When solving the brief, we found out that GEN-Z is the most nocturnal generation, with 60% of
them preferring to stay up late at night than waking up early. That may be surprising, but their preference
for night-time activities is the real insight:
They spend their nights on what's important for them
They spend their nights with their online communities, communities gathered around common pain points -
asking advice & expressing what keeps them up at nigh. They pour their heart out, but hide the most
important truths in random subreddits & fleeting discord threads.
To promote our new Nightography feature, we decided to encourage people to talk about the issues that
keep them up at night on a bigger stage - the video content one.