How Gen Z Is Changing Social Media

Understanding Gen Z

Gen Z, the generation born between 1997 and 2012, is an intriguing demographic with a significant footprint in the digital world. This generation, the first true digital natives, are not only active consumers but also influencers of social media trends. Their unique behaviors, preferences, and interactions with digital media are transforming the dynamics of social media. For example, Gen Zers are more likely to use multiple social media platforms and to use them for more creative purposes than previous generations. This has made them the primary drivers of online trends, content, and culture. They are also more likely to use social media to share their own stories, creativity, and opinions than previous generations, which has made them major influencers in the social media space.

Authenticity: A Demand, Not a Desire

Challenging the polished and perfected image that once dominated social media, Gen Z is driving a shift towards authenticity. They appreciate brands that present their genuine, human side, leading them to support those that share unfiltered stories, experiences, and challenges. In this new era, authenticity is more than a desirable trait; it's a critical element of successful social media engagement. For example, as opposed to creating highly-stylized images, Gen Z is more likely to respond to a brand's stories and experiences, such as a behind-the-scenes look at how a product is made or the challenges a company is facing. This is similar to a family sharing a meal together; the more honest and vulnerable the conversation, the stronger the bond that will be formed between them. The same concept applies to social media engagement; the more real the content is, the greater the connection will be.

Embracing the Video Content Revolution

Gen Z's preference for engaging and snackable content has propelled the popularity of video content. They are the primary drivers behind the meteoric rise of platforms like TikTok, leading to a broader adoption of short-video features across social media. Brands are therefore revising their strategies, recognizing the need to develop dynamic, engaging video content to capture Gen Z's attention. This shift has also had an impact on the advertising industry, as brands look to make their ads more creative and snackable in order to reach Gen Z. As a result, there has been an increase in the demand for video-focused creative services, such as video editing and animation.

The Rise of Social Advocacy

For Gen Z, social media is a powerful tool for advocacy. They passionately use these platforms to voice their opinions on social and political issues. In turn, they expect the brands they associate with to also actively participate in these conversations and take a stand on issues that matter. This emphasis on social advocacy is defining new expectations for corporate responsibility in the social media age. For instance, in 2019, when Nike released its "Dream Crazy" campaign featuring Colin Kaepernick, it sparked a huge conversation around the importance of standing up for one's beliefs. The campaign was widely praised and received positive responses from the public. This demonstrates the potential power a brand can have when it takes a stand on an issue. This has led many companies to re-evaluate their corporate social responsibility efforts.

The Allure of Ephemeral Content

Ephemeral content, short-lived posts that disappear after a set period, has gained popularity among Gen Z users. This format offers a real-time, in-the-moment digital experience, creating a sense of immediacy and exclusivity that resonates with Gen Z's social media consumption habits. This trend is influencing how brands strategize their content, focusing on creating engaging experiences that capitalize on the fleeting nature of such content. Some companies are creating stories for their followers that disappear after 24 hours, offering exclusive discounts or early access to products that can only be taken advantage of in the given time frame. According to Facebook, their Stories are used by half a billion people every day.

User-Generated Content: Peer Influence in Purchasing

User-Generated Content (UGC) is another significant trend spearheaded by Gen Z. They value content created by their peers, whether it's reviews, testimonials, or user experiences, viewing it as more authentic and trustworthy than traditional advertising. This shift is encouraging brands to foster a community of loyal customers who actively share content about their experiences with products or services. This shift can inform product development and marketing strategies. Additionally, UGC can help build brand loyalty and trust, as customers seek out brands that are transparent and have an authentic connection with their audience. For instance, by responding to customer reviews with thoughtful answers, brands can demonstrate their commitment to customer satisfaction and increase trust in their brand.

The Future is Gen Z

As the influence of Gen Z continues to grow, their impact on the social media landscape becomes even more profound. Brands and marketers must adapt their strategies to connect with this digital-first generation effectively. Gen Z is known for their appetite for authenticity and demand for transparency. Therefore, brands must create content that resonates with their values and beliefs in order to truly engage them. Additionally, Gen Z tends to be more responsive to influencers and user-generated content, so developing an effective influencer marketing strategy is key.

Incorporating authenticity into brand messaging, leveraging the power of video content, aligning with social causes, using ephemeral content to drive engagement, and encouraging UGC are key strategies to resonate with Gen Z. By embracing these trends, brands can ensure their relevance in the ever-evolving social media landscape and build deeper, more meaningful connections with their audience.