YouSaid · the spoken record

Emma Chamberlain

lines on the record: 58
first: 2020-10-19
most recent: 2020-10-19
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Guess it's for the brands that you really, really, really, really love. If they're texting you, you don't feel a sense of invasion. Now, you would only feel comfortable for that with very select brands that you're a huge fan of, where you want to. When something is launched, you want to get alerted before it goes out to the public. You can use SMS as a way to facilitate that intimacy between a brand or an influencer and an individual, deally with two-way communication. Some sort of value, whether it's discounts, whether it's getting something exclusive that others can't get or will get later on. So you're a super fan of those brands.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Want to talk about texting as a potential new channel more and more when I'm shopping on a site, I'm getting a text that gives me a discount code if I purchase it right away or it tells me when something's being shipped and you also hear about Gen Z not opening email talk about texting as a channel.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I mean, we're consumed by so many notifications, so many products every day, so many apps every day, so much content to consume that I do think that there is going to be a massive bundling of things. It's going to be really tricky to get right, but we're already seeing a lot of bundling happening for Instagram, including Rails, commerce, shopping, et cetera, that they would not have done five years ago, even three years ago. They wanted separate apps for each kind of function because that's how we thought about apps.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“I'm curious because I look at trends that are happening in developing countries, specifically China, Southeast Asia, and they're very, very mobile first. Even older generations are mobile first there. And I think that has led to the development of more things like the super app model where you have one app that does multiple things. Do you think Gen Z would be more receptive to something like that versus older generations in the Western world seem to prefer for now still one app that does one thing?”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Gen Z are finding their tribe through being able to search in specific hashtags or specific rooms of people who are interested in the same things going into subreddits, that subreddit leading to Discord community of people who came from Reddit to wanting to chat in a room. So there's lots of Gen Zs who are tweeting a list of their favorite influencers. And in that tweet, it includes, hey, if you're also interested in insert influencer's name, DM me and we'll add you to our group chat. So brands, influencers, they all fall under interest now. Like that is an interest. This is the modern day Facebook pages you're co-signing it by buying the merch, by tweeting about it, by making stand pages on Twitter and Instagram.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Obviously, lots of ways to make your brand fun and interactive. For Gen Z, their third places are all digital, which makes sense. It's Fortnite, it's Discord, it's house party, it's Twitch, it's even apps like Squad. Those are the places where Gen Z are making new friends. They're hanging out with their old friends. So gone are the days where all of your best friends have to be within a mile of you. You could have a best friend who is 4,000 miles from you. I could still have as intimate of a connection as someone who is a block away from you. And only the internet has made this possible for us. And technology has made this a lot easier for us to make friends with people who are also interested in gaming or fashion or basketball really as niche as you want to go.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Regards to shopping, there's more stores doing pop ups and doing these limited edition or like time-based activations that are really cool, really relevant to lure these Gen Zs to come in, try out the products, take some cool photos. You're seeing a lot of direct-to-consumer brands making pop-up stores or even just getting brick and mortar more as a marketing expense as opposed to a place to drive sales, which is very interesting. There's obviously a massive paradigm shift there when you see these Consumer brands that are backed by VC firms. They're spending the capital that they otherwise would have spent on ads to do in-person activations because they realize that having people be able to tangibly see something, touch something is still just as impactful as being able to order stuff online.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“I think that the future of fashion is going to be a mix. It's going to be a mix, in my opinion, of like people being able to put together things that they buy at the thrift store combined with the latest off-white shoes, the latest Yeezy shoes.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Value is important, but so is convenience and so is staying on trend. To a certain extent, Gian Z is voting with their dollars. But there's always that convenience factor that also comes into play. And so brands like Boohoo and Shane are really relevant with Gen Z and really popping off with Gen Z because of the fast fashion nature of it. I get these ads from Shane and it's like $10 for like a sweater. This is crazy. Where is this even from?”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, and they need the freedom to do it. Let's also talk about shopping. Like, what does luxury even mean now? Streetwear can be very, very expensive, actually. A black baseball hat can be very expensive. What do you think about the future of luxury?”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“With Silicon Valley and millennials specifically, It is common to be in a job for two years and switch to another one. I think the economy is going to become even more relevant for Gen Zs because it gives Gen Zs the freedom to do whatever they want. And so not having to sit inside an office from 9 a.m. to 5 p.m. every single day, having to request for paid time off, if you work for yourself and if you are in the gig economy or if you're flipping shoes or doing these side hustles or turning these side hustles into real businesses, then you might have more time to travel or become a content creator. Gen Z really wants to be able to explore different categories, different types of work.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“I do think that a lot of kids benefit from higher education. I'm not sure if these prestigious colleges are exactly where they should be spending their time and their money, both for opportunity costs, but also debt-wise. You're spending four years getting a degree that you may or may not end up having your lifetime career in and you have that debt that you have to pay off for the next 10 years, which is crazy to me. So I think gap years are interesting. I think All these alternatives, apprenticeships, internships,”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“And this has to expand to college too as people look on college student debt and do you want to take that on? One big question has been, what is higher education going to look like as people don't always see the return on investment? There's no shortage of curriculum.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Think there's going to be a future where work is more project based, the new American dream for Gen Z is being able to work wherever we want whenever we want. Now, Gen Z is a side hustle generation because from a young age, we realized that we can hustle to make money online and really break it down into like three categories of freelancing. So fiver, graphic design, et cetera, making strategic investments, building a GOAT and Grailed store, build pages, selling ads on the meme pages or flipping the meme pages, buying and selling the right kinds of streetwear, getting 10x what you paid for. And then third category is creating content, becoming a full-time content creator on”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“One thing that people often talk about is like Gen Z is really good at figuring out how to make money on their own to buy the things they want at a younger age versus relying on parents. We'd love to hear your thoughts on money and work as a category.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Having a sense is taking a stance, not having a stance means you don't care about these things. If you really want to appeal to a wide range of Gen Zs, figure out what your values are and live by it. Talk about it. Make that part of your brand. Lean into it and make that part of your whole brand marketing strategy. But don't jump from value to value really quickly just because it is trendy. Gen Z will see right through that.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Gen Z is very perceptive of the brands that they buy from and that they shop from, and also the places that they want to work at. And so they're very value driven around human rights and the environment and political reform and education. With that, brands need to figure out what they stand for and live by it.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Hundred percent. I think with this year has come an increased fear of becoming canceled on social media, especially when many brands acted incorrectly, where brands who had never thought about how they would engage in a political discussion were suddenly forced to do so. And many just didn't adapt fast enough. Although some did and some were applauded for it by Gen Z.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“My gosh. So you talk about like needing to experiment and being willing to figure out like how to talk to this generation or else you could be laughed at. Do you believe there is correlation between Gen Z, cancel culture and increased fear of speaking incorrectly to this group?”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“So the art of texting one of my favorite slides in your deck was actually the emoji dictionary where it was showing that the traditional happy face is actually not a good thing to send to a Gen Z because it can be an extremely passive aggressive smile”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Make a TikTok, read the comments. That is how you understand Gen Z's really, really quickly put in the work and you'll actually be able to do an awesome campaign. Reading the comments on Gen Z TikTok pages, reading the comments on TikTok gossip pages like TikTok room on Instagram Are all Gen Zs. That means all the comments you read that are posted by Gen Z's, and that means that is how they're talking, whether it's trends they're talking about, whether it's slang terms they're using, whether it's emojis they're using to express themselves.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“how viral it goes if it goes really viral and there are press articles about how bad it is then it may take longer to recover recommendation i have for anyone who is trying to understand gen z trends per se is open tick tock don't just watch the tiktoks”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“I find when brands try to use memes though. Sometimes they get it wrong. They very often get it wrong. So I would say like for a brand, if you want to use a meme, see what the community first comes up with and then just retweet that kind of stuff. Do not attempt to create your own version of it.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“How it is relevant to Gen Z. If you don't speak in Gen Z's language, but you try to without actually spending the time to understand it, you get laughed at and mocked on the internet and turned into a meme negatively. That is when you become like a very cringe worthy brand.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“A skew might be a phone call. A skew might be shoes that they have designed, all sorts of different product lines that they're coming out with. The YouTuber that I mentioned, Emma Chamberlain, really young, really big audience. She started her own coffee brand and it's doing really well with Gen Z.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Also very dependent on how the platforms allow you to monetize either through on commerce capabilities or more gifting, more memberships, you name it. The platform so far in the Western world have not done very much.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“He's not, but he is a really good role model for a lot of creators and what they can do Any creator that has a really strong fan base can establish their own commerce brands. They are a media brand already because they were creating content. How can they parlay that into something that is relevant to their audience?”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“I think creators are starting the new billion dollar commerce brands and the new billion dollar media companies. We're seeing that with people building tech companies. David Dobrik, he built an app, raised venture financing for it. His merch brand is doing incredibly well.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“It's more important to have longer term customer retention and lifetime value than customer growth. It is more important to have a thousand super fans than 10 million fans who will never buy anything from you”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Your shelf life can actually be extremely long if you think about it from a very strategic standpoint of brand building as an influencer. Now a lot of influencers aren't really thinking about a 10 year lifespan. They're thinking about how can I make as much money in the next year as possible. And I think that is a huge problem because they aren't treating themselves like they are their own media companies. They aren't treating themselves like they are a company and that they are the CEO of it. The people who have had really long shelf lives, people who have adapted with their audience, the people who listen to their audience, the people who engage with their audience and make their fans feel like they are being heard. And as your audience grows older, your content adapts with that as well. You grow older, your content matures a little, and your fans grow.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“The influencer side do you believe that the lifespan of someone's popularity has also shortened in length, where previously you might have a celebrity or an influencer that you love and you follow for like 10, 20 years, do you feel this new generation is going through them quicker? How do you think about the lifespan of content, movies, TV influencers themselves?”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Celebrities still give you that legitimacy factor to a certain extent, but it better be extremely on brand to be working with this very specific celebrity that you choose, not because of their fame, but because maybe they've talked about your brand already or they drink your brand or wear your brand or use your brand or eat at your restaurant, whatever it is. There has to be something like that there. Do not pay a celebrity a million dollars to promote a brand that they don't give a shit about by seeing many brands who have just burned money on celebrities. Influencers are good for more authentic collaborations that are closer to home for the fans. Celebrities are not relatable.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“So, how would you balance for Gen Z choosing influencers versus traditional celebrities, people from movies, TV shows? You're laughing because I feel like you have an answer that probably can try into what a lot of marketers probably believe today.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Because they have more time to spend so the fans reciprocate. Recently, an influencer called Bella Porch started becoming super relevant with her head bobbing TikTok videos. Really blown up. Now, you could have spotted that a couple months ago if you just looked at SocialBlade and watched how she literally grew exponentially.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“You look at the type of content they're posting. Is that similar to the type of content you post on your social media? Is it on-brand? Are they in your niche? Are they already talking about products in your space or your space in general? And then there's the checking if they have real fans and authentic fans by looking at their engagement rate. Social Blade is really simple website, which lets you look at any accounts, any pages on social media across YouTube, Twitch, Twitter, TikTok, Instagram, and see how fast someone is growing, see how many followers they got yesterday, how many followers they got seven days ago, 30 days ago, how many followers they lost as well. And so that's a really authentic way to go and track how fast an account is really growing. You see their relevance, their growth, and their engagement through that. And I think you will see that a lot of these smaller influencers actually have really, really high engagement.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, because the weirder you are, the more chances you will go viral, this YouTuber, Emma Chamberlain, one of the fastest growing Gen Z influencers, who has one of the highest engagement rates across young influencers. Now, her content is all very authentic. She's very much herself. She mixes in that very relatable aspect with very aspirational. And I think the best influencers are able to be both aspirational and relatable. That's why raw photos, raw videos are actually bridging the connection between influencer, creator, and fans more so than a really polished version of yourself. That doesn't seem very attainable when you're a fan sitting at home. You want to feel like you could be that influencer too someday.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Your main Instagram, you still care about your follower account, you still care about your likes, you still care about your comments. For Finst does, it doesn't matter as much. You can get one like and it doesn't matter because it's really just where you can be your real self.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“I definitely think millennials, the way that we grew up on social was to put our best foot forward, right? You always wanted to make sure the photos that you were posting reflected well on you or you would untag yourself on the Facebook photo. So it wouldn't be like linked back to your profile, right? We used to all do that. And then just think about all the filters that we use on our photos, all the photo apps. But I do feel like there is this change swinging back to don't put a filter on everything or it doesn't have to be in the most flattering angle, but it's not necessarily that they will do that across all social media.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Shensi is definitely very smart about the perception that they put out there across different social media networks. Gen Z are brand strategists from age 10. They learn, okay, my Instagram needs to be like this, my YouTube needs to be like this, my TikTok needs to be like this, my Twitter needs to be like this. It's like so different than how millennials in Gen X perceive content.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“It's more like on TikTok, they can be a different version of themselves. On Instagram, they might still keep that polished version of themselves, where you have different personas on different spectrums of that authenticity scale. And then on different ones, you're going to reveal more information or less information about yourself too. Some you'll reveal your actual name where you live. Some it's all random usernames on purpose. There's more control over what people can see and how they would use it.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“And so that's how Gen Z's has started to establish themselves. They want to be able to be super fluid and switch across these different identities. This Finsta, fake Insta account, which is really just for personal friends, is for this set of friends, or this one's for this set of interest-based friends. This one's for this community. That's how these VINCAS start becoming created.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Definitely see different communication behaviors across different generations. One thing I think people don't realize is just how many young folks have multiple Instagram accounts, for example, or multiple Twitter accounts because they have to show different aspects of their personality in the segment parts of their lives.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“But not only do we want to be able to consume the content in a reasonable amount of time, we also want to be entertained at the same time, which is why video is such a huge format for Gen Z. Text is less relevant because there's less emotions. You can't see someone talking. 65% of Gen Z prefers FaceTime to any other form of communication to keep in touch with friends.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“I think that phrase has never been used to describe TikTok short form education. I'd be curious on your thoughts on the kind of content that historically people would argue works better in text and how does Gen Z react to that super thoughtful op-ed on the New York Times or product reviews that your eyes can actually read much faster than you can watch.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“To your point, people think TikTok is just a fun lip-syncing app or dancing app, and it's not. It's a place where you can learn anything you ever wanted to learn, whether it's cars, whether it's how to take photos, how to model. I've watched so many TikTok videos about videography tips and iPhone tricks and all sorts of stuff. And it's just endless amounts of short form education.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, short videos are not just jokes. I mean, I cringe whenever people say TikTok is a bunch of people dancing to music because I'm like, you clearly have not used this thing, right? There's educational stuff on it. There's financial advice on TikTok. There is stuff that teaches you how to cook. So short videos are a really powerful format, I think. And it's basically getting rid of the fluff that you don't need and delivering maximum value per second. Literally per second because you can lose the person after like three, four seconds if it's not good enough.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, on TikTok, you get 30 seconds. You can record it with your phone. You can have whatever quality of video. And as long as you have a good storyline, people will watch it and people will share it. Or if you're adding value to the viewer's life.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Think the short form video, especially the stuff on TikTok's what's the punchline? What's the actual point of the video that makes it interesting and why it so democratizes video creation is you don't need a ring light to be a good TikTok creator. You literally just need your phone.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Especially in TikTok, there's so much remix meme culture. It's not necessarily original 100%. And maybe that's part of why it's so hard when they translate to YouTube. For the most part, you have to come up with something completely.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source
“Because they haven't really adapted on how to make long form content. They're used to making 60 second videos, which doesn't translate well to YouTube. You want to be making 10-minute videos because that's how you monetize. There is no easy virality factor. You just got to be really good at distribution and marketing, honestly.”
2020-10-19 · a16z Podcast · Designing for, Marketing to, and Partnering With Gen Z · IDENTIFIED FROM THE TRANSCRIPT · source