The social media global penetration will hit three billion people worldwide by 2021, and one of the fastest growing, quickest adopting generations on social media is Generation Z These are the current teenagers and they make up about 26%, of the US population.
Where are they posting online? Snapchat, and Instagram are cool. Twitter and Facebook, not cool. Still, Facebook is still almost a daily habit for most teens for viewing/consuming content from friends and family, but they are not engaged there or posting.
Snapchat and Instagram don’t encourage sharing as much and are more about who you follow which makes them feel more private/closed allowing messaging and shares without it being public.
Apps like WhatsApp, Telegram, and other chat services may play no roll in your clients’ or your personal social media landscape but are growing in popularity with Gen Z.
Pinterest is down with only a 26% reach with teens. In Google’s report, they don’t treat their own YouTube property as social media but as a streaming service. In that category, teens rank services in this order: YouTube, Netflix, Spotify, and Hulu.
I was surprised at some of the brands they engage with most often: Oreo, Playstation, Doritos, Xbox, Apple, Nike, Amazon, Chik-Fil-A, and Go Pro. Low engagement goes to Patagonia, Zara, Lululemon, Quicksilver, Oakley, Nordstrom and Sunglass Hut. If you are in that latter group, you would want to consider where these teens will be looking and buying in the next decade when Gen Z purchasing power increases significantly. Will you have lost them?