Generation Z are people born in the technology age. They have experienced the ever-changing social networking era and saw the development of the same from yahoo messenger to Instagram. They are the youth determining what they want and expect from the social network. This generation is the primary target market for all social networking apps.
The media format keeps changing over the years. It went from newspapers, magazines, radios, TVs to new media platforms like Instagram, Tiktok, Facebook, Youtube, Pinterest, etc. These platforms today are where opinions and thoughts can be voiced out. Gen Z comes together and creates content that helps communicate the social, political, and environmental issues globally and brings awareness regarding the same. It is the go-to platform for almost any and every brand to reach out to this generation and provide them with what they want.
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Instagram is the most popular app for brand discovery, with 45% of teens using it to find new products, followed by Facebook (Fontein, 2019). Therefore today, brands need to push their products to Generation Z through social networking, which are the new media platforms. However, they need to help the generation with their quest to do social good. They are hungry for relatable influencers who care about the same issues and are becoming increasingly tired of seeing success portrayed as beauty, money, and popularity. So, it's using social media to reject perfection and 'get real, and it wants to follow people and brands that do the same. If brands want to appeal to Gen Z, they must ensure their ethics align with this progressive generation.
This topic was chosen after studying different LSN global macro trends, namely 'How new media platforms are creating content that speaks to Generation Z.' I chose this because, as a marketing student, it helps to know about Gen Z and how they react to different social media platforms. This blog explains just that and tells us what is expected by the brands and why. In the future, if I pursue brand management, including social media managing, this knowledge will prove of great help.
References -
Fontein, D. (2019, November 13). Generation Z: Everything social marketers need to know. Hootsuite. https://blog.hootsuite.com/generation-z-statistics-social-marketers/
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