One thing that has been super interesting to me is that Gen Z aligns themselves more closely with activities than with identities. The research has been fascinating, very much because Gen Z is so different from Millennials. Tell us more about the audience research - what are some of the ideas that struck you? That’s how we came to email, and that’s how we characterize communication with Gen Z on their turf.
HABITS OF SUCCESSFUL PEOPLE HUFFPOST FULL
Within experiences like SMS, Snapchat, Facebook Messenger and others, the message is waiting for the user and is placed in an experience full of messages that are intended for that user. The characteristics we see consistent with a lot of one-to-one messaging platforms are that the user has absolute control over the messages or communication they receive - there’s no algorithm at play there’s no “blink and you missed it” type of interaction.
Gen Z aligns themselves more closely with activities than with identities. There are more than 70 million of them, and they’re still largely undecided in terms of how they want to interact and identify with brands, so we wanted to introduce them to HuffPost early and on their turf. We all know that Millennials are currently the goal for most publishers and brands, but as we see that demographic get older and enter new life stages, we wanted to start looking forward toward Gen Z. The initiative took off within our Audience Development department, specifically our Labs team, whose main directive is to experiment with the platforms, strategies and tactics of tomorrow, today. Keke Palmer is one of the featured celebrities in the Huffington Post’s new email newsletter targeted at Generation Z girls / From HuffPost’s “The Tea” It is not too common for many news organizations to have done research on “Gen Z.” How did that get started, and how was it justified at HuffPost? We talked with Von Glinow about their Gen Z research, where the term “The Tea” comes from, how they expect to grow their audience, and what HuffPost has planned for the future.
Knight also found that broadcasting news and opinions on social media can sometimes be seen as having a negative impact on your online reputation. Research from the Knight Foundation supports these theories: Knight found that many young people remove news content from its original platform and share it through text messages or screen-shot stories to send to friends through messaging apps. Email satisfies the habits they’ve made so far. Gen Z-ers want one-on-one communication intended specifically for them. They don’t necessarily trust Facebook’s algorithm and don’t always want to broadcast their personal lives, like they’ve seen Millennials do. They also want control over the messages and communication they receive. They’ve found that Gen Z-ers (who were born after 1995) have not made up their minds about the brands they like and don’t like. It’s an exclusive, weekly Q&A with a different celebrity, particularly other teen girls.įrom in-house research, editors at HuffPost, like director of growth and analytics Kiki Von Glinow, see a serious branding and business opportunity with this young audience. And HuffPost is going for a place you might not expect - their email inboxes - with a newsletter called The Tea. The Huffington Post is targeting its youngest audience yet, girls from Generation Z.
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