Gen Z has never known a world without social media or the internet. Social platforms are their go-to channels for information, commerce, customer service, and community engagement. 91% of Gen Z social media users are on Instagram, and 86% are on TikTok.
These platforms are most popular among Zoomers for entertainment and connecting with friends and family. TikTok is favored for product discovery, closely followed by Instagram. Additionally, Gen Z uses both platforms to stay updated on the news.
Instagram, in particular, is also preferred for customer care interactions. Gen Z engages most with brand posts that include short-form videos or static images on Instagram and TikTok. On YouTube, their third most-used channel, they consume long-form videos.
Casey Lewis, a social media consultant and expert on trends among younger audiences, explains that these platforms and formats are interconnected. Gen Z podcasters, for example, often upload long episodes on YouTube and share snippets across short-form platforms. As Gen Z matures, clear trends have emerged, offering insight into their social media use and its future.
Notably, brands are starting to understand that keeping up with rapid trend culture is not the key to Gen Z’s lasting loyalty.
Reshaping social media消费 trends
Influencer trust is growing among young consumers.
Nearly 40% of Gen Z consumers trust influencers more than they did a year ago. However, only 35% rank authenticity as a top trait they care about. Instead, they look for credibility signs like follower count, posting frequency, and long-term brand affinity.
Brands need to find influencers who are genuinely fans of their brand to make their investments count. Many brands have backfired in their attempts to produce activist content. While 70% of consumers once believed it was essential for brands to take a public stance on social and political issues, recent surveys show that only a quarter of consumers find brands memorable based on this criteria.
Gen Z expects the activism baton to be passed to influencers. Almost all Gen Z agree that they expect influencers to take a stand on social issues. Not aligning with their values can lead to loss of followers and revenue implications.
Nearly 90% of Gen Z say a brand’s social media presence significantly impacts their loyalty. To establish trust with Gen Z consumers, brands need to consistently convey their identity and avoid repetitive or unoriginal content. Overall, understanding Gen Z’s values and trends is crucial for brands aiming to engage this discerning demographic.
By aligning with their expectations and leveraging the right platforms and influencers, brands can build lasting loyalty among the next generation of consumers.
