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.

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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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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