The Engagement Rate

An industry bulletin for marketing pros.

Influencer & brand winner of the week 🏅

🥤Drink up

Drinks company, Powerade, led the basketball frenzy of March Madness with 16 social media posts that generated $28.6 million in earned media value, according to Captiv8.

Post of the week 🤳

✍️”Petition for more Gen X content” 

⭐”truly authentic” 

L of the week 🙈

☁️Many brands, e.g. Pangaia, posted their April Fools posts late on the 2nd. If everyone is off work that day, then why not use your scheduling tools? 

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Latest Gen Z trends for brands to look out for…

🧍NPC nostalgia 

Recently, people have been recreating graphics from the early Playstation days, allowing users to transform into PS2 video game characters using the Replicate app. Originating from a Reddit channel in November, it recently gained traction on TikTok, Instagram and X.The filter has been widely shared, even recreating famous album covers in the PS2 style.

🥤Owala takes on Stanley 

Stanley, known for its popular Quencher tumblers, isn't losing its hold on social media influencers yet. However, a rival water bottle brand, Owala, is gradually gaining traction among some Gen Zers. This shift was predicted by trendspotter Casey Lewis, who noted a growing dissatisfaction with Stanley's popularity among older generations. Now, more young people are showcasing their Owala bottles on TikTok, with the hashtag #Owala gaining significant attention from users aged 18 to 24.

🎾Game, set, Zendaya 

Zendaya's embrace of the "tenniscore" fashion trend, characterized by preppy country club styles like tennis skirts and chunky sneakers, has ignited interest among her fans. As she promotes her upcoming film "Challengers," where she plays a tennis player, her glamorous outfits have drawn attention to the trend. The film's trailer on TikTok has garnered millions of views, further fueling excitement for tenniscore fashion. Additionally, the recent launch of a tennis collection by popular brand Skims suggests a growing interest in this trend among Gen Z, with creators gearing up for increased content around it.

🎤Seeing you tonight…it’s a bad idea, right?!

Gen Z's attention has shifted from Taylor Swift's Eras Tour to Olivia Rodrigo's Guts World Tour, currently traversing North America. The hashtag #GutsTour has garnered over 1 billion views on TikTok, predominantly from users aged 18 to 24. Fans are sharing their concert experiences through outfit posts and favorite moments from Rodrigo's performances. The buzz around the tour is further fueled by the release of a deluxe version of her album "Guts (spilled)". 

What Gen Z want from health and wellness brands

At a recent Ad Age roundtable, moderator Adrianne Pasquarelli was joined by Gen Z executives and creatives from Women’s Health, August, Bubble Skincare, and Mindshare to share Gen Z’s preferences and how marketers can tap into them. Here’s the low-down: 

👉To connect with Gen Z effectively, brands should focus on three main areas: being transparent about their products, fostering conversations about mental health, and creating safe online spaces for consumers. 

👉Gen Z sees health and wellness differently, integrating physical and mental health into their sense of self. They prioritize authenticity, transparency, and sustainability, particularly in light of challenges like burnout and systemic issues like capitalism. Brands can build loyalty by addressing these concerns and providing spaces for open mental health discussions.

👉Additionally, Gen Z values authentic and community-building content, often found on platforms like TikTok, where individuals can share their mental health experiences and find support.