Social media has become an integral part of our daily lives, but Generation Z, commonly known as Gen Z, is the generation with the most special relationship with these channels.
Born between the mid-1990s and early 2010s, Gen Z is the first generation to grow up entirely in the era of social media. This tech-savvy cohort has seamlessly integrated social media platforms into their everyday routines, influencing various aspects of their lives, from communication and identity formation to activism and beyond.
In this blog post, we delve into the intricate relationship between Gen Z and social media, shedding light on the impact and nuances of their digital landscape. To provide a comprehensive understanding, we present data findings from the recent Appinio "Teengeist" study, where we surveyed 1000 Gen Z individuals across the United States, exploring their social media habits and preferences.
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Before we delve into the study's insights, let's take a step back and examine the rise of social media. How did it all start?
Social media has come a long way since its inception in the late 1990s. What started as basic online networking sites have now evolved into multi-billion dollar industries, influencing various aspects of our lives.
Today, there are numerous social media platforms available, catering to different audiences and purposes. Gen Z, in particular, is known for its fascination with social media, with several platforms catering to their preferences and interests.
The first social media platform was Six Degrees, launched in 1997, allowing users to upload profiles and connect with friends.
But, the first popular social media platform was Friendster, launched in 2002, and it allowed users to share content, connect with friends, and create groups.
Soon after, MySpace became the leading social media platform in 2005, with over 75.9 million unique visitors per month.
However, the biggest social media platform today is (still) Facebook, which launched in 2004 and boasts over 2.8 billion monthly active users worldwide.
Alongside Facebook, other social media platforms such as TikTok, Instagram, Snapchat, and YouTube have also gained immense popularity.
Gen Z's social media preferences are varied, with different platforms catering to their interests and needs. According to the Appinio Teengeist study, the most used social media platforms among American Gen Z are:
According to our survey, here are some key highlights of social media used by American Gen Z:
TIkTok, Instagram, YouTube and many more have profoundly changed the way Gen Z interacts, communicates, and expresses themselves.
Gen Z utilizes social media platforms for a variety of reasons, each serving a unique purpose. Based on the findings from the Teengeist study, here are some key motivations behind Gen Z's usage of social media:
By understanding these motivations, you can gain insights into the diverse ways Gen Z incorporates social media into their lives and how you can leverage the power of social media to reach this interesting and evolving audience.
Gen Z's social media experience involves following a diverse range of individuals and entities. Based on the findings from the Teengeist study, let's explore who Gen Z tends to follow on social media.
In the next section, we will explore how Gen Z approaches influencers and brands on social media.
Influencer culture has become an integral part of the social media experience, and of course Gen Z are also exposed to influencers.
The "Teengeist" study provides valuable insights into how Gen Z engages with influencers and the impact they have on their behaviors and opinions.
One in two (50%) American Gen Z consume influencer content daily or multiple times a day.
This showcases the widespread influence and appeal that influencers have over Gen Z's online experiences. Influencers offer a unique blend of entertainment, relatability, and aspirational content that resonates with this generation.
The study revealed interesting preferences when it comes to following influencers among Gen Z:
Gaming
Gaming influencers hold a significant presence among Gen Z, with 41% of Gen Z individuals following influencers in the gaming space. These influencers offer gameplay highlights, tips, and reviews, catering to Gen Z's love for gaming and virtual experiences.
if you're interested in knowing more about the gaming industry and how different target groups approach gaming, download our further report on gaming, the Appinio Hype Tracker Report.
Music
Gen Z's passion for music translates into their social media preferences, with 34% of them following influencers in the music area. Music influencers and personalities share covers, original compositions, and behind-the-scenes glimpses into the music industry, catering to Gen Z's appreciation for musical talent.
But influencers are called this way first and foremost for their ability to influence purchase behavior of their followers, and Gen Z are not immune.
Influencers seem to be tilting the needle also for the most eco-conscious generation.
Two thirds (62%) of Gen Z say they have been "influenced" to buy a product promoted by an influencer.
At the end of the day, everyone can be swayed into purchasing something new if the recommendation comes from someone they trust and value.
However, another trend has been gaining memento lately among Gen Z: deinfluencing.
Driven by the need to tame the over consumerism and the raging cost-of-living crisis, the deinfluencers try to discourage their followers from buying things they don’t need, can’t afford or products that are just overhyped, therefore trying to influence their following to stop buying.
Are these social media personalities trying to promote a more conscious lifestyle or are they just shifting the focus on other sponsored products?
We have already mentioned a few times that Gen Z seems to be the most vocal generation when it comes to raising awareness on specific topics like climate change, mental health and equality. They have even become objects of heated public discussions for their strong stances and they expect influencers to be advocates for important causes.
More than one third (35%) of Gen Z following influencers on social media find it (very) important that influencers use their reach to address socially relevant topics.
This highlights Gen Z's expectation for influencers to leverage their platforms and reach for social impact and meaningful conversations.
Furthermore, the Teengeist study found that, on average, women find this aspect more important than men, with 41% of women considering it important compared to 30% of men.
The Appinio Teengeist report has also revealed that one in five (22%) Gen Z follow brands on social media.
Gen Z's engagement with brands on social media is influenced by various factors, including the type of content they share. The "Teengeist" study sheds light on what drives Gen Z to follow and engage with brands on social media platforms.
When it comes to deciding which brands to follow on social media, Gen Z considers the type of content shared by the brands. The Appinio Teengeist study reveals the following preferences:
By aligning their content strategies with these preferences, brands can effectively capture Gen Z's attention and foster a meaningful connection.
As Gen Z continues to navigate the digital landscape, it's essential to explore how their relationship with social media might evolve and the potential impact it can have on society and future generations.
The rapid pace of technological advancements and the ever-changing social media landscape make it challenging to predict the exact course Gen Z's relationship with social media will take. However, several trends and speculations can be considered:
Gen Z's relationship with social media has the potential to shape society and future generations in various ways:
Gen Z and social media have formed an inseparable bond, this tech-savvy cohort, born and raised in the era of social media, has seamlessly integrated these platforms into their daily lives. From communication and identity formation to activism and beyond, social media has influenced various aspects of Gen Z's lives.
Looking ahead, the future of Gen Z and social media holds both excitement and uncertainty. As new platforms emerge and existing ones adapt, Gen Z's preferences may shift, creating new opportunities and challenges for marketers and content creators. Authenticity and transparency will likely become even more vital as Gen Z becomes discerning consumers of content. Moreover, enhanced privacy measures will be crucial in addressing their concerns about data privacy and online security.
In conclusion, Gen Z's journey in the digital landscape is still unfolding, and its impact on society and future generations is yet to be fully realized. By understanding their preferences, motivations, and aspirations, we can better navigate this evolving relationship between Gen Z and social media, harnessing its potential while addressing the challenges it presents.
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