01/11/2022
Another day, another trend to think about!
The top performing platforms... Gen Z social media is coming of age.
Despite growing competition, Facebook isn’t going anywhere. It tops our global leader board and most younger consumers use it each month. Especially with so many websites using Facebook Login to speed up the sign-in process, it’s well-embedded in people’s online experience.
That being said, Gen Z has a special place for Instagram. In every quarter since Q2 2019, more 16-24s have visited Instagram than Facebook.
Gen Z always gets a lot of attention for challenging the status quo, but older groups are the ones who’ve made the clearest changes to their platform portfolio in the last few quarters. Since 2020, the number of consumers using TikTok monthly outside China has grown by 32%, with the biggest increases coming from Gen X and baby boomers. The app’s growth doesn’t show any signs of slowing and older consumers have a hand in this trend.
Since the end of 2020, slightly more 57-64s log onto social platforms to follow influencers, avoid missing out on things, and connect with good causes. And apps like TikTok are great spaces for them to see fresh content and get bursts of inspiration. Many older adults see themselves as creative (43%), adventurous (28%), and ambitious (26%), especially the TikTokers and Pinners among them. Brands marketing on these sites need to ensure they’re showing older consumers in this light and that their content empowers them to live their best life.
"Baby boomers have an average of 4.6 social media accounts..."