Orient Magazine Issue 87 - June 2022 - Page 34

35 KEY SOCIAL MEDIA INSIGHTS FOR GENERATION Z Key Social Media Insights for Generation Z Joyce Ko Digital Content Manager, Digital Business Lab By 2025, Generation Z will account for a quarter of the Asia–Pacific region's population, the same proportion as millennials. The rise of Generation Z is expected to emerge as one of the most important consumer segments soon, reshaping the future retail landscape with their increasing spending power and voices. Are you prepared for the next generation of consumers, Generation Z?Why should brands consider them in their social media strategy? If you are interested in learning how to reach and cater to this mythical segment, this is the place to be. We will share some actionable insights on how to make the most of social media for your business goals. Let's dive into this growing demographic and examine Generation Z's distinct social media behaviour.The younger generation of Asian consumers is gaining clout. By 2025, Generation Z will account for a quarter of the Asia–Pacific (APAC) region's population, the same proportion as millennials. The rise of Generation Z is expected to dramat- ically impact Asia as one of the most important consumer segments soon, reshaping the future retail landscape with their increasing spending power and voices. Facts about Generation Z in a Nutshell • Born between the mid-1990s and the early 2000s (aged 18-24) • The first generation to grow up immersed in technology, the internet, and social media, making them remarkable digital natives, hyperconnected, and informed. • Across the Asia Pacific, nearly a third of Gen Zers spend 6 hours or more per day on their phones, a higher proportion than millennials (22%) and Gen Xers (10%). • Members of Generation Z are innately talented and skilled at using social media platforms. • Social media significantly impacts Generation Z members as individuals, organizations, and the contributions they make to society. When it comes to reaching them, brands must select the appropriate platforms and deliver the proper content. According to a global survey, 73% of Generation Z expect brands and retailers to communicate with them about new products and promotions via social media. The Best Platforms for Generation Z They express themselves through social media. To connect with them, meet them where they are. Generation Z is undeniably more active and vocal than previous generations. They would like to share their thoughts and opinions on a brand, service, or product that they have used. Their strong desire to communicate online extends beyond personal conversations. 1. Douyin (China) /TikTok (International): • Approximately 80% of its users being Gen Zs • The platform’s endless feed fits perfectly for Gen Zs who live in a “scroll culture.” • Brands have just a few seconds to get audi- ence’s attention. • Penetration among Gen Z varies per conti- nent and market: o European / North American countries – Strong penetration o APAC (excluding China) – Gen Z audience is still very active on other Social Media Chan- nels such as Facebook or Instagram o China – Douyin has gained massive popu- larity (DAU: 600 million Douyin users in China) Brand’s implication: Awareness campaigns: fare better since time to develop interest is limited Conversion campaigns: drive impulsive pur- chase behavior 2. Facebook: • Passive consumption of content • Not for socializing as most Facebook friends are mere acquaintances • Prefer to be less visible on Facebook, com- menting and sharing mechanisms would be less optimized Brand’s implication: Suitable for passively consuming inspiration and informational content Blog news and articles: develop confidence and creditability 3. Instagram: • Very active consumption of content • Save inspirations for future retrieval • Actively use the platform to socialize and express themselves • The channel to interact with celebrities, influ- encers, brands, friends, and family • In Southeast Asia, Instagram is the most prominent social media platform, followed by Twitter and YouTube, across Indonesia, Singa- pore, Malaysia, and the Philippines. KEY SOCIAL MEDIA INSIGHTS FOR GENERATION Z Brand’s implication: Engagement campaign: generate user-gener- ated content, encourage share, like, and com- ment Deliver a worthwhile brand value or inspiration to the Gen Zs 4. YouTube: • Gen Z turns to YouTube to learn & become more knowledgeable about something • Longer form content with more time invest- ment and deeper involvement Brand’s implication: Meaningful engagement, brand collaborations The Right Content for Generation Z: Be Personable Brands who breakthrough with this important generation will be the ones that form smart partnerships. What are the contents that best resonate and penetrate with the Generation Z audience? 1. Ethical shoppers: Keep in mind that Generation Z is the most socially progressive generation of all. This group is deeply concerned about issues such as racial and gender equality, fair business practices, environmental conservation, animal welfare, and so on. They want to appear so- cially responsible and prefer brands that are socially ethical. 2.Seekers of authentic stories: They would rather follow digital influencers who are ordinary teenagers to whom they can relate than celebrities. 3. FOMO Fear of missing out: In the context of social media, young people see the highlights of their friends' lives and wish they could be there as well. 4. A deeper and more intimate level of engagement: