![]() Just as many people wear clothes that send a message about how they fit into society – “dress for the job you want!” – millennials often do the same with their social media activity. According to a 2022 report by Bankrate, 38% of millennials say that they make posts on TikTok and/or Instagram in order to make themselves appear successful in the eyes of others. Understanding how your millennial customers use this time could be important to your social media marketing strategy.įor many millennials, one reason for using social media is identity formation: curating your social media presence in order to shape how you are perceived. Nonetheless, millennials still spend an average of 2hrs 34mins per day on social, according to GlobalWebIndex. Many commentators have focused instead on Gen Z, who are fast maturing and have generally been less well understood by marketers and baby boomers, who have become better appreciated as social media users. There’s been relatively little research into millennials’ use of social media in recent years. Key social platforms: Facebook, Instagram, Twitter (As of 2022, the youngest members of Gen Z were only ten years old.) It will be interesting to see how reports into the age group change in the coming years, as younger zoomers come of age. Most studies into Gen Z’s use of social media focus exclusively on adult members of the generation. ![]() This would suggest that for many zoomers, Instagram activity is especially significant. The Statsta survey found that 27% of Gen Z respondents name Instagram as their most important social platform, followed by WhatsApp (19%), Messenger (13%) and Snapchat (12%). A recent study published by Statista asked Gen Z respondents in the UK a deeper question: “Which social media platform could you least do without?” Monthly log-ins are an important measure of social platform engagement – but they don’t tell us much about how a generation is actually using each platform. The same report predicted that Gen Z user bases for these three platforms would converge by 2025, at which point Snapchat, TikTok and Instagram are all expected to have between 48.3mn and 49.5mn monthly logged-in Gen Z users. In 2021, an eMarketer study of social media preferences in Gen Z adults forecast that Snapchat would be the platform with the most monthly logged-in users of that age in 2022 (45.5mn), followed by TikTok (41.4mn) and Instagram (37.3mn). This means your activity should be truthful and accurate, high-quality, and naturally at home as part of your brand’s output. But above all, this generation wants social media to be honest. One tried-and-tested method is to partner with highly relevant influencers who hold sway with a Gen Z audience. They want to get their information from personally relatable and trusted sources not from corporate sources with complicated reputations.įor marketers and brands, the upshot is that you’ll need to work extra-hard to earn Gen Z’s trust on social media. Gen Z’s tendency to seek answers from individual social media users whom they recognise and trust speaks volumes of how this age group relates to digital media. In particular, zoomers seem to be seeking answers to their queries via user generated content (UGC) posted by other users on social platforms like TikTok. According to a.list, a Google Search exec, Prabhakar Raghavan, recently revealed that almost 40% of Gen Z believe that Google Search results are “anything but organic”, and they therefore choose to search via social media instead. This trend seems to be mirrored in how Gen Z searches online. Ofcom’s ‘News Consumption in the UK 2021/22’ report stated that Instagram is now the most popular news source among 12-to-15-year-olds, ahead of TikTok (#2), YouTube (#3), and traditional TV heavyweights ITV (#4) and BBC One/BBC Two (#5).Ĭlearly, the young people who are currently in the early years of their development as news followers are choosing social over traditional media such as TV, radio and print. ![]() In July 2022, UK media regulator Ofcom revealed that younger zoomers in that country prefer to get their news from social media, rather than traditional news outlets. Simply put: when a zoomer finds a person they trust on social media, they will tend to look to that person as a more reliable source than traditional media and sometimes even web search. Gen Z’s attitude towards social media is radically different to that of older generations. Key social platforms: Instagram, TikTok, Snapchat
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