Newswhip-2019年95后内容消费趋势报告（英文）-2019.1-23页_1mb

报告摘要

2019 Gen Z Content Summary

Core Content Overview

This report provides an analysis of key trends and tactics for creating content that resonates with Generation Z (Gen Z) in 2019. It highlights how Gen Z is distinct from Millennials, their growing influence in the consumer market, and the types of content that drive engagement.

Key Information

Gen Z's demographic size: By 2019, Gen Z will make up 32% of the global population of 7.7 billion, surpassing Millennials at 31.5%.
Consumer power: Gen Z is expected to account for 40% of all consumers by 2020, with $44 billion in annual buying power in the U.S. alone.
Influence on parents: Their spending power is projected to reach $200 billion as they influence their parents' purchases.
Social media engagement: Gen Z is highly active on platforms like YouTube, Instagram, and Snapchat, which are crucial for content distribution.
Content engagement trends: Gen Z engages with content that is personal, relatable, emotionally resonant, and culturally relevant.

Main Trends and Tactics

1. Share personal and genuine experiences

Gen Z values authenticity and personal stories.
Headlines that reflect a conversational tone and include slang or advice resonate well.
Examples include articles about prom photos at Taco Bell or personal struggles with anxiety.
Platforms like Elite Daily and Bustle use this strategy effectively.

2. Create stories that delight

Surprise and delight are common themes in top-performing content.
Product announcements, quirky stories, and lists of fun or interesting content drive engagement.
Brands like Disney, Netflix, and others are popular, especially when they align with Gen Z's interests or values.
Nostalgia for 90s and 00s culture is a strong motivator.

3. Empower the “woke” generation

Gen Z is socially conscious and actively engages with issues like mental health, bullying, and inclusivity.
They support content that advocates for social responsibility and political awareness.
Celebrities and influencers often lead discussions on these topics, such as Selena Gomez and Demi Lovato.
The Parkland shooting and subsequent activism marked a turning point in Gen Z's public engagement.

4. Champion their heroes and interests

Gen Z is enthusiastic about their favorite brands, celebrities, and pop culture content.
They expect brands to be more human and engaging on social media.
Content featuring popular shows like "To All the Boys I've Loved Before" or "13 Reasons Why" performs well.
Influencers and niche interests, such as Harry Potter and Disney, are also significant.

Conclusion

To effectively create content for Gen Z, focus on the following:

Connect: Use personal stories and human interest content to build a sense of community.
Relate: Highlight shared experiences and emotions.
Support: Address social and political issues that matter to Gen Z.
Delight: Create fun, quirky, and surprising content that aligns with their interests and values.
All: Incorporate their personal heroes and interests in a genuine and meaningful way.

Final Notes

Platform focus: Prioritize YouTube, Instagram, and Snapchat for reaching Gen Z.
Data tools: Use NewsWhip Analytics to track and predict content trends.
Engagement strategy: Tailor content to reflect the conversational and authentic nature of Gen Z's online presence.

This report emphasizes the importance of understanding Gen Z's unique characteristics and adapting content strategies to meet their evolving preferences.

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