Gen Z Prefers Community Focused Social Apps - Su Digital - Web Design and Digital Marketing


Gen Z Prefers Community Focused Social Apps

Gen Z Prefers Community Focused Social Apps

Gen Z Prefers Community Focused Social Apps

In a dynamic shift away from conventional social media, Gen Z consumers are increasingly gravitating towards community-centric platforms that offer a more inward-facing and personalized experience. Recent research conducted by creative agency Impero sheds light on this emerging trend, revealing that a substantial 65% of Gen Z individuals feel notably more confident and secure online while engaging with community-focused apps like Discord and Twitch, as opposed to the more traditional feed-based platforms such as Instagram and Twitter.

The insights from the study, derived from a comprehensive survey of 350 Gen Z consumers on Impero's innovative 'The Move' platform, provide a deeper understanding of the evolving online behaviors and preferences of this generation. The findings underscore the growing importance of community and connection for Gen Z, as they seek to carve out a sense of uniqueness and belonging in the digital realm. Notably, around 41% of respondents perceive closed community platforms as private spaces, further reinforcing the allure of these spaces for fostering genuine interactions and meaningful conversations.

The research report delves into the broader implications of this shift, revealing that Gen Z's priorities extend beyond traditional markers of success, emphasizing progress, and a sense of shared identity. A significant 70% of respondents indicated that the primary motivation for joining digital communities is a profound yearning for 'belonging.' 'Voice' followed closely, with 66% of Gen Z expressing a desire for platforms that amplify their opinions and perspectives. Moreover, privacy emerged as a critical concern, with 61% valuing the privacy that community-oriented platforms can offer.

The study also illuminates Gen Z's role as active participants in online communities, where they harness the collective power of these spaces to mobilize support for various causes and concerns. Around 81% of respondents stated that online communities play an essential role in their understanding of real-world issues and in guiding their efforts to effect positive change. Notably, 62% indicated that they would be more likely to speak out against something they deem wrong if their peers did the same.

An intriguing aspect of the report underscores Gen Z's expectations from brands. Brands that embrace inclusivity and enable Gen Z to be active contributors to their ecosystem, rather than passive consumers, stand out in this evolving landscape. An impressive 83% of Gen Z respondents endorsed the idea that brands should empower fans to use their intellectual property to create content online. This highlights the crucial need for brands to shift from a perspective of 'ownership' to 'participation,' inviting Gen Z to co-create and engage authentically.

Zuhur Mohamed, Research + Next Gen Culture Insights at Impero, further emphasizes the potential for brands to harness the creativity and aspirations of Gen Z, viewing them as collaborators and partners in their marketing endeavors. "Brands can make community a big part of their marketing strategy by shifting their mindset from 'ownership' to 'participation' and engaging with consumers in genuine ways that help uplift them and their voices. Our report found that Gen Z is a force of creativity, and brands should tap into their potential instead of viewing them as an audience to market to," said Mohamed.

In conclusion, the research not only sheds light on Gen Z's evolving digital preferences but also highlights the transformative power of inclusive and participatory approaches for brands aiming to resonate with this dynamic and creative generation. The key takeaway is that by fostering a sense of belonging, amplifying voices, and co-creating, brands can forge deeper connections with Gen Z and create mutually beneficial interactions that resonate well beyond the confines of traditional marketing strategies.