Generation Z, those born between 1997 to 2012, have been around the internet for their entire lives. Spending time on social media, utilizing search engines, and virtually connecting with others is an integral part of Gen Z’s lives. Due to rapidly evolving technology and cultural norms surrounding the internet, researchers have found that this demographic uses the internet in a unique way compared to previous generations.
Because the internet is so familiar to them, research shows that Gen Z has an increased trust in social media information, often turning to apps like TikTok and Instagram to learn about new topics and stay updated on current events.
According to Pew Research Center, adults in the United States under 30 trust information from social media almost as much as national news outlets.
Whether looking for restaurant recommendations in a new city or advice on how to write a cover letter, Gen Z uses apps like TikTok as a search engine. The New York Times says, “More and more young people are using TikTok’s powerful algorithm — which personalizes the videos shown to them based on their interactions with content — to find information uncannily catered to their tastes.”
On TikTok, creators often make videos ranging anywhere from a few seconds to three minutes long that give product reviews, travel itineraries and much more.
According to The New York Times, viewers are drawn to these videos because they are personal and have the ability to show much more in a minute-long video than an internet article or Google review. On the other hand, people are turning to TikTok over YouTube videos to find information and recommendations because the videos are short and get straight to the point.
So, how can you utilize this social media shift for your brand or business? Here are a few ways:
Use short-form video content to highlight your product and/or service, not just on TikTok, but also on Instagram, Facebook and stories. Morning Consult’s survey found that 50% of Gen Z and Millenials say social media is where they most often learn about new products to buy.
Use social media ethically by always putting out researched, accurate content from your brand. According to Hootsuite, Gen-Z is more likely to engage with your content if it trustworthy and transparent.
Partner with influencers to promote your products and/or services on social media and give reviews for others to see. Morning Consult says that 72% of Gen Z and Millennials follow influencers
With the ever-changing social media landscape, be sure to stay on top of trends and what your audience wants to see. To learn about other topics like common mistakes in the PR industry, check out our blog post.