Gen Z Stories 101
From viewers to creators
Instagram was the place for teens to watch their favorite celebrities and influencers post stories, but the high-polish, jealousy-inducing content of Instagram was holding teens back from posting their own.
We set out to turn passive viewers into content creators by highlighting the lives teens really live and how Instagram features, like stickers and filters, can help make them shine.
Our campaigns inspired the creation of over a million stories, a 4.7% lift amongst Gen Z-ers, making it Instagram’s most effective campaign to date.
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