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    YouTube beats TV and movies as Gen Z's top storytelling platform, but 73% won't cast the influencers brands are paying for
    Storytelling
    gen z
    Brand Strategy
    October 22, 2026
    •5 min read
    Lucy Hall
    Lucy HallView profile →

    YouTube beats TV and movies as Gen Z's top storytelling platform, but 73% won't cast the influencers brands are paying for

    UCLA's Teens and Screens Report shows 72.9% of 10 to 24 year olds rank YouTube as the best medium for storytelling, yet only 16.8% would cast an influencer in a leading role. The gap between where audiences find stories and who they want in them forces brands to rethink how YouTube creator partnerships actually translate to other formats.

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    Proving ROI in Social Media
    Brand Strategy
    November 28, 2025
    •5 min read
    Lucy Hall
    Lucy HallView profile →

    Proving ROI in Social Media

    For anyone working in social media, this is the ongoing challenge: proving the real impact of what we do.

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