How Gen Z is Redefining Social Media: A Deep Dive into their Digital Behavior
Are you a marketer trying to capture the elusive Gen Z demographic? With approximately 61 million Gen Zers in the U.S alone, this group born between 1997 and 2012, according to Pew Research Center, is the largest and most diverse generation yet. Gen Z has grown up in the digital age, and as a result, their digital behaviors differ significantly from those of their predecessors. In this article, we’ll explore how Gen Z is redefining social media and what it means for businesses.
A New Social Media Landscape
Unlike previous generations, Gen Z spends the majority of their time on social media platforms, with 53% of them preferring YouTube and 27% opting for Instagram, according to a survey by Business Insider Intelligence. This changing landscape has led to new behaviors such as “finstas” or fake Instagram accounts, which allows them to express themselves without the pressure of being judged by friends or followers. Moreover, they tend to use social media more as a way of self-expression and connection with followers rather than a place to seek validation.
Engaging Content is Key
With the plethora of social media content available, Gen Z’s attention span is noticeably shorter than previous generations. As a result, creating engaging content is more critical than ever. Gen Z often prefers bite-sized content such as Instagram stories or TikTok videos, which is more easily digestible, and they don’t shy away from embracing new trends. For businesses, this means that traditional advertising methods such as TV ads or banner ads are no longer enough, and they need to leverage new forms of multimedia and platforms to keep up with Gen Z’s preferences.
Social Media and Brand Perception
Gen Z is hyper-aware and critical of brands’ social media presence, considering it a reflection of their values. Brands must be genuine and transparent in their brand messages and interactions, and they must embrace social media activism. Gen Z is vocal about their beliefs and expects brands to take a stance on social and political issues. It’s no longer enough to be neutral on these issues, and businesses must have a purpose beyond just making a profit.
The Rise of Influencer Marketing
Gen Z idolizes influencers, making influencer marketing one of the most effective ways to reach this demographic. According to Influencer Marketing Hub, 63% of Gen Z trusts influencers more than traditional celebrities. Moreover, they value authenticity over the number of followers, which means if brands work with influencers with authentic personalities, it can be a significant factor in their success.
Conclusion
As the largest and most diverse generation, Gen Z is redefining social media and making it a vital tool for businesses to connect with them. Their focus on authenticity, purpose, and bite-sized content has made traditional marketing methods ineffective. To keep up with Gen Z, brands must embrace new trends, take a stand, and create engaging content to stay relevant. Remember, to successfully capture Gen Z, businesses must understand their digital behavior and develop new strategies accordingly.
