{"id":11401,"date":"2019-01-29T12:31:53","date_gmt":"2019-01-29T12:31:53","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=5461"},"modified":"2020-10-21T10:43:55","modified_gmt":"2020-10-21T10:43:55","slug":"how-can-social-networks-and-apps-appeal-to-generation-z","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/how-can-social-networks-and-apps-appeal-to-generation-z","title":{"rendered":"How can social networks and apps appeal to Generation Z?"},"content":{"rendered":"

Facebook is testing a new gif and meme sharing app – appropriately named <\/span>LOL<\/span><\/a> – in a bid to attract younger generations (and to keep them coming back for more).<\/span>
\nIt\u2019s long been reported that younger users are abandoning the platform. It\u2019s the platform of their <\/span>parents<\/span><\/a> (which means that while they may have to be on it, they\u2019re not keen to share the kind of personal updates that Facebook craves). In 2018, <\/span>Pew Research<\/span><\/a> confirmed that teens were flocking to apps like Snapchat and Instagram as an alternative to Facebook. <\/span>
\nAs a result, Facebook is looking for ways to make the platform more attractive to younger generations and LOL may provide something different enough to get them interested enough to find out more. Social media platforms are starting to realise that what worked in the past won\u2019t necessarily appeal to the younger generation. But what does appeal to them, and how can platforms (and brands) respond?<\/span><\/b>
\n1.<\/strong> Entertainment over catching-up<\/b>
\nSocial networks like Facebook have thrived on the friendship factor. Finding old friends, staying in touch with friends and making new ones. It\u2019s a place where you can keep the family updated and speak to people thousands of miles away.<\/span>
\nBut that function is being taken over by WhatsApp. It\u2019s easier to create group chats, and personal conversations can stay private.<\/span>
\nWhile keeping in touch over social media may be important for older generations, younger generations have myriad ways to chat with their friends. They\u2019re using social for something else. Entertainment.<\/span>
\nGlobalWebIndex<\/span><\/a> has also found that Gen Z tends to prioritise their own entertainment when using social media. They want something that will pass the time (48%) or provide them with \u201cfunny and entertaining content\u201d (45%). Yes, they want to see what their friends are up to (41%), but only 34% of respondents said that their main reason for using social media was a social reason.<\/span>
\nIt\u2019s easy to see why platforms like Facebook are looking to get into the viral content sharing side of apps. <\/span>
\nBrands that advertise on social media may want users to share more personal details with networks, but there\u2019s a great opportunity to engage the younger audience by publishing compelling content that inspires them to act. They\u2019re also using apps like WhatsApp to <\/span>reach consumers<\/span><\/a> directly.<\/span>
\n2. Influencers trump advertising, brand comms and friends<\/b>
\nResearch by <\/span>Piper Jaffray<\/span><\/a> found that teenage girls are increasingly using influencers to discover new information about beauty products. By the Autumn of 2018:<\/span><\/p>\n