Insights

In celebration of Hispanic & Latine Heritage Month, Wattpad Brand Partnerships sought to uncover...

Food is fuel. But to Gen Z, it holds a deeper meaning. In fact, the generation’s eating habits are...

Wellness culture has truly hit its stride. These days it seems that everyone is trying to live...

Generation Z doesn’t know a world without digital connection, having been born into a world where...

Generation Z has a love-hate relationship with social media. Having grown up as the first official...

Generation Z has grown up in an age of high stress and anxiety, with around 70% of teens across all...

Ah, young love. There are few genres quite as influential, swoon-worthy, and heartbreaking as young...

Over the years, Gen Z has proven itself to be a beacon of social change. From amplifying world...

The beauty ideal as we know it is in a state of major metamorphosis. While former eras of beauty...

Being a leader in your brand’s industry takes a lot more than just selling a good product or...

All their lives, Gen Z has straddled two worlds: The digital and the physical. 

When their high...

When it comes to leaning into trends, Gen Z has the upper hand. Leading the way in creating content...

From the very beginning, Wattpad’s mission has been to connect and entertain. Creating top-tier...

Fandoms offer more than just a place for people to obsess over the same things together. They’re...

If you’ve ever felt like you should’ve been born in another time, you’re not unlike most of Gen Z....

If you’re struggling to connect with Gen Z, your marketing tactics might be considered cheugy  👀. 

Picture this: The music is blaring, the crowd is cheering, and Travis Scott is about to take...

In uncertain times, people search for comfort and guidance in different places. One of these places...

It’s no secret that Gen Z has come of age in turbulent times. Some are old enough to remember the...

Gen Z is notoriously difficult for marketers to figure out. They’re online, on-trend, and always...

The world of entertainment has dramatically changed over the past few years. With more and more...

When it comes to the way culture perceives and communicates with young women and non-binary...

In the last year, we’ve partnered with many brands to inspire our community to do what it does best...

The way humans socialize has undergone an immense shift since the pandemic started. One demographic...

Today we released Wattpad's 2020 Year in Review, highlighting the year’s most interesting,...

We stepped into a day in the life of 16 Gen Zs for a week when they shared journal entries (in...

You can learn a lot about Gen Z by spending a day in their shoes. That’s what we set out to do when...

As a Gen-Z first platform with over 85% of our community identifying as female, Wattpad is, in many...

For Gen Z there’s no more crucial a fight than climate change. It consistently tops their list of...

In recent months, the Black Lives Matter movement has gained serious momentum. The tragic murder of...

If there exists a list ranking how deeply a crisis inspires people to reexamine their lives, a...

When the clock struck midnight on January 1st 2020, the idea that anyone's resolutions for the year...

What do parents of teenagers and marketers reaching Gen Z have in common? A desire to understand...

For generations, brands have relied on their target demographic to keep coming back for more....

 

Millennials came of age in an era of unhealthy beauty standards. 

When I was young, I idolized...

Recent headlines on stolen data hasn't stopped Gen Z from being willing to share it, as long as...

For generations, brands have relied on their target demographic to keep coming back for more....

Have you ever felt nostalgic for an era that you didn’t live through? When it comes to style and...

We recently released Wattpad's 2019 Year in Review, a snapshot of the most interesting storytelling...

Instagram is currently hiding the likes on video and image posts in select countries including...

When it comes to forging connections with Gen Z, empathy goes a long way. As a generation that...

In the age of digital, marketing entertainment to Gen Z has changed dramatically. Jordan Press,...

Why Gen Z isn't clicking on your Ad: Advertising messages targeting Gen Z must be useful, honest,...

How to avoid passive-aggressive punctuation and other lessons from an internet linguist.

Thanks to social media, Gen Z has garnered a reputation for vanity that may not be accurate....

UGC campaigns open your company up to more authentic, relatable content.

For generations, brands have relied on their target demographic to keep coming back for more....

As climate change and political upheaval continue to make headlines and threaten Gen Z's future,...

Gen Z was born multitasking. To the untrained eye this constant task-switching may look unfocused....

Anna Todd's Wattpad sensation with over a billion reads is now one of the most-talked about movies...

People are more isolated than ever—and it’s not because of their phones.

How Gen Z beauty fans voted with their dollars—and won. 

There are brands that teach us it’s never too late for a comeback, and that Gen Z loves a good one.

Why a planned influencer stunt went wrong, and how you can avoid the same misstep.

How a discount brand food store found cultural relevance.

While contests have been around forever, brands can modernize them by incorporating elements of...

From #MuslimRomance to mental health awareness, Wattpad stories are breaking new ground in creating...

The glass might be half full, but they still want to fill it.

Wattpad is home to a community of 90 million mostly Gen Z and Millennials. In order to better...

How to win the hearts of Gen Z before your product is in their hands.

In September 2018, the public spotlight shone on Colin Kaepernick once again when Nike made him the...

A chance for brands to reach consumers through engaging content marketing.

A secret path to the heart and minds of your audience.

Stories. They have a way of sticking with...

Behind the powder — fans, drama, and millions of dollars.

How photo opportunities are a great way to spread your brand through word of mouth marketing.

As there are no hard and fast rules when it comes to working with influencers, every brand has to...

The most powerful acts of corporate activism start within a brand, lasts for the long-term, and...

You can build a much more meaningful relationship with the LGBTQ+ community by finding real members...

With unemployment at an all-time low, Gen Z has chosen to make money independently. Here’s why and...

An exploration into discrimination that affects 19% of the population, and why it matters to...

Mainstream media fails to represent a lot of people, leaving an opportunity for savvy marketers and...

Gen Z doesn’t read like they used to, but they work with words every day.

Gen Z switches content very often. Most people think this is because they have a dwindling...

Chris Denson speaks at Wattpad HQ on how brands can use innovation in their day-to-day thinking.

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We sat down with local Torontonian, Sarah Hagi, who weighed in on diversity in storytelling. Take a...

How do time, attention and engagement apply to your brand? Marketers can now choose from various...

Want the A-Z on Gen Z? Here are five things you need to know in order to effectively reach this...

A week of tech, film, music, exhibitions and networking comes to an end. Here's the TL;DR recap...

While not all Millennials are the same, it’s helpful for marketers to understand what they have in...

This month, we're kicking off with giving you the latest and greatest on all things CES. For those...