I vividly remember “the old days” of social media. I can recall my parents’ dismay when they learned I had created a Facebook page (or as they called it, “fakebook”), and the drama that followed the next day at school as everyone talked about how “Suzie totally subtweeted about John.” (Subtweeting is now an antiquated term for “tweeting” about someone—typically in a negative way—without directly confronting them.)
It might seem ridiculous for a Gen Zer to talk about the good ol’ days of social media, a medium that’s only been around for about two decades. It hasn’t changed that much, has it?
Actually, it has. X (formerly Twitter) has evolved from a melting pot of real-time information to a hollowed-out platform. LinkedIn, meanwhile, has fully embraced its role as a B2B marketing tool for brands.
Look across almost any social media platform and you’ll find examples of how posting strategies have shifted in just the last few years. More importantly, the way social media is viewed and used is constantly changing, especially among Gen Z—meaning brands need to adapt as well.
A Jaded Generation
A recent article in The New York Times indicated that the majority of Gen Z believes social media has had a negative impact on their generation and society. Many in Gen Z also wish that some of the most popular platforms were never invented—X (formerly Twitter), TikTok, and Snapchat top the list, with over 40% of those surveyed regretting their existence.
No matter how you look at it, those are staggering statistics, especially for consumer products that over half of the world’s population uses every day.
Considering Gen Z’s negative perception of social media platforms, brands need to double down on building trust through genuine interactions and transparent practices. Brands need to be clear, open, and honest about their business moves and news. Additionally, recognizing which platforms they view more negatively—which can change quickly—can help brands clarify which platforms are worth investing in.
A New(s) Source
A 2024 study from the American Press Institute showed that 71% of Gen Z get their news from social media platforms daily, up from just 50% in 2022.
As younger generations continue to consume news via social media, brands have an opportunity to engage and inform their audiences in real time. However, given Gen Z’s growing mistrust of social media, brands need to be strategic about which publications and platforms they associate with. It’s crucial for brands to align their messaging and communications to foster credibility and trust with their audiences. In particular, brands should pay close attention to their interactions and relationships with Gen Z.
Implications for Brands
Gen Z currently has a global purchasing power expected to grow to $12 trillion by 2030. That makes it essential for brands to reach and engage this generation where they are—including on social media.
To do that, brands need to prioritize authenticity and transparency in their communications. They can engage more of my generation by creating content that resonates with our values and interests. This includes leveraging interactive and visually appealing content that speaks to a greater purpose.
Gen Z values authenticity and transparency to the point where it influences their purchasing habits, and we know how to call out brands that don’t mean what they say.
Social media looks and feels different than how I, and perhaps many others, remember it from just a few years ago. But that can be a good thing. The shifting dynamics and expectations of how brands share information can help turn social media’s negative perception around, and brands that capitalize on this shift stand to gain the most.
A thoughtful and authentic approach can empower brands to claim this emerging market.