You’re probably feeling confident right now thinking it’s TikTok—but let me just stop you right there, because it isn’t.
If you own an online business and your target customers are Gen Z, this blog is for you.
In this article, we will break down recent findings on Gen Z’s social media behavior and usage as well as how you or your brand, can better penetrate this market.
The Top 3 Picks
To answer the big question, YouTube has been the most popular social media platform among Gen Zs since 2023.
According to Morning Consult, 80% of Gen Z’s time is spent on YouTube; this is followed by Instagram at 78% and TikTok at 70%.
What’s also interesting is that if you look closer at the statistics, you can see that most YouTube users are male, whereas females lead in using both Instagram and TikTok. For more details, check out the most popular social media platform among Gen Z.
As you can see, there is a common link between these three platforms- all are primarily used for entertainment purposes.
Similarly, there is a pattern of content consumption among Gen Z, and that’s review videos.
Here’s more information on it:
- Review videos are a type of content popularly found on platforms like YouTube. They involve individuals or groups providing their opinions, evaluations, or recommendations of products or services based on their own experiences.
Some examples of popular review videos include titles such as ‘Unbox with Me’ or ‘Shopping Haul,’ where reviewers showcase, test, and demonstrate the products they purchased. - With that said, it’s evident that this generation heavily relies on credible reviewers before buying a certain product or service—with 58% of them stating that they have made purchases guided by trusted influencers.
Looking at this from a business’s perspective, partnering with a popular social media content creator anymore is no more a low-stake matter. It is the need of the hour.
How much time do Gen Zs spend on social media?
Now that we know which social media platforms Gen Zs spend the most time on, the next question to ask is, how much time do they spend specifically?
Recent reports stated that about 35% of them spend over four hours daily on social media with 18% regularly scrolling through feeds and liking posts.
When you put those two numbers together, it means that 53% of young folks are spending at least four hours per day glued to their phones.
That’s way more than adults overall, with only 19% of them hitting that same four-hour mark. Refer to our Social Media and Teen Stats blog for a detailed understanding.
Again, looking at these facts from a business angle, it’s pretty clear that Gen Zs are exposing themselves with tons of posts every day.
That makes it an extra challenge for your brand to catch their eye.
At this point, it’s become clear that investing in social media marketing is no longer an option but is definitely a necessity.
How can brands reach Gen Z effectively?
We’ve got the facts down. Now, how do we tap into the challenge of reaching Gen Z?
I have good news for you!
Unlike other generations, Gen Z is more inclined to explore and try out new brands as consumers.
This means that even if you’re just starting out in business, you still have a greater chance of being noticed.
But, here’s the catch: this only stays true if you make an effort to understand your market and tailor your social media postings to their preferences.
If you find yourself not entirely comfortable with technology or still unsure about your understanding of Gen Z behavior and interests, start by following the steps below.
#1 Make your brand feel authentic and less pushy on sales
Some of the qualities that Gen Zs highly value in brands are honesty and realness.
With the constant stream of content bombarding them on social media, they’re just really tired of brands clamoring for attention with flashy ads yelling, “Pick ME!”
Unlike older generations, they’re not swayed by picture-perfect images or videos.
They’re more interested in seeing genuine, unfiltered content that doesn’t feel like a sales pitch.
In other words, they prefer seeing real people’s experiences rather than just polished visuals without any real substance.
Again, this is where review videos come into the picture; where influencers are trusted to give their honest opinions and experiences with the products and services they receive from brands.
So, the takeaway here is simply to express your brand in the most authentic way possible—share your goals and show some personality!
#2 Interact with the people in your comment section
Gen Z is highly active on social media, readily engaging with posts that resonate with them or pique their interests.
Whether dropping likes or leaving comments, it’s evident how quickly they interact, and as a brand, it’s a big no to keep them hanging!
Responding to these interactions is crucial. It’s a simple yet powerful way to show customers, both current and potential, that they’re valued and heard.
By regularly engaging with their comments, you’re slowly building a stronger bond with your audience, reinforcing your brand’s connection with them.
It’s about making them feel appreciated and showing interest in their thoughts and feelings.
This strategy might sound cheesy or cliché to you, but it’s definitely effective if you want to gain loyal support for your business!
#3 Make at least 80% of your content in video format
Gen Z has grown up with platforms like YouTube and TikTok, so to capture their attention, video content is key.
But it’s not just any video that will do the trick. You need to master the art of being entertaining while keeping your videos informative yet concise.
It might sound daunting, but you have to understand that Gen Z folks have very short attention spans and you only have a matter of seconds to hook them in!
As a business, and as a content creator yourself, this is where your creativity comes into play.
Don’t worry, though, there are plenty of resources and popular content out there to inspire you!
Research brands within your niche and try to mimic how they do their content.
You can also test some AI tools that can get you to brainstorm ideas and beat creative block such as TubePilot and many others.
Always remember that experimentation is a must, and in the fast-paced world of social media, you need to be agile and willing to try new approaches with your videos!
#4 Consider getting a social media post scheduler
As a business owner, your responsibilities extend far beyond just managing your brand’s social media presence.
But at the same time, it’s also important for you to oversee and manage your employees and daily operations.
To effectively manage these responsibilities and save time, you might want to consider using free social media post-scheduling tools like Tozo Social, Predis, MissingLetter and more!
However, we will concentrate on two highly recommended options are Buffer and Hootsuite.
Here’s a brief overview of their features:
- Firstly, these tools automate the publishing of your posts.
- You can simply schedule your content in advance, and the system will handle the rest!
- They provide valuable insights into audience behavior, such as optimal posting times and content performance analytics. Meaning, before setting a posting schedule, these tools suggest the best days and times when your target audience is most active online. This increases the likelihood of your content receiving more views and engagements. Really cool if you come to think about it, and most users find that they’re easy to use!
Of course there are more features left to talk about, but we’ll leave you to explore those on your own.
Good old-fashioned independent research is key! 😉
#5 Build a sense of community by encouraging user-generated content (UGC)
Belongingness is absolutely a great deal for Gen Z people.
They want to feel like they’re part of something meaningful that resonates with who they are and what they believe in.
And that, my friend, is where user-generated content (UGC) comes to life.
When you encourage Gen Zs to contribute their own content – whether it’s a photo, video, or just a text – you’re not just asking for their input, you’re inviting them into your brand’s inner circle.
It’s like telling them, “Hey, we value your voice, your perspective, and your creativity. You belong here.”
And that feeling of belongingness is incredibly powerful.
Just like responding to their comments, encouraging them to provide UGC makes them feel seen, heard, and appreciated.
You’re deepening their trust and loyalty because they realize you’re not just another impersonal corporation; but a community they can be proud to belong to.
#6 Create a good deal they just can’t say no to
Let me just start off by telling you that this strategy is effective in most generations.
BUT, you should know that Gen Zs are number one for being keen on getting good deals.. I mean it!
Recent reports have highlighted that discounts ranked as the top incentive for Gen Z consumers to connect with a new brand on social media.
This means that offering promotions and sales can be a powerful way to capture the attention and engagement of this demographic.
If you’ve done everything in the book, and you’re still not attracting Gen Z, this just might be it!
To keep things exciting, it’s advisable to implement seasonal promotions that they can eagerly anticipate and look forward to.
Timing matters and moderation is a must when planning a sale.
By providing enticing deals, you not only appeal to their desire for value but also increase the likelihood of them exploring and interacting with your brand.
Answering FAQs About Gen Z Consumers
Is Gen Z receptive to traditional advertising?
Not quite. Gen Z has grown up in an era of constant connectivity and digital content, which has made them highly adept at recognizing and bypassing traditional advertising tactics.
Instead, they gravitate towards content that feels authentic, relatable, and entertaining.
This means that brands need to rethink their approach, moving away from polished, corporate-style ads and towards more genuine and engaging forms of marketing.
What are Gen Z consumers looking for in brands?
Gen Z consumers are discerning and purpose-driven.
They want to support brands that not only offer quality products or services but also align with their values and beliefs.
Issues like LGBTQ+ rights, racial equity, and environmental sustainability hold significant importance for this generation.
They are more likely to engage with brands that actively champion these causes and demonstrate a genuine commitment to social responsibility.
What’s the top priority for Gen Z?
Authenticity is the golden ticket for Gen Z. They value transparency and sincerity in brands above all else.
This means being honest in communication, delivering on promises, and actively engaging with issues that matter to them.
Whether it’s through community initiatives, ethical sourcing practices, or meaningful partnerships, Gen Z expects brands to walk the talk.
Do note that they are quick to spot inauthenticity and are more likely to rally behind brands that demonstrate genuine care and commitment to making a positive impact on society.
The Bottom Line
Overall, understanding and effectively engaging with Gen Z requires a departure from traditional advertising methods.
Gen Z consumers seek transparency, sincerity, and genuine engagement from brands. As a brand, you must prioritize authenticity, aligning with the values and interests of this demographic.
Goodluck with that!
