Key Social Media Insights for Generation Z

By Joyce Ko, Digital Content Manager, Digital Business Lab

By 2025, Generation Z will account for a quarter of the Asia–Pacific region's population, the same proportion as millennials. The rise of Generation Z is expected to emerge as one of the most important consumer segments soon, reshaping the future retail landscape with their increasing spending power and voices.

Are you prepared for the next generation of consumers, Generation Z?

If you are interested in learning how to reach and cater to this mythical segment, this is the place to be. We will share some actionable insights on how to make the most of social media for your business goals. Let's dive into this growing demographic and examine Generation Z's distinct social media behaviour.

Facts about Generation Z in a Nutshell

• Born between the mid-1990s and the early 2000s (aged 18-24)

• The first generation to grow up immersed in technology, the internet, and social media, making them remarkable digital natives, hyperconnected, and informed.

• Across the Asia Pacific, nearly a third of Gen Zers spend 6 hours or more per day on their phones, a higher proportion than millennials (22%) and Gen Xers (10%).

• Members of Generation Z are innately talented and skilled at using social media platforms.

• Social media significantly impacts Generation Z members as individuals, organizations, and the contributions they make to society.

Why should brands consider them in their social media strategy?

The younger generation of Asian consumers is gaining clout. By 2025, Generation Z will account for a quarter of the Asia–Pacific (APAC) region's population, the same proportion as millennials. The rise of Generation Z is expected to dramatically impact Asia as one of the most important consumer segments soon, reshaping the future retail landscape with their increasing spending power and voices.

When it comes to reaching them, brands must select the appropriate platforms and deliver the proper content. According to a global survey, 73% of Generation Z expect brands and retailers to communicate with them about new products and promotions via social media.

The Best Platforms for Generation Z

They express themselves through social media. To connect with them, meet them where they are. Generation Z is undeniably more active and vocal than previous generations. They would like to share their thoughts and opinions on a brand, service, or product that they have used. Their strong desire to communicate online extends beyond personal conversations.

1. Douyin (China) /TikTok (International):

• Approximately 80% of its users being Gen Zs

• The platform’s endless feed fits perfectly for Gen Zs who live in a “scroll culture.”

• Brands have just a few seconds to get audience’s attention.

• Penetration among Gen Z varies per continent and market: o European / North American countries – Strong penetration o APAC (excluding China) – Gen Z audience is still very active on other Social Media Channels such as Facebook or Instagram o China – Douyin has gained massive popularity (DAU: 600 million Douyin users in China)

Brand’s implication: Awareness campaigns: fare better since time to develop interest is limited Conversion campaigns: drive impulsive purchase behavior

2. Facebook:

• Passive consumption of content

• Not for socializing as most Facebook friends are mere acquaintances

• Prefer to be less visible on Facebook, commenting and sharing mechanisms would be less optimized

Brand’s implication:

Suitable for passively consuming inspiration and informational content Blog news and articles: develop confidence and creditability

3. Instagram:

• Very active consumption of content

• Save inspirations for future retrieval

• Actively use the platform to socialize and express themselves

• The channel to interact with celebrities, influencers, brands, friends, and family

• In Southeast Asia, Instagram is the most prominent social media platform, followed by Twitter and YouTube, across Indonesia, Singapore, Malaysia, and the Philippines.

Brand’s implication:

Engagement campaign: generate user-generated content, encourage share, like, and comment Deliver a worthwhile brand value or inspiration to the Gen Zs

4. YouTube:

• Gen Z turns to YouTube to learn & become more knowledgeable about something

• Longer form content with more time investment and deeper involvement

Brand’s implication:

Meaningful engagement, brand collaborations

The Right Content for Generation Z: Be Personable

Brands who breakthrough with this important generation will be the ones that form smart partnerships. What are the contents that best resonate and penetrate with the Generation Z audience?

1. Ethical shoppers:

Keep in mind that Generation Z is the most socially progressive generation of all. This group is deeply concerned about issues such as racial and gender equality, fair business practices, environmental conservation, animal welfare, and so on. They want to appear socially responsible and prefer brands that are socially ethical.

2.Seekers of authentic stories:

They would rather follow digital influencers who are ordinary teenagers to whom they can relate than celebrities.

3. FOMO Fear of missing out: In the context of social media, young people see the highlights of their friends' lives and wish they could be there as well.

4. A deeper and more intimate level of engagement:

When it comes to marketing, Gen Z audiences are far more astute than passive audiences. They want one that allows them to communicate with a real person. They are eager to initiate and cultivate experiences and relationships with brands that adhere to this model.

Brand’s implication: To gain the trust of Gen Zers, communicate genuine and convincing social media messages that align with their values and attitudes.

Relevance is more important now than ever before. Deliver valuable values through strategic influencer collaborations.

Engage Generation Z with messages that| celebrate diversity, inclusion, and fluid lifestyles. Create an approachable and accommodating brand persona, and you will have a much easier time converting Gen Zers.

The Right Format for Generation Z: Use Multimedia

With an average attention span of just over eight seconds, Gen Zers have the shortest attention spans (In contrary to millennials with a full 12 seconds). Here are some examples of social media content formats that brands should consider using to engage Generation Z:

• Live-stream event

• Microcontent

• In-feed videos

• Hashtag challenge

• AR content

• Influencer marketing

• Brand takeover

In conclusion, as the most video-centric demographic, they are heavily influenced by video content in their brand selection and strongly embrace various interactive experiences. Longform content is nearly useless to Generation Z, who prefers short, easily digestible information snippets. What are your thoughts on catching their focus?

ABOUT THE COMPANY

Digital Business Lab is a performance-driven and creative social media agency. Based in Hong Kong & Singapore, we promise to increase brand desirability and engagement using meaningful content produced by our multicultural team of 12 different nationalities. We have been specializing in social media for over nine years, running localized tactics and people-centric campaigns across Asia (including in and out of China) to upgrade businesses' social media experiences and elevate their performance to new height with the best ingredients Social Media has to offer. Core service offerings, social media strategy, influencer marketing, video production, creative storytelling, data listening, web3.0 – 2021 New. Visit https://digital-business-lab.com/