Matt BrittonFounder & CEO powering AI-driven consumer insights

Gen Z: Individuals are the New Networks

Name: Gen Z: Individuals are the New Networks
Uploaded: 2018-10-17T22:06:14Z
Channel: Matt Britton
Description: Speaker argues that millennials increasingly consume content from individuals rather than traditional media networks—celebrities and niche experts now…

17 Oct 2018

Watch on YouTube

Speaker argues that millennials increasingly consume content from individuals rather than traditional media networks—celebrities and niche experts now hold audiences. Influencer marketing is effective when brands partner with genuinely influential individuals (e.g., subject-matter experts), though the field contains low-value "famous-for-being-famous" influencers who don't move the needle. Practical recommendation: identify and collaborate with authentic influencers relevant to the product.

When millennials consume content from a social platform, they're looking at content not from companies, but from individuals. Individuals are the new networks. The people now actually have the audience. So it's not NBC, ABC, CBS. It's LeBron James, Kim Kardashian, Justin Bieber. They're the ones that have the audiences. And it goes all the way down. If you sell fishing rods, there are people that are experts in fly fishing, and that's what they do when they take pictures in Montana in the greatest fishing places ever. If you want to sell a fishing rod, you should work with that guy and actually have him use your fishing rod, because he'll talk about and he'll get it sold. That's why influencer marketing works now. Now it's kind of becoming a caricature of itself where you have all these, like, Instagram models who say they're basically famous just for being famous, and they really don't move the needle. But if you know how to do it right, if you know why somebody's influential and you tap into them for it, this could be a very, very powerful channel.