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.

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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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PARENTING CAN’T BE AUTOMATED, BUT IT CAN BE CURATED Millennials not only accept but expect tech automation to help them in nearly every aspect of their lives – from Spotify’s ‘made for you’ playlists, to Alexa’s automated grocery list. However, reliance on an algorithm only goes so far. When it comes to how they parent, Millennials aren’t ready to let technology replace the very human nature of the job. They don’t accept the idea that the iPad can function as a replacement babysitter, but they do expect that technology will play a major role in how their kids grow up. They are between embracing tech to help their children […]

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Shopping with Influencers on Instagram It just became a whole lot easier to shop your favorite influencers’ must-haves. Find out more about how Instagram is working with influencers to tag products in their posts – where fans can purchase the product without ever leaving the Instagram app. Click here for the Fullscreen 411.  

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Does This Content Bring You Joy? The new consumer journey is a cluttered mess – full of competing brands, messages, and emotions. Gen-Z and Millenials are purchasing from brands that have never had a physical presence (e.g., Warby Parker, Casper, Allbirds) and directly through social platforms. These brands and platforms have created cleaner customer experiences along the purchase funnel to combat a messy media environment. This growing trend of “quick and easy” commerce might feel like there are shortcuts through the purchase funnel, but it actually puts more pressure on the types of content that brands are creating. Content needs to have a meaningful impact at […]

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Online to Offline: The ROI of Social Marketing Measuring the real ROI of social marketing has been a priority since my first full day leading Fullscreen Measurement and Insights. It took less than two weeks for one of our fearless Sales leaders to cut past the office pleasantries and tell me we needed a sales lift solution, yesterday. The urgency was real, as he had eager CPG clients that needed to prove the effectiveness of their campaigns to secure funding for follow-ons. Of course! That seems logical, and there must be a solution to provide to our brand partners. Then came a series of frustrating discoveries. We can’t […]

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INSTAGRAM IN-APP SHOPPING IS MORE SEAMLESS THAN EVER Instagram launched the ability to buy products without ever leaving the app.  What we know about Instagram’s product update “Checkout”: Shoppable tags will now connect users to a “Checkout on Instagram” page, which prompts consumers to choose size, color, and quantity, and even pay, without leaving Instagram Users can enter their personal and payment information, with the option to save it to make future shopping more convenient Checkout can be used with shoppable product stickers in Stories or with product tags in Feed and Explore Shoppable product tags are not currently available via Instagram Ads This feature is currently available […]

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Fullscreen Solutions: Curating Brand-Safe YouTube Environments While the digital and social media marketplace will continue to reactively manage brand safety concerns, Fullscreen continues to be a leader in curating brand-safe environments for advertisers. Through both the network of creator YouTube channels we manage and monetize, as well as the brand channels we optimize for success and increased visibility, we’ve had direct insight into the changes YouTube has made in addressing the evolving brand safety concerns that exist today. Updates to terms of service, changes in thresholds for monetization, and increasing analysis of content (both manual and through algorithmic review), has certainly improved the standards for brand […]

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BEYOND THE BALL PIT: THE NEW WAVE OF EXPERIENTIAL Netflix and Chill or Museum of Ice Cream? In the last few years, we’ve seen an increase in immersive branded experiences and interactive pop-ups like the Museum of Ice Cream, Saved by the Max Diner, Refinery29’s 29Rooms, Gilmore Girls’ Luke’s Diner Pop-ups, and more. And perhaps for good reason—in our recent TBH survey on Branded Experience, 77% of respondents said they would prefer to attend an event experience over hanging out at home, so this trend isn’t going away just yet. Through our survey, we wanted to get at the heart of these experiences: Does it actually increase brand affinity? […]

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Bot or Not? Exploring the Rise of CGI Influencers Influencers, they’re just like us – until they’re not. You may be following a computer-generated influencer and not even know it. From flaunting trendy streetwear to posting photos with friends at brunch to partnering with brands, CGI influencers are just like human influencers… or are they? In our recent TBH study, Can CGI Influencers Have Real Influence?, we set out to find out more.    WHAT WE FOUND Top 5 Reasons Gen Z and Millennials Follow CGIs How Would You Describe Social Influencers (CGI vs. HUMAN)? Actions taken by followers of CGI Influencers Transparency is EVERYTHING BOTTOM LINE FOR BRANDS Although […]

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The Happiest Season of All? As we recover from tryptophan comas and Black Friday shopping hangovers, many of us begin to gear up for the upcoming slew of holidays. We spend more time with loved ones, decorate our homes and wear our ugliest of sweaters…all in the name of holiday cheer! Or so we thought… Our recent Holiday Shopping TBH survey exposed the truth: the holiday season might not actually be so merry and bright for all, especially younger guys. In fact, 18-34-year-olds feel an increasing amount of loneliness and depression between Thanksgiving and New Years. According to our survey, 46% of males 18-34 have […]

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