“You may not automatically think about Facebook when it comes to Gen Z, but Facebook Groups are also really popular. The comments on the videos also form part of the entertainment,” she said. Reels are short-form videos full of energy, highly relatable and users feel they can fit more into their viewing time. “Gen Zers also absolutely love short-form video content like Reels, with our research showing 76% have used it within the past 7 days. Instead of posting a carefully chosen single photo they post a ‘photo-dump’ collection of photos that conveys a story or mood.”īlack said that Gen Z are also redefining search and how they obtain information, being more likely to visit a social platform when looking for information about brands than they are to use a search engine. Instead of following trends, they reappropriate them. “Instead of a huge friends list of strangers, they express themselves through curation of tight circles of friends. “They come to Instagram and Facebook for both entertainment, connection, and expression, just as other generations do, but how they use our platforms is different,” said Black. Helen Black, head of connection planning for Meta Australia and New Zealand, said that Meta – which owns Facebook and Instagram – reaches the largest number of Gen Zers, with 94% of all 16-24 year olds in Australia accessing Facebook or Instagram on a monthly basis. Can many members of Gen Z even name a free-to-air channel or know what a local newspaper is? What platforms are Gen Z using and why? Meta – short-form video content resonating strongly On the flipside, they’re a generation focused on diversity, inclusivity, mental health awareness and sustainability among a myriad of other issues, the vanguard of a progressive nouvelle vague attempting to hold those in power and politics to account for actions they deem as mortgaging their future before the said future has even begun.įor media agencies, they must follow this audience where they hang out. Prioritising authenticity, yet in possession of a different persona for each social media platform they’re active on. Tapped into the latest trends, yet jumping from one flash-in-the-pan fad to the next. Terminally online, yet constantly craving connection. This 20% of Australia's population is a conundrum for advertisers and brands. Gen Z, defined as those born between 1997-2012, are now in the work force and about to become the largest group of consumers.

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