Fortniteaudiences enjoyed an exclusive clip fromStar Wars: The Rise of Skywalkerin an in-game event. As the game evolves into a wider entertainment platform, brands that create exclusive moments can reach its engaged audience and foster powerful relationships with players.

Vine and Snapchat may have popularised the short video format on social platforms, but TikTok has broadened the medium’s potential, allowing users to join viral crazes with just their phones. As Gen Z’s attention spans shrink, the app offers an easy way to participate in a wider digital community.

Is Facebook ‘over’? How can brands avoid accusations of woke-washing? What does the future of podcasts look like? And how are we becoming more mindful of our social media usage? In this part of the 2020 Expert Outlook, we speak to four experts about how people are interacting globally.

Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?