Whenever you come across a new dance craze on TikTok, stumble upon a classic '80s movie soundbite used in an Instagram Reel, or witness any other social media trend, chances are it's the brainchild of someone from Gen Z. This generation is the driving force behind both creating and consuming content. In this article, I'll walk you through how Gen Z engages with social media.
Gen Z is often hailed as the first generation to fully embrace the internet and social media from a young age. This is evident not only in the amount of time they spend on social platforms but also in their platform preferences.
The top spots might surprise you. While Instagram and TikTok are undoubtedly popular, they don't hold the top position. It's good old YouTube that reigns king as Gen Z's favorite platform. At least on how many uses it. YouTube's diverse content, ranging from short clips to longer videos, keeps Gen Z coming back for more.
However, Instagram and TikTok still secure respectable positions as the second and third most used platforms among Gen Z. Further down the list, we see Facebook, which has significantly declined in popularity among Gen Z.
Interestingly, forums and online communities such as Reddit and Discord are much more popular among Gen Z men.
When it comes to time spent on social media channels, TikTok emerges as the undisputed king, with the most time spent on it on average. This is followed by YouTube, X (formerly Twitter), and then Instagram. TikTok's addictive algorithm and YouTube's long-form content contribute to a lot of binge-watching.
Moreover, a report by Morning Consult revealed that 35% of Gen Z spends over four hours a day on social media, compared to only 19% of U.S. adults.
On these platforms they spend most of their time on entertainment and content consumption. 68% of their time is spent on scrolling and consuming content, while only 19% is dedicated to communicating and messaging.
If there's one place to capture the attention of young people, it's social media. Gen Z is known for actively seeking out new brands, especially through platforms like YouTube, TikTok, and Instagram, where they binge-watch, scroll endlessly, and seek entertainment.
Around 81% of Gen Zers report that social media influences their purchasing decisions. They often turn to social media for product recommendations, reviews, and inspiration before making a purchase.
Therefore, it's crucial for brands to seamlessly integrate into their feeds through organic content and creator collaborations. Consider investing in user-generated content (UGC) for paid ads to make the experience feel less like an advertisement and more like a natural part of their feed.
However, while Gen Z is enthusiastic about discovering new brands, they are also adept at detecting forced collaborations and inauthentic content. So, it's essential to maintain authenticity and collaborate with creators who align with your brand values.
Interested in reaching Gen Z through creator collaborations? Learn if that creator should be a nano, micro or macro influencer right here.
We can establish that Gen Z spend a lot of time online. This time is spent consuming content mainly through creators that they follow. Actually 75% of all Gen Zers are actively following content creators.
The influence these creators have on their audience is massive. 50% of all Gen Zers follow creators to discover new products. This underlines the importance that creators have on the purchasing of this generation. The era of TV ads or even Facebook ads might be coming to an end. Influencers and creators are the primary product discovery channel for Gen Z, according to HubSpot.
Obviously this depends on both your brand, product and audience. But there is no doubt that if you're trying to reach generation Z, trying out creators should be at the top of your list.
More and more people use social media to consume content across multiple platforms. Put your brand front and center with content creators, showcasing your brand and products in an authentic way.
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