Why Micro-Virality Is the New Social

Why Micro-Virality Is the New Social

Author: Convince & Convert July 12, 2024 Duration: 36:08
Social Pros Podcast
BusinessMarketing

It's inevitable. Social media is changing. And if you're not up to date with the trends, your strategy might be left in the dust. Since Gia Lee, the Chief Strategy Officer at NinetyEight, was last on the show, we wanted to hear about her perspective on the top trends today and how marketers can appeal to Gen Z audiences. 

Full Episode Details 

Gia Lee, the Chief Strategy Officer at NinetyEight, is a breath of fresh air in the social media space. As a Gen Z marketer herself, she's already making waves in the industry with her unique insights into how brands can tap into younger markets (without sounding like that Steve Buscemi meme…)

In this episode, we hear a bit about her career story and what the top trends in social are today. The biggest shift she's seen is a move away from big, mainstream trends that take over social. Now, niche-virality is the way forward. A niche trend might not reach everyone… but does it need to? Gia explains that finding your niche is pivotal to a modern social strategy as well as great community management.

We also hear some great advice for marketers on researching Gen Z audiences and ignoring the media stereotypes that can keep you from truly connecting with your audience. 

In This Episode:

  • 1:22 - Gia gives us a background on her career 
  • 3:11 - Social media trends that have changed since she was last on the show
  • 5:51 - How brands are adapting to the shift toward niche trends
  • 7:30 - Brands that are handling niche-virality well
  • 9:58 - What brands could be doing better 
  • 12:19 - How brands can create room for Gen Z to share their voices 
  • 14:38 - How NinetyEight bridges the gap between brands and Gen Z audiences
  • 16:57 - Has Gen Z broken the marketing funnel?
  • 19:10 - How Gen Z is influencing brand community management 
  • 21:57 - NinetyEight's approach to selling new ideas to brands 
  • 28:15 - Gia explains being a guest editor for Ad Age and Marketer to Watch Under 30
  • 30:46 - Advice for Gen Z in business
  • 32:22 - Where you can follow NinetyEight and Gia
  • 33:21 - Gia's top tip for aspiring social pros

Resources 

Visit SocialPros.com for more insights from your favorite social media marketers. 


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

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