We’re halfway through the year already. Can you believe it? 

You’ve been deep in the trenches, shaping ideas, crafting content, and driving projects forward. But even the most tapped-in creatives and marketers need a moment to refocus and make sure the work is landing where it counts.

This week’s edition of The Resource is your cheat code for keeping your edge sharp: scroll-stopping strategies, creative insights, and the cultural intel you need to keep momentum high. Let’s dive in.

• Inside The Work: You have three seconds to prove to Gen Z you get it. Here’s how to use them.

• Week Moodboard: 99s and 2000s nostalgia is the cheat code unlocking trust, emotion, and shares

• Picked For You: A book on why visuals convert, a talk on Duolingo’s unhinged genius, and a podcast unpacking what Gen Z actually buys into.

How to Make Gen Z Double-Tap Instead of Swipe Past

Gen Z scrolls like it’s a sport. Most brand content doesn’t even make it past warm-ups. But with attention spans shorter than a TikTok transition, grabbing their interest isn't just challenging. It's next-level hard.

Here’s what most brands miss: it's not about flashy graphics or blowing your budget on celebrity faces. The brands actually making thumbs stop understand something deeper about how Gen Z consumes content and makes decisions.

The marketing playbook wasn’t built for this generation. Here’s what is. We’ll break down what actually makes young audiences hit pause when everything else gets swiped past.

They Know When You’re Trying Too Hard

First rule of capturing Gen Z's attention? Drop the corporate mask. This generation can spot fake vibes from a mile away.

What actually works:

• Real voices over polished scripts: Content that feels like a friend could've made it consistently outperforms overly produced brand stuff. Chipotle is a prime example of crushing this strategy. Their TikToks feel like a team member on break is making them, not a marketing department.

• Showing the mess, not just the highlight reel: Brands like Glossier build trust by often showcasing product fails alongside wins. When makeup doesn't blend perfectly or a skincare product causes a reaction, showing that reality hits different than any perfect before-and-after.

• Creators speaking in their natural voice: The best brand-creator collabs happen when brands give creators actual freedom instead of rigid talking points. Let them cook! Aerie's unfiltered #AerieReal campaign resonates because each creator brings their actual personality.

Lead with What They Didn’t Expect

Content that stops the scroll usually disrupts expectations. But random shock value isn't it.

What makes thumbs stop:

• Visual surprise with a payoff: The first 1-2 seconds need a hook (like an unexpected angle, surprising transition, or vibrant color) but must deliver something worth watching.

• Starting in the middle: Coming out the gate with "wait till you see what happens" or jumping straight to a surprising moment creates a curiosity gap our brains hate leaving unfilled.

• Format twists: Duolingo's threatening owl mascot blew up on TikTok because nobody expected that chaotic energy from an educational app. The contrast between a friendly brand and an unhinged social persona? Chef's kiss.

Talk to Somebody, Not Everybody

Content that speaks directly to specific identities and interests absolutely clears content trying to reach everyone.

What connects with Gen Z:

• Hyper-specific references that signal belonging: Content with niche interests or inside jokes makes viewers feel seen and creates that "this was made for me" reaction.

• Cultural context without the explainer: When brands understand the moment or community they're addressing without over-explaining it, it signals respect. No one respects the "how do you do, fellow kids" vibe.

• Creating conversation spaces, not just broadcasting: The most effective content prompts discussion, sharing, and contribution. Think videos that are structured to invite duets, stitches, or other platform-specific interaction. Even simple prompts like "green screen this" can boost engagement when they feel natural.

What Makes Gen Z Watch, Skip, or Share

Beyond the surface level, certain principles consistently drive engagement with Gen Z:

• Social proof that feels organic: Showing real users with products creates FOMO without seeming manipulative. Bonus points if they're not picture-perfect influencers.

• Stakes and tension: Content with a clear conflict, challenge, or unknown outcome keeps viewers watching to see what happens next. We're all nosy, let's be real.

• That "we're just chatting" vibe: Content that makes viewers feel like they're part of an inside conversation creates a stronger emotional connection than any slick production.

• Brain teasers that reward solving: Content that requires slight mental effort (like a visual puzzle or "what would you do?" scenario) turns passive scrolling into active engagement.

How to Actually Make This Work

The good news? You don't need massive budgets to implement these principles. The scroll-stopping content that performs best often feels scrappy and authentic by design.

Start by studying what's already stopping your audience's scroll (look at saves, not just likes), then test different hooks across platforms. Let go of perfectionism in favor of consistency and realness. Build content around genuine community conversations, not just broadcast messaging.

The thumb stops when something feels worth the pause. Make content that respects Gen Z's time and intelligence, and you'll earn not just their attention, but their engagement.

When Gen Z decides what’s worth watching, hit us up so we can make sure it’s yours.

Nostalgia’s running the feed, and not by accident. From grainy filters to early-2000s poses, the past is being reimagined to spark something real. For brands, it’s a cheat code. Lo-fi textures and throwback references hit hard with Millennials and Gen Z, unlocking emotion, memory, and trust.

Homegrown Live is WXPN’s live music series dedicated to spotlighting emerging Philly talent. The next show hits Saturday, June 28 at The Lounge at World Cafe Live, featuring Polaroid Fade, Reef The Lost Cauze, and Owen Stewart.

Doors at 7PM. Show at 8PM. Free with RSVP.
Grab your spot →

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Thank you for being a part of The Resource. This digest is powered by REC Philly, a premier creative agency based in Philadelphia specializing in connecting brands authentically with Gen Z and Millennial audiences through social-first video content.

Want to connect with Gen Z or Millennials — or take your social strategy and video content to the next level? Work with us. Submit this form and we’ll be in touch to schedule a call.