A Marketing firm called Day One Agency recently surveyed six of its Gen Z interns from New York and Los Angeles. They brought them together to find out which platforms they use to consume media. They also asked the Gen Z interns how they share content and what’s important to them when choosing brands. By conducting this survey, Day One wants to gain a clearer picture of what the generation expects from brand marketing. Day One Agency asked the interns to submit their answers through the agency’s Instagram Stories, on AskGenZ.com. Here are some of the insights again from the survey.
Here’s How Gen Z Uses Social Media, in Their Own Words
- For constant communication, they stated that Snapchat is the easiest method. “It’s my go-to when it comes to staying in touch with my community,” Sofia Tasolides said.
- For news, Tyler Yee from the panel revealed that he goes to Reddit for curated news and topics that he is personally interested in or studying.
- Cheyenne Desorosiers stated she uses Twitter for its “quick content” and following conversation threads she’s interested in.
- The survey also revealed that podcasts are also increasingly popular among Gen Zers.
- Another rising trend is the Instagram-like network VSCO, which Marissa Levine uses to take, edit and share her photos.
- Desoriseiers stated that she believes that just as individuals can promote their presence on social media, brands can leverage not just their aesthetics but also values to attract the Gen Z audience. She also believes that they can use it to establish an identity, and so the brand can come out naturally
- The whole panel also agreed that to appeal to their generation, brands need to focus on aligning with their interests and values. Some of these values included sustainability and representation with their marketing. One of the panellists Claman gave an example. She stated that she supports and follows Aerie because the lingerie company is inclusive of all body types and gender identifications.
- Another panellist Tasolides stated that Gen Zers don’t necessarily live their lives out loud. Finstas, or fake Instagram accounts, have become a popular way to voice thoughts and opinions to a smaller, more private audience. She admitted that they use Snapchat private as a way to post content that “you wouldn’t necessarily want everyone to see”.
- The panel admitted that they have a much shorter attention span than any other generation. They attributed this to the constant short-form flow of information. This means that brands must get their message across quickly.
- They also revealed that they are avid streamers, and binge-watching is a popular way to consume media. This means that brands can target this generation through ads on the streaming platform.