.svg)
We all thought that Millennials were obsessed with social media, but Gen Z is taking this to a whole other level. Gen Z is beginning to garner purchasing power, and they're attracting attention that has been bestowed upon Millennials for a long time. This makes Gen Z and social media use quite unique.
Millennials are growing further into parenting and adulthood, so there’s room for Gen Z to emerge. They are the first generation to be fully raised in the world of smartphones and social media. Therefore, Gen Z and social media use is a different in many ways than the age that came before them.
Take a look at how Gen Z's use of social media is different, as well as ways for marketers to best connect with this particular generation of consumers.
Gen Z Prefers Visuals
In comparison to other generations, Gen Z favors social media platforms that contain less messaging and are more visually oriented. Only 51% of U.S. teens are using Facebook, so the days of long Facebook posts and long-form blogging are fading.
Social platforms like Snapchat and Instagram are visually-oriented, therefore growing increasingly popular among Gen Zers. They tend to consume, create, and engage a lot more with photos and videos. A great vacation, fantastic look, or an awesome concert is communicated best with snaps, videos, and pictures.
Gen Z Chooses Entertaining Content Over Interacting With Friends
Millennials still use social media to keep up with their business contacts, friends and family, and personal interests. On the other hand, Gen Zers see social media as a source of branded mass entertainment content. Many Gen Zers have chosen to become a social media entrepreneur over traditional jobs!
They are as likely to follow social media influencers as they are to support their friends. They don’t want to catch up with anyone – they only seek entertainment.
For example, Millennial teens used to post social media updates and check out what their peers were doing. Gen Zers use these platforms as content consumption hubs and time-fillers. Also, they don’t tolerate brand interruptions in the age of ad-free video streaming.
Therefore, brands need to create material that Gen Zers will want to watch and that cuts through the noise. In their world, brands are the creators of entertaining content that is not directly related to the products they offer.
Gen Z's use of social media is more focused on entertainment than on staying in touch.
Gen Z Appreciates Their Digital Privacy
They know that social media has the power to make or break people. They are respectful and wary of that power, unlike Millennials. Thus, Gen Zers prefer anonymous-minded platforms that give their users the option of hiding their content from others present on the same network.
These platforms address Gen Z’s desire for digital privacy. They believe that their behavior on social media could affect their future, including their dating lives, job prospects, or even credit scores.
Older generations seem less cyber-ware, and some studies show that Millennials find social media more alluring. One out of three Millennials would like to go viral while Gen Zers are more conservative in terms of data privacy.
Gen Z and How Their Emotional State Affects Brand Marketing
Gen Zers are aware that social media affects their emotional wellbeing. Therefore, they’re ready to leave it to reduce stress and balance their emotions out. Despite them loving to make purchases and follow brands on social media, they know that social platforms are capable of harming their lives.
Low self-esteem, insecurity, and fear of missing out are emotional states that can be caused by social media use. On the other hand, Gen Zers love social media because it also allows them to connect and have a positive effect on their self-esteem and friendships.
It's a struggle that marketers need to understand because it determines the types of content that Gen Zers are more likely to engage.
How to Market to Gen Z on Social Media
Gen Z use of social media is much different from other generations. However, they are young, and their habits will continue to change as they mature. The time to understand them is right now, as they are four times more likely to convert on social media than Millennials. Plus, 95% of Gen Z owns a smartphone and will spend up to 10 hours a day online.
Include their user-generated content in your ads
Gen Zers like to see themselves represented in content and onscreen. Therefore, including images of them across your marketing would be the right move.
For instance, Gucci incorporates Gen Zers in much of their social media marketing. They pay attention to what resonates with this generation of consumers. By proving that they understand them, Gucci draws them to their brand.
Deliver uplifting and inspiring content in small portions
Gen Zers experience different emotional struggles that result from their online habits. Many of them claim that they’re quitting social media while others frequently take breaks from these platforms.
Their excessive use of social media leads to depression and anxiety, which is why brands should create inspiring and uplifting content to cater to this audience, helping them build their self-esteem.
Also, to help them avoid information overload, you should publish content in small portions. For example, create video ads that are six to 25 seconds in length in which you encourage a healthy emotional balance (in a way related to your brand).
Follow their popular culture
Keep track of the current pop culture and the new wave of trends. To empathize and relate to Gen Zers, you should research their preferences and habits continually. The best way to do it is to keep up with their icons and influencers. Find some recent studies and research to understand this generation and create the right content.
Gen Z Social Media Addiction
As we know already, Gen Z is spending more time on social media than any generation before them. Yes - I know what you are thinking...they are the first generation with social media!
However, for may people in Gen Z, their social media use is becoming somewhat of an addition. A recent study shows that a significant portion of Gen Z uses their mobile phone and social media far more than they would like.
So while social media has lots of benefits...don't overdo it!
Frequently Asked Questions
How is Gen Z impacted by social media?
Gen Z is definitely impacted by social media–in fact, I would argue that they're the first "true" generation to be so. They've never known a world without social media, and as such it's always been a part of their lives. It's shaped how they communicate, how they think about themselves, and how they interact with others.
What social media does Gen Z use the most 2022?
YouTube was the most popular social media platform used by Gen Z in 2022. They use YouTube for everything from cheap entertainment to how-to videos for household chores.
Why is Gen Z so obsessed with social media?
Gen Z is so obsessed with social media because it allows them to connect and build friendships with people all over the world. It's a powerful tool for building community and sharing information. And it's a great way to stay connected with friends and family. Tools like Facebook (Meta) are a great way to stay in-touch with people you care about!
What is Gen Z known for?
Gen Z is known for growing up with technology and the internet. They've never known a world without the internet, and are often considered to be "digital natives". Gen Z is also said to be more environmentally conscious than previous generations and are more likely to seek out eco-friendly products.
Final Thoughts
So there you have it, Gen Z and their social media habits. They are a different breed for sure and definitely worth paying attention to if you want to stay ahead of the curve. This generation was raised on social media and utilizes it in ways we have never seen before! What do you think? Are they just misunderstood or is this really the start of a new era in social media?
