Young internet users favor consuming digital content over generating their own, according to recent findings.
Young Social Media Users Embrace Community-First Platforms and Authentic Content
A new trend is emerging among Gen Z and millennial social media users, as they increasingly favour community-focused and niche platforms that prioritize authentic and relatable content. According to recent studies, nearly half of Gen Z users plan to reduce their time on traditional social networks by 2025, opting instead for platforms that foster a sense of community over generic feeds[1].
One such platform, Noplace, launched in 2024, aims to cater specifically to Gen Z's desire for self-expression and authenticity, offering customizable profiles and simple, text-focused feeds[2].
On the other hand, millennials tend to use a mix of more established social media platforms. Facebook remains the most popular platform among adults, including millennials, with 56.6% of internet users aged 16+ using it monthly. YouTube and Instagram follow closely, with Instagram being particularly popular among millennials for creating and sharing content[3].
When it comes to content consumption, about 43% of all social media users mainly consume content passively, while only 7% create content actively. However, platforms like Instagram and Snapchat see higher levels of content creation, favored by millennials[3].
Gen Z, however, prefers short, engaging, and relatable content that feels native and personal rather than polished advertisements. This is why platforms like TikTok (popular for entertainment videos) and emerging apps like Threads (launched in 2023 by Meta for text-based conversations) are gaining popularity[1][2][3].
Gen Z also shows a strong influence from social media personalities, with 55% stating that social media ads and influencer content affect their purchase decisions, indicating consumption is highly engaged and participatory though selective[4].
| Generation | Preferred Platforms | Consumption Behavior | Creation Behavior | |------------|------------------------------------------------|------------------------------------------|--------------------------------------------| | Gen Z | TikTok, Threads, Noplace, emerging niche apps | More passive consumption, focus on authenticity, community | Selective creation; prefer relatable and native content forms | | Millennials| Facebook, Instagram, YouTube, Snapchat | Balanced between consumption and creation; tend to create more on Instagram, Snapchat | More active content creators on Instagram and Snapchat |
In conclusion, Gen Z prefers evolving, authentic, community-oriented platforms with short, relatable content, often consuming passively but influenced by peers and creators, whereas millennials engage more with traditional social media hubs and create content more actively on those established platforms[1][2][3][4]. This shift in preference highlights the importance for brands to adapt their content strategies to cater to the unique preferences and behaviors of each generation.
- Gen Z's lifestyle favors evolving, community-oriented platforms like TikTok, Threads, and Noplace, while millennials engage more with traditional social media hubs such as Facebook, Instagram, YouTube, and Snapchat.
- When it comes to content consumption, Gen Z tends to prefer passive, authentic, and relatable content, while millennials display a more balanced behavior between consumption and creation, with a higher preference for active content creation on Instagram and Snapchat.
- As for trends in fashion-and-beauty, food-and-drink, technology, and entertainment, Gen Z users are influenced by peer personalities and creators, often selectively engaging with content, whereas millennials continue to use a mix of platforms for varied content needs, with Instagram and Snapchat still being popular for creating and sharing content within these categories.
