The social media landscape is rapidly changing, with shifts in user preferences and industry transformations. A notable change is the influence of Gen Z and how they use social platforms to discover new things in their community. Gen Z has an increasing preference and desire for more authentic content and experiences, meaningful connections with real people, and finding new things they can experience in real life.
Social media is here to stay. Brands and platforms must understand the way Gen Z is influencing the social media landscape and their main motivations for using social platforms. Brands must adapt and pivot their approach in order to reach Gen Z in a meaningful way.
Gen Z Users are Influencing the Industry
As one of the most active age groups on social media, Gen Z is changing how social media is being used. Traditionally, popular content on social media platforms often depicts lavish and unrealistic lifestyles or heavily curated content such as fancy picnics in parks with nice silverware and perfectly staged food. However, this type of content is increasingly less popular amongst the younger generation. So much so, that we have seen a real shift in user preference for authentic content and experiences, which is being led by Gen Z.
Gen Z’s Main Motivation For Using Social Media Is Discovering New Things
For Gen Z, social media is not just a source to interact with their friends and follow influencers and celebrity icons. It has become a primary source for discovering new things like restaurants and activities that they can experience in real life.
In a recent survey conducted by Playsee, 54% of Gen Zers say that their social media use leads them to visit a place in person at least once a month, which is about 11% more than other active age groups on social media, such as Millenials and Gen Xers.
Playsee’s survey also uncovered that 42% of Gen Z’s main motivation for using social media is to discover new things locally. This can range from new activities or hobbies they want to experience in their neighborhood to learning about new things happening in their area. In fact, data shows that 54% of Gen Z social media users have visited a place in person from seeing or reading about it on social media, and 66% of social media users have developed an in-person friendship with someone they initially met on social media which isn’t a dating app), which is about 12% more than Millenials and Gen X.
Gen Z’s motivation for social media use is discovering new things they can experience in person and creating connections with people, and we can see how their preferences are leading the change in the social media landscape, where many new community-focused apps have come to rise as top players in the industry.
Social Media is Here to Stay – Especially Among Gen Z
While Gen Z uses social media platforms in different ways and has shifted the industry landscape, social media will continue to be a leading source for discovery and connection with their community.
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As a whole, 83% of survey respondents said they use social media platforms daily, which means social media still plays a big part in our daily lives. In addition, 50% of Gen Z said they plan to spend the same amount of time on social media moving forward, which shows that social media is truly here to stay. Despite changing attitudes and uses of social platforms, Gen Z ultimately will continue to find new ways to have social media be part of their everyday life.
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