Industry Intelligence

We're experts in Gen Z and Millennial audiences, investing ahead of the curve in original research, proprietary data and tools. We provide custom strategy, research, and trend forecasting, with exclusive access to our TBH Community of social-first millennials. Here you'll find our latest in thought leadership and industry insights.

Social First: How Brands Can Optimize Their Performance Online With so many different metrics being used to measure social media campaigns, it can be hard to measure success or failure.  And even harder when you have a number, but nothing to compare it to. Does length of post matter? Is my Instagram Engagement Rate good or bad? With these questions swirling in our heads and email inboxes, Fullscreen decided to take a deep dive into the characteristics that are integral in making a campaign successful – including video length, link inclusion, and posting day considerations. Analyzing over 100 campaigns from 2016-2019, we created a benchmark report that can shed […]

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MILLENNIAL PARENTS LOVE TECH FOR “ME TIME” AND “WE TIME” MEET THE PARENNIALS Here at Fullscreen, we are obsessed with understanding our audiences, the nuances that shape their worlds and impact their decisions. Since our inception in 2012, we have followed and grown with Millennials and Gen Z as they have come into their own. Now that Millennials in particular are in the prime of adulthood, over half (55%) are parents, a sub-segment we have affectionately dubbed Parennials. They are among the age group that Time magazine called “The Me Me Me Generation” back in 2013, but Millennials have come a long way since then, and so has technology. Their […]

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CULTURAL SHIFTS ARE ALWAYS IN THE FORECAST When thinking about culture today, we, at Fullscreen, obsess over uncovering what’s happening in the liminal space. This is where ideas percolate, beliefs shape, and behaviors form. Transitional in nature, the liminal space is where subcultures pulsate before taking off into our collective consciousness. This year, we launched the Fullscreen Cultural Forecasting Division. This team explores trends living at the intersection of culture, entertainment, and brand intelligence to give brands an understanding of what’s new and next. Our proprietary tools help us uncover what’s happening right before it’s mainstreamed. To bring our cultural forecasting capability to life, we launched the […]

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Instagram is Testing Removing Likes Last week Instagram revealed that it will be extending its test of hiding total like counts in the U.S. According to Instagram head, Adam Mosseri, the move is intended to help “depressurize Instagram a little bit, and make it a bit less of a competition.” The removal of likes will not only impact individual users, but influencers and brands as well. Click the link below to download the Fullscreen 411 and learn more about what to expect – and the unique implications for influencers and brands: FULLSCREEN 411: INSTAGRAM LIKES REMOVAL

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Forget #Adulting, Halloween is a Chance for Millennials to be Kids Millennials are delaying parenthood, but that doesn’t mean they can’t enjoy Halloween. In fact, on this $9 billion holiday, they’re planning to spend more than any other demo! For them, the holiday is a chance to be a kid again. From throwing the scariest party of the year to donning costumes to watching classic scary movies, Millennials are embracing their inner child and participating in the fun.  Potent Parties When it comes to Halloween parties, there’s an upward trend of celebrations being thrown by Millennials. And they aren’t just throwing casual get-togethers. They’re crafting, making their own decorations, and preparing […]

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Fullscreen’s Take on the State of Influencer Marketing Last week, the Wall Street Journal published an article discussing what they deem as the current state of influencer marketing. Fullscreen feels this article was both extreme and misleading. Below are a few key points from this controversial article that we disagree with and why.  Measuring Impact/Sales ROI WSJ: Measuring the Impact or Sales ROI of Influencer Marketing is impossible Fullscreen: New measurement models not only exist — but we’re using them ALL THE TIME There are viable solutions across the measurement spectrum that are helping to provide a more transparent marketplace for advertisers, such as tracking social post data […]

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IP Protection: 5 Steps to Help Protect Your Business For every individual or organization that invests their time, money, and skills creating something new – there are others who are ready to exploit their investments for their own gain. And while many creators take some basic steps to protect their valuable assets, lack of education around effective Intellectual Property (IP) Protection creates unnecessary risk. If you are someone that is a digital creator or work for a company whose product or service is primarily digital, there are actionable steps you can take to ensure that you’re the only one monetizing on your work. While IP Protection may sound intimidating […]

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Fullscreen Culture Hot Takes — The Power of Memes: How a Mock Movement Inspired a Real Community WE’RE NOT ALONE  In the last few months, you may have noticed aliens and Area 51 references scattered throughout your social feed more than usual. And you’re not alone. Maybe… We’re not alone. 👽Here at Fullscreen, we noticed extra extraterrestrials too and we decided to trace its origins. That sprinkling of alien references can be traced back to a full-on storm of conversation, which led us to the fascinating story of how the meme of the summer became more than a meme—it has actually inspired an IRL community gathering. The question, “Do aliens exist?” is not new. So why did […]

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Fullscreen Culture Hot Takes — Young Generations Then & Now: From Polaroids to Memes 1969 –  Everyone can picture the cover of Abbey Road, the last album released by The Beatles. We can all quote Neil Armstrong saying, “that’s one small step for man, one giant leap for mankind,” when he set foot on the moon. Tales of the draft and the Vietnam war—and protests against it—have been told in family rooms and classrooms alike. Each of these momentous occasions in history took place five decades ago, in 1969. Another historical event that year brought a crowd of more than 400,000 to upstate New York from August 15-18 for a weekend filled with 34 […]

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Cusper Cohorts — Exploring The Fringe of Gen Z and Millennials As leaders in social entertainment and digital content, we wanted to better understand the youthful consumers our talent and brand partners were engaging. Following an in-depth 2017 study on Gen Z and Millennial audiences, this year we launched a new Generational Study to revisit these same generational cohorts — and see how they’ve evolved. This time we explored subsegments and unique groups we expected to emerge; with these subgroups having distinct attributes and behaviors that warranted a deeper dive. Although brands are savvy in understanding the fundamental qualities of these generations, our work focuses on the smaller nuances that allow […]

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