What is real in today’s world? A debate that usually ends with no concrete outcome; the exclusivity of our connection to our devices and the internet is something that is even making the brightest minds lose their sleep. Our online life is a gray area that consists of our digital footprint, with very little accountability and the power to erase what we do to a certain extent, along with the mask of anonymity. Showing no signs of slowing down, the question of how much of our lives we reveal online raises a crucial question: is everything we do on the internet real, and if so, how much of it actually matters?
Social media is the buzziest buzzword in recent trends. The constant evolution of the tech industry, along with the advancement of the internet, is changing the dynamics of our interactions with the applications built to help us connect. Gen Z, the people born in the late 1990s and early 2010s, are in the midst of this paradigm shift. The individuals in the driving seats of the top social media companies usually center their strategies around Gen Z to hit their targets, and for the most part, it pays off. When we look at the trend of the rise in content creators and influencers, it started with Gen Z. So, it’s always in their best interest to know what Gen Z wants and what they don’t.
While Gen Z has swung a couple of times to cause ripples in the world of social media, they are also the first to act in terms of the damages it can cause. Through groundbreaking research, we now know what excessive use of social media can do to an individual. Mental health disruptions, rogue lifestyle changes, and unhealthy obsessions are just a few of the problems that come with being tied to your phones all day. Being self-aware and spreading awareness, Gen Z has started scrutinising their usage of social media applications. Their movements have inspired thousands and changed millions.
So, what have the self-aware Gen Z been doing? Currently, they reside in using platforms that are more real and authentic. This means any platform that promotes open space for tough conversations, genuineness about one’s physical appearance, being true to oneself, and other positive narratives. For example, Instagram and Facebook have been known to be used by people to establish a higher following among followers and social media friends by posting enhanced images, hiding real-life problems, and so on. The aforementioned platforms are also renowned for having high usage times among their users. Curated images of a perfect lifestyle with a perfect trifecta of health, mental well-being, and financial backing, Facebook and Instagram are quite harsh in their approach to Gen Z. Thus, among the different demographics of users, Gen Z has been the first to act. They have distanced themselves from platforms that don’t promote positive narratives and have been observed to post comparatively less than other communities of users; notably millennials and Gen X. Their check-in frequency is also low, helping them become less prone to health issues that result from our intense use of social media applications.
Since they use major platforms less, does that mean they are completely off the grid? Not quite. Gen Z has been observed using platforms that cater to their demands and are authentic. It’s quite strange and remarkable that the first generation to be exposed to a technology that is the flip side of what our real world represents is also the first generation to address it and come up with alternatives. They aren’t interested in lengthy 10-minute tutorials on YouTube. Rather, short-form content or reels are better suited for them to start researching something they are interested in. They believe short content is more straightforward and authentic in its spontaneity. As a result, many brands have started creating short, direct content targeted towards Gen Z instead of collaborating with influencers or social media stars. Their firm belief in authenticity has also allowed platforms like “Be-real,” where you exchange instant photos with your online friends, or “Snapchat,” where you give updates by sending photos of whatever you’re currently doing, to thrive. Reddit or Discord, where users can discuss forums separated by demand, are also immensely popular because they facilitate constructive conversations and provide a safe space to discuss any issues. While other platforms heavily used by millennials or older people are trying to encourage safe spaces, they aren’t necessarily effective and are usually curated to suit a mass audience. Hence, they have less engagement with all sorts of content targeted towards Gen Z.
It’s not entirely black and white when we attempt to use breadcrumbs to entice Gen Z to engage with content. However, it is important to understand what Gen Z is looking for in a world filled with photoshopped images and fake advertisements by companies looking to exploit people in any way possible. Brands and platforms seeking to increase their reach must combine authenticity and truth with their brand value and products to convince Gen Z. Satisfying and meeting the demands of Gen Z, who are next in line to take the reins in life, can help improve products across all ecosystems.
Platforms that lag behind due to less engagement with Gen Z can utilise recent trends to improve and evolve, providing a better experience. Infusing changes that align more with Gen Z’s values could make the online sphere a healthier place for everyone to interact and navigate. If this could be implemented, many of the issues, such as mental and physical health problems arising from technology use, could be solved or at the very least addressed. With technology’s advancement and the need for human intervention, incorporating insights from understanding Gen Z could work wonders and potentially help us thrive in a safer world.
Author- Malik Araf
