Older generations rely more heavily on family, friends, and TV ads to learn about new products. Personal recommendations are the most powerful purchase drivers for Gen Z as well, but social media—which includes ads, videos, and online influencers—is increasingly important to product discovery.

The generation most influenced by social media

On today's episode, we discuss Snapchat's Q2 performance, which features are standing out, and what we expect in Q3 and Q4. We then talk about some recent Snapchat augmented reality partnerships, Gen X's level of adoption across social media, and which platforms Gen Z folks think have the most genuine influencers. Tune in to the discussion with eMarketer forecasting analyst at Insider Intelligence Nazmul Islam.

On today's episode, we discuss the severity of Facebook's young people problem, if we're looking at this issue the wrong way, and whether Instagram can continue to pick up the slack. We then talk about what to make of Twitter's CEO and co-founder Jack Dorsey stepping aside and a reordering of teens' favorite social media platforms. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.

Snapchat Keeps Its Hold on Gen Z Even as They Age. Snapchat has long been hailed as the Gen Z darling, where young social media users could go to escape their parents (who were on Facebook). And as Gen Z grows up, they’re still sticking with the app. Snapchat will remain Gen Z’s most popular social app through 2024, and it won’t be TikTok that replaces it in 2025.

Gen Zers make heavy use of many social networks to create connections, consume multimedia, play games, and share content.

As the first true generation of digital natives, Gen Z has had round-the-clock access to on-demand information, streaming entertainment, and instantaneous communication since birth. This report examines trends in Gen Z’s technology and media use.

There will be more Gen Z than baby boomer Facebook users by 2023. Facebook may be losing teen users, but its user base is still getting younger. Next year, there will be 34.7 million US Gen Z Facebook users versus 33.1 million US baby boomer users, and that gap will widen through 2025. Aging is the key driver here: Gen Z is growing up, and as they do, some will join (or rejoin) Facebook.

More than three-quarters of internet users in Latin America, or 337.3 million people, will watch digital video on any platform—not just social media—this year, according to our September 2021 forecast.

Instagram’s new safety controls for teens could hurt attempts to attract them: The features are intended to halt harmful content, but teens were already losing interest in the platform, and additional limits could be counterproductive.

A comprehensive view of the overall user market by platform and the changing social media landscape in the UK, plus how these changing dynamics will impact marketers. KEY STAT: Facebook remains the most popular social network, but it’s losing share of social network users, falling from 81.1% to 80.1% this year. TikTok, meanwhile, will shoot up the rankings to become the third-biggest platform by 2023.

Travel takes notice: Gen Z is the one generation to be as likely to turn to social media as travel sites for vacation planning, according to May 2021 research by Morning Consult. Travel brands are noting that, and TikTok’s ability to spur engagement. The Walt Disney Co.’s parks and resorts division is hiring a content practitioner to expand its social media presence, with an emphasis on TikTok.

Marketers that want to boost conversions on (and off) social media should seriously consider incorporating TikTok into their social commerce strategies. Algorithms are playing a bigger role in the discovery phase. Consumers have traditionally discovered products on social media through targeted ads, as well as organic content from brands and influencers they follow.

What Factors Affect Consumer Trust in Social Media?

Gen Zers and millennials’ preference for app-based tools reflects their overall digital lifestyle. By generation and household income segment, respondents uniformly valued Social Security alerts.

The news: TikTok has released a report with Praesidio Safeguarding, an independent agency, tracking the popularity and impact that viral self-harm-related content and dangerous "challenges" on the app have on teens and children, per Social Media Today.