Capturing Gen Z’s social media marketing magic; Pinterest pushes performance

Plus: Guide to social media marketing [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis FEBRUARY 22, 2024 Are you A/B testing on connected TV (CTV) ads? Maybe an ad performs better with the voiceover in a British accent, or with a puppy on the screen. Learn how to A/B test on CTV with this new guide, [available here](. Was this email forwarded to you? Sign up [here](. TOP STORY [Gen Z excels at social media marketing. How do brands keep up?]( If you’re trying to appeal to Gen Z, “hire Gen Zers,” said Jennifer Quigley-Jones, CEO and founder of influencer marketing agency Digital Voices. Whether making social media content for brand-owned accounts or working with influencers, marketers that want to sell to Gen Z need to work with Gen Zers. Why is Gen Z so good at marketing and content creation? They’re digital natives. Gen Zers understand how to interact on the internet because they grew up with it. That also means they have a keen eye for when a brand is inauthentically trying to win them over. “Brands can come across as very ‘cringe’ on social when they try and be Gen Z but don't know how to be,” said Quigley-Jones. [Keep reading]( NEWS AND VIEWS [Pinterest pushes into performance marketing with new campaign]( Our view: Marketers will likely respond well to Pinterest’s move down the funnel. Meanwhile, the dramatic campaign is proof that B2B advertising should be entertaining and interesting. [Snap is distancing itself from social media—but it still must compete for social ad dollars]( Our view: Investors and advertisers will continue to bucket Snapchat with larger social media companies like Meta. Snap has spent the past few years building out many of the app’s social media-like and creator-friendly content features, including TikTok clone Spotlight and Public Stories, to grow its user base and ad business. [Does anyone even want an AI search engine?]( Our view: Search companies are leaning into generative AI search to stay ahead of the curve on tech and find new ways to advertise within search, but that doesn’t mean consumers actually want AI search. ANALYSIS [Guide to social media marketing: Trends, tactics, and platforms]( Social media marketing is an integral part of modern digital marketing strategies. It involves leveraging social media platforms to connect, engage, and interact with an audience to achieve specific business objectives. These platforms serve as powerful tools for building brand awareness, driving website traffic, generating leads, and, ultimately, increasing sales. In this guide, we dive into how TikTok reigns supreme over Gen Z and the burgeoning demand for decentralized social media platforms. [Keep reading]( THINGS TO KNOW 💄 [Instagram launches its marketplace in 8 new countries]( 🔑 [Experience a key factor during Google algorithm updates, analysis finds]( ♊ [Google says it will fix Gemini AI’s historical inaccuracies]( 🎵 [TikTok launches ‘Add to Music app’ feature in over 160 countries]( PODCAST [Behind the Numbers: The Daily]( What to expect from the US ad market in 2024, Google introduces Gemini, and how often AI chatbots hallucinate. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by StackAdapt. [Listen in]( THE BIG QUESTION Touchdown: True or false? Amazon is reportedly paying $120 million for rights to an NFL playoff game after the 2024 season. [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]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](