Do Gen Zs care about viral trends?

CULTURE MOMENT:?Moo deng , pesto , Strega Nona Fall — what’s next? The pace of viral moments has started to feel dizzying, especially for marketers trying to keep up. A study Archrival conducted in partnership with Tumblr (dropping next week!) found that a quarter of marketers admit their strategy for reaching young people is to “jump on as many viral trends as possible.” While we were as obsessed with moo deng as the rest of the Internet, Zs tell us that they increasingly see viral moments as fleeting, forgettable blips that fade as fast as they emerge. Marketers take note: 83% of Zs say they can easily spot when brands are trying too hard to go viral — which doesn’t influence their purchasing behavior, but does read as cringe.?

WHAT IT SAYS ABOUT CULTURE:

Viral clout may be waning. Despite spending more time on social media, many Zs are posting far less . Why? The pressure to gain algorithmic approval has turned social media into a space where it’s nearly impossible to be authentic and get noticed.?

Gen Zs crave the “social” part of social media. According to our new study with Tumblr, the majority of Zs today turn to social media for entertainment rather than social interactions,?at a time when young people are already experiencing a loneliness crisis. Many Zs hope that social media will return to its social beginnings (MySpace Top 8, anyone?). Case in point: nearly two-thirds of Zs agree: “When it comes to social media, there’s too much media and not enough social.”?

Social isn’t over, but it will evolve. As social platforms drown in endless content and shallow interactions, Gen Zs are seeking something deeper. Brands should be aware of growing disillusionment about current platforms among Zs.

WHAT IT MEANS FOR BRANDS:

Don’t overestimate social media. In our new study, we asked marketers how confident they feel in their ability to reach Gen Z on various social platforms, and we asked Zs how well these platforms make them aware of relevant brands. The results? Marketers tend to overestimate the power of social media to help brands connect with young people —?and this divide rings true across TikTok, Instagram, YouTube, and Facebook.?

Add value, not noise. Zs have endless content at their fingertips, but it’s become too much of a good thing. 56% of Zs say they often feel overwhelmed by the sheer volume of content they encounter on social media, according to our study.?

Think connection over virality. Zs are painfully aware of the amount of marketing they encounter online — and of how it’s disrupting their ability to actually connect. Three-quarters of Zs agree that the presence of too many ads has ruined their experience on their favorite platforms, as ads and sponsored content drown out genuine posts from friends and communities.?

For more on how Gen Zs are carving out space for raw, real authenticity on social media, check out SubSocial in ALMANAC: The Gen Z Entertainment Issue .