Good morning,
The TikTok ban saga continues…
TikTok isn’t budging. ByteDance said they would rather kill the app than sell it off and denied rumors that they are exploring a sale.
We asked you last week in our poll… Do you think TikTok should be banned?
Here’s what your fellow DTC readers said:
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Dyson, Bell’s Brewery, and Vitality Nutrition. 👋
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Generation Alpha is quickly emerging as an important consumer base as they approach their teenage years.
Gen Alpha stats to know:
And while Gen Z is often referred to as digital natives, Gen Alpha will actually be the first generation to be fully immersed in the digital world from birth.
Get to know Generation Alpha and their key characteristics (plus how they are different from Gen Z): 👇
1️⃣ They value authenticity. 92% of Gen Alphas say they value being themselves and authenticity, even more so than Gen Z.
2️⃣ They are mobile experts. 43% of Gen Alpha had a tablet before the age of 6 and 58% have a smartphone by age 10. They prefer to consume content and make purchases on smartphones.
3️⃣ YouTube is their favorite product discovery channel. These iPad kids are big fans of YouTube videos. Over 51% of U.S. children recall seeing commercials on YouTube.
4️⃣ They are not afraid to voice opinions. Compared to Gen Z they are more outspoken about what they want. 📣
5️⃣ They are drawn to adult brands instead of ‘kiddie brands.’ They are easily influenced by their Millennial parents' shopping habits.
Rather than gravitating towards kid or tween brands, they want to shop like adults which explains Gen Alpha’s obsession with Drunk Elephant.
6️⃣ Mental health is important to them. 59% of 7 to 12 year olds see mental health as a big issue. 💗
7️⃣ They are socially conscious. Like Gen Z, Gen Alpha is passionate about the environment and social issues.
8️⃣ They strive for a balance of offline and online experiences. Gen Alpha are avid online gamers but they also enjoy venturing out into the real world and shopping in store.
Brands who understand Gen Alpha’s desire for authenticity, and their affinity for channels like YouTube can create mobile friendly campaigns that resonate well with their pain points.
Which one of these revealing Gen Alpha characteristics surprised you the most? 👀
Reply back to the newsletter and let us know!
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Yes, we have a podcast and we’re celebrating an important milestone! The big 400!! 🎉🎉🎉
In this 400th episode of the pod, we talk with Bart Szaniewski, a seasoned DTC marketer about the apparel brand Dad Gang which is designed by dads.
We dive into how to create a community-first brand and how they are revolutionizing fatherhood fashion with high quality hats.
Bart explains: “We wanted to build a community where it didn’t take testing a million landing pages to get somebody to buy a really meaningful hat that represents a community. I think you need that when you don’t have a perfect product market fit. But I think we found our niche: hats for dads they can wear outside of Father’s Day. They can wear this everyday.”
In this podcast, we cover:
👉 You can listen to the full podcast episode with Bart here.
While there’s a lot of noise around short-form video, everyone has different preferences. Try testing a diverse ad set instead. If your videos aren't getting clicks, static images can help with conversions.
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Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.
Have you heard our latest podcasts?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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