Forget Facebook, forget Twitter. Gen Z is all about short-form video on platforms like YouTube, TikTok, and Instagram.

Teens continue their high engagement across social platforms. Pew Research Center’s latest report delves into teen social media and tech usage trends for 2023. In addition, Morning Consult, a data-decision intelligence company, recently conducted a report to learn more about Gen Z’s social media usage. In this article, I will analyze the key findings, as understanding the unique preferences of Gen Z is paramount for marketers. Here are the top insights:

Social media isn’t just a pastime; it’s a way of life for Gen Z.

1️⃣ YouTube Reigns Supreme: 90% of teens use it, solidifying its position as the leading platform for this demographic..

2️⃣ Thriving Platforms: TikTok, Snapchat, and Instagram continue to thrive, particularly among the 13–17 age group, showcasing robust engagement levels.

3️⃣ Facebook and Twitter Decline: There’s a noticeable decline in interest among teens towards platforms like Facebook and Twitter compared to a decade ago.

4️⃣ Digital Immersion: Almost 1 in 5 teens are “almost constantly” on YouTube or TikTok, with Snapchat and Instagram drawing daily usage from about half of teens.

35% of Gen Zers spend over four hours a day on social media. Entertainment reigns supreme!

• 68% use it for entertainment and scrolling
• 19% use it for messaging and communication

Implications for Brands Targeting the Younger Generation?

• To effectively reach Gen Z, brands need to establish a strong online presence. Platforms such as YouTube, Instagram, and TikTok are the go-to choices for this demographic.
• Content that directly influences purchasing decisions includes reviews, hauls, and “Get Ready With Me” (GRWM) videos.

Understanding these dynamics is crucial for brands seeking to engage with younger audiences, even if their primary target demographic isn’t teens.

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