The rumors of the death of social media continue to be greatly exaggerated. For years, it has been suggested that social media’s time has come and gone, yet, the platforms are still standing and even arguably stronger than ever. However, as those of Generation Z—who were born between 1997 and 2012—continue to reach adulthood, the platforms may need to adapt and evolve.
Gen-Zers grew up as smartphones reached the mainstream, and were born with social media already well-established.
“They are true digital natives and social media is an integral part of their daily life,” explained technology and social media analyst Susan Schreiner of C4 Trends. “Gen Z is growing up, and using social media in different ways, as they transition from student to professional life. They also spend more time on their mobile device than any other generation—an average of four-and-half hours daily.”
Social media has become the preferred platform for entertainment, information, shopping, and engagement. The established networks such as Facebook, YouTube and even the rebranded X—formerly Twitter—continue to maintain usage while newer platforms such as TikTok have emerged.
“Most of Gen Z is now accustomed to finding information on social media, and they naturally gravitate towards these platforms because it’s convenient and familiar, with ‘informative’ content being displayed in ways they are used to consuming. Traditional news outlets struggle to connect with this generation, social media speaks their language, making it an attractive place to find news and advice,” said Claire Wright, founder of social media platform BUDDY targeting these younger users.
Misinformation Concerns
There are also growing concerns that because of Gen Z’s reliance on social media for news and information, they could be served misinformation/disinformation that is accept it as fact. That can include posts from sources that may have hidden agendas—such as impacting the 2024 Presidential Election.
“Social media platforms do not vet the accuracy of information or provide proper source references, which can complicate the landscape of trust and truth,” said Wright. “Despite the concerns, it’s important to understand that turning to social media for information is a natural and normal behavior for Gen Z. They are a curious generation, trying to understand the world around them in ways that resonate with their digital upbringing. To better support them, trusted sources need to adapt and provide reliable, accurate information in the formats and on the platforms where Gen Z is comfortable.”
Social Media May Still Need To Evolve
Even though Gen-Z are digital natives, there is no denying that they could be tempted by the next big thing—or could just as easily be the generation that tunes out entirely. For those reasons, social media may need to adapt, though the changes will need to be more evolutionary than revolutionary.
“Social media needs to evolve to the tastes of Gen Z,” added Wright. “The next generation yearns for authenticity and real connections. Many social media platforms have become marketing and advertising focused, often detracting from genuine, unfiltered content that truly resonates with the audience.”
She further suggested that a constant barrage of superficial content fails to meet their desire for real interaction and can also impact their mental well-being.
“Social media’s addictive nature has, in many ways, robbed time from what could have been real-life experiences, which is vital for growth and development,” Wright continued. “To support this generation, social media must shift the focus towards building true community, considering their mental health, and encouraging IRL experiences that allow them to thrive and feel genuinely connected.”
The Established Brands Will Live On
Even if social media doesn’t entirely evolve, it is likely the way it is used will—and that includes by content creators.
“For many, there’s a tendency towards fandom and niche, rather than mass market. Consequently, niche creators are building powerful relationships with smaller audiences,” said Schreiner. “YouTube found that nearly half of GenZ belong to a fandom that none of their friend group shares, while 80% claim to be a big or superfan. We expect that usage motivations and engagement in social media will evolve as the users age.”