Meta has published some new insights into the content consumption habits of Gen Z, and how marketers need to align with these shifts in order to maximize the impact of their promotional and branding efforts.
In collaboration with BAMM Global, Meta conducted surveys to glean more insight into the social media habits and motivations of 18 to 24-year-olds in Brazil, Germany, Japan, the U.K. and the U.S. Those insights have led to three key findings, which Meta says that all brands looking to connect with Gen Z audiences need to consider.
And with Gen Z being the largest generation on Earth at this moment, that likely includes your brand as well.
Here’s what Meta’s study found.
First off, the insights show that 67% of Gen Z Facebook and IG users have shared video content in those apps with family and friends.
As you can see in this overview, the percentage of sharing activity on IG is higher, which underlines why Instagram now considers shares/sends as a much bigger factor in its algorithmic ranking.
But Meta also says that this reflects a major shift in our interactive behavior:
“Sharing videos and memes has become a love language – an intimate gift for Gen Z to send loved ones throughout the day, letting them know they care. Perpetually seeking videos and memes that reflect their personal feelings in any given moment has invariably reshaped their relationship with content, and Gen Z has a more intimate connection with it in social media as a result.”
Meta says that brands should consider this in their marketing efforts, that Gen Z audiences are actively looking to share helpful, joyful content, which could help to expand your messaging.
Meta further notes that short-form video “acts as a qualitative search engine Gen Z uses to make decisions about their lives.”
“It’s where they go to look for everything from recipe ideas to investment tips to travel inspiration. 81% of Instagram users told us they use it for self-development, from picking up new skills to learning about finances and nutrition.”
Understanding the different ways in which Gen Z uses short-form video can further help to align your messaging, and ensure you’re reaching this audience with relevant, targeted messaging.
The data also shows that repeat exposure to brand messaging has a significant impact:
Meta says that this highlights the value of attention in its apps, and utilizing multiple brand touchpoints to solidify that potential.
“AI-driven recommendations, short-form video, and creator content are reshaping how Gen Z finds and connects with brands, making discovery a welcome part of their online experience. 73% believe active curation leads to more relevant advertising and – across all formats available in social media – 78% say they are most likely to discover new products or brands in video.”
As such, gaining that exposure within a video push can be solidified through integrated campaigns across multiple surfaces.
There are more insights in Meta’s full report, which provides additional pointers on how to use these notes to maximize connection.
You can check out the full “Generation Zeitgeist” report here.
