Instagram is buzzing with HD stories, TikTok is going wild with short dance clips, Snapchat is flooded with millions of snaps, and Twitter spaces are not getting left behind. How Gen Z use social media is evident in these trends, as social media platforms among Gen Z and millennials have revolutionized our lives, from business to relationships and family.
And one thing we can both agree on is that social media is particularly addictive. All it takes is a single Facebook ping before you subconsciously spend hours on social media platforms, especially among Gen Z consumers and millennials. How Gen Z use social media is a topic of much interest, as a particular group—Gen Z—uses social media to its best advantage. According to the Pew Research Center, Gen Z’s social media usage and preference for mobile devices and video content on platforms like Instagram and TikTok show how much time they spend on social media. Older generations, including Gen X, are also increasingly using social media, but it’s the Gen Z’s and millennials who truly dominate. Talker Research even shows that Gen Z’s preferred platforms differ from those of older generations, with a marked preference for visual and video content.
In this article, we’ll explore seven ways Gen Zers leverage this powerful tool to unlock personal and business growth opportunities.
Building Short and Long-term Relationships
Adam Tishman, Co-Founder at Helix Sleep, says, “Most relationships used to start after physical encounters, whether from events or on a roadside walk. But for Gen Z, it often begins with commenting on another person’s Instagram Reel, sharing views on a random Twitter space, joining an unknown group of creators on a 30-day content creation challenge on Tiktok, or even bonding over mutual perspectives on LinkedIn.”
According to Statista, 71% of UK Gen Zers active on social media use Instagram as a favorite channel to share their moments and connect with newer people compared to other platforms. You’ll also find many people in this age group on professional alternatives like LinkedIn or Facebook.
And yes, it’s not all about starting new relationships. How Gen Z use social media also includes connecting with existing friends and families, especially on platforms like Snapchat, where maintaining snap streaks symbolizes consistent communication and a sustained connection with others.
At the extreme end, a 2024 GITNUX report on social media and relationships reveals that 33% of internet users ended a relationship due to social media use. So, it’s important to note that social media can be just as powerful in breaking relationships as it is in helping GenZs build them.
Digging Out Potential Business Opportunities Using Social Media Platforms
Whichever way you look at it, social media has unarguably become one of the best places to land the next big dream job.
- There are 5.07 billion social media users, about 94% of the total internet users globally.
- 96% of all businesses in the US are on social media, amounting to over 31.86 million brands.
- 68% of recruiters use Facebook to generate applicants, 65% use LinkedIn, and others use social platforms like Twitter.
- Six people are hired every minute on LinkedIn—equalling over 360 hires in an hour.
This is in addition to the fact that an average Gen Z social media user spends close to three hours surfing for entertainment and job opportunities.
Source: Datareportal
Since the COVID pandemic, GenZers have taken advantage of digital recruitment to the peak. Companies are also adapting, as 90% of recruiters now use social media for sourcing or hiring purposes.
“Usually, businesses are the ones concerned about their brand identity. But the narrative is changing as more and more GenZs embrace the personal branding trend despite having no business”, Albert Kim, VP of Talent at Checkr, adds.
Random statements like “Show up every day,” “Dish out content value to your followers thrice a week,” and “Engage other people’s comments to build your authority” are everywhere. Interestingly, they work, especially when you use YouTube, use social media platforms, use Google, and spend a day on social media.
Creating occasional content on social media, even if it’s purely motivational, helps your profile stand out and become even more visible to online recruiters.
Social Marketing Influencers Among Gen Z
Social media influencing is nothing new, but it’s gaining more precedence now that most business interactions have shifted from brick-and-mortar to the internet.
- Over 69% of marketers plan to increase their influencer marketing budget in 2024.
- The global influencer marketing market value reached 21.1 billion U.S. dollars in 2023, more than tripling since 2019.
Of all social media channels for influencers and content creators, TikTok takes the lead among Gen Zs. According to Statista, 36% of TikTok users globally are between 18 and 24 years old, given their interest in sure-fire content.
Close to 31% of Instagram influencers are between 18 and 24 years old, while 25 to 34 make up 51%.
Gen Z influencers like Khaby Lame, who is fond of poking at dumb internet hacks, have over 80 million followers on Instagram and 161 million on TikTok. How Gen Z use social media is reflected in the massive followings of these influencers, such as Addison Rae, a dance influencer who has branched into other niches and has over 36 million followers on Instagram. Luka Sabbat, an Instagram star and model influencer, also has approximately 4.2 million followers on Instagram.
Members of Gen Z, particularly among Gen Z users and female Gen Zers, dominate social media apps, spending hours on social media daily. How Gen Z use social media is a key factor in this dominance, as there are thousands of Gen Z influencers making headlines, especially in the U.S. They help businesses promote relevant products, particularly among younger audiences, and get rewarded differently—with money, discounts, or even the brand’s product. On average, influencers earn almost $1,900 per post. Of course, top influencers like Khaby might earn even more.
Source: DemandSage
Market research shows that Gen Z uses social media over traditional forms of social interaction, with a significant share of Gen Z adults and younger audiences preferring social media platforms for communication and entertainment. How Gen Z use social media highlights this shift, as social media plays a critical role in how younger generations, including millennials, interact and use search engines like Google, making it an essential tool for connecting with these groups.
So, it’s a booming industry, and GenZs are taking perfect advantage of it using social media.
How Gen Z Use Social Media For Digital Activism and Social Advocacy
According to a report by Amnesty International, around 41% of Gen Z respondents believe global warming is the most crucial problem the World is facing and should be prioritized.
There have also been hundreds of movements in the past couple of years in which GenZers have been at the forefront of climate change activism, especially on social media. Talk about the Global Climate Strike Movement.
But not all advocacy is about climate. 31% of younger age groups between 18 and 25 are also fighting for humanity against terrorism, and 36% are protesting pollution on the internet—and in person.
Source: Asa
31% of GenZs take steps to sign online petitions either via social media polls or website submissions, 30% engage online activist communities, and 48% follow influencers to engage in social media advocacy.
“While this generation might not be fans of banners and advocacy placards, using social media to get their voices heard is becoming the norm. And we certainly do not doubt its effectiveness in creating awareness or bringing the change needed”, Derek Pankaew, Founder of Listening, shares.
Self-Education and Knowledge Sharing Using Youtube, Snapchat And Tiktok
81% of Gen Zs use social media to discover new products and services. Another 70% of people watch YouTube daily to consume content for educational purposes across various niches. For instance, people search for educational keywords like “Deep Learning” about 135000 times.
Bo Cicak, Chiropractor Doctor at Neurogan Health, believes, “There is a growing trend among Gen Zs regarding Twitter spaces for topics like Web 3, Crypto, Affiliate marketing, Product reviews, Economic analysis, and so on. People meet online to share ideas, newbies learn from downstream knowledge of experts in the industry, and professionals take home one or two.”
According to Statista, the most popular search among Gen Z users was “How to,” highlighting their interest in DIYs, tutorials, and other content types. 77% use social media as a leading source of news.
Let’s not forget the increasing use of communities on platforms like Facebook for learning, upskilling, and finding mentors. Of course, quite a significant portion of Gen Z relationships on social media start from here.
Entertainment, Media Consumption, and Social Media Usage
“This shouldn’t be surprising. Basically, all age groups see social media as a place to have fun and be entertained. From scrolling through YouTube shorts, swiping Instagram stories and reels, moving through Tiktok dance clips, surfing Facebook feeds—there’s just so much to keep you glued to your phone”, says Alex Rhodes, Founder at AutoNoMail.com.
Of course, we know Gen Zs do more of all these. That’s evident from Oberlo’s report, which shows that the younger generation spends an average of 3 hours on social media, whereas millennials spend around 2 hours and 16 minutes.
Source: Persuasion Nation
Media consumption also has a negative hit on mental health. How Gen Z use social media plays a part in this impact, as half of Gen Z respondents surveyed by Statista said social media platforms contribute to empathy exhaustion, with Facebook taking the lead. Empathy exhaustion leads to mental health burnout and can make you feel drained out or even affect other areas of your life if not addressed.
Social Shopping, Digital Commerce, and Gen Z Consumers
Leigh McKenzie, Community Advocate at Traffic Think Tank, says, “Our world is clearly shifting away from traditional brick-and-mortar commerce, with digital shopping on social media gaining significant momentum. Platforms like Facebook and Instagram have also introduced in-app storefronts, enabling businesses to reach a broader audience. We can both agree this trend aligns perfectly with what Gen Z desires—seamlessly combining entertainment, shopping, and more, all within a single platform.”
97.5% of the younger age groups use social media as their primary source of shopping ideas, and 83% directly shop on their preferred social platforms. Another 85% say social media affects purchasing decisions, whereas 77% prefer patronizing brands they follow.
Gen Zs are not only interested in social media shopping; they also do the selling. So, you shouldn’t be surprised finding a 20-year-old behind your favorite beauty brand on social media in 2024.
Generational differences play a significant role in how various age groups interact with social media platforms. How Gen Z use social media is particularly distinct, as the average Gen Z is far more engaged with social media content and is more likely than their older counterparts to use at least one platform that offers a blend of entertainment, shopping, and social interaction. For instance, girls in the United States are increasingly using YouTube to search for information and connect with like-minded individuals. This shift highlights the importance for brands to recognize that Gen Zs are not just passive consumers but active participants in the digital marketplace. Brands need to adapt their strategies to connect with this generation, understanding that while Gen Z’s relationship with social media can sometimes be mostly negative, it is still an essential channel for reaching and influencing them.
Wrapping Up
Social media is nearly everything for Gen Zers, particularly those born between 1997 and 2012, serving as a hub for entertainment, shopping, idea discovery, education, and connection-building. How Gen Z use social media is central to their daily lives, as these platforms have become a powerful avenue for seeking business opportunities, influencer marketing, and establishing oneself as an authority in one’s industry. Generation Z is highly active on digital platforms, with half of Gen Zers and many Gen Z teens in the United States spending a significant amount of time on social media daily.
That’s not likely to change anytime soon, especially as social media platforms continue to find creative ways to engage users, making them more likely to use social media for various purposes than older generations. How Gen Z use social media is a key factor in this trend, but everything has its drawbacks—for Gen Z individuals, negative empathy and addiction are vital concerns to watch out for. Social media use among Generation Z plays a significant role in their internet usage, with many using these platforms for content marketing and exploring innovative marketing strategies. Whether social media continues to dominate as the platform for Gen Z across generations remains to be seen, but it’s clear that Gen Z is spending more time on these platforms, and they are more likely to use them as a primary means of social interaction via social media.
It’s also crucial to leverage social media for more productive outcomes and avoid overshadowing offline connections.
