Feb
27
Gen Z Influencers to Brands: Let Us Be Ourselves — and Forget Tumblr
Posted in: Uncategorized
A few months ago, Shaun McBride, a prolific and popular Snapchat user, went to Bangkok courtesy of Marriott. He let his fans dictate his agenda, sending collages of visual messages, or snaps, at each tourist stop. “At the end of the day,” he said, “I’d give a shout-out to Marriott for hooking me up with the hotels.”
That kind of brand marketing thrives on the platform, explained the 27-year old, who was commissioned for similar work by Disney and has worked for AT&T and Samsung. To demonstrate what he won’t do on Snapchat, he adopts a salesman patois: “Ten dollars off at your next stay!”
Brands must be hands-off, giving social-media savants like him one brief: “be true to yourself.”
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