Social Platforms to Reach Gen Z
Generation Z (or Gen Z) is the demographic group that succeeds Millennials. They were born between 1995 and 2012, with the oldest now reaching their mid-twenties. Gen Z is currently the largest generation, accounting for about 25% of the U.S. population, and beating out Baby Boomers by a couple of percentage points.
They also consume the largest share of Internet data and digital content as a whole. This shouldn’t come as a surprise, as Gen Zers are the first generation not to remember a time without the Internet. They grew up online and have been familiarized with tech devices since birth. Many got their first smartphones as children.
So, if Generation Z spends more time online than other demographic cohorts, what social platforms are they using?
According to the Pew Research Institute, YouTube is the site on which Gen Z spends the most time. Pew’s survey showed that YouTube accounted for roughly 85% of their total online content consumption. On average, they watch between six to eight videos per day.
YouTube provides a perfect platform with its variety of content. From music videos to gaming strategies, everything can be found on the site. So, it shouldn’t come as a surprise that Gen Zers spend a substantial amount of time browsing the feed, commenting on videos, subscribing to channels, and forming discussion groups.
For some, YouTube provides them with a way to destress and chill out. Others watch what they think their peers are watching to keep up with trends and fit in.
The visual appeal of Instagram has attracted the majority of Generation Z. Around 90% say they use the platform at least once a week, and about 85% check it multiple times a day.
When asked about what they like most about Instagram, Gen Zers answered in the following order:
- Pictorial representation
- Instagram Stories
- Influencers accounts
- The Explore page
Members of Gen Z like to regularly check the accounts of their favorite celebrities and influencers, often liking, commenting, and sharing the posts. Also, when it comes to their favorite brands, they prefer to get updates through Instagram.
Generation Z also loves spending time on the multimedia messaging app, Snapchat. With new features and filters coming out every day, Snapchat has been a Gen Z favorite for several years.
Over 65% of Gen Zers share photos on Snapchat daily, while about 45% use it for texting and watching other people’s stories.
Snapchat’s appeal comes from its short-lived content. Possibly due to the immense amount of time spent on the Internet, many Gen Zers have relatively short attention spans. For this reason, Snapchat’s Snap Stories are an ideal fit.
While Facebook isn’t the social media platform of choice for Generation Z, many still maintain accounts to access some of the unique features.
In a survey, over 40% of Gen Zers said they use Facebook Messenger as their primary texting app. They also like the Facebook birthday reminders, which allow them to keep up with their friends’ birthdays.
WhatsApp is a free and user-friendly texting app used by nearly every Gen Zer on a daily basis. Many say they like the app because it’s convenient and saves them time. (The app allows for about 30 pictures to be shared at once, and large files can be transferred quickly.)
Before Instagram Stories, WhatsApp’s Status was Gen Z’s favorite stories feature across all platforms. When asked about their current favorite WhatsApp feature, most of Gen Zers say they like that it allows them to “unsend” messages. Unlike other messaging platforms, WhatsApp gives users a chance to change their minds.
In order to remain profitable, business owners must have an understanding of the traits and habits of Generation Z, including embracing their social media platforms of choice.
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