How Gen Z Are Using Social Media Differently

Every generation is different from the last, and Gen Z is no exception.

Why should you care? They will soon have more spending power than they currently have, and if you can get them to be loyal to your brand, they will be spending with you for many years to come.

Gen Z (those born between 1997-2012 and are currently aged 11 to 26) is the first generation to grow up with social media as an integral part of their lives. They’re more digitally savvy than any previous generation, and they’re using social media in new and innovative ways. Here are some of the key ways that Gen Z is using social media differently:

What Do Gen Z Value On Social Media?

1. Focus on Visual Content

Gen Z is more likely to consume and create visual content than previous generations which explains why platforms such as TikTok and Instagram are so popular with this age group. Gen Zers also prefer short-form video content to long-form text-based content. If you are a brand looking to tailor content to this demographic, look to make short-form content that captures the visual imagination.

2. Authenticity Over Perfection

Gen Zers value authenticity over perfection on social media. They’re more likely to follow and engage with creators who are genuine and relatable. For businesses, this means that creating an image of being “perfect” may actually be alienating your audience.

3. Social Consciousness

Gen Z is a socially conscious generation that cares about issues like climate change, social justice, and mental health. They’re using social media to raise awareness of these issues and to connect with others who share their values. Gen Zers are also more likely to use social media to support causes they care about. They’re donating to charities, signing petitions, and using their voices to make a difference. So shout about causes important to your brand, it could build more advocates.

4. Privacy Awareness

Gen Z is more concerned about their privacy than previous generations. They understand more about what they are sharing than their Millennial counterparts were at their age, choosing to not share information with apps when able, and are more aware of the risks of social media. They’re more likely to use privacy-focused social media platforms like BeReal.

5. Community Building

Gen Z is using social media for a variety of purposes, including:

• Entertainment: Social media serves as a platform to indulge in videos, music, and games.
• Education: Gen Zers utilise social media for learning new topics and connecting with experts in their respective fields.
• Information: Social media updates them on current events and gives insights into diverse cultures.
  Shopping: They can explore new products and brands through social media platforms.

How is Gen Z’s Social Media Use Impacting Modern Businesses?

• Learning Financial Literacy: Many Gen Zers are using social media to learn about investing, saving, and budgeting. They’re following creators who share financial advice and tips.
• Finding Careers: Gen Zers are more likely to use social media to find jobs than previous generations. They’re following companies and recruiters on social media, and they’re applying for jobs directly through social media platforms.
• Starting Businesses: Many Gen Zers are using social media to start their own businesses. They’re using social media to market their products and services, and they’re building relationships with potential customers.

Why You Should be Using Social Media to Reach Gen Z?

The simple answer to the question is why wouldn’t you? Gen Z are avid social media users, and that usage is spread across a wide range of options. From TikTok to Twitter and Instagram, Gen Z are spending on average 3 hours a day on social media. The platforms showcasing the short-form, visual content are where you’ll find them, and that in itself provides you with a great opportunity to reach them.

With the millions of Gen Z in the UK alone, if you are not on social media platforms, you are missing out. Whether it’s paid or organic channels you are looking to push, ignoring social media could be a dire mistake if your product or service resonates with that audience.

How Can You Reach Gen Z Audiences via Social Media?

If you’re a business that wants to reach Gen Z on social media, there are a few things you need to consider:

1. Be Authentic: Gen Zers can spot a fake from a mile away. Be genuine and relatable in your content.
2. Be Socially Conscious: They care about issues like climate change, social justice, and mental health. Show your support for these causes in your content, not just on social media but across your website You’ll see a lot of sites now promoting climate actions they take such as planting trees or supporting carbon reduction projects.
3. Protect Gen Z’s Privacy: Be careful about the data you collect from Gen Z users. Make sure you have their consent before collecting any data, and be transparent about how you will use that data.

Ways to Engage With Gen Z on Social Media

Reaching Gen Z on social media might seem like a daunting task to some, but there are a few simple things you can do to help kick-start your journey:

1. User-Generated Content: It doesn’t all need to fall on your shoulders as Gen Z relate to other users’ experiences with the products. Building a good following and leveraging content that your users create is a great way to build further engagement and drive sales with limited effort.
2. Create Visual Content: They are more likely to consume and engage with visual content. Create videos, images, and infographics that are interesting and informative.
3. Create Valuable Content: They are using social media for a variety of purposes, including entertainment, education, information, and shopping. Create content that is valuable to this audience, and they will be more likely to follow your brand and engage with your content.

Platforms to Reach Gen Z

As mentioned previously, Gen Z isn’t limited to a few options when it comes to social media, and that’s not a bad thing for your business. It gives you the opportunity to create a wide variety of content to build your brand, whether it’s product tutorials or snappy promotional videos to promote a product.

In no particular order, the platforms you’ll find the younger generation hanging around on include::

TikTok

It should come as no surprise that this is on the list. TikTok is a huge platform and Gen Z is a big reason why TikTok has become one of the fastest-growing social media platforms out there. If you have fun, engaging video content or the ability to create it, TikTok is a platform you want to leverage.

Instagram

Another obvious addition to the list, Instagram has been around for a long time now and shows no signs of slowing down completely with Gen Z. Whether it’s posts or stories that your audience engages with, being on Instagram can be a great way to build your audience, if you have the tools to do so.

X (formerly Twitter)

One that people might not expect to see on this list is X. X is often used by Gen Z to follow their favourite celebrities and even brands. If you have a lot of news or general updates to share, then X can be the perfect place for you and potentially your audience.

Snapchat

Another big hit with Gen Z, mainly for communicating with their friends, but a platform that sees a lot of daily action from its users. While you might not always think to use it, or even plan on it, you can create business accounts to share updates, feature user-generated content and much more.

Gen Z is using social media in new and innovative ways. They’re more focused on visual content, authenticity, and social consciousness. They’re also more private and use social media for more than just connecting with friends and family, which means that brands have a chance to stand out.

As an expert marketing agency, with over 20 years of experience, we have seen demographics change over the years. If you feel like you need expert marketing to target your demographic, then get in touch with Brave’s specialist marketing team to reinvigorate your brand.

Every generation is different from the last, and Gen Z is no exception.