Gen Z And Social Media: Habits And Behaviour In 2024

Are you struggling to understand Gen Z and social media? With a population of over 2 billion worldwide, Gen Z (born between 1997-2012) is the largest generation yet, and they have their own unique set of social media preferences. As a marketer or social media manager, it's essential to understand Gen Z and social media habits to reach them effectively.

In this ultimate guide to the social media habits of Gen Z, we'll explore the social media platforms, content preferences, and behaviours of Gen Z. Let's dive in!

Gen Z Social Media Platforms?

Gen Z has grown up with social media, and they use multiple platforms daily. However, their preferred platforms differ from other generations. According to a survey by Pew Research Center, the top five Gen Z social media are:

YouTube
Instagram
Snapchat
TikTok
Twitter

Where Do They Spend Their Time Online?

Gen-Z, the tech-native generation, spends a substantial amount of time online, with social media platforms being their digital playgrounds. Instagram takes centre stage for sharing curated moments, while TikTok captures their attention with short-form creativity and trends. They stay connected and informed through Twitter, fostering discussions and advocating for causes close to their hearts. Additionally, Gen-Z finds solace on YouTube, indulging in a diverse array of content, from educational videos to entertainment. With an innate ability to navigate the virtual world, this generation makes the internet a dynamic space where they socialise, learn, and make their voices heard.

Gen Z Social Media Preferences?

Each social media platform has its own unique features and functions. Generation Z and social media have come a long way together. Gen Z is the most digitally connected generation, with high levels of social media usage. According to a survey by Pew Research Center, 85% of Gen Z individuals in the United States use YouTube, 72% use Instagram, 69% use Snapchat, and 51% use Facebook. A survey by GlobalWebIndex found that 77% of Gen Z consumers use their smartphones to access social media platforms. Let's take a closer look at how social media and Gen Z works together and the social media habits of gen z.

1. YouTube

YouTube is the top social media platform for Gen Z. They use it to watch videos on a wide range of topics, from music and gaming to beauty and lifestyle. Gen Z also uses YouTube for educational purposes, such as learning new skills and DIY projects. YouTube reveals a lot about how social media and Gen Z are becoming inseparable. One can use sites such as YouTube and more for self-benefit too. Check out our webstory on the 5 Ways You Can Use Social Media for Education.

2. Instagram

Instagram is the second most popular platform for Gen Z. A study by Business Insider found that 73% of Gen Z individuals use Instagram Stories daily. This platform helps one in understanding the social media habits of Gen Z. They use it to share photos and videos, follow influencers, and discover new products and brands. Gen Z also uses Instagram to keep up with their friends and connect with like-minded individuals. Mark Zuckerberg's Meta owns Instagram. Curious about this billionaire's life journey? Check out decoding student entrepreneur Mark Zuckerberg.

3. Snapchat

Snapchat is a popular platform for sharing short-form videos and images. Gen Z uses Snapchat to communicate with their friends through private messaging and public stories. Snapchat's filters and lenses are also a hit among Gen Z, allowing them to create fun and engaging content. If you want to understand the impact of social media on Gen Z, then jump right at this platform. Gen Z's social media usage helps in calculating the amount of time they spend on such platforms.

4. TikTok

Gen Z on social media are doing wonders and have made sure to use it fully. Social media and Gen Z have become a highlight these days pertaining to the increasing number of Gen Z on social media. TikTok is the fastest-growing social media platform and a hit among Gen Z. They use it to create and share short-form videos, ranging from dance challenges to comedy skits. TikTok's algorithm also makes it easy for Gen Z to discover new content and creators. Gen Z's are changing the shaping the pop culture and shaping it their way.

5. Twitter

Twitter is a platform for sharing short, snappy messages called tweets. Gen Z uses Twitter to follow their favourite celebrities and stay up-to-date with the latest news and trends. They also use Twitter to express their opinions on current events and engage in political discourse.

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Gen Z Social Media Habits?

Gen Z has a short attention span and prefers content that is authentic, engaging, and visually appealing. Here are some types of content that are popular among Gen Z.

1. Short-Form Video

Short-form video content, such as TikTok and Instagram Reels, is a hit among Gen Z. According to a survey by Snapchat, 73% of Gen Z individuals use social media for visual or image-based content. They prefer short, engaging videos that can hold their attention and provide entertainment or value.

2. User-Generated Content

Gen Z trusts user-generated content (UGC) more than branded content. They prefer content that feels authentic and relatable, such as reviews and testimonials from real customers.

3. Influencer Marketing

Influencer marketing is a popular strategy among Gen Z. They are highly influenced by social media influencers, with 66% of Gen Z consumers reporting that they have made a purchase based on an influencer's recommendation, according to Morning Consult. They trust and follow influencers who align with their values and interests. Brands that partner with influencers can reach a wider audience and build brand loyalty.

4. Cause-Related Marketing

Gen Z is passionate about social and environmental causes. They prefer brands that support causes they care about, such as climate change, LGBTQ+ rights, and racial justice.

Gen Z Social Media Behaviour?

Understanding the behaviours of Gen Z can help marketers and social media managers create effective strategies to reach them.

1. Multitasking

Gen Z is a generation of multitaskers. They are used to juggling multiple tasks and devices at once, making it important for brands to create content that can capture their attention quickly.

2. Mobile-First

Gen Z is the first mobile-first generation. They use their smartphones for everything, from social media and messaging to shopping and banking. Brands that optimize their content for mobile devices can reach Gen Z where they are spending the most time.

3. Privacy-Conscious

Gen Z is more privacy-conscious than previous generations. According to a survey by Pew Research Center, 79% of Gen Z individuals have adjusted their privacy settings on social media. They value their online privacy and are careful about sharing personal information. Brands that prioritize data privacy and transparency can build trust with Gen Z.

4. Socially Conscious

Gen Z is a socially conscious generation. They care about social and environmental issues and expect brands to do the same. Brands that align with Gen Z's values and support social and environmental causes can build loyalty and trust.

Gen Z is more likely to discover new products on social media and make purchases directly through social platforms. They also rely heavily on user-generated content and reviews when making purchase decisions. Understanding the social media habits of Gen Z is essential for marketers and social media managers to reach this influential generation effectively.

To successfully reach Gen Z on social media, brands should focus on creating visually appealing and engaging content that is optimized for mobile devices. Short-form video content, user-generated content, and influencer marketing are effective strategies for reaching this generation. Additionally, prioritizing data privacy and transparency and supporting social and environmental causes can build trust and loyalty with Gen Z.

By following the ultimate guide to Gen Z social media habits, you can create content that not only engages but also resonates with this influential generation. So, start creating content that Gen Z will love and build long-lasting relationships with your audience.

We hope that you found this ultimate guide to Gen Z social media habits helpful and informative.