Discover how disruptive tech trends changing content consumption, entertainment, engaging consumers and consumer behavior.

In a global pandemic, brands have been exploring numerous ways to engage and entertain consumers. To stand out from the crowd, brands, business and organisations must understand who their audiences are and what drive their interests.

Snapchat Generation

Snap Inc

The Snapchat Generation is driving new behaviors and values that are changing the world today.

According to 2020 GroupSolver US study commissioned by Snap Inc. 82% of Snapchatters believe they have a personal responsibility to create the change they want to see in the world. According to 2020 GroupSolver UAE study commissioned by Snap Inc. More than half of Emirati Snapchatters agree they’re more likely to buy from brands that support their local community.

According to 2020 GroupSolver DE study commissioned by Snap Inc. More than half of German Snapchatters believe they have a personal responsibility to create the change they want to see in the world. According to 2020 NRG US Study commissioned by Snap Inc. 75% of Snapchatters say that vertical video is more personal and immersive.

“This generation is different in a lot of really important ways when it comes to how they think about their role in society, how they think about fairness, how they think about activism, how they think about culture and engagement and equality,” said Kenny Mitchell, CMO of Snap Inc. “I think brands will need to be mindful of how they engage with [the Snapchat Generation], knowing some of their behaviors and some of their beliefs.”

Voting/Survey help brands to create engagement and content opportunity. Snapchat has done this by launching a program to help more than 1.3 minion people register to vote through the platform and highlighting the unique experiences of Black Americans.

“We’ve created content for this generation that wants to improve the world, and we’ve given them tools right in the app,” said Kenny Mitchell

User-Generated Content

TikTok Inc

TikTok video-sharing platform approach toward promoting user-generated content boosts its staying power. This experience offers users the new opportunity to create content that is interesting to themselves, engages diverse perspectives and talent, and keeps up in real time with trends and current events.

TikTok star and actress Addison Rae added, “The ability to get real-time input is very helpful as someone that is on a platform catering to people that are watching.. It’s interesting to be able to see that [data] so quickly and efficiently.”

Changing Marketing to Fit

The use of user-generated content has been prominent in the efforts of marketing online. A good reason for this may be that 86% of users say authenticity is important when deciding which brands they support, and 60% believe user-generated content is not only the most authentic form of content, but also the most influential when making purchasing decisions.

Starbucks with their "White Cup Contest" campaign where customers competed to create the best doodle on their cups. "Share a Coke" by Coca-Cola campaign in which customers uploaded images of themselves with bottles to social media attributed to a two percent increase in revenue. 

“The job of the advertiser and the marketer is going to change from selling things to more engaging them and entertaining them, and keeping the consumer connected to their brand,” Carter said. “They now have to figure out how to connect with consumers in ways that weren’t thought about 10 or 15 years ago.” Even in vehicle technology, with GM, marketing has had to evolve to just a presentation style reveal of cars.