Meta, in collaboration with BAMM Global, surveyed Gen Z users (18-24) across five countries to analyze their social media usage. The results show that Instagram is a primary platform for self-development, with 81% of users utilizing it for acquiring skills and knowledge. Understanding short-form video is crucial for brands to effectively connect with this demographic. Moreover, the study highlights that repeated brand exposure and AI-driven content significantly influence Gen Z's discovery process, emphasizing the role of video in finding new products and services.
"It's where they go to look for everything from recipe ideas to investment tips to travel inspiration. 81% of Instagram users told us they use it for self-development, from picking up new skills to learning about finances and nutrition."
"AI-driven recommendations, short-form video, and creator content are reshaping how Gen Z finds and connects with brands, making discovery a welcome part of their online experience. 73% believe active curation leads to more relevant advertising and - across all formats available in social media - 78% say they are most likely to discover new products or brands in video."
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