“I communicate differently in these groups because you can talk about things that you don’t want the rest of the world to know,” Elizabeth, 22, from College Station, TX, told us about her private Snapchat group. Instagram ​“flop” accounts, for example, have emerged as the go-to safe space for teens to debate social and political issues, away from parents, teachers and others who may not take them seriously. The accounts started as a space to critique social fails (aka flops), like when someone says something ignorant or racist. But they’ve grown into lively forums for Gen Zs to debate hot-button issue, such as gun control, abortion or immigration.

As Gen Zs increasingly seek independent, decentralized self-governing communities, expect a massive shift to micro-networks. Online spaces such as Mastadon, Steemit, Minds, Diaspora, Gap and Micro.Blog already form what’s being called the new ​“IndieWeb.” Each community is small enough that members trust one another, private enough that trolling doesn’t happen (or is dealt with quickly), and indie enough that illegal drugs are fully available (“Hey, whatever the mods are down for!”). These platforms will present new challenges for brands: like, how do you connect with consumers who have gone private on social? What does it take to go viral on decentralized networks?

Remember when celebrities were inaccessible to fans? Diddy, Ashton Kutcher and DJ Marshmallow are among a growing group of A‑list celebs (and social media influencers including YouTuber, Deshae Frost, and fitness guru, Robin Arzón) who have shared their personal cell phone numbers with fans and encouraged them to get in touch. Diddy, for example, promised to accept résumés and share party invites, in an effort to build a deeper, more direct relationship with fans. Don’t get your hopes up for one-on-one conversations though. The truth is that these phone numbers are most likely part of the startup platform, Community, which organizes incoming texts and allows celebs to engage in direct text conversations while also blasting out not-so-personal promotional messages (concert dates, new releases, what have you). While this iteration might leave something to be desired for devoted fans, it does point to rising consumer demand for direct access and personal touch in the social space.

Gen Z is the most cynical generation yet: only 15% said they believe what social media influencers share online. While we don’t think influencers are going anywhere yet, the sheen of authenticity that influencers once lent brands is no longer a given. Take, for instance, the leaked marketing pitch deck for fashion blogger Marissa Fuchs’s ​“surprise engagement.” Fuchs claims her fiancé solicited brand sponsorship without her knowledge, but the backlash made national news. As influencers increasingly push their personal brands for profit, who does Gen Z trust online? 

A new influencer category is emerging that’s based on legitimate vision over follower count: let’s call them ​“cultural luminaries,” the obsessives, eccentrics, freaks and geeks who preach the gospel of what’s coming next in culture. Creative luminaries are the teen knifemaker with 100 followers (@kikobenton_), the rare cactus obsessive (@mdunaj), and the zero-waste evangelist (@zestfullygreen). They don’t clout-chase, humblebrag, or serial selfie — they may not even be very good at social media (think blurry photos). They present a bit of a conundrum for brands: they have fewer followers, zero agenda, and they’re less likely to post #spon, but a branded post from this group is #goals.