The issues facing young people since the start of the pandemic are overwhelming. Some even say we’re looking at a lost generation. But one part of the story is too often overlooked: social media.

A Rotterdam-based digital agency noticed young people facing increasingly severe issues with self-image. Their research showed the scale of the problem, in and beyond the Netherlands. Relentless success stories from influencers are making youngsters feel inadequate, forever comparing themselves to online role models – but without seeing how they struggled to achieve those successes in the first place.

So the agency took this as a brief to create a digital solution, taking a step towards helping build up young people’s self-image. While at the same time driving much broader awareness of these issues.

As teens are glued to their mobile phones - especially throughout the lockdown - an app for mobile felt like the best form.

A hidden issue is crippling the confidence of a generation: young people are increasingly comparing themselves to influencers and feeling inadequate. In the years where self-image is formed for life, they’re bombarded with relentless and unrealistic success stories. Our brief was to find a digital way to boost teens’ self-confidence, in a language they respect and understand. In this case, hip-hop.

The WordSmint app turns the cause of the problem into a solution. It uses sophisticated AI and the Netherlands’ biggest influencers – rappers – to give teens a positive way to express feelings. Open the app, pick a beat, and get rapping. The AI creates personalised feedback from legends of Dutch hip hop. Turning influencers to coaches by putting this generation's superheroes in their back pockets. But also sparking a vital conversation on an issue that threatens a generation. And pushing the crisis of self-image further up the agenda.

Key insights were gathered from data. Through hundreds of hours of research, the hunch came into focus: this was a huge problem. Not only in the Netherlands, but worldwide. The issue was found to be worse for adolescents between 10 and 15 – when negative self-images can be formed for life.

The team behind the app started by identifying what type of influencers wield the most power over young people in the Netherlands. The results were conclusive: Dutch hip hop artists have the highest reach and engagement. From conversations across the industry, four artists were selected, with appropriate images for the project: genre titans Ronnie Flex and Ali B, plus rising stars Numidia and Poke.

The app was developed through extensive testing with adolescents all over the Netherlands. Crucially, Gen Z wanted positive but constructive feedback, true both to their values of authenticity and freedom to express originality.

Besides extensive research and user testing, hundreds of hours were spent training a highly sophisticated AI.

The algorithm cross-references user recordings not only with all other performances on the app, but in the entire genre. All the nuances of slang, rhyme and rhythm. The app is hyper-sensitive to all of these – it’s fluent in Dutch rap.

WordSmint is free to download in Benelux app stores and targeted to youth (16–25) via a YT, Spotify, Snapchat and IG campaign. These featured rappers promote it to fans through their social channels. The promotional campaign ran from week 53 in 2020 to week 4 in 2021; the influencer campaign week 3 & 4 of 2021. Plus, the app and its mission are by nature an evolving project. With each performance recorded, the AI keeps learning. Meanwhile, the developers continue to evaluate the app, from extensive user testing to updating and streamlining feedback.

The app is new – but the results are already promising. A user-average 7.26 minutes per day, over 20,000 beats streamed in its first month, personal endorsements from the rappers reaching over 2 million on Instagram alone. The AI keeps learning – as it grows stronger, so do the young people using it.

For users, WordSmint is a creative outlet, bringing a constant stream of feedback from superheroes in their back pockets, whenever they need it most.

For society, it’s pushing the crisis of self-image further up the agenda – sparking a conversation on issues that threaten a generation.