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Goodway Group POV Guide
Social Media Trends Social media has become a huge driver in brand discovery and online shopping, with 78% of internet users using social media as their primary source when looking for more information on brands. Use these trends to shape your social advertising strategy in 2024.
48.5%
5. TikTok Will Reign Supreme for Gen Z
The number of surveyed Gen Z respondents who reported using TikTok more than once per day.
It’s no secret that Gen Z loves social media — they spend the most time per day on social media of any generation, heavily using video-based platforms. After all, Gen Z is the first generation to grow up entirely in the digital social age. According to GWI Survey Data pulled on July 25, 2023, Instagram was the #1 service Gen Z respondents reported using, followed by TikTok (#2) and Snapchat (#3).
Source: GWI
Despite the popularity of Instagram, however, TikTok will offer several advantages to advertisers over this Meta platform in 2024. eMarketer explains that Gen Z remains hard to reach outside of TikTok because TikTok offers many more ad formats than Instagram Reels. Also, it’s harder to use creators in Instagram Reels ads. Moreover, Snapchat daily user time is predicted to decrease in 2024. Why is TikTok so popular with Gen Z? It not only provides Gen Z viewers with instant gratification in the form of short-form, “snackable” video content, but also individualized entertainment and content that is based on the algorithm’s interpretation of their digital footprint.
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