#genz on polish twitter (fenomem)
TRANSCRIPT
GENERATION Z ON TWITTERWhat do they do? Who do they follow? How to reach them?
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Twitter is used only by politicians, journalists and pr managers
FALSE.
In the last two years a generation of teenagers has emerged, and it grows dynamically :
• 300 000 osób people up to 14 years of age
• 900 000 osób people up to 24 years of age
THE Z GENERATION?
Born after 1995.They live in the UE.They live in the world of smartphones and Internet since they were born.They are not a rebellious generation – they didn’t experience any war.
CD means ‘vinyl’ for them – that’s what parents had used.Their sensitivity has been shaped by the Harry Poter.The invention of the first hybrid car – Toyota Prius ‘97.
Ipod (introduced in 2001) was the most common gift for the first Holy Communion, of course Ipad was also an option.
YOUNGSTERS ON TWITTER
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Digital in Their DNA
Twitter users divde their lives into two parallel worlds – tt and real one (on/ off).
What matters is the on-line life – they often see the rela-tions made as more true and more sincere than relations in the real world.
They find friends online and share same passions and interests with them. They want to meet different people on TT than in real life.
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Twitter users communicate directly with their idols – requests for concerts in Poland, requests for Following the idol (6 degrees of separation -> one click).
They communicate in the Polish / English manner – fluently moving between languages in the content of their tweets. They have friends outside of Polish TT.
They resonate with the global trends and react quickly to global hashtags.
World without limits
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They are present on Twitter from morning till night. They tweet about everything that happens during the day (stream of consciousness).
Simultaneously they watch tv, comment on the TT and lead a conversation about #mycrush.
‘Instant’ activities – everything happens at once. They comment on all that is here and now.
Multitasking
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Future
They are concerned about the future: finding a job, finding themselves in adulthood. Their attitude to life is dominated by pessimism.
Terrorism. War???
They’re socially engaged. Open to helping others. Completely selflessly.
There is no consumerism on TT – very few conversations revolve around brands.
WHY TWITTER AND WHAT THEY’RE LOOKING FOR?
WYSPA MADAGASKARREFUGEES FROM FACEBOOK.
WYSPA MADAGASKARWYSPA MADAGASKARTHE MADAGASCAR ISLAND
WHY?
• Parents• Children • A flood of advertisements• Falsity/ cliché relations on Facebook
WHAT ARE THEY LOOKING FOR?
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What are they looking for?
SINCERITY CALM IDOLSSOULMATES SPACE CONTEXT
HERMETIC WORLD
• Own language of abbreviations and hashtags• Anonymity• The need to find soul-mates, people to share same interests with• Genuineness, sincere statements
IDOLS
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Idols
Justin Bieberhttps://www.youtube.com/watch?v=kffacxfA7G4
5 seconds of summer - 5soshttps://www.youtube.com/watch?v=X2BYmmTI04I
Selena Gomezhttps://www.youtube.com/watch?v=ij_0p_6qTss
One Directionhttps://www.youtube.com/watch?v=UpsKGvPjAgw
30 seconds to mars - 30stmhttps://www.youtube.com/watch?v=mLqHDhF-O28
Taylor Swifthttps://www.youtube.com/watch?v=e-ORhEE9VVg
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Idols – blind love
Idols are the most important! They can do anything they want! JB is God?!
TT vs FB
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Typical Twitter User
ANONYMOUS, USES NICKNAMES (often changes the first part of the nickname to emphasize some a special event or express admiration for the the idol)
NOT PUBLISHING HIS PICTURES (very often publishes pictures of his idols)
AUTHENTIC, HONEST, SELF-CRITICAL (often ironic, distant)
CONSIDERS EVEN THE MOST TRIVIAL ACTIVITIES AS WORTH DESCRIBING
DISSAPPROVES TO LIMITATIONS ON THE QUANTITY OF PUBLISHED CONTENT (a few dozen posts a day is something ordinary, maybe even a few hundred)
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Typical Facebook User
USUALLY USES HIS OWN NAME AND SURNAME
PUBLISHES A LOT OF PHOTOS, MAINLY SELFIES (photos of him with friends where he also sings them by their names)
DOES MANY THINGS TO SHOW OF(loves autocreation)
INFORMS MAINLY ABOUT THINGS AND EVENTS, HE CONSIDERS IMPORTANT (often wondering long hours what to publish and how to write it)
PUBLISHES NOT MORE THAN A FEW/ DOZEN POSTS PER DAY
FRIENDS ON FB ARE ALSO HIS FRIENDS IN THE REAL WORLD
A typical Dad and A typical Mum
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A Typical MUM, A Typical DAD
KEEP DISTANCE ON IT, READ IT, SMILE :-)
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#Najlepszetekstymoichrodzicow
Hard User
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Activity on TT
Heavy user
They live on TT
even 150k tweetseven 60k followers
22k following/ 20k favs
Medium user
THEY COMBINE WORLDS: they are on different
platforms
Light user
they’re passive/ they read/
they’re trying
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Heavy users
You can send one letter to the idol, but what for?If you can send 100 000 tweets!
What do they do?
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Why is there no brands?
Brands are not active on TT in communication to this segment.
Brands are arrogant – they do not fit into the GenZ communication tone.
This land is waiting to be discovered.
Find their own communication tone using significant/ viral ##
Follow twitter users – expressing recognitionContests and giving outUsing influencers
HOW BRANDS MAY APPEAR IN THE COMMUNICATION TO GEN Z?
You are thinking about the activities on Twitter?
Do you want to learn more about Generation Z?
Call, write!
THANK YOU
Daniel Biegaj
Business Development [email protected]+48 602 129 230
Agnieszka Stelmaszczyk
CEO [email protected]+48 519 134 800