Generation Z is showing a preference for connection, not just consumption, while engaging on social media platforms.
GWI’s recent Audiences to watch: Gen Z report has revealed the recent approaches social media marketers are engaging with to appeal to the generation z.
Currently, brands are producing content that is more likely to be posted in group chats, prioritising common experiences among their target audiences, and encouraging connectivity through features such as “Add Yours” Instagram Story stickers.
Gen-Z’s social media consumption has continued to build a preference for personal, dynamic media types such as video content.
Global social media platforms such as Instagram are acting on these interaction preferences, adding new features such as notes on reels, and broadcast channels.
According to GWI, the conversation, in the form of a comments section – sparked from social media content, is important when it comes to crafting an online community.
Aarti Bhaskaran, global head of research and insights at Snapchat, explained the methods snapchat creators are using to engage with the platform’s broad audience.
“With 90% of 13–24-year-olds using Snapchat in the US, we know Gen Z turns to the platform to stay connected with their family and friends.
“Snapchat creators also use the platform to share their day-to-day lives and what goes on behind the scenes – sparking conversations, engaging with followers, and building genuine connections,” said Bhaskaran.