How is Generation Z influencing changes in social media now? Well, it should be no surprise that these digital natives are at the forefront of how we use social media.
As social media usage trends change, this generation of social-savvy users represents a turning point. In a survey of Gen Z consumers, 66 percent say social media is an essential part of their lives, but their reasons are unique. Generation Z is the only generation that puts time killing above connecting with family and friends as the top reason for using social media.
Generation Z influencing trends include:
- 97% now use social media as their top source of shopping inspiration.
- 65% say they use social media to find entertaining content.
- 61% of them are specifically interested in watching more video content.
It is essential for brands looking to reach Gen Z to carefully consider the content type they post and their relationships with influencers. They are looking for healthier online experiences.
They want advertising to be relatable, where they can see themselves and be aligned with the brand and not with filtered images and unrealistic representations. So your content should include video, images, and text, and they love social media memes.
As a highly informed audience, they do their research before purchasing a product. For example, 68% of Gen Z customers read or watch at least three reviews before a first-time purchase, while 16% will read or watch nine or more ratings and reviews before they make that first purchase.
Make it easy for Gen Zers to research you as part of an easy shopping experience. Ease of purchase is at the top of their online buying experience expectations.
Gen Z is not afraid to share their data if businesses use it to make smarter decisions on the buying experience.
- 64% expect personalized experiences based on previous social media interactions.
- 61% want companies to understand them based on their social media activity.
- 52% expect companies to read and analyze their social media posts.
They want a familiarity that mimics an in-person shopping experience without being invasive or overbearing. Your content should engage two-way interactions with relevant conversations.
Sprout Social also suggests utilizing listening tools to monitor brand mentions and understand the conversations about your brand online. Understanding what Gen Z is saying about your brand will help you create content and discussion that is relatable to them.
You also need to include branded content because over 33% of Gen Z follow brands they like, and 25% follow brands they are considering.
Creating a content strategy that informs and entertains is called “infotainment.” This approach is necessary to build trust and loyalty among the Gen Z audience. Learn more about creating your 2022 content strategy in this past blog post.
So, how is Generation Z influencing changes in social media now? They are changing the landscape of social commerce platforms like Instagram, TikTok, and Pinterest. For example, the hashtag #tiktokmademebuyit has over 2.3 billion views on TikTok!
