Youthful and outspoken are just some of the words to describe the new generation or what is more known as Gen Z. This demographic also lives the digital lifestyle, making the most of their time online to pursue their interests and passions.
Gen Z is the voice of the new generation on Twitter—and their voice indeed speaks volumes as they actively participate and spark conversations on any topic they want to explore or further dive into. In fact, 61% of the Gen Z audience on Twitter use the platform on a daily basis. With Twitter considered as their diary; they Tweet their experiences or thoughts with raw honesty and revealing conversations that are heartfelt, unfiltered, and unedited.
Despite their openness, there are still plenty of things to discover and learn about the Gen Z audience as their interests are so diverse. To relate with Gen Zs, one must understand their world. Here are three key facts about Gen Zs on Twitter:
1. Gen Zs explore #WhatsHappening
The Gen Z audience is all about exploration and being in the know of #WhatsHappening in the world around them – from news, pop culture, to Internet trends – as well as to connect with the communities and interest groups that matter to them. On Twitter, they keep up with culture and find inspiration for things such as places to visit or items to buy. Because of their thirst for discovery, Gen Zs on Twitter are well informed. 50% of them read news stories to stay on top of news and current events.
Embeddable Tweet: https://twitter.com/JAEKKING_/status/1381953741281095681
2. Driven by passion
The Gen Zs have enthusiasm for new experiences and connections. This can be seen in how their passions further drive conversation on Twitter. Among their passion points; the highest are gaming and tech (63%), food and beauty (61%), and music (60%) – showcasing the expansive interest and knowledge of this audience. They’re the ones starting the trends and keeping the memes flowing.
Gen Zs also appreciate brands who fuel and empower their passions. Filipino Gen Zs shared that they mentioned brands that provided authentic experiences and foster connections with communities that share common interests and passions.
Embeddable Tweet: https://twitter.com/tmtambayan/status/1406934355075747845
3. Keeping an open mind
With their openness to just about anything under the sun, it’s no surprise that Gen Zs on Twitter accept diverse points of view, especially on social issues. 81% of Gen Zs describe themselves as open minded. Freedom of expression is essential to them; this results in their openness and optimism towards learning and understanding different points of view such as tackling mental health, gender identity, sexuality, equality, self-expression, youth, and climate change.
Gen Zs know they have each other’s backs, so they leverage the communities they have fostered and use the power of the crowd to seek help or implement change in times of need.
Embeddable Tweet: https://twitter.com/Alexa_Jams/status/1329295112321462273
Embeddable Tweet: https://twitter.com/HermanoCalizo/status/1330808547731378177
How to belong with the Gen Zs
Gen Zs are always ready to engage. They love social media, but what has become clearer is that they don’t use all social media platforms in the same way. On Twitter, this group is highly receptive in buying brands they have seen advertised (+60%) and to be the first to try new things (+43%). Moreover, Gen Z has an influential presence on Twitter.
“There’s no better way to understand the Gen Z mindset than to delve into their world on Twitter. As a go-to place for #WhatsHappening and various communities; Twitter allows Gen Zs to freely express themselves, connect with communities, and at the same time, empower them to pursue and champion their values, interests, and passions. Gen Zs have always been active on Twitter, but there are still plenty of things to learn and discover about them because their interests are so diverse. We see a trend wherein Gen Zs rule conversations and are active in engaging with brands especially if it gravitates towards the things that matters to them,” shared Chandan Deep, Head of Emerging Business, Southeast Asia at Twitter.
Here are some tips to help brands relate to or belong with the Gen Zs.
- Embrace their uniqueness – Listen or make them laugh. Don’t be afraid to tap into good humor or use memes!
- Be more than a fair-weather GenZ fan – Appeal into their interests and advocacy
Embeddable Tweet: https://twitter.com/McDo_PH/status/1419604673141501956
- Invite participation – Provide a space for them where they can relate and share
- Use Takeovers to capture initial enthusiasm – Create buzz and generate influential engagers to maximize awareness
Embeddable Tweet: https://twitter.com/luckymeph/status/1420912023597064194
- Leverage talent at launch – Create a personalized journey and elevate brand experience with technology