January 14, 2022

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Why Gen Z Twitter is the biggest opportunity for brands


With these strategies in mind, brands that engage Gen Z on Twitter can tap into their outsize influence on all consumers. Gen Zers’ openness to brands is translating to greater receptivity and continuing the conversations that you start.

Sources:

¹ Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2021). tweets from May 1st, 2020 – May 1st, 2021. US Only, Gen-Z Users. Retrieved May 2021.

² Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2021). tweets from May 1st, 2020 – May 1st, 2021. U.S. Only, Gen-Z Users. Retrieved May 2021.

³ Bovitz, Conversation as a Superpower Study, commissioned by Twitter, 2021, U.S.

⁴ Bovitz, Conversation as a Superpower Study, commissioned by Twitter, 2021, U.S.

⁵ Twitter Internal Data references U.S. Brand Effect norms among the Gen Z audience. Data indicates that The Gen Z audience is particularly receptive among Pre-Roll viewers, where on average, they generate a +5 ppt lift in Message Association (compared to +2.5 ppt lift across all of Twitter) and a +6 ppt lift in Brand Awareness (compared to +4.4 ppt lift across all of Twitter).

⁶ Pulsar, Audience Influence Gen Z Report, commissioned by Twitter, June 2021, U.S.

⁷ Twitter Internal Data, April 2020 – April 2021, Global (US/UK/BR/JP/MX/TH) Campaign duration ( <1 week N = 61, 1-4 weeks N = 30, 4-8 weeks N = 25, 8+ weeks N = 9) The comparison references the % efficiency increase for Base CPM vs. Effective CPM. Base CPM – (the Campaign Spend/Paid Impressions) * 1000.

⁸ sparks & honey, GWI, Twitter Internal, 2021.

⁹ Twitter Internal Data, April 2020 – April 2021, Global (U.S./U.K./BR/JP/MX/TH) (TKO N = 89, Non TKO N = 36).

¹⁰ Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2021). tweets from May 1st, 2020 – May 1st, 2021. U.S. Only, Gen-Z Users. “54% of the celebrities conversation on Twitter in the US is driven by Gen Z.”

 



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