Power Of Content
How Gen Z Is Reshaping The Rules Of Content
By Tomide Akinyemi
We are just a little past halfway through the year , but one thing is certain : 2024 is different . For Kenyans , it feels like a year destined for the ages . We ’ re in the middle of history , and Gen Z is writing it . One of the most fascinating aspects of the Gen Z protests and demonstrations has been the seamless transfer of momentum from digital screens to the streets . Social media content is not only creating engagement online - it ’ s driving action on the ground . So how did we get here ?
The short answer : people shared their thoughts , others reshared , and the cycle continued without stopping . The impact ? According to Brand24 ( a social listening tool ), the # RejectFinanceBill2024 hashtag has generated an estimated social reach of over 470 million from more than 24,000 social media users in the last 30 days ( as of the time of writing this ). This performance has outscored 73 % of brands globally , according to their Presence Score . However , this alone doesn ’ t explain much beyond the fact that this hashtag went viral . So , what ’ s the long answer ? How have we reached a point where an entire generation is speaking with one voice and converting digital content into reallife activism ? YouTube might help us understand . A few weeks ago , they released their annual Culture & Trends Report . As always , it unpacked deep insights into how consumer behavior is changing with content . This year ' s edition focused on Gen Z , and I couldn ’ t help but notice parallels between their research and the protests happening in Kenya . Here-under are two insights from their survey that shed more light on what ’ s really happening .
# 1 : 65 % of Gen Z respondents consider themselves to be “ creators ”
This was the biggest surprise for me because only 8 % of the respondents from the research earn money from content . This is a big deal . We typically associate the word creator with someone who , in one way or another , creates content to monetize their platform or become an influencer . However , this stance can ’ t be held anymore . Things have shifted . To understand why this shift is happening , it ’ s important to remember that Gen Z are the world ’ s first real digital natives . This is the first generation to grow up with the internet , smartphones , and social media from a young age . For context , the oldest Gen Zs ( born in 1997 ) were just 13 when Instagram was launched . The youngest Gen Zs will be turning 12 this year . They have grown up in the digital age and , as a result , have a very different outlook on life .
Recent studies have shown that Gen Zs have a high regard for authenticity . Another study shows that the majority consider their digital identity as an extension of who they are . Add that to the fact that they are relatively more expressive than other generations , and this insight begins to make sense . Calling themselves a ‘ creator ’ has little to do with the ability to make money from a platform . It ’ s an identity . What ’ s the outcome of all this ? People unapologetically expressing their thoughts on the internet .
As smartphones with quality cameras have become more affordable and the appreciation for unproduced raw content continues to grow , the barriers to creating content are almost nonexistent . Gen Z is embracing this to the fullest , and a deep look at the events before and during the protests shows content ' s role in building and sustaining momentum .
One of the most fascinating aspects of the Gen Z protests and demonstrations has been the seamless transfer of momentum from digital screens to the streets . Social media content is not only creating engagement online - it ’ s driving action on the ground .
People shared their thoughts in the form of pictures , videos , writing , and digital conversations . People engaged with these thoughts , reposted , and added their voices to the conversation . When it was time for the protests , people filmed the demonstrations from their perspective , capturing everything from the moments before hitting the streets to the actual demonstrations . They uploaded it , people engaged with it , and the cycle continued . Everyone , in their own way , embraced the role of being a creator and authentically contributed to the whooping 470 million reach on social media .
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