Youth Prefer Watching Digital Content Over Creating Their Own Content According to a Recent Study
Young Social Media Users Shape Content Marketing Strategies
A new study by Vidmob has revealed that young social media users, both Gen Z and millennials, are consuming more content than they are creating on social media platforms. This trend is reshaping content marketing strategies, with marketers needing to tailor their approaches to the preferences of these age groups.
Gen Z, those aged between 12 and 27, are particularly active on social media. They make up 39% of TikTok's global audience and 34% of Instagram users. On average, they spend 3 hours and 42 minutes on social media daily, with 91% using these platforms every day.
Gen Z values authenticity and prefers short-form video content, memes, and unscripted content. A significant 46% of them discover music, news, or lifestyle content primarily via TikTok. Gen Z also engages heavily with virtual influencers and shifts towards more informative and value-based content.
Millennials, on the other hand, dominate platforms like Facebook (32%) and favor Instagram, YouTube, and Facebook for a blend of content discovery, shopping, and networking. They have a strong presence in Facebook Groups and consume more long-form YouTube content. Millennials show higher brand loyalty compared to Gen Z, often purchasing based on brand values.
Platform Selection
Marketers must target TikTok and Instagram to reach Gen Z with short-form, authentic, and value-driven content. Facebook and YouTube are key for millennials, emphasizing longer and community-oriented content.
Content Style
Gen Z prefers real, unscripted, meme-rich formats, while millennials respond well to brand-aligned, value-expressive messaging that supports loyalty programs and tech-integrated experiences (e.g., augmented reality).
Social Commerce and Research
Both generations increasingly rely on social media for product research and purchasing decisions. Gen Z favors TikTok and Pinterest for discovery, while millennials focus on Facebook. B2B strategies must adapt by optimizing content for social search, as Gen Z increasingly influences professional buying decisions.
Engagement Patterns
Social media fatigue affects about 25% of Gen Z, prompting some to reduce screen time or use quieter modes. This suggests the need for marketers to provide engaging, non-intrusive content.
For user-generated content campaigns, Snapchat and Instagram are the best options for Gen Z and millennials. These platforms are also the best for engaging these age groups with content.
In summary, content marketing must be highly tailored to generational preferences, leveraging the dominant platforms, favouring authentic, short-form content for Gen Z, and community, loyalty, and value-based approaches for millennials, while recognising the critical role of social media as both a content consumption and commerce hub.
References:
[1] Vidmob (2021). The State of Social: Gen Z and Millennial Social Media Usage. [Online] Available at: https://www.vidmob.com/blog/the-state-of-social-gen-z-and-millennial-social-media-usage/
[2] Adobe (2018). Adobe 2018 Consumer Email Survey. [Online] Available at: https://www.adobe.com/content/dam/marketingcloud/en_us/resources/research/2018-email-usage-study.pdf
[4] Hootsuite (2021). Digital 2021: Gen Z and Millennials: The Future of Social Media. [Online] Available at: https://blog.hootsuite.com/digital-2021-gen-z-and-millennials/
- To effectively target Gen Z with content marketing, marketers should consider utilizing platforms like TikTok and Instagram, focusing on short-form, authentic, and value-driven content that resonates with their preferences for real, meme-rich formats.
- In contrast, for millennials, a more community-oriented approach would be beneficial, emphasizing longer content on Facebook and YouTube, while aligning brand messaging to express value and support loyalty programs, such as tech-integrated experiences.
- Both generations are increasingly relying on social media as a crucial hub for content consumption and commerce, making it essential for marketers to optimize content for social search, especially for Gen Z, who are now heavily influencing professional buying decisions.
