Gen Z Power List: Meet the Brands, Platforms and Creators That Teens Love

From AwesomenessTV to Zendaya, these are the names to know

Photo Illustration: Dianna McDougall; Sources: Getty Images, Payton Hartsell

Move aside, millennials: There’s a new generation for marketers to obsess over. Born between the mid-1990s and early 2000s, Generation Z includes more than 2 billion people worldwide and holds more than $44 billion in annual purchasing power, according to a study from IBM and the National Retail Federation.

Unlike their predecessors, they’ve been brought up in an entirely digital world and, as a result, are relentlessly addicted to tech and building their online personas. (In a recent New York Times story titled “Are Teenagers Replacing Drugs With Smartphones?”, one psychiatry expert compared iPhones and their ilk to “portable dopamine pumps.”) But despite an obsession with appearances, Gen Z-ers also take pride in being socially aware, eschewing narrow definitions of race and gender and creating meaningful connecting with others—just not always IRL.

To help navigate what’s in (and what’s out) with this fast-moving cohort, we’ve put together a cheat sheet of the top technology platforms, content creators, brands and celebrities to know, from iconic names like Nike to the next wave of beauty influencers. —Emma Bazilian

The Platforms

Snapchat

 

Even as Facebook-owned Instagram crouches in on Snapchat, the messaging app continues to add new tools to keep its core group of millennials glued to their smartphones. Snapchat recently rolled out a feature called Custom Stories that lets friends create Stories—Snap’s parlance of collections of photos and videos—together. Coming up next: Snapchat is bringing its wacky, popular selfie lenses to the real world, letting users add colorful rainbows to flowers to IRL objects. —Lauren Johnson

Instagram

Instagram’s continued innovation has allowed it to stay relevant with both younger and older generations. More than 700 million people now use the app on a monthly basis, while 200 million use Instagram Stories on any given day. In fact, according to recent data collected by the analytics firm SocialBakers, Instagram has surpassed Facebook (its parent company) in terms of engagement, with brands getting three times more and celebrities seeing 3.6 times what they get on Facebook. —Marty Swant

Musical.ly

Think of Musical.ly as a newer, cooler version of Vine. Anyone can become a pop star with the lip-syncing app and its 200 million users—primarily teens—can’t seem to get enough of the short looping videos, which let users sing along with their favorite songs and then share them to social media sites. Investors are taking note of the app’s pop-culture appeal as the company was reportedly valued at $500 million in May 2016. —L.J.

Houseparty

Instead of settling for Google Hangouts or one-on-one convos through Apple’s FaceTime feature, many teens are turning to Houseparty, the group video chat. As of December, the app already had more than 1 million daily users. The app has been so popular that even the biggest social giants like Facebook have been trying to figure it out. (According to Recode, Facebook last year offered teens a $275 Amazon gift card to complete a survey about what makes Houseparty so special.) —M.S.


The Content Gurus

AwesomenessTV

AwesomenessTV launched five years ago as a multi-channel network aimed at creating content for younger millennials; but when combined with its film production arm and awareness of the purchasing power behind Gen Z, Awesomeness is now a media company focused on creating the best content for its audience. This year, the company debuted its first theatrical wide-release film, Before I Fall, which co-starred Kian Lawley, a YouTuber with over 3 million subscribers. —Sami Main

Astronauts Wanted

Astronauts Wanted helps connect a Gen Z audience to their favorite creators who partner with other relatable companies and brands to complete the streaming experience. Through research, Astronauts Wanted knows what interests their audience, from music entertainment shows to programs that help teens understand the news in new, familiar formats to them. To Astronauts Wanted, Gen Z views things “a little more sober” than other generations, and the programming reflects that point-of-view. —S.M.

Naritiv/WeBuyGold

Mobile startup WeBuyGold (part of Naritiv) is out to conquer the Snapchat universe by making all of its content on mobile devices. Inspired by the launch of MTV, which senior producer Sydney Hass pointed out was completely original and didn’t emulate existing television channels at the time, WeBuyGold is creating three lines of short-form programming: serialized content, documentary-style content and celebrity features. Each has a twist. For example, the docu-style content strives to pique viewers’ interests about a given topic but doesn’t attempt to be exhaustive. Hass cited gigantic stats as evidence of their being in the future sweet spot of content: 10 billion videos are viewed daily on Snapchat. —Michael Burgi

Whistle Sports

As publishers try to find a millennial male audience, Whistle Sports provides both original entertainment and brand activations for the online sports audience. In September 2016, the network sealed a deal with the NFL to create and distribute football-themed social media content throughout the season. Whistle Sports has over 360 million fans across social platforms and works with over 400 creators, such as Brodie Smith, who has almost 2 million subscribers, and Dude Perfect, a comedy/sports collective with over 16 million subscribers. —S.M.

Defy Media

Home of many content franchises, Defy Media regularly sees over 500 million views every month. Between Smosh and Clevver, two long-time YouTube strongholds of 11 and nine years respectively, Defy connects its creators with brands to create partnerships and popular branded entertainment. This year, Clevver Style’s Beauty Break partnered with MetroPCS to create the cell phone provider’s first ever branded content series with a new season of a road trip series called Beauty Trippin’. —S.M.

Activision/Blizzard Entertainment

For teens, Activision Blizzard has it all. Video game fans can play Call of Duty or Destiny from the Activision label, World of Warcraft or Overwatch from the Blizzard Entertainment label, plus games like Candy Crush from King Digital Entertainment. Overwatch alone sees over 30 million registered players, making it one of the most popular games of 2016 and the early 2017 season. Activision Blizzard is home to some of the most addictive games available to a young generation, with new additions to its lineup getting announced all the time; stay tuned for a mobile Warcraft experience coming soon. —S.M.

Nickelodeon

The network is still attracting kids and tweens in droves—along with its sister network, TeenNick—with hits like School of Rock and Game Shakers. While the network launches its share of influencers, it’s landed a big one, signing singer, dancer and social media star Jojo Siwa to a talent deal and rolling out a new line of consumer products for her. As Viacom amps up the network’s global reach and presence, Nickelodeon will also only tighten its grip on the market. —Jason Lynch

Disney Channel

Disney is also a teen pop-sensation factory like Nickelodeon, but edges its rival in tween viewers, thanks to programming like Adventures in Babysitting, which was the No. 1 telecast across kids cable TV networks in total viewers last year (this summer’s highly-anticipated Descendants 2 could have the same impact). And it’s lining up its hits for the next generation of tweens, picking up Andi Mack, the No. 1 show of 2014 in girls 9-14, for a second season. —J.L.

Dan Schneider

Prolific TV producers like Greg Berlanti and Shonda Rhimes have nothing on the former Head of the Class actor, who has spent the last two decades as Nickelodeon’s VIP, creating and producing the network’s most popular shows like All That, iCarly and Victorious and launching the careers of Ariana Grande, Keenan Thompson and Miranda Cosgrove. Now he and his Schneider’s Bakery production company are at it again with two of the biggest current hits among kids and tweens: Henry Danger (which is soon to have an animated spinoff) and Game Shakers. —J.L.

Teen Vogue

A longtime favorite of label-conscious teens (not to mention some under the radar twenty- and thirty-somethings), Teen Vogue has moved to the center of the cultural zeitgeist under the leadership of editor in chief Elaine Welteroth and digital editor Phillip Picardi. TeenVogue.com has become the smart girl’s go-to source for everything from political commentary (see: writer Lauren Duca’s headline-making excoriation of President Trump) to profiles of feminism’s next wave, while now-quarterly print magazine covers fashion and beauty trends with an eye towards what’s next. —E.B.

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