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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: