Side Chat 12/1/22

Zillow Wrapped hits different.

Hi,

I hope everyone had a great Thanksgiving. But let’s be real, on Instagram one “holiday” reins supreme…Black Friday.

This week on the internet…

Get in loser, we’re going shopping. Actually, we are just on our phones.

Ah, the most wonderful time of the year. All of the sudden you start to wonder, do I need that nugget ice maker? But that pizza oven’s 30 percent off? And what about that hair care I keep being told will change my life?

Last week, Instagram and TikTok were flooded with a ton of holiday shopping content and gift guides. Influencers wanted us to click their links, and we wanted to swipe up.

As the Washington Post reported in an interesting article from November, influencer marketing has fundamentally changed the way Americans are doing their holiday shopping. They wrote:

“Research shows 60 percent of Gen Z (born from 1997 to 2012) and 56 percent of millennials (1981 to 1996) will do at least some holiday shopping on TikTok, Instagram, YouTube and similar apps, according to the…