Forrester Research has released data from their 2021 Forrester Analytics Consumer Technographics® US Youth Survey and the results are interesting as they vary greatly from their 2020 results.

For this survey, the company Forrester collected 4,602 online surveys of U.S. youth aged 12 to 17 years old. In 2020, Forrester’s research showed in their poll group Gen Z Youth (12 – 17), 50% used Tiktok weekly, 54% used Snapchat weekly and 61% used Instagram weekly. A year later, these percentages have shifted. While Snapchat usage stayed the same at 54%, Tiktok rose 13 points to 63% while Instagram took a 4 point ding to 57%.

Through further market research, Forrester strived to find why TikTok had such a sudden increase. They asked parents in their ConsumerVoices Online Research Community to ask their 12 – 17-year-old children why they enjoy using Tiktok. Many of the responses suggested:

Entertainment Value: Many kids used the words “fun” or “funny” when describing the content on the platform, saying videos there were funnier.

Short Watch Time: Many youth users enjoy the easy, scroll ability and bite-sized clips that their Tiktok FYPs have to offer.

A Place to Express Themselves: Many respondents enjoyed the ability to positively express themselves through the platform, like through dances.

Forrester also notes that while TikTok is a popular social media platform with Gen Z Youth, it is not the most popular. In the same survey, 72% of U.S. Youth respondents said they use Youtube at least weekly. – which is a 3 percent increase from the 2020 survey.

As future media professionals, this information like this is extremely important to our field of work. Knowing what media certain age groups are using daily can help us cater our content for them.

Proulx, Mike. “Weekly Usage Of TikTok Surpasses Instagram Among US Gen Z Youth” 18, November 2021. Forrester Research. https://www.forrester.com/blogs/weekly-usage-of-tiktok-surpasses-instagram-among-us-gen-z-youth/