Insights

Your one stop source for the latest Gen Z trends and insights
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Nov 12, 2020

Interview with Wavemaker’s Whitney Fishman Zember on Engaging Gen Z

We stepped into a day in the life of 16 Gen Zs for a week when they shared journal entries (in written and video formats) with us, in order to gain a deeper understanding of how marketers can insert...

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Nov 2, 2020

The Gen Z Show: Education and Careers

We wanted to know what Gen Z predicts will be the biggest changes to the future of education and careers, and learn how they've followed their curiosity to be self-directed learners. For the first...

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Oct 29, 2020

A Gen Z marketer’s take on our Day in the Life research

You can learn a lot about Gen Z by spending a day in their shoes. That’s what we set out to do when we asked 16 Gen Zs to share journal entries with us for a full week. The result is our latest...

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Oct 5, 2020

Gen Z’s continual fight for gender equality

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...

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Sep 30, 2020

The Gen Z Show: Dreams

We wanted to know if Gen Z has used their time during COVID-19 to go after a dream or try something they've always wanted to try, what their dream job is, and who inspires them to follow their...

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Sep 2, 2020

How Gen Z Marries Style and Sustainability

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...

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Aug 27, 2020

A Day in the Life of Gen Z: Report

Our Gen Z community spends an average of 37 minutes a day on Wattpad. We wanted to know where they were spending the rest of it, so we invited 16 of them to share their days with us for a full week...

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Aug 26, 2020

The Gen Z Show: Positivity during COVID-19

Is it possible to find joy and inspiration during a global pandemic? For Gen Z, the answer is a resounding yes! Amidst the uncertainty of 2020 they have remained hopeful and have sought out ways to...

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Aug 10, 2020

Q3 Trend Report: The Tomboy

While the term ‘tomboy’ has been used for centuries, it has evolved in many forms, championing its way through entertainment and fashion.

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Aug 6, 2020

How Brands can Commit to Amplifying Marginalized Voices

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...

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Aug 4, 2020

How the Pandemic Shifted Gen Z’s Perspective

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...

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Jul 27, 2020

The Gen Z Show: Black Lives Matter

We tapped into our Gen Z community to ask them the questions we know are on the minds of marketers. Watch Part One of The Gen Z Show video series to learn how they are responding to the Black Lives...

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Jun 23, 2020

How Brands can Tap Into Gen Z's Need for Escapism during COVID-19

Please note that the research referenced in this article was completed in April, prior to the very important conversations round racial inequality coming (again) to the forefront of our society. The...

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May 20, 2020

How Gen Z is navigating their new normal- Report

As soon as the national emergency was declared in the U.S., we tapped into Wattpad’s Gen Z youth panel, Generation Wattpad, to find out how COVID-19 was impacting their lives. We learned their number...

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Apr 24, 2020

How Gen Z is Fostering Compassion and Connection During the Pandemic

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...

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Apr 16, 2020

Research reveals how COVID-19 has impacted Gen Z- Report

Each generation is shaped by the events that take place during their formative years, and COVID-19 will be one of the moments that defines Gen Z. During these uncertain times, it’s often hard to...

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Apr 2, 2020

To Engage Gen Z, Make Them Laugh

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...

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Mar 13, 2020

How Gen Z Finds Their Reflection in the Beauty Industry

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...

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Mar 6, 2020

Gen Z Want to see 'Real Bodies' in Ad Campaigns

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...

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Mar 3, 2020

The Big Tradeoff - Why Gen Z is trading their data

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?

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Feb 27, 2020

The Preview Episode 11: Nostalgia

Gen Z is a nostalgic generation. In fact, 81% of the U.S. members of our youth panel, Generation Wattpad, reported that they feel nostalgic about the past or “old school” things from previous...

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Feb 11, 2020

The Brands Beloved to Gen Z

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...

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Jan 31, 2020

The Preview Episode 10: 2019 Year in Review

The start of a new year offers a great time to look back at the most interesting storytelling movements from 2019. Want to find out the most popular story trends that resonated with Gen Z on Wattpad...

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Jan 14, 2020

Gen Z is Feeling … Sentimental

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...

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Dec 13, 2019

Wattpad's 2019 Year in Review

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...

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Dec 9, 2019

Gen Z Responds to Advertising that Reflects Themselves

Gen Z expects brands to reflect the reality of their lives in advertising, and it makes good business sense to do so. Research on inclusivity in ads revealed that 64% of people took some sort of...

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Nov 27, 2019

The Preview Episode 9: Mental Health and Self-Care

Gen Z is turning to stories as an outlet to destigmatize mental health and discuss self-care. Watch our latest episode of The Preview to learn why these issues are a big deal to this generation. 

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Nov 25, 2019

A world beyond ‘likes’—the new rules of influencer engagement

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...

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Nov 19, 2019

Understanding Gen Z, The Socially Conscious Generation

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...

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Oct 28, 2019

The Preview Episode 8: Gen Z Census

Our Gen Z Census report reveals that Gen Z is a diverse yet widely misunderstood group, with 47% of Gen Z in the U.S. and 52% in Canada saying they don't feel well-represented in marketing. For a...

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Oct 23, 2019

Making a must-see: The new rules for entertainment marketing

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...

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Oct 9, 2019

The Gen Z Census: Canada, from Wattpad

In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox. Gen Z— the cohort of Canadians aged 10-24...

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Oct 9, 2019

The Gen Z Census: U.S., from Wattpad

In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox.  Gen Z—the cohort of Americans aged 10-24...

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Sep 30, 2019

The Preview Episode 7: Side Hustle

A quarter of our Gen Z youth panel told us they want to be self-employed freelancers. The future of work may be disrupted big time as Gen Z are likely to juggle multiple careers that include side...

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Sep 26, 2019

Gen Z Doesn’t Want Your Marketing. They Want Your Support and Partnership.

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

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Aug 28, 2019

The Preview Episode 6: Influencers

Gen Z can’t remember a time before influencers. Watch this episode of The Preview to learn which influencers are currently top of mind and how influencer culture has shaped their view for their...

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Aug 27, 2019

The new rules for writing for Gen Z

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

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Jul 23, 2019

Meet Gen We, a Socially Conscious Cohort of Gen Z

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...

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Jul 16, 2019

How National Geographic Inspired Gen Z to Reduce Plastic Consumption

In order to inspire the plastic crisis,  National Geographic joined forces with Wattpad to launch the “Planet or Plastic?” writing contest, inviting the community to write stories that would...

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Jul 15, 2019

The Preview Episode 5: Environmental Activism

While Gen Z is passionate about many social causes, they are particularly concerned about global warming and are turning to stories to voice their activism. For example, we found that reading time on...

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Jul 3, 2019

The World Is Diverse, and UGC Proves It

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

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Jun 26, 2019

The Preview Episode 4: Sexual Identity

Gen Z is one of the first generations to collectively challenge sexuality and gender labels and are more fluid in their identities. They are turning to stories on Wattpad to explore themes of...

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Jun 24, 2019

An insightful interview on how National Geographic's campaign ignited social change

Brand Storytelling sat down with Chris Stefanyk to discuss how National Geographic's Planet or Plastic initiative on Wattpad became an award-winning campaign that engaged Gen Z. 

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Jun 12, 2019

What’s on Gen Z’s Mind? Stress.

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...

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May 24, 2019

JOMO: The Joy of Missing Out- Report

We discovered that 43% of Gen Z are purposely choosing to spend a couple of hours away from social media each day and are embracing JOMO, the Joy of Missing Out. This means they may not see–or...

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May 21, 2019

The Preview Episode 3: Female Empowerment

Our core makeup is Gen Z females, accounting for 76% of our engaged user base. Check out the latest episode of The Preview, where we take a deeper look at themes of female empowerment, including...

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May 15, 2019

Gen Z wants your brand to care about their future. So...does it?

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,...

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May 3, 2019

Want to know if Gen Z reads? Just ask them.

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.

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Apr 26, 2019

The Preview Episode 2: Entertainment

Check out the latest episode of The Preview, where we bring you the latest Gen Z insights in 2 minutes or less.

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Mar 27, 2019

The Story of After from Wattpad to Hollywood

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

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Mar 20, 2019

The Preview Episode 1: Health and Wellness

Welcome to our first episode of The Preview, where we bring you the latest Gen Z insights in 2 minutes or less!

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Feb 25, 2019

Take Gen Z from Singleplayer to Multiplayer

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

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Feb 20, 2019

How National Geographic leveraged the power of storytelling to raise awareness for a social cause

 The Planet or Plastic? campaign leaned into the power of storytelling and enabled youth to use their voices to help inspire change. 

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Feb 12, 2019

The Beauty World Proves Doing Good Pays

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

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Feb 4, 2019

Gen Z loves a comeback

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

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Jan 28, 2019

How National Geographic leveraged the power of storytelling to drive awareness of the plastic crisis | Video

More than any generation in history, Gen Z is connected, creative, and driven to share their views with the world. This generation is also passionate about important social and environmental issues,...

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Jan 21, 2019

When a Marketing Stunt Doesn't Go as Planned

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

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Jan 14, 2019

What No Frills Did Right

How a discount brand food store found cultural relevance.

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Jan 7, 2019

How Contests Supercharge UGC Creation

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

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Dec 13, 2018

Storytelling for Change - Wattpad’s 2018 Year in Review Highlights Inclusivity Across Characters and Genres

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

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Dec 12, 2018

How to Navigate the Practical Optimism of Gen Z

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

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Dec 4, 2018

The Future is Optimistic: Insights from Wattpad’s Youth Panel

Wattpad is home to a community of 90 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...

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Nov 26, 2018

Pen Your Pride: How Ben & Jerry's Engaged the LGBTQ+ Community on Wattpad through a Write-a-thon | Case Study Video

Ben & Jerry's Canada engaged the LGBTQ+ community on Wattpad during Pride month through a philanthropic write-a-thon, with the goal of driving positive brand sentiment and increasing likelihood to...

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Nov 20, 2018

How #FreeYourBody Grew into a Movement that Celebrates Diversity on Wattpad | Video

Wattpad writer and influencer Tahlie Purvis shares how she started the Free Your Body movement on Wattpad, a campaign to help promote the acceptance of all body types and skin types, conditions,...

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Nov 15, 2018

Gen Z: The Authenticity Generation - Report

Want to reach Gen Z? Marketers are turning their attention towards the generation of consumers born in the mid-1990s, and they can reach this uber-influential group by learning what they care about...

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Nov 9, 2018

Trying to Engage Gen Z with Hype? Do It Right

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

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Nov 2, 2018

Kaepernick: A Case Study in How Supporting the Underrepresented Makes an Impact

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 —...

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Oct 26, 2018

The Value of a Contest

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

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Oct 19, 2018

The Power of Stories

A secret path to the heart and minds of your audience. Stories. They have a way of sticking with us.

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Oct 12, 2018

When the Beauty Gurus Broke the Matrix

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

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Oct 2, 2018

How Wattpad's Engaged Audience Presents an Excellent Opportunity for Brands | Video

Brand Storytelling sat down with Chris Stefanyk, Head of Brand Partnerships at Wattpad, to discuss the ways in which Wattpad is using its unique positioning to partner with brands. 

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Sep 21, 2018

Do It for the Gram: Why Photo Opportunities are the Key to UGC

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

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Sep 15, 2018

The Anatomy of an Influencer-Brand Relationship

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.

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Sep 3, 2018

Beyond the Buzzwords: How Socially Conscious Businesses Make a Real-World Impact

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

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Aug 21, 2018

Pride: Beyond the Bandwagon

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...

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Aug 15, 2018

How Teenagers Became Their Own Bosses

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

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Aug 10, 2018

A Fifth of the Population is Ignored. Here’s How to Talk to Them

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

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Aug 3, 2018

A Multi-Billion Dollar Branding Opportunity: Representing the Underrepresented

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

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Jul 11, 2018

Does Gen Z Read Anymore in the “Post-Text” Era?

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

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Jul 10, 2018

How Marketers can Think Outside the Box: Sitting Down With Chris Denson

Marketing Innovator Chris Denson came to Wattpad HQ to share insights from his latest book, Crushing the Box: 10 Essential Rules For Breaking Essential Rules.

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May 28, 2018

Gen Z Does Not Have an Attention Span Problem. Your Business has a Content Problem

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.

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May 22, 2018

5 Minutes, 5 Questions with Marketing Innovator, Chris Denson

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...

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Apr 27, 2018

Finding Diverse Narratives: A Chat with Sarah Hagi

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

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Apr 24, 2018

Wattpaders Love to Beautify with Makeup

This month we doubled-down on all things beauty on Wattpad. Whether it's shopping for beauty or searching for beauty inspiration, there are some strong beauty enthusiasts on Wattpad. Here's a...

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Apr 12, 2018

Time & Attention: The Media Currencies of Today

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.

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Apr 2, 2018

5 Things You Didn’t Know About Generation Z

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

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Mar 19, 2018

Key Takeaways for Brands from SXSW Interactive 2018

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...

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Feb 15, 2018

3 Hidden Places Brands Can Target Millennials

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.

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Jan 31, 2018

How Female Empowerment on Wattpad is a True Reflection of the Community

Our community often mirrors what is happening in the world. Here are four things you didn't know about WOMEN empowerment on Wattpad:

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Jan 19, 2018

Key Takeaways for Marketers from the Consumer Electronic Show 2018

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...

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