Weekend Musings 30
Twitter and Substack feud, Meta's Culture Rising 2023 and Classy Gen Z guide for NGOs
7th April was celebrated as World Health Day.
Every day(morning and evening) I see a 75-year-old handsome young man doing his regular brisk walks. In the evenings he will also come to the gym for 15-20 minutes. Lift some decent weights, do pull-ups, and for sure use the double bar.
I am in awe of how at 75 he does the same things every day without fail.
And without fail, he will always tell me how he lifted weights when he was my age. I wish that if I live till his age I should be at least walking (running #wishfulthinking) without any help and medications.
Earlier this week Twitter and Substack were at the logger's head. Twitter started blocking links to Substack. Initially thought as a glitch was later confirmed that it was deliberate.
The move is influenced by Substack’s new product Notes - designed to drive discovery across Substack, giving writers and readers the ability to recommend almost anything—including posts, quotes, comments, images, and links.
Think of it Substack getting into short-form content. It might be a good alternative for writers who are making money and for Substack an avenue for writers and readers to spend more time.
A few years back LinkedIn had a similar problem. Users would use the network to find jobs. LinkedIn had a tough job to keep users on its platform for a longer duration and also to investors. Things kind of changed once Microsoft took over and now it is a motivational content platform rather than just “Blue Man in Suit.”
Meta’s Culture Rising 2023 shares, “People's values are evolving, along with the dedication to living them. We're seeking new comfort in old places, calling for action around basic rights, saving time (when shopping), and navigating planetary anxiety.”
“And people's conversations tell us that their approaches and activities are as diverse as they are. We see people looking to land sailing, focusing on fundraising, spending time stamp collecting and scouting out sound art.”
“Refined Relationships” is also one of the trends. While people are chasing their relationship goals; 36% of those surveyed globally feel that dating today has become much harder than in the past.
“Maybe that's why some people are finding a third way: One in five people surveyed globally would strongly consider having a platonic life partner as opposed to a romantic life partner.”
For old-school people like me, a platonic relationship is one in which two people share a close bond but do not have a sexual relationship.
I am done here!!
According to Google Indians are searching for who we are and who we can be, without being limited by factors such as societal and workplace expectations. As a result, our cultural, personal, and professional identities are evolving.
According to the Year in Search in 2022: “Search interest in great resignation increased by over 1030% in India. Additionally, search interest in quiet quitting increased by over 50% in India.”
With GenZ grabbing all the attention of marketers is the segment interested in giving money to charities?
Classy and Pursuant have published a go-to resource on how nonprofits have the opportunity to learn more and engage with the emerging Gen Z donor base.
The guide shares that social media platforms play a role in the donor journey Gen Z takes from the first time they hear about a nonprofit to the moment they decide to come back and donate. Classy’s donor sentiment data shares a glimpse into Gen Z’s path to donate.
Before you jump into a call with your agency to start creating Tik Tok videos check the audience that your NGO drives. Google Analytics has the answer.
Next, check your ads data. In my experience on Meta in India, Gen Z has been driving engagement and driving only page views.
This might change depending on the cause you are running for. But once you have done all the above you are in a better position to decide whether you need to target Gen Z or not.
If you drive a lot of attention from Gen Z then tying up with influences and internet celebrities could be a potential idea. “We also see that 40% of Gen Z donors are leaning on influencers and celebrities to learn about new causes, which might be one of the most differentiating factors between them and other generations,” shares the Classy guide.
Good weekend :)