Generation Like examines modern marketing culture and how corporate marketers are manipulating the youth culture. It reveals how marketers are purposely co-opting the young generation in order to push their brands and products via social media. It further explores the relationship between large brands and teenagers who are keen to endorse what they ‘like’ on social media platforms such as Facebook and Twitter.
The documentary sheds light on the rapidly-evolving advertising industry where teenagers are being persistently marketed to online and in the process become unwitting marketers themselves. These companies use the so-called concept of empowerment as a lure to convince prospective customers, especially youths, into spending their time towards endorsing brand names.
Generation Like delves into the modern social media marketing, specifically by revealing how young people are deeply fascinated by the world of social currency including Likes, Retweets, and other forms of online endorsements.