The use of social networks by Generation Z

Generation Z, often referred to as “Gen Z” or “Zoomers,” encompasses a demographic group born between 1997 and 2012. Today, aged 15 to 24, they not only represent 12% of the French population, but also 30% of the world's population. As they grow and take a prominent place in society, Generation Z is asserting itself as a leading economic and cultural entity.

What mainly distinguishes this generation is its total immersion in the digital revolution since birth. In fact, they have never known a world without internet, social networks or smartphones. As a result, the way they approach the digital world is radically different, influencing everything from how they consume information to their buying behaviors.

But beyond technology, Gen Z is also deeply rooted in values of inclusion, sustainability and entrepreneurship. They value brands that not only speak their language, but also take into account their concerns: ecology, defense of rights and individual aspirations.

Faced with this generation of informed and demanding consumers, brands need to review their approaches. Traditional marketing methods don't get much traction with them. They are looking for thegenuineness, often giving priority The recommendations other consumers rather than well-orchestrated ads.

In addition, as the main initiators of cultural trends of today, understand and adopt Gen Z codes is imperative for any brand that wants to address them effectively. However, this total online immersion comes with its share of challenges, especially when it comes to mental well-being, loneliness, and cyberbullying.

To help you better understand and communicate with Gen Z, we invite you to continue reading this detailed article.

What are Generation Z's favorite social networks?

This young generation spends a significant part of their time on social media, adopting new platforms while shaping their trends. The numbers speak for themselves: a recent study Reveals that YouTube dominates The list of the apps most used by Gen Z, with an impressive 84% visit rate. TikTok is not far behind with 61%, closely followed by Snapchat (58%) and Instagram (56%).

While Facebook and Twitter remain key players, affecting a third of this age group, other platforms such as Pinterest, Reddit, LinkedIn and Twitch also gravitate into their digital universe.

Each platform has a unique aura in the eyes of Gen Z:

• TikTok has become the sanctuary for spontaneous and creative expression. Even more surprisingly, the platform is beginning to dethrone Google as the main search engine.
• instagram remains the showcase for visual inspiration, especially in fashion and lifestyle.
• Snapchat mainly serves as a daily communication channel, favoring ephemeral interactions.
• Finally, youtube and Twitch dominate when it comes to long-form content, combining education and entertainment.

However, one thing is certain: Generation Z is not afraid to change platforms if another better meets his expectations. This is why web giants must constantly innovate. For example, Faced with the success of TikTok and his short videos, YouTube launched “Shorts.” And TikTok itself is evolving to meet a demand for more authentic content, especially with the emergence of apps like BeReal, whose popularity exploded in just one year.

For those who want to dive deeper into the TikTok dynamic and know how to get the attention of this young generation, we highly recommend our guide: “How do you get Gen Z's attention on TikTok?”

How much time do Generation Z spend on social media?

When it comes to gauging the online presence of Gen Z, one number is in order: the weather.

A survey conducted by Morning Consult reveals that nearly 38% of 15-24 year olds spend more than four hours a day on social platforms. To put that into perspective, only 18% of adults spend as much time on these platforms, twice as much as most adults!

This online immersion is not limited to simple entertainment. Indeed, Gen Z exchanges more often online than they do in person with their friends. It's their playground. So for them, chatting, sharing, or simply exploring online is as natural as having coffee with friends. But why this marked preference for the digital world? Part of the answer lies in their history. Gen Z, intrinsically connected since birth, is finding the Internet a breeding ground forassertiveness, self-expression, and connection building.

In addition, the impact of the Covid-19 pandemic on this age group should not be overlooked. While many of them were in school or university, the lockdown disrupted their routine and reinforced their use of online platforms. Faced with these upheavals, social networks have become for 61% of these users a privileged channel to keep in touch with family and friends It's more important to them than entertainment (51%) or even information (47%).

{{cta}}

How is Generation Z using social media?

Let's debunk some misconceptions about Gen Z and social media. Marketers who haven't grasped their essence are missing the point. Here are some insights:

1. Ways of consuming content: Gen Z is in the moment. She lives at a breakneck pace, so if you don't get her attention in the first three seconds, she moves on. Imagine her swiftly scrolling through her screen, only stopping at what she's really intrigued by.

2. Preferred content types: This generation is looking for authenticity. She wants live streams in real time, honest vlogs, fun challenges. But beware, she is also curious and seeks information. If you can offer her tutorials, educational or inspiring content, she will be all ears. What if she is considering a purchase? She will first seek the opinion of her peers.

3. Interactions: Gen Z is not only a spectator, she is an actress. She comments, shares, creates and engages. She does not use social networks only to consume, but to express her creativity, her beliefs and her passions.

4. Social networks as platforms for expression and activism: If you thought Gen Z was content with selfies, think again. She is on the front lines of many causes, be it ecology, feminism, or other movements. And that's not all: she is ready to engage in constructive conversations with those who think differently.

How should brands use social media to reach Gen Z?

Gen Z is here Generation of tomorrow's consumers, and his Purchasing power is booming. But to align with their expectations, brands need to understand and adopt some key marketing strategies.

1. Value true values: This generation wants authenticity. It's simple: be real, be honest. Brands like Barbie by Mattel who is revolutionizing standards by celebrating diversity and inclusion, understood this. Gen Z also wants diversity and to address issues that are important to them, such as the climate crisis.

2. Brand ambassadors have the power to: Gen Z identifies with content creators and influencers. Collaborating with them is a way to show that you really understand this audience. These collaborations create a link between the brand and this generation.

3. Content is the king: Gen Z has limited attention time and is used to dynamic content. Think short, interactive, and engaging. Challenges, live streams, vlogs are all formats that they consume avidly.

4. Place for ethics: Very aware of the problems related to mental health, Gen Z expects brands to take a responsible approach. Transparent communication, without retouching and aware of current challenges, is therefore essential. Misleading ads or hidden product placements will not be tolerated!

In conclusion, Generation Z is at the heart of digital evolution, changing the ways in which content is consumed and brands are perceived. From choosing their social platforms, to the time they devote to them, to their consumption patterns, they defend strong values such as thegenuineness, the diversity, and thecommitment. For businesses, understanding this generation means ensuring relevant communication and lasting commitment. If you are looking for an agency capable of supporting you in the development of large-scale campaigns aimed at reaching this young generation, contact us.