A Guide to Gen Z Through TikTok Trends, Emojis, & Language: Why We Pay Writers

A Guide to Gen Z Through TikTok Trends, Emojis, & Language: Why We Pay Writers

Gen Z, the generation born between the mid-1990s and mid-2010s, is taking the world by storm. With nearly 3 billion Gen Zs alive today, they have surpassed Millennials to become the largest generation on the planet. This generation holds immense spending power, with projections showing a 70% increase in their spending over the next five years, reaching a staggering $150 billion. To truly understand Gen Z and their unique characteristics, we must delve into their preferences, behaviors, and aspirations.

One aspect that defines Gen Z is their desire for authenticity and uniqueness. Unlike previous generations that strived to fit in, Gen Zs value individual expression and avoid labels. They find value in being singular and standing out. This is evident in their consumption patterns, where they prioritize access over possession and view consumption as a means of expressing their individual identity. Gen Zs are genuine, forthright, and unafraid to reveal their true selves to the world. They embrace the uniqueness of their souls, no matter how unsightly, to forge their own distinct identities.

Creativity and self-expression are central to Gen Z's identity. Over half of Gen Z individuals believe that their generation is more creative than previous ones. Platforms like TikTok have nurtured a culture of creativity by removing the friction associated with content creation. Unlike the traditional 90-9-1 rule, where only a small percentage of users create content, TikTok has flipped the script. A staggering 55% of TikTok users actively create content for the platform. This shift towards a more participatory internet has allowed more people to transition from being mere consumers to becoming creators themselves. The act of "stanning" a creator has become a form of self-expression, a way for Gen Z to find belonging and showcase their support for someone who resonates with them.

Another defining characteristic of Gen Z is their pragmatism and self-direction. Studies have shown that a significant portion of Gen Z individuals aspire to start their own companies, with 54% expressing this desire. Additionally, a Gallup poll revealed that 77% of young people in grades 5 through 12 want to be their own boss. Autonomy and flexibility are the driving forces behind these aspirations. As Gen Z comes of age, work is becoming more disaggregated, leading to the prediction that America will become a majority-freelance economy by 2026. Many young people see entrepreneurship as a way to reclaim their lost agency and defy a system they perceive as rigged. The internet acts as a gateway for Gen Z, allowing them to bare their souls, express their creativity, and seek opportunities for work in the digital realm.

Now, let's shift gears and explore the world of writing and journalism. The internet has revolutionized the possibilities for journalism but has simultaneously disrupted its traditional business model. Substack, a platform for writers, recognizes this challenge and has come up with a unique solution. They developed a program called Substack Pro, which allows them to absorb more risk on behalf of the writers, ensuring they get paid for a year of work regardless of their publication's performance.

Substack's approach is different from the typical tech startup mentality, where aggregating an audience is prioritized over developing a sustainable business model. They wanted to establish trust and reliability by aligning their success with the success of their writers. In return for financial security, Pro writers agree to let Substack keep 85% of the subscription revenue in the first year. After that, the deal flips, and the writer keeps 90% of the subscription revenue while Substack takes a smaller share.

Substack's goal is to host a diverse range of voices because they believe in the importance of a variety of perspectives for healthy discourse. They don't commission or edit stories, nor do they manage the writers. The writers are the owners of their publications, and they write for their own platforms. Substack only asks for a commitment to a minimum publishing frequency to ensure that writers are dedicated to their craft.

In conclusion, understanding Gen Z requires acknowledging their desire for authenticity, uniqueness, creativity, and self-expression. They seek to stand out rather than fit in, and platforms like TikTok provide them with the tools and community to express themselves creatively. Additionally, Gen Z's pragmatism and self-direction have led to a rise in aspirations for entrepreneurship and a shift towards a freelance economy. Finally, platforms like Substack have emerged to support writers by providing them with financial security and autonomy, creating a space for diverse voices and ideas.

Actionable advice:

1. Embrace your uniqueness and authenticity. Stand out rather than conforming to societal expectations. Use platforms like TikTok to showcase your true self and find a community that resonates with you.
2. Cultivate your creativity and self-expression. Take advantage of platforms like TikTok that remove barriers to content creation. Become a creator and share your unique ideas and perspectives with the world.
3. Consider alternative paths to traditional education and employment. If you have a passion for entrepreneurship or desire autonomy and flexibility, explore opportunities in the digital realm and freelance economy. Embrace the internet as a tool for reclaiming agency and pursuing your own path.

In a rapidly changing world, understanding and adapting to the preferences and behaviors of Gen Z is crucial. By embracing their values and aspirations, we can foster a more inclusive and dynamic society that empowers all generations to express themselves authentically and forge their own paths to success.