2023 HCM Year in Review Gen Z marketing, marketing to Gen Z women, Gen Z marketing trends, marketing to college students, advertising to Gen Z, advertising to Gen Z women, Gen Z advertising trends, advertising to college students, Gen Z marketing case studies, Her Campus case st

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OUR YEAR IN REVIEW

2023

Here at HCM, we’re excited to kick off our best year yet as we celebrate turning 15 this fall! But before we get there, here’s a look back at some of the biggest highlights of 2023.

Happy New Year!

Want to get in on the fun? Let’s chat about how HCM can help your brand build relevance with the next generation. Reach out to our team here!

Highlights FRom Creators Loft and hEr Conference 2023

Want to partner with us to create these amazing experiences for Gen Z next year? We’d love to chat!

As Gen Z's exclusive homebase during Fashion Week, College Fashionista's tentpole event empowers the next generation of beauty and fashion leaders.

Join us February 9-10 during NYFW Spring 2024 and in September during NYFW Fall 2024.

Her Campus's tentpole event for ambitious college students to connect IRL for inspiring conversations and experiences.

Come be part of the magic June 22, 2024 in New York City.

Motivating college-age women to find their way to move. CHECK IT OUT »

Building Relevance With Gen Z for our all-star clients this year

GenZology is the Gen Z insights arm of Her Campus Media, where we’ve spent 14 years studying and serving teens and 20-somethings. Check out some top insights we’ve collected this year below, and reach out to bring GenZology to your company with a personalized presentation.

Our founders were named EY Entrepreneur Of The Year® New England Winners and National Finalists!

We won BIG this year

We received a Silver Stevie Award for Women-Run Workplace Of The Year (10+ employees)!

We were named a finalist in the data journalism category of the Future Of Media Awards for our Our Bodies, Our Rights package.

And 3 of our leaders were named Top Women in Marketing!

61% 56% 47% 45% 41% 33%

The apps gen z is using on the daily are:

what factors are important to you when purchasing personal care/beauty products?

How often do you cook?

More gen z insights this way! >

Where do you go to discover new products?

influencers on social media recommendations from friends/peers online browsing brands on social media in-store browsing online advertisements

88% 84% 76% 67% 56% 48% 44%

price and affordability

66%

80%

82%

51%

TikTok

Instagram

39%

50%

Snapchat

54%

36%

24%

Twitter/X

37%

24%

Facebook

2022

2023

Weekly

Multiple times a month

Every day or almost every day

Every few months

Multiple times a week

Monthly

15%

32%

28%

11%

How Brands Are Turning College Students Into Influencers

HCM in The Press

Her Campus Media Acquires Zfluence

Gen Z Brings TikTok Love To Fashion Week

Clinique Goes Back to School With College Campus Initiatives

Estée Lauder Launches Nutritious Bid for Gen Z

Read our press release >

We completed our 6th acquisition and welcomed influencer marketing platform Zfluence to the Her Campus Media family!

college Campuses with an HCM presence

HCM BY The Numbers

2,000+

comp index of 968

F18-24

hcm community members

53K+

of community members identify as bipoc

50%

O&O Social followers

5.3MM+

cities

550K+

Send an email to advertising@hercampus.com. We can't wait to chat!

Want to build Relevancy And Unique Experiences with the next generation in 2024?

Let's talk

Student-Driven Content Moments

WE Stayed in our Viral Era...

We teamed up with 45 campuses to launch the

And LauncheD New, Must-see Social Franchises

Through our

We helped Gen Z celebrate their biggest moments through

Trend forecasting is our Roman Empire, and we covered all of our faves

You know and love us for our audience-first strategy. That starts with all of our content that is inspired and produced by our incredible student journalists and creators. Their creativity and passion have fueled so many amazing content moments this year. Take a look!

We’re proud to have partnered with incredible organizations to extend our impact beyond the HCM universe. Explore each partnership below!

Best-in-class college ambassador program reaching over 100 campuses through social content, in-person campus events, and more. CHECK IT OUT »

My way to move

Educating Gen Z on payment scams and how to seek out trusted sources. CHECK IT OUT »

Celebrating Black beauty enthusiasts through first-person content created by Black college women.

Building conversations around mental wellness and empowering Black college women to find joy in their daily lives. CHECK IT OUT »

Let's Talk: Black Women Exploring Journeys in Mental Health

7.8M+ views

4M+ views

5.7M+ views

Snack Talk

Cart Confessions

Try or Bye

Sponsorships Available!

Her Campus Media Social Engagement Survey - 500+ respondents, April 2023; To the Future Survey - 1800+ respondents, July 2023; Audience Survey - 2000+ respondents, January 2022; Beauty & Personal Care Survey - 300+ respondents, September 2023; Food & Restaurants Survey - 400+ respondents, October 2023

product quality

product reviews and customer feedback

brand reputation and trustworthiness

ingredient list

cruelty-free and ethical practices

eco-friendliness and sustainability

SPOON CHOICE AWARDS

College Packing List

College Beauty Awards

and awarded over 350 drool-worthy winners.

, and

holiday package

we shared hundreds of product recos from college students.

Decision Day slay

and

Toast to 21

and

Winter Trend Report

Creators Loft roundups

Uplifting the next generation of healthcare heroes through our Future Nurses Scholarship Program. CHECK IT OUT »

Empowering young leaders to own their confidence and pursue their passions. CHECK IT OUT »

Generating hype for product launches through on-campus sampling and content creation opportunities in collaboration with student organizations. CHECK IT OUT »

in our

Join us February 9-10 during NYFW Spring 2024 and in September during NYFW Fall 2024.

Come be part of the magic June 22, 2024 in New York City.

Want to partner with us to create these amazing experiences for Gen Z next year? We’d love to chat!

Want to get in on the fun? Let’s chat about how HCM can help your brand build relevance with the next generation. Reach out to our team here!

More gen z insights this way! >

Read our press release >

Our founders were named EY Entrepreneur Of The Year® New England Winners and National Finalists!

We received a Silver Stevie Award for Women-Run Workplace Of The Year (10+ employees)!

We were named a finalist in the data journalism category of the Future Of Media Awards for our Our Bodies, Our Rights package.

And 3 of our leaders were named Top Women in Marketing!

Our founders were named EY Entrepreneur Of The Year® New England Winners and National Finalists!

We were named a finalist in the data journalism category of the Future Of Media Awards for our Our Bodies, Our Rights package.

Let's talk

Send an email to advertising@hercampus.com. We can wait to chat!

How Brands Are Turning College Students Into Influencers

Her Campus Media Acquires Zfluence

Gen Z Brings TikTok Love To Fashion Week

Clinique Goes Back to School With College Campus Initiatives

Estée Lauder Launches Nutritious Bid for Gen Z

product samples distributed

STUDENT Organizations activated

1,000+

community members activated

14,750+

events hosted in

Engaging a loyal Gen Z customer base through IRL events, brand ambassadors, and digital solutions. CHECK IT OUT »

Secured IKEA's position as a must-shop destination for the back-to-school season by leveraging HCM’s editorial authority and influencer connections in key markets. Check it out on Spoon University and Her Campus!

content views across hcm website + social o&Os In 2023

534MM

Community members' following across Instagram + TikTok

940MM+

WOMEN-OWNEd

100%