Instagram’s insights into reaching Gen Z in 2024

Plus: Only one-third of ad dollars reach intended audiences [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis DECEMBER 6, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling In Antarctica news, penguins take thousands of [naps]( every day. They’re power nappers, dozing off for a few seconds at a time in fragmented bouts of sleep. And they look so dapper doing it! Was this email forwarded to you? Sign up [here](. TOP STORY [How to reach Gen Z in 2024, according to new data]( Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they’re staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves. [Keep reading]( NEWS AND VIEWS [Only around a third of ad dollars reach ‘intended audiences,’ ANA finds]( Our view: The ad market is rebounding, but every dollar still counts. Advertisers need to make sure they’re working with trustworthy platforms and partners to serve their ads in the right places. [Coca-Cola targets cord-cutters, offers one-click buys, via new Roku content hub]( Our view: The Coca-Cola Co. is setting up shop in Roku City and providing an example of what shoppable connected TV ads could look like. Situated alongside a hub for food content, the ads offer quick delivery through DoorDash. [Alibaba’s ‘Animate Anyone’ is trained on scraped videos of famous TikTokers]( Our view: There’s been online buzz about the new tech being “the end of the TikTok influencer.” Despite this AI, which is essentially copying the creative work of young women on the internet, the creator economy is still healthy. US influencer marketing spend will increase by 14.7% next year, according to our July 2023 forecast. ANALYSIS [Tips on reaching Gen Alpha, Gen Z, and beyond this holiday season]( Gen Z is ready to spend this season. Millennials may be a bit cautious. YouTube is the place to go if brands want to get on Gen Alpha’s radar. And for older consumers, trust is the key to getting them to spend. Here’s how retailers can appeal to each generation this holiday season. [Keep reading]( THINGS TO KNOW 💼 [9 tips for aligning SEO with the B2B buyer’s journey]( ✏️ [‘Help me write’ AI is coming soon to Chrome for desktop]( 🤝 [Meta and IBM launch AI alliance]( 🔚 [What Amazon’s closure of its ad server business means for its future]( PODCAST [Behind the Numbers: Reimagining Retail]( What to expect from the rest of the holiday season. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](, or wherever you listen to podcasts. [Follow us on Instagram.](Behind the Numbers is made possible by Affinity Solutions. [Listen in]( THE BIG QUESTION Super ad: Which major food brand is boasting a Super Bowl ad tagline of “Make Taste, Not Waste”? A) Heinz B) Oreo C) Hellmann’s D) General Mills [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](