Meta recently shared some insights on how brands can connect with Gen Z audience.
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.
Here’ what the Gen Z study has to say –
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.
In the words of Meta –
“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.”
The data also shows that repeat exposure to brand messaging has a significant impact:
“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.”
You can check the full report on Gen Z by Meta here.
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