[002] Instagram is panicking about losing Gen Z
And how brands should be thinking about this crisis
Hello again victims 👋
Welcome back to Algorithm Victim - right now my goal is to bring you three newsletters per week on the latest happenings in the social media landscape, so this is the first of the week!
In today’s newsletter you’ll find:
Deep dive: my musings on the NY Times latest piece about Instagram’s attempt to claw back Gen Z (and what it spells for the future of Social Media Managers)
Meta’s latest AI related announcement (colour me unimpressed)
My favourite brand collab of the week
Brand content that didn’t suck
Let’s get into it.
(P.S. Did you have any thoughts on Issue One? Don’t be shy, leave a comment!)
Deep Dive
Instagram is having a Gen Z crisis, and it’s going to change the way we make social content.
ICYMI, the New York times just published a piece on Instagram’s latest campaign to win back Gen Z.
In short: Zuck and co are freaking out, because Gen Z just aren’t using Instagram the way it is intended to be used - they’re doing everything but posting to the feed (apparently, they’re mostly using it for Group Chats and DM’s??).
Why this is a problem for Meta
An internal memo obtained by the Times summed it up perfectly: “If we lose the teen foothold in the U.S. we lose the pipeline”.
Pipeline matters for Instagram, because:
Their entire revenue model is built around Meta Ads Manager
Gen Z’s spending power is growing twice as fast as previous generations at the same age (this report from McKinsey dives deeper if you’re interested)
In short: if Instagram can’t guarantee advertisers that Gen Z users are not only present but also ready to buy, advertisers will take their budget elsewhere.
Gen Z are tired of the performance
Young people in the article mentioned Instagram feeling overly performative - which makes sense when you see the level of effort and care that goes into making content like this.
They’re also much more skeptical and social savvy than Millennials, having grown up online (they’ve probably never fallen for a chain email…).
Instagram feels like you’re standing outside someone’s house…TikTok is what’s playing on the TV inside.
Instagram has always been the “aesthetic” platform (the phrase “Instagram vs Reality” was coined for a reason), and the videos showing up on the Reels feed reflect this.
Open up TikTok, and you’ll likely be met with someone talking directly to you as if you’re on a Facetime call.
In short: on Instagram, we still feel like we’re on the outside looking in on someone’s perfect life but on TikTok, we’re all in the trenches together.
What will this mean for brands on Instagram?
It’s no longer a question of “if” a brand should have a separate Instagram and TikTok strategy, but how fast can you catch up?
In 2025, Brands should be thinking of their Instagram as a mini website or store where their ideal user will come to browse and be inspired, and potentially a platform for cultivating a community.
This could look like:
Tapping into Instagram Broadcasts as a way of building a community experience for fans, with opportunities to give direct feedback and input into product development
Imagining your feed as an art gallery - instead of realism, think surrealism. Meshki is a great example of a brand in a fairly straightforward category (fashion) that is constantly pushing the creative envelope, and their fans love it.
TikTok, on the other hand, will be where your audience comes to be entertained, period. The priority here is storytelling and inserting yourself into culture (where relevant).
Final thoughts
The platform divide isn’t new, but it’s becoming more prevalent than ever. The brands that win will be the ones who have the most freedom to explore creativity and storytelling, and can move at the speed of culture.
Save this for your Monday meeting, or last minute deck building s***storm.
✅ They nailed it: Beis making mini versions of their bags for no reason other than social content?
See above note about TikTok being for entertainment…Beis tapped into the popular Coffee Tray trend, which at this point is at risk of being “done”.
However, they set themselves apart by making adorable miniature versions of their best-selling products.
This is how you turn an audience into fans - by creating content with the sole purpose of entertaining and delighting your audience. Check the comments and you’ll they’re full of people asking for their own minis. I love to see a brand doing a a simple but unique spin on a trend.
Tyler singing on the carnival cruise - I’ve been inundated with videos of this teen and tbh, he nailed it! If I was working at a brand with an unlimited budget, I’d be trying to tap him for a collab post in the next week.
Paige DeSorbo launching a PJ brand and getting hate - Summer House didn’t take off as much in Australia, so I don’t have anyone to talk about this with. But Paige DeSorbo has been having her moment over the past 12 months, which is why it was sad to see such strong backlash against her sleepwear launch (customers are saying the price tag doesn’t reflect the quality). This serves as a reminder: no matter how much love you’ve built on social, you need to be ready to answer tough questions about any products you choose to launch.
Meta wants to fully automate ad creation using AI by 2026
I have a lot of thoughts about this (that i’ll expand upon in Wednesday’s newsletter) after attending Meta Fest, but for now it’s worth checking out the above link. Meta claim they’ll be able to create your whole ad campaign (including the creative, targeting etc) from a single prompt…and Ad Execs are calling BS.
Considering Meta is already facing a lawsuit for inflating results by up to 400%, the skepticism feels valid.
File under: unexpected brand partnerships that make total sense??? Spam launches a collabl with…Lilo & Stitch!
Frankly, Spam makes zero sense to me. But it is a culturally significant food in Hawaii, which is why this collab for the new Lilo & Stitch movie gave me the warm fuzzies. Unlike the 600+ collabs from the Barbie Movie, this actually felt right.
Alo yoga sued for not disclosing influencer partnerships
The next time someone on your team suggests not having influencers disclose paid partnerships, just ask them: how much are we willing to be sued for?
That’s all folks!
If you liked this newsletter, I’d love it if you let me know, or even shared it with a friend. If you hated it, let me know too! Hatred fuels me :)