Younger generations are a driving force behind the modern digital landscape. This is why it is crucial for businesses to understand how they interact with social media to be able to capitalize on their habits. Let’s explore the unique characteristics and preferences of Gen Alpha and Gen Z when it comes to their social media use and see how they stack up against the Millennials.
Gen Alpha Core Facts
Gen Alpha, aged 0 to 14, who were born after 2010, are still developing their habits. Yet, they are expected to be the most technologically connected generation ever. At present, Gen Alpha has the ability to influence $300 billion in spending via their parents.
Alphas Like Their Content Short
Gen Alpha favors TikTok the most. A substantial 22% of them identify it as their preferred platform. This highlights a potential shift towards short-form video content consumption among younger demographics.
Entertainment Comes First
Gen Alpha uses social media mainly for entertainment. They look for funny content and use platforms to connect with family and friends and keep up with what their friends are doing.
Their Tastes Are Still Forming
Gen Alpha is in the process of deciding which brands they like, and social media plays a big role in this. There’s been an 11% increase in teens using social media to find new products, which shows this trend. Brands have a chance to gently influence Gen Alpha’s brand choices by creating interesting social media content.
The younger Gen Alpha generation is particularly drawn to video platforms like YouTube. One research states that over 50% of Alphas discover brands through this channel.
Influencers = Best Friends
55% of Gen Alpha say they trust recommendations of influencers. In fact, they are more likely to want to buy something if their favorite YouTube or Instagram star is using, wearing, or consuming it. This shows that influencers have a big impact on what this younger generation wants to purchase. It also means that companies need to focus on working with influencers who are authentic and relatable, rather than just relying on traditional advertising methods.
Implications for Brands
1. Focus on creating short, entertaining content to appeal to Gen Alpha’s preferences.
2. Utilize platforms like TikTok and YouTube to reach this demographic effectively.
3. Leverage social media to positively influence Gen Alpha’s brand choices as their preferences are still forming.
4. Collaborate with trusted influencers to build credibility and reach Gen Alpha effectively.
Examples of Brands Targeting Gen Alpha on Social Media
1. Claire’s
Claire’s is a popular accessories and jewelry retailer that targets teen consumers. One of the ways the brand promotes its products among Gen Alpha is through The Collab, a new influencer platform featuring Gen Z and Gen Alpha ambassadors from diverse backgrounds. The group guides creative strategy across content, communications, and in-store experiences, emphasizing inclusivity and purpose to connect with young consumers.
2. Nike
Nike is focusing on Generation Alpha as a top priority for its future strategies, according to CEO John Donahoe. To engage with this emerging demographic, Nike launches projects like Airphoria, a new game in Fortnite, a shooter popular among Gen Alpha. It combines the design of Nike Air Max shoes with the game’s landscape. Players can explore a world inspired by Air Max shoes and go on a sneaker hunt. The brand promotes this project on its social media.
Gen Z Core Facts (Age: 14-27)
Gen Z, who were born between the mid-1990s and early 2010s, are the first generation to grow up completely in the digital age. They are known for being good with technology, caring about social issues, and having a spirit of entrepreneurship. Gen Z currently leverages $450 billion in spending power.
Gen Zers Are Big on Instagram
For Gen Z, Instagram reigns supreme. Not only is it their most used social media, but it is also the go-to search engine for Gen Z. Research shows that 67% of this generation prefer to look for information on Meta’s platform, while only 61% use Google.
They Seek Good Content
While social connection is important to them, Gen Z uses social media more broadly to find interesting content and pass the time. They also value the ability to share content and enjoy a sense of community.
For Gen Z, social media is also a place to find inspiration. One popular platform that lets them do this is Pinterest, over 40% of whose audiences consists of people belonging to this generation. They use mood boards to create personal collections, showing their desire for control, self-expression, and a sense of community.
Social Media Are Gen Z’s Gateway to Brand Discovery
For Gen Z, established social media platforms like Instagram and TikTok remain the primary hunting grounds for discovering new brands.
They Trust Influencers
Research suggests that 87% of Gen Z consumers are more receptive to brands that partner with influencers. By leveraging the influence and credibility of popular social media personalities, brands can build trust and authenticity with Gen Z consumers. However, it’s important for brands to carefully select influencers who align with their values and resonate with their target audience.
Implications for Brands
1. Leverage Instagram as a primary platform to reach Gen Z, as it is their most used social media and preferred search engine.
2. Focus on creating high-quality, engaging content that resonates with Gen Z’s values, such as social issues and entrepreneurship.
3. Prioritize social media as a key channel for brand discovery, particularly on platforms like Instagram and TikTok.
Examples of Brands Targeting Gen Z on Social Media
1. Zyn
Zyn is a brand of tobacco-free oral nicotine pouches. The company’s active use of Gen Z celebrities as their ambassadors has led to the creation of «Zynfluencers». TikTok has emerged as the primary social media platform for Zyn, with thousands of young nicotine pouch users uploading short videos showcasing their use of the product.
The brand even offers a loyalty program that allows users to earn points from the containers and then redeem them for prizes such as Apple watches and Dyson products.
2. Prime
Prime, an energy drink founded by popular influencers Logan Paul and KSI, has gained immense popularity among Gen Z. With a combined following of over 40 million on social media, the influencers have helped push the drink through social media, making it a sought-after beverage among young people. The drink’s limited releases and celebrity endorsements have also contributed to some cans being resold for higher prices. Prime’s success shows the power of influencer marketing and the impact it can have on Gen Z’s purchasing decisions.
Millennials Core Facts (Age: 28-43)
Millennials, born roughly between the early 1980s and mid-1990s, came of age during the rise of the internet and mobile technology. Often labeled tech-savvy and digitally fluent, they prioritize work-life balance and social responsibility. Millennials currently hold a significant amount of buying power, estimated to be around $15 trillion globally.
You Can Find Most Millennials On Facebook
Facebook continues to be popular among over 60% of millennials. However, in a testament to its appeal across all age groups, YouTube emerges as the number one social media choice for millennials.
They Prefer Human Interaction Online
While staying connected with friends and filling spare time remain primary reasons for millennials to use social media, they differ from Generation Z and Alpha in another significant way. Millennials are more likely to turn to social media as a source for news stories, demonstrating a greater reliance on these platforms for staying informed about current events.
Millennials Can Be Reached via Ads
Social media advertising proves to be an effective way to reach millennials, as demonstrated by the fact that 63% of them have tried a new brand or product based on an ad they saw on social media. Millennials are also significantly more likely to use social media to interact with companies on corporate social responsibility (CSR) issues, with 77% doing so, compared to the overall US average of 53%.
They Hold Influencers to Higher Standards
Millennials view social media influencing as a profession that must be carried out with ethical and transparent practices. However, for many millennials, the connection they feel with their favorite online influencers runs deep, with 40% saying that these influencers understand them better than their own friends.
Implications for Brands
1. Utilize Facebook and YouTube to reach millennials effectively.
2. Provide news and current events content to appeal to millennials’ preference for staying informed.
3. Emphasize corporate social responsibility (CSR) initiatives to connect with millennials’ values.
Examples of Brands Targeting Gen Z on Social Media
1. Lululemon
Lululemon is a well-known athletic clothing brand that specializes in apparel for activities such as yoga, running, and working out. The brand has successfully taken advantage of the athleisure trend among millennials by offering high-quality, fashionable activewear that can be worn both in and out of the gym.The brand effectively uses social media platforms like Instagram (nearly 4 million followers) to showcase its products. It also emphasizes sustainability and inclusivity to appeal to socially conscious millennials who prioritize these values.
2. Hoka
Hoka, a shoe brand, has seen a significant increase in popularity among millennials over the past several years. The brand has been successful in reaching the 18-34 age demographic, particularly through social media. The brand’s chunky sneaker look has become popular on social media platforms. One of the strategies Hoka uses to promote its brand on social media is featuring stories of its millennial consumers. By showcasing real-life experiences and testimonials from young consumers, Hoka is able to connect with its target audience and build a community around its brand.
Conclusion
Understanding the social media habits and preferences of millennials, Gen Z, and Gen Alpha is crucial for businesses looking to connect with these younger generations. By recognizing the unique characteristics and tailoring strategies accordingly, brands can build genuine relationships and foster long-term loyalty. If you want to develop a social media strategy that resonates with these generations, feel free to get in touch with us.
Younger generations are a driving force behind the modern digital landscape. This is why it is crucial for businesses to understand how they interact with social media to be able to capitalize on their habits. Let’s explore the unique characteristics and preferences of Gen Alpha and Gen Z when it comes to their social media use and see how they stack up against the Millennials.
Gen Alpha Core Facts
Gen Alpha, aged 0 to 14, who were born after 2010, are still developing their habits. Yet, they are expected to be the most technologically connected generation ever. At present, Gen Alpha has the ability to influence $300 billion in spending via their parents.
Alphas Like Their Content Short
Gen Alpha favors TikTok the most. A substantial 22% of them identify it as their preferred platform. This highlights a potential shift towards short-form video content consumption among younger demographics.
Entertainment Comes First
Gen Alpha uses social media mainly for entertainment. They look for funny content and use platforms to connect with family and friends and keep up with what their friends are doing.
Their Tastes Are Still Forming
Gen Alpha is in the process of deciding which brands they like, and social media plays a big role in this. There’s been an 11% increase in teens using social media to find new products, which shows this trend. Brands have a chance to gently influence Gen Alpha’s brand choices by creating interesting social media content.
The younger Gen Alpha generation is particularly drawn to video platforms like YouTube. One research states that over 50% of Alphas discover brands through this channel.
Influencers = Best Friends
55% of Gen Alpha say they trust recommendations of influencers. In fact, they are more likely to want to buy something if their favorite YouTube or Instagram star is using, wearing, or consuming it. This shows that influencers have a big impact on what this younger generation wants to purchase. It also means that companies need to focus on working with influencers who are authentic and relatable, rather than just relying on traditional advertising methods.
Implications for Brands
1. Focus on creating short, entertaining content to appeal to Gen Alpha’s preferences.
2. Utilize platforms like TikTok and YouTube to reach this demographic effectively.
3. Leverage social media to positively influence Gen Alpha’s brand choices as their preferences are still forming.
4. Collaborate with trusted influencers to build credibility and reach Gen Alpha effectively.
Examples of Brands Targeting Gen Alpha on Social Media
1. Claire’s
Claire’s is a popular accessories and jewelry retailer that targets teen consumers. One of the ways the brand promotes its products among Gen Alpha is through The Collab, a new influencer platform featuring Gen Z and Gen Alpha ambassadors from diverse backgrounds. The group guides creative strategy across content, communications, and in-store experiences, emphasizing inclusivity and purpose to connect with young consumers.
2. Nike
Nike is focusing on Generation Alpha as a top priority for its future strategies, according to CEO John Donahoe. To engage with this emerging demographic, Nike launches projects like Airphoria, a new game in Fortnite, a shooter popular among Gen Alpha. It combines the design of Nike Air Max shoes with the game’s landscape. Players can explore a world inspired by Air Max shoes and go on a sneaker hunt. The brand promotes this project on its social media.
Gen Z Core Facts (Age: 14-27)
Gen Z, who were born between the mid-1990s and early 2010s, are the first generation to grow up completely in the digital age. They are known for being good with technology, caring about social issues, and having a spirit of entrepreneurship. Gen Z currently leverages $450 billion in spending power.
Gen Zers Are Big on Instagram
For Gen Z, Instagram reigns supreme. Not only is it their most used social media, but it is also the go-to search engine for Gen Z. Research shows that 67% of this generation prefer to look for information on Meta’s platform, while only 61% use Google.
They Seek Good Content
While social connection is important to them, Gen Z uses social media more broadly to find interesting content and pass the time. They also value the ability to share content and enjoy a sense of community.
For Gen Z, social media is also a place to find inspiration. One popular platform that lets them do this is Pinterest, over 40% of whose audiences consists of people belonging to this generation. They use mood boards to create personal collections, showing their desire for control, self-expression, and a sense of community.
Social Media Are Gen Z’s Gateway to Brand Discovery
For Gen Z, established social media platforms like Instagram and TikTok remain the primary hunting grounds for discovering new brands.
They Trust Influencers
Research suggests that 87% of Gen Z consumers are more receptive to brands that partner with influencers. By leveraging the influence and credibility of popular social media personalities, brands can build trust and authenticity with Gen Z consumers. However, it’s important for brands to carefully select influencers who align with their values and resonate with their target audience.
Implications for Brands
1. Leverage Instagram as a primary platform to reach Gen Z, as it is their most used social media and preferred search engine.
2. Focus on creating high-quality, engaging content that resonates with Gen Z’s values, such as social issues and entrepreneurship.
3. Prioritize social media as a key channel for brand discovery, particularly on platforms like Instagram and TikTok.
Examples of Brands Targeting Gen Z on Social Media
1. Zyn
Zyn is a brand of tobacco-free oral nicotine pouches. The company’s active use of Gen Z celebrities as their ambassadors has led to the creation of «Zynfluencers». TikTok has emerged as the primary social media platform for Zyn, with thousands of young nicotine pouch users uploading short videos showcasing their use of the product.
The brand even offers a loyalty program that allows users to earn points from the containers and then redeem them for prizes such as Apple watches and Dyson products.
2. Prime
Prime, an energy drink founded by popular influencers Logan Paul and KSI, has gained immense popularity among Gen Z. With a combined following of over 40 million on social media, the influencers have helped push the drink through social media, making it a sought-after beverage among young people. The drink’s limited releases and celebrity endorsements have also contributed to some cans being resold for higher prices. Prime’s success shows the power of influencer marketing and the impact it can have on Gen Z’s purchasing decisions.
Millennials Core Facts (Age: 28-43)
Millennials, born roughly between the early 1980s and mid-1990s, came of age during the rise of the internet and mobile technology. Often labeled tech-savvy and digitally fluent, they prioritize work-life balance and social responsibility. Millennials currently hold a significant amount of buying power, estimated to be around $15 trillion globally.
You Can Find Most Millennials On Facebook
Facebook continues to be popular among over 60% of millennials. However, in a testament to its appeal across all age groups, YouTube emerges as the number one social media choice for millennials.
They Prefer Human Interaction Online
While staying connected with friends and filling spare time remain primary reasons for millennials to use social media, they differ from Generation Z and Alpha in another significant way. Millennials are more likely to turn to social media as a source for news stories, demonstrating a greater reliance on these platforms for staying informed about current events.
Millennials Can Be Reached via Ads
Social media advertising proves to be an effective way to reach millennials, as demonstrated by the fact that 63% of them have tried a new brand or product based on an ad they saw on social media. Millennials are also significantly more likely to use social media to interact with companies on corporate social responsibility (CSR) issues, with 77% doing so, compared to the overall US average of 53%.
They Hold Influencers to Higher Standards
Millennials view social media influencing as a profession that must be carried out with ethical and transparent practices. However, for many millennials, the connection they feel with their favorite online influencers runs deep, with 40% saying that these influencers understand them better than their own friends.
Implications for Brands
1. Utilize Facebook and YouTube to reach millennials effectively.
2. Provide news and current events content to appeal to millennials’ preference for staying informed.
3. Emphasize corporate social responsibility (CSR) initiatives to connect with millennials’ values.
Examples of Brands Targeting Gen Z on Social Media
1. Lululemon
Lululemon is a well-known athletic clothing brand that specializes in apparel for activities such as yoga, running, and working out. The brand has successfully taken advantage of the athleisure trend among millennials by offering high-quality, fashionable activewear that can be worn both in and out of the gym.The brand effectively uses social media platforms like Instagram (nearly 4 million followers) to showcase its products. It also emphasizes sustainability and inclusivity to appeal to socially conscious millennials who prioritize these values.
2. Hoka
Hoka, a shoe brand, has seen a significant increase in popularity among millennials over the past several years. The brand has been successful in reaching the 18-34 age demographic, particularly through social media. The brand’s chunky sneaker look has become popular on social media platforms. One of the strategies Hoka uses to promote its brand on social media is featuring stories of its millennial consumers. By showcasing real-life experiences and testimonials from young consumers, Hoka is able to connect with its target audience and build a community around its brand.
Conclusion
Understanding the social media habits and preferences of millennials, Gen Z, and Gen Alpha is crucial for businesses looking to connect with these younger generations. By recognizing the unique characteristics and tailoring strategies accordingly, brands can build genuine relationships and foster long-term loyalty. If you want to develop a social media strategy that resonates with these generations, feel free to get in touch with us.
Get in touch today to discuss how we can help your brand stay ahead
