dtc meets gen z - digital surgeons

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DTC MEETS GEN ZHow Direct-to-Consumer Brands

Are Winning Gen Z Consumers

DTC Meets Gen Z / 2

SECTION 01

DTC & Gen Z

DTC Meets Gen Z / 3

What’s a DTC Brand?From Dollar Shave Club to Casper mattress and even

Tesla, direct-to-consumer (DTC) brands take a digital-

first retail & commerce approach that cuts out the

traditional “middleman” for a direct relationship

and transaction between brand and buyer.

Selling direct to consumers allows brands to own

the relationship instead of out-sourcing it to a retail

intermediary. With a direct relationship, they no

longer have to rely on partners to grow the brand.

Building a direct relationship with the end consumer

also positions them to nurture it more effectively,

continually offering communications and support

following the transaction.

Because of this non-traditional path, brands often

position themselves as challengers or disruptors. They

wish to transform existing categories and industries

with unique online offerings and a more personal

brand experience that takes into consideration what

the consumer is really looking for. To do this, they lean

on innovation and exceptional customer experiences

that are intertwined with how their consumers actually

research, consider, shop & share — especially in

comparison to what legacy brands are overlooking

(Hint: emerging social platforms are definitely part

of these experiences, so keep reading).

“ A NEW GENERATION OF BRANDS IS SHAKING UP COMMERCE.

“ A NEW GENERATION OF CONSUMERS IS THERE TO JOIN THEM.

“ THIS IS WHERE DTC BRANDS MEET GEN Z, AND WHERE YOU’LL LEARN TO UNLOCK NEW CONSUMERS.

DTC Meets Gen Z / 4

Who are These Mysterious Gen-Z Shoppers?

Born between 1995 and 2015, Gen Z is an emerging

and still-growing consumer group that you need to

not just be aware of, but actively in engaging, as

they’ve now entered the work force and make greater

decisions, in terms of brand loyalty and purchase.

While in this age of personalization, it’s dangerous

to target an entire generation, it’s still important

to recognize generational trends as Gen Z does

have different priorities and needs compared to the

Millennials coming right before them.

Plus, they now represent a quarter of the U.S.

population, accounting for 40% of all consumers

and representing more than $44 billion in purchasing

power. And that’s only going to go up, so now’s the

time to discover how you can best reach them.

How DTC is Winning Over Gen Z

Of all generations, Gen Z is the one most dedicated to

the direct-to-consumer experience due to DTC brands

being seen as more authentic.

Not having in-person experiences like you’d get with

traditional brick-and-mortar stores means DTC brands

have become accustomed to providing better, more

streamlined digital and consumer experiences,

resulting in DTC brands forging more emotional and

long-lasting connections with their consumers. Good

news for you DTC brands, this is only going to be

more valuable with Gen Zers.

50% of Gen Zers consider DTC brands to be

more authentic than traditional brands.

Everyone, across all generations, appreciate simple,

convenient, positive brand experiences, but Gen-Z

is unique in its passion for the community and trust

created in these experiences.

Whether you’re a DTC business or not, you can apply

some of the successful methods and understanding

of the Gen-Z community to begin shifting your own

tactics and strategies — applying an omnichannel

commerce strategy to help future-proof your brand

as more sales move to ecommerce, and traditional

brick-and-mortar locations close at alarming rates.

Now’s the time to learn more about the Gen-Z

consumer, so you can turn them into consumers,

but you know that. That’s why you’re reading this!

1. https://www.oberlo.com/blog/marketing-strategies-generation-z

2. https://www.socialmedialink.com/wp-content/uploads/2019/10/SML01319-BOC-DTC-Infographic-1.pdf

44GENZrepresents more than

billiondollars

in purchasing power

DTC Meets Gen Z / 5

Core Characteristics of the Gen-Z ShopperThey’re expecting more from you

Gen Z deeply values inclusivity, community, & building

a better world — not just your product or service.

They’re keeping it real

Perfection is boring, as Gen Z is looking for authenticity.

If they sense you’re being fake, give up any hope of

gaining their trust.

They’re less patient

A complicated experience means they’re gone. If you

don’t make things as simple, unhassled & convenient

as possible, say bye-bye!

They’re more savvy

With the amount of marketing messages they’re hit

with daily, they know how to avoid what they consider

boring or irrelevant.

They’re individuals & influencers

Being unique is a defining trait for them, so they expect

you to be unique as well. Be careful playing it safe.

They’re always on

64% of Gen Zers say they’re constantly online, and

more than half feel more insecure without their phone

than their wallet.

They’re bold

They’re vocal about their thoughts and that includes

what they think about your brand, so be open to

criticism and don’t hide!

Did You Know? Due to being born in the digital era, these digitally-

savvy consumers are quick to filter out what they’re

bored by or uninterested in. You may assume they

suffer from short attention spans as a result of too

much stimuli, but it’s less of an eight-second

attention span and more of an eight-second filter

that helps them quickly consume, judge, and then

eliminate or enjoy.

What this means is lower conversion rates for your

marketing efforts. Digital conversion rates already

saw national decreases across mobile, desktop,

and tablet from 2018 to 2019 — a result of poor

communications and content that fail to create

interest or intent and also the increase in options

that today’s digital shopper has at their fingertips.

Choice becomes a major factor when shopping

becomes more and more digital. Instead of driving

to a different retailer, they only have to click away.

Your effort is to turn that eight-second filter into an

advantage.

1. https://www.socialmedialink.com/wp-content/uploads/2019/10/SML01319-BOC-DTC-Infographic-1.pdf

2. https://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/

64%of Gen Zers say they’re

constantly online

DTC Meets Gen Z / 6

Move Over Second Screen Viewing: Connected Commerce is the Path to ConversionWe all watch TV, but are really watching our phones.

Well, Gen Z really takes it up a notch with the third-

screen-viewing experience, meaning they’ll have TV

on (streaming, not cable, obvi), but not really be

watching it. Instead, they’ll have YouTube up on their

laptop and their phone out, scrolling social. Based

on where their interest is piqued at different times,

they’ll switch screens, meaning a commercial on Hulu

will direct them to a YouTube video on their laptop. A

pre-roll ad on YouTube will direct them to their phone,

and so on and so on. They are constantly observing, yet

never dedicating themselves to one thing — especial-

ly when there’s so much out there to enjoy! It’s their

superpower, and we have to respect the hustle.

How You Can Win With Gen Z70% of marketers prioritize content quality over

quantity, risking the loss of authenticity in an endless

search for perfection. Instead, meet Gen Z where

they live & have fun, as well as where they explore

& consider brands. Then make honest, authentic

branded content that speaks their language instead

of asking them to abide by what worked for your

brand yesterday. This is an age of disruption, so

to speak, to the Gen Z heart & mind, you will likely

have to disrupt how you approach your brand’s

content & strategies.

Keep reading for…

Places to Win with Gen Z

igtv

giphy

tik tok

1. https://learn.g2.com/marketing-statistics

SECTION 02

Tik Tok

DTC Meets Gen Z / 8

TL;DR Tips: Act Fast, Lose the Ego, Awareness over SalesWhat is TikTok?

A mobile-first, short-form video platform with a focus

on music and comedy, two of the biggest things that

Gen Z Values. You are able to follow users, browse

popular videos, and explore hashtags.

Why It’s Relevant for DTC

TikTok was downloaded more times than Instagram

in 2018, which means this app is growing fast. While

seen as an app that only Gen Z uses, it’s quickly

growing to include users of all ages.

Ideally, you should aim to be on this platform ASAP,

but if you haven’t gotten started on your TikTok

strategy, you shouldn’t worry. You still have time

to get ahead of the TikTok game before you fall

too far behind.

Knowing what we do about the growth of Gen Z,

TikTok is going to become your hub for interacting

with and reaching your younger audience.

1. https://www.businessinsider.com/tiktok-hit-1-billion-downloads-surpassing-instagram-in-2018-2019-2

DTC Meets Gen Z / 9

Success StoriesThe Washington Post

While you might not consider them a DTC brand, The

Washington Post offers a digital-first, direct-to-reader

experience without the reliance of a brick-and-

mortar experience. While not necessarily considered

disruptors to the industry, they’re a survivor. While

most publications struggled to evolve their business

model, The Washington Post successfully applied

their subscription model to maintain their audience

while also applying a popular DTC approach to retain-

ing customers. And, to add to that, they’re continuing

to evolve by testing and succeeding at the TikTok

game while most brands are still standing on the

sidelines watching. If there’s any industry that knows

you have to move forward or die, it’s newspapers.

And now, with over 300k followers and 18 million likes,

The Washington Post has learned to look forward, let

loose, and connect with the younger Gen-Z audience.

Head over to their page to see them seamlessly hop

onto trends and also get a look at what their office

looks like. Gen Z loves this brand because they’re not

afraid to make silly, funny content. And wbeing able

to see their office and get to know their employees

only makes the experience more personal, authen-

tic, and transparent.

TL;DR How They Reach Gen Z: They raise

awareness by hitting the funny bone.

https://www.socialmedialink.com/wp-content/uploads/2019/10/SML01319-BOC-DTC-Infographic-1.pdf

https://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/

DTC Meets Gen Z / 10

Colourpop Cosmetics

This brand can tribute its success to the internet is

now making waves on TikTok. What makes Colour-

pop successful is that they tap into another area of

the platform: the “Oddly Satisfying” category. In other

words, they can show off their products while also

entertaining the viewer with soothing sounds and

visuals that are oddly satisfying for this ASMR -loving

audience. So, if comedy isn’t your forte, that’s ok.

Instead, aim to provide another type of trend-worthy

satisfaction or surprise & delight by making sincere

efforts to sooth the stress of the Gen-Z mind. They’ll

appreciate you for it.

TL;DR How They Reach Gen Z: They reach

the ASMR/ Oddly Satisfying community while

promoting products.

Understanding the Algorithm While there is no official guide to TikTok’s algorithm,

we do have the “Small Batch” theory. This is a theory

that your content is shown to your audiences in

batches that start small, but slowly grow.


1. ASMR: Autonomous sensory meridian response, a feeling of well-being combined with a tingling sensation in the scalp and down the back of

the neck, as experienced by some people in response to a specific gentle stimulus, often a particular sound.

2. https://medium.com/@mattprd/how-tiktok-is-changing-the-world-and-youre-missing-it-fa283338649a

1


Let’s Break it DownWhen your video is first uploaded, it’s shown to a small

number of users between already popular videos.

These typically will receive around 100-300 views.

If your video doesn’t surpass 100 views in 1 hour,

it’s unlikely your video will gain any more traction.

From here, the algorithm measures how many times

your video has been viewed. If users aren’t watching

your video in its entirety, it will count against you.

What triggers the algorithm in your favor is having a

1-like-per-10-views ratio.

If your TikTok (the piece of content, much like a tweet

on Twitter) manages to make it through to the second

viewing batch, you’ll see an increase in views,

typically turning your 150 views into 1,500 views.

If your video continues to do well, according to the

“Small Batch” theory, views should start pouring in

(1,000–10,000, 10,000–100,000, 100,000–1M).

If your video gets at least a 20% spike in activity,

your TikTok will be thrown back into the ring, giving

you another chance to go viral.

Because content is released to your audience in

batches, it’s very likely that it will take a few days to

get your video to grow.

1. https://medium.com/@mattprd/how-tiktok-is-changing-the-world-and-youre-missing-it-fa283338649a

“ PERFECTION IS BORING. BE AUTHENTIC


TikTok’s Performance MetricsNow that we know how the algorithm works, let’s

talk about what makes a TikTok successful in the

algorithm’s eyes:

Completion Rate

The amount of times your video is viewed in its

entirety is the most important metric on this platform.

If a user’s attention wasn’t grabbed enough to make it

all the way through, your post will lose value.

Shares

Shares are the second most important metric because

this tells the algorithm that a user enjoyed your video

so much that they wanted their friends to be a part

of it. (Shares = Smiles)

Comments

Just like every social platform, comments hold a lot

of weight. Unlike most platforms, comments are the

third most important metric to the algorithm. However,

since it takes more time to write a comment than to

press like, you’ll want to make sure your brand is

interacting with them or people may feel ignored.

Likes

Oh likes, the most visible and yet least important

metric. But just because it holds the least weight

doesn’t mean it’s not important – it’s still an

engagement between you and a potential

consumer. To entice your audience to like your

post, make sure your copy is engaging or add

clever text to your video.

Getting StartedDon’t let a lack of follower count hold you back

because, unlike other social platforms, you don’t

need followers to go viral. In fact, it’s very common

for an account with a small following to have a video

“blow up.”

While it might seem hard to try to post 1 to 2 TikToks a

day, because Gen Z values authenticity, your videos

don’t need to be polished. TikTok is the place for

imperfection. This doesn’t mean you shouldn’t put

any thought into what you’re putting out, but you

definitely shouldn’t overthink it. Keep in mind that

authenticity usually fades when created, reviewed,

and revised by committee. Create TikTok content like

Gen Z creates content — authentically, with passion,

individuality, and a desire to entertain

or connect. In short, have fun.

“ SHOWCASE THE LIGHTER SIDE OF YOUR BRAND


TikTok Ideas to Help You Begin• Showcase in-the-moment content

• Give a behind-the-scenes tour of your office

• “How it’s made” video for your products

• Showcase your audience using your products

• Scroll through the “For You” page (This is what

pops up when you open the app) and hop on

the latest trends

• Make sure to save effects, hashtags, and sounds

that you want to use or think you can use for a

future video

Going Viral There’s no sure-fire cheat code to go viral, but you

always want to make sure you’re creating fun, original

content that’s unique to your brand without simply

trying to “sell’’ your brand. Remember that the

first three seconds are the most crucial in captivating

your audience’s attention. And, because video

completion rate is so important, try and limit your

TikToks to 15 seconds.

While there’s no need for perfection, Gen Z expects

some quality for video content — aka, use good

lighting and make sure the quality of video is clear.

You don’t need to win an award for it, but you should

demonstrate that you’ve used your phone’s camera

before.

You’ll want to use hashtags as well, but not as you

would on Instagram. Use 1-5 hashtags that are

relevant to the content you’re creating. There’s also

no evidence that the hashtags #ForYouPage (a

common hashtag that is thought to put you on

Tik Tok’s front page) and #FYP actually get you

onto people’s feeds, but your best bet is to explore

and see what works best for you and your audience

— test and learn!

Other Ways Your Brand Can EngageBesides creating original video content, your brand

can also engage through advertising. TikTok is

working with interest-based targeting to match up

your ads with the perfect consumer, but has only

recently really started an advertising process on

their platform, so there’s still no way to check your

conversion ratio. In other words, you can’t track the

purchases you get from this platform.

So for now, your company should focus on awareness

and engagement rather than sales.

TikTok influencers are another great way to get your

brand out there. When working with these influencers,

it’s important to let them be creative and reflective

of their own brand, not just yours. While you should

still set up guidelines, your ad will be seamlessly

incorporated into a video that the viewer will enjoy

watching, and your influencer will enjoy making.

#FYP#FYP

1. https://medium.com/@henryhienton/how-to-hack-the-tiktok-algorithm-to-get-on-the-for-you-page-with-5-content-strategies-c1cf811595b


TikTok’s Ad Variations:There are five different type of ads you can create on

TikTok:

Native Video Ads

These are just like the ads on other platforms. They’re

15-second videos that pop up in a user’s feed.

Brand Takeover

These are ads that link back to your social profile,

however, TikTok only allows one brand per day to

use this feature.

The Hashtag Challenge

This ad type allows users to feel like they’re part of

something bigger than themselves by participating

in a fun, engaging way and building off of what other

content creators have done with your challenge.

Branded Lenses

Similar to a branded Snapchat filter, these are creative

ads that interact with the user’s camera, enabling

them to make an entertaining video while still

promoting your brand.

Top View Video

Great for visibility, these are the first ads a user sees

when they open the app.

TikTok for the Future:TikTok will play an important role for the future of

ecommerce transactions. And though it will soon be

seen as a platform for people of all ages, Gen Z is

still running the show. Don’t let your brand fall behind

by thinking this app isn’t right for you, but also don’t

think you can go into TikTok using old methods or

ones from other platforms.

Get ahead of the game and get started on your

TikTok strategy today.

1. https://learn.g2.com/tiktok-ads

“ WHAT WON ON FACEBOOK WILL NOT WIN ON TIKTOK.

SECTION 03

IGTV


TL;DR Make Unique Content, Keep it Polished, Share, Share, Share!

What is IGTV?

IGTV is a video-streaming platform that’s an extension

of Instagram, but a stand-alone app as well. Unlike

TikTok (short-form video content), this is the place for

long-form video content.


While this platform might seem irrelevant to your brand,

it’s important to not downplay its capabilities and

potential for growth. Due to its specific, unique content

style, you have plenty of opportunities to create fun,

authentic, engaging, relevant long-form, mobile-first

content for your audience where they’re looking for

and consuming it.

Video should play a key part in your content strategy,

especially since 83% of marketers say they received

a great ROI with their video content. With the average

person watching 1.5 hours-a-day of video content,

it’s no wonder that 85% of consumers say they want

more video content from brands. (Hint: be that brand!)

1. https://www.wyzowl.com/branded-video-content/

2. https://techjury.net/stats-about/video-marketing/#gref

3. https://blog.hootsuite.com/generation-z-statistics-social-marketers/

45%3


Success StoriesWarby Parker

One brand that’s popular amongst Gen Z that’s

utilizing this platform is the famed eyewear disruptor

Warby Parker. By making snackable, clear, high-

quality content, it’s easy to see (pun intended) why

they’re captivating their audience’s attention. If you

head over to their IGTV page, you’ll notice how they

utilize both vertical and horizontal video (always test

and learn what your audience is most receptive to),

but have a heavier focus in the mobile-first, vertical-

video experience. Smart moves, Warby, smart moves.

TL;DR How They Reach Gen Z: High quality,

mobile-first video and real-people product

reviews.


Lush

To say this brand is successful is an

understatement. Lush is popular amongst

Gen Z for many reasons, but amongst those

reasons is its transparency. On each product,

there is a sticker telling you where your product

was made and who made it. They succeed

on IGTV because they utilize this platform to

show off their product, introduce some of their

employees, and continuously understand and

build on the fact that their audience loves

their transparency.

TL;DR How They Reach Gen Z: Showing

behind-the-scenes, real-employees, and

satisfying videos.

lush product sticker


Why IGTV?You might be wondering “Why should my brand choose

IGTV over YouTube? Isn’t it easier to just stick to IG

Stories and call it a day?”

(smh)

Well, technically that is easier, but since when does

easier equal results? IGTV is unique from both

YouTube and IG Stories in quite a few ways. For

example, on YouTube, you’re more likely to come

across a horizontal video than a vertical video (Yes,

the difference matters to Gen Zers). And while you

can now post both types on IGTV, vertical videos

are preferred since they’re more viewable on phones

as opposed to laptops or desktops.

Also, unlike IG Stories, these videos won’t disappear

in 24 hours.

IGTV has channels, just like the classic, old-school

TV we all know and love, except each channel is a

different profile. Unlike TV, this platform allows the

viewers to engage with the content they’re viewing,

whether that’s liking, commenting, or resharing.

There is also a limit to how long your content can

be: 10 minutes up to one hour. Though, fun fact,

accounts with large followings are the only ones

who can post a video past 10 minutes.

Remember: Instagram is always making sure they

recommend the most relevant videos to their viewers.

The AlgorithmIGTV follows the same algorithm as Instagram,

meaning the more users engage with your posts,

the more likely it is they appear at the top of

people’s feeds. Legend has it that only 10% of your

followers see your posts in their feed. Engagement,

builds engagement so make sure you respond

authentically and timely to all of your comments

and DMs (direct messages).

The algorithm keeps tabs on what people like,

so the more engagements with a user, the more

likely it is for your brand to be filtered to their

“favorites” category.

Instagram is looking for content specifically created

for IGTV, which means you’ll have to put in more

thought than posting the same video across all your

social channels. Think vertical, not horizontal.

Lastly, make sure you know which times are the

best for your brand to post. You can check this in

your “Audience Insights” tab on your profile.

1. https://later.com/blog/how-instagram-algorithm-works/

“ THE FOLLOWERS ON YOUR INSTAGRAM WILL CARRY OVER TO YOUR IGTV CHANNEL.


Your Content You Can Post a One-Minute Preview to Your

Regular IG Feed.

With this, keep in mind that it will appear on your

profile, so you want to make sure your cover photo

fits in with the rest of your profile’s aesthetic. When

posting to your feed, your title becomes the caption.

You have 75 characters to make it catchy, and,

remember, you cannot search emojis.

Linking In Captions

It should be noted that links will not work on your

regular IG feed, so it’s important to move your

audience over to IGTV.

“Keep Watching”

Once your one-minute preview ends, users are given

the option to keep watching your video. To encourage

that, try to make your preview either entertaining or

informative. In other words, tell your audience what

they’ll get when they watch the full video.

Editing Captions

Unlike on your regular IG feed, you’re not able to edit

your captions after your video is posted.

Share to Stories

Since Stories post in chronological order, it’s important

you’re sharing your IGTV content to let your audience

know you’ve posted. While this isn’t a mandatory step,

it will definitely help get eyes on your content.

Sharing to Facebook and Feed

Decide before you post if you want to share your video

to Facebook or to your feed because once it goes live,

you no longer have this option.

IGTV Specs:

• Cover Photo

4:5 for your feed and a 1:1 square for

your profile grid.

• Vertical Video

Should have a 9:16 ratio.

• Horizontal Videos

Should have a 16:9 ratio.


Here are a few Video Ideas to Help Your Brand get Started on IGTVBehind the Scenes (BTS)

Users love to feel like they’re getting an exclusive

look into who your brand is when they get to see how

things are done (it all goes back to transparency), so

don’t be afraid to show them! Whether you’re making

a product, or you’re giving an office tour, let your

audience see the inner workings of your company.

Not doing so might make it seem like you’re hiding

something.

Introduce Your Team

Show your audience the people behind the curtain!

Having a personal connection with a brand (a face

and name) helps create loyalty. Plus, consumers —

especially Gen Z — will feel that they can trust you

because they know who they’re connecting with

behind the screen.

Sneak Peeks

If you have an announcement or a new product

coming out, show your fans! They’ll love feeling like

they have an exclusive look and feel more inclined to

purchase since they were a part of the journey.

The Future for IGTV

With that mobile-crazed generation not only growing,

but teaching and inspiring older generations, this

long-form video platform is sure to take off. That

makes IG the place where Gen Z is going to find new

products and experiences through long-form video,

so give the people what they want!

SECTION 03

Giphy


TL;DR Upload, Tag, Repeat, Make it FUN! What is Giphy?

Giphy is a database for GIFs that attracts over 65

million users a month with the ability to access over

3 billion GIFs. You’ll see Giphy utilized on many social

platforms, which means you make content in one place,

and it’s shared across many, including the ability to

send them through private DMs.


If you’ve ever used the internet, you’ve probably used

a GIF, or, at the very least, have seen one. Giphy is

extremely popular amongst Gen Z because they can

use it across multiple platforms, especially in social

platforms that have private messaging. With the right

tagging, your branded GIFs will be popping up in

posts, Stories, and private conversations before you

can argue the proper pronunciation of the word “GIF”.

Plus, in an effort to increase connections through

authentic, unique content, GIFs allow the creator to

infuse small elements of recognizable fun, whether

it’s a movie clip, funny quote-sticker, or legendary

meme. By bonding over a shared understanding

of your GIF, you’re instantly on the same page and

recognize each other by shared interests.

1. https://www.investopedia.com/articles/investing/022216/giphy-how-it-works-and-makes-money.asp

“ OVER 65 MILLION USERS A MONTH AND PROBABLY NOT SOMETHING YOU’VE CONSIDERED.


Success StoriesStarbucks

You might not think of Starbucks as even needing

to be popular in the GIF world based on their global

appeal and popularity. However, Starbucks utilizes

Giphy to engage new audiences by making fun,

creative GIFs that show off their brand and products,

creating awareness and engagement rather than

simply focusing on how their GIFs might create sales.

If you head over to their page, you’ll see a variety of

GIFs — everything from bright colors and animations

to the showcasing of real people and experiences.

It’s safe to say they have a GIF (and coffee) for every

mood, and, along the way, its GIF users discover a

relatable experience that brings them ever closer to

the brand. After all, Starbucks isn’t asking for anything,

they’re offering something, and that something is fun

and useful for the consumer.

TL;DR How They Reach Gen Z: Easy-to-search

GIFs that vary in variety.


Converse

Another success story of the Giphy world is Converse.

Understandably, your first thought might be “How

many people could possibly be using shoe GIFs?”

Well, Converse’s GIFs have been viewed over 800

million times. Wow, amazing. Converse utilizes the

sticker GIF, making it super easy for users to incorporate

them into their Stories, and it’s, therefore, even easier

for Converse to get some free promotion. To even

further their GIF experience, they also have reaction

GIFs that feature clips from their ads. Even though

they’re already popular, Converse made the effort to

reach younger generations. Now, Gen Z is taking

notice and having fun with their branded content.

TL;DR How They Reach Gen Z: Colorful,

animated stickers that are easily accessible

through Stories.


Get Started To get started on Giphy, you’ll need to create a brand

account and receive approval. To receive approval,

you’ll need to upload five stickers or GIFs.

Pro Tip: Don’t oversaturate Giphy content with your

brand. The effort is not to sell, it’s to infuse your brand

in authentic ways. Create Giphy content that people

want to use and share — GIFs they appreciate and

understand — and let that lead back to your brand.

You’ll also want to make sure that your Giphy channel

is lined up with the rest of your social profiles. This

means using your brand’s profile photo, as well as

descriptions. Providing more information is likely going

to help gain approval for your brand page. There is no

formal approval process for Giphy, and the approval

timeline remains unknown, as it occurs manually. So,

to get started, you merely have to get started.

Get Your GIFs SeenWhile there is no real algorithm to Giphy, you want to

make sure your GIFs are being used. When uploading

a GIF, make sure your tags are as relevant as possible.

While you can make up to 20 tags, the sweet spot lies

around 10 tags to a GIF. This is one of the reasons why

it’s important to brand your Giphy channel.

The more creative your GIFs are, the better. Creative

GIFs with a lot of movement receive the most

engagement, and Story GIFs get the most use.

Three Types of GIFsThe Traditional GIF

This is probably what you’re thinking of when you

think “GIF” — a silent loop of video. Whether that’s

from a show, movie, or viral clip, this is the most

popular form because of it being instantly

recognizable and, therefore, understood.

Stickers

Stickers are seen on Snapchat and IG Stories. They’re

animated symbols, emojis, or images. These GIFs

need to be at least 20% transparent.

Text

Text GIFs are exactly what they sound like: animated

text. But don’t put this idea down because it seems

simple. Good text GIFs will be used on Stories, so

make sure that they are cut out, can stand alone, and

don’t need context.

The Future for Giphy:Giphy is on the verge of becoming the biggest content

media hub. With its easy-to-access database and

continual growth, you’ll find this is a great way to

promote your brand without breaking the bank. With

the use of your brand’s authentic and engaging GIFs,

users will be promoting your brand before you know it.

GIPHY

65

ABOUT US

Digital Surgeons

We Design DemandDigital Surgeons is a digital demand consultancy

headquartered at our tech and innovation campus,

District New Haven. We exist to find new and

innovative ways of building businesses, brands, and

teams. We do this by partnering with organizations

who share our passion for possibility and a resolve

to make it a reality — those who believe in and are

obsessed with finding new, exciting ways forward.

For a free consultation on exploring how your brand

can utilize DTC strategies to reach and unlock

more consumers, regardless of their generation,

connect with us on :

DigitalSurgeons.com or

[email protected].


Sources

TikTok:

https://www.hypebot.com/hypebot/2019/11/the-tiktok-algorithm-how-it-works.html

https://medium.com/@mattprd/how-tiktok-is-changing-the-world-and-youre-missing-it-fa283338649a

https://www.socialmediatoday.com/news/8-ways-that-brands-can-utilize-tiktok-in-their-marketing/565611/

https://adage.com/article/tech/leaked-pitch-deck-reveals-how-tiktok-trying-woo-brands/2205906

https://blog.hubspot.com/marketing/brands-on-tiktok

https://www.distractify.com/p/tiktok-algorithm

https://medium.com/@henryhienton/how-to-hack-the-tiktok-algorithm-to-get-on-the-for-you-page-with-5-content-strategies-c1cf811595b

IGTV

https://meetedgar.com/blog/what-is-igtv/

https://www.solstudiomarketing.com/blog-main/igtv-what-to-know

https://later.com/blog/how-instagram-algorithm-works/

https://www.socialinsider.io/blog/igtv-complete-guide/

https://dani-the-explorer.com/2019-instagram-algorithm/

https://adespresso.com/blog/instagram-updates-you-need-to-make/

https://sproutsocial.com/insights/instagram-algorithm/

https://jumpermedia.co/instagram-tv-hacks-for-business/

https://www.adweek.com/digital/4-tips-to-maximize-your-brands-reach-on-instagrams-igtv/

https://blog.snappa.com/what-is-igtv-video-size/

https://www.theverge.com/2019/9/30/20887654/instagram-creators-account-igtv-monetize-incentive-longform-video

GIPHY

https://www.redolive.com/how-to-leverage-your-brand-with-giphy/

https://digitalmarketingphilippines.com/gif-marketing-how-brands-use-gifs-for-business-growth/

https://www.clickz.com/12-reasons-for-brands-to-use-gifs-in-content-marketing/99932/

https://www.adweek.com/digital/giphy-wants-brands-to-advertise-in-private-messages/

https://www.investopedia.com/articles/investing/022216/giphy-how-it-works-and-makes-money.asp

https://www.inc.com/christine-lagorio/inside-giphys-plan-to-make-money.html

https://forgeandspark.com/the-ultimate-guide-to-giphy-how-to-start-your-gif-content-strategy/

https://www.sendible.com/insights/how-to-find-and-create-gifs

Gen Z

https://www.cnbc.com/2019/09/17/gen-z-shopping-habits-can-fuel-a-brick-and-mortar-resurgence-report-says.html

https://www.thebalancesmb.com/generation-z-retail-shopping-behaviors-4140379

https://www.businessinsider.com/gen-z-shopping-habits-kill-brands-2019-7

https://www.forbes.com/sites/bryanpearson/2018/06/15/7-ways-gen-z-shoppers-are-different-from-all-others-and-none-includes-technology/

https://www.rightmixmarketing.com/marketing/how-your-brand-can-capture-generation-z/

https://www.smartbrief.com/original/2019/08/3-ways-capture-gen-zs-attention-right-sponsorship-choices

https://www.adweek.com/brand-marketing/how-to-reach-gen-z-in-2020-beyond-authenticity/

https://digitalmarketinginstitute.com/en-us/blog/is-your-business-ready-for-the-rise-of-generation-z

https://www.substance151.com/the-z-factor-how-to-prepare-your-marketing-to-survive-the-gen-z-invasion/


https://www.oberlo.com/blog/marketing-strategies-generation-z

https://www.sapho.com/blog/an-inconvenient-truth-gen-z-and-the-culture-of-instant-gratification/

https://www.ctam.com/industry-resources/additional-resources/millennials-vs-gen-z/

https://devrix.com/tutorial/generation-z-influence-future-businesses/

https://www.visioncritical.com/blog/entrepreneurial-gen-z

https://hrexecutive.com/why-generation-z-could-be-the-boost-your-business-needs/

https://blog.smarp.com/is-your-business-ready-for-gen-z

https://www.oberlo.com/blog/marketing-strategies-generation-z

https://www.wordstream.com/blog/ws/2019/08/21/marketing-to-generation-z

https://www.revlocal.com/blog/digital-marketing/how-to-reach-generation-z-with-these-5-marketing-strategies

https://digitalmarketinginstitute.com/en-us/blog/the-changing-customer-how-to-cater-to-gen-z

https://www.fastcompany.com/90354052/gen-z-loves-amazon-chick-fil-a-and-oreo-in-brand-survey

https://www.alistdaily.com/lifestyle/genz-most-loved-brands/

https://postfunnel.com/5-ways-brands-are-embracing-generation-z/

https://www.visioncritical.com/blog/generation-z-infographics

https://newsroom.spotify.com/2019-06-03/everything-you-wanted-to-know-about-gen-z-but-were-afraid-to-ask/

https://cmo.adobe.com/articles/2019/6/15-mind-blowing-stats-about-generation-z.html

https://business.linkedin.com/talent-solutions/blog/hiring-generation-z/2019/how-to-hire-and-retain-generation-z

https://www.alistdaily.com/lifestyle/spotify-gen-z-trend-report/

https://fee.org/articles/don-t-overlook-gen-z-s-creative-edge/

https://www.facebook.com/business/news/insights/generation-z

https://wpengine.com/resources/marketing-to-gen-z/

https://www.cnn.com/2020/01/16/media/tiktok-news-publishers/index.html

https://www.bloomberg.com/news/articles/2020-01-14/generation-z-willing-to-pay-more-for-eco-friendly-products?sref=437r7DCu

https://www.forbes.com/sites/bryanpearson/2018/06/15/7-ways-gen-z-shoppers-are-different-from-all-others-and-none-includes-

technology/#1df4858fd95f

dtc meets gen z - digital surgeons

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