Brands looking to engage Gen Z require “entertaining and unobtrusive” content, according to App Annie’s How to Win Gen Z report.
The research cited Snapchat’s creator shows, 3-5 minute episodes featuring YouTube stars and celebrities, as successful examples of engaging social media content for Gen Z.
“Unlike millennials, who were merely early adopters, Gen Z has grown up with social media as a core part of their daily lives,” said the report. “Due to this, they’re more reticent about sharing their personal lives.”
The study suggested this gears them towards more private and short-lived forms of social media, such as Snapchat, Instagram and YOLO, which gained traction once integrated with Snapchat.
“Gen Z is the first generation to grow up on mobile,” said App Annie CEO Ted Krantz. “They already influence $600B in spend in the US alone – companies need to aim for them now or risk missing the target tomorrow.”