Gen Z's entry into adulthood coincided with the COVID-19 pandemic, dramatically shaping their consumer behavior. Five years later, their discretionary spending has surged, especially on experiences rather than goods. Businesses now focus on understanding Gen Z's preferences, with research showing that they are more influenced by organic user-generated content on platforms like TikTok than by traditional influencer marketing. This shift has led to new strategies where companies assess engagement metrics rather than solely relying on social media output to generate buzz.
Young people are four times more likely to make a decision based on user generated content than an influencer post. Gen Z sees through the BS of a promoted post quicker than anything.
Chick-fil-A ranks in the top 10 most talked about restaurants on TikTok while not having a significant social media presence of its own.
Collection
[
|
...
]