On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, Briefing director Jeremy Goldman sits down with Jim Hilt, president of Shutterfly, to discuss how his personalization brand is leaning into a traditional TV campaign for the first time, all while experimenting with nonfungible tokens and next-gen social media efforts to increase its reach with Generation Z.

Snapchat Keeps Its Hold on Gen Z Even as They Age. Snapchat has long been hailed as the Gen Z darling, where young social media users could go to escape their parents (who were on Facebook). And as Gen Z grows up, they’re still sticking with the app. Snapchat will remain Gen Z’s most popular social app through 2024, and it won’t be TikTok that replaces it in 2025.

Older generations rely more heavily on family, friends, and TV ads to learn about new products. Personal recommendations are the most powerful purchase drivers for Gen Z as well, but social media—which includes ads, videos, and online influencers—is increasingly important to product discovery.

Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.

New data shows millennials and Gen Zers seek health advice online (including on social media)—a trend that already has some physicians turning to TikTok to build patient trust and connection.