As a Gen-Z first platform with over 85% of our community identifying as female, Wattpad is, in many ways, on the virtual front lines of female self-expression. And as the most socially progressive...

For Gen Z there’s no more crucial a fight than climate change. It consistently tops their list of greatest concerns and according to an Amnesty International survey of under-25s, over 40 percent said...

In recent months, the Black Lives Matter movement has gained serious momentum. The tragic murder of George Floyd reignited the pivotal civil rights movement we’ve been witnessing since.   Gen Z has...

If there exists a list ranking how deeply a crisis inspires people to reexamine their lives, a global pandemic has got to be in the top 5. The effects of COVID-19 and the restrictions it has placed...

When the clock struck midnight on January 1st 2020, the idea that anyone's resolutions for the year ahead should anchor around finding balance during a pandemic would have seemed ludicrous. Yet, mere...

What do parents of teenagers and marketers reaching Gen Z have in common? A desire to understand and speak to them in their language. Recently, one Gen Z teenager created a handmade “meme-guide” to...

For generations, brands have relied on their target demographic to keep coming back for more. Relationships between brands and their customers have historically been strong, which means that Gen Z...

Millennials came of age in an era of unhealthy beauty standards.  When I was young, I idolized the models who graced the glossy pages of the top teen magazines. The quizzes, romance advice, and...

Recent headlines on stolen data hasn't stopped Gen Z from being willing to share it, as long as they learn more about themselves. But at what cost?

For generations, brands have relied on their target demographic to keep coming back for more. Relationships between brands and their customers have historically been strong, which means that Gen Z...

Have you ever felt nostalgic for an era that you didn’t live through? When it comes to style and design, what goes around comes back around. There’s no denying the marketing power of nostalgia; just...

We recently released Wattpad's 2019 Year in Review, a snapshot of the most interesting storytelling movements on the platform this year. Driven by a community of more than 80 million people around...

Instagram is currently hiding the likes on video and image posts in select countries including Canada as a way to “reduce pressure” and help users “focus on the photos and videos [they] share, not...

When it comes to forging connections with Gen Z, empathy goes a long way. As a generation that often comes under fire, Gen Z not only wants to be heard by previous generations, they also want to be...

In the age of digital, marketing entertainment to Gen Z has changed dramatically. Jordan Press, Head of Entertainment Partnerships at Wattpad,  sat down to talk entertainment marketing with eOne...

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

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. Although it’s not always obvious, not every member of Gen Z finds themselves tethered to social media. In...

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. Relationships between brands and their customers have historically been strong, which means that Gen Z...

As climate change and political upheaval continue to make headlines and threaten Gen Z's future, social impact becomes increasingly important to this generation. And when they take up social causes,...

Gen Z was born multitasking. To the untrained eye this constant task-switching may look unfocused. But there’s more going on than we give Gen Z credit for—and their book-buying habits tell the story.

Anna Todd's Wattpad sensation with over a billion reads is now one of the most-talked about movies of 2019! 

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 content creation.

From #MuslimRomance to mental health awareness, Wattpad stories are breaking new ground in creating a safe space online for marginalized voices.

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

Wattpad is home to a community of 80 million mostly Gen Z and Millennials. In order to better understand the most influential generation, we enlisted a voluntary panel of 1,600 of the most engaged...

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 face of their 30th anniversary campaign, reigniting the same controversy from two years earlier —...

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 us.

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 carefully decide how they want to approach influencer marketing.

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

You can build a much more meaningful relationship with the LGBTQ+ community by finding real members of the community and understanding them. What can brands do, now that Pride month is over? As you...

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

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

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

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 attention span. In reality, they just have a ton of really great alternatives.

Chris Denson speaks at Wattpad HQ on how brands can use innovation in their day-to-day thinking. Innovation in today's age can literally be interpreted in so many different ways, so how can we as...

We sat down with local Torontonian, Sarah Hagi, who weighed in on diversity in storytelling. Take a look at what she had to say.

How do time, attention and engagement apply to your brand? Marketers can now choose from various ways to engage audiences for longer periods of time.

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

A week of tech, film, music, exhibitions and networking comes to an end. Here's the TL;DR recap from SXSW 2018! After a week of endless BBQ, tech panels, exhibitions and MORE, you’re probably...

While not all Millennials are the same, it’s helpful for marketers to understand what they have in common as brands continue to search for ways to reach them.

This month, we're kicking off with giving you the latest and greatest on all things CES. For those who couldn't attend the 51st Consumer Electronics Show (CES), our Brand Partnerships team has got...