Twitter has Gave some new insight into how younger audiences interact via tweets, and what they’re looking for from brands, specifically, on the platform.
And as you might expect, it’s the younger users who are driving the discussion on the platform – although you might not have guessed that they were so influential.
As Twitter notes, nEarly on Half of all Tweets sent between May 2020 and May 2021 came from users aged 16-24.
This is somewhat at odds with the perception that politically motivated groups are increasingly using Twitter to direct their messages – but again, Twitter is also known for its more left-leaning movements and focus, which aligns with smaller, more progressive views on many key issues.
But in some ways, it may also reduce the value some place on Twitter trends, since they are primarily small users, and not necessarily the majority. This data shows that very small demographics are increasingly reacting to tweets, indicating rising trends, but also, again, may not be representative of the broader opinion.
Although, in the context of marketing, driving trends are what we care about the most, and Twitter says this to some 70% of Gen Z users come to the app to learn about new products, while also being active in sharing their opinions on the same products.
“Just as importantly, Twitter is where Generation Z comes in to gauge whether brands are keeping up with the cultural and societal conversations happening around us, with many saying they use the platform to comment on how brands are communicating with the social issues they care about.”
It is a key consideration for reaching young audiences, as many research indicates that young consumers increasingly want to see brands take a stand on social issues, and express their support for major movements.
Twitter also notes that young users are looking to interact with ad campaigns, particularly those that invite engagement.
“They were particularly engaged when there was an element of the campaign they could draw on – something meme-worthy. In one campaign, in particular, Generation Z dominated engagement, sending half of all campaign-related tweets.“
It’s also a big element of TikTok’s appeal, as it provides a way for users to interact with the brand’s message, presenting what they’re doing, which then connects them to a broader conversation, and can facilitate greater exposure and community.
Building on these findings, Twitter advises brands that they should take a participatory approach to their campaign creation, while also ensuring they stick to their words, and drive ongoing action through advocacy pledges.
“Maintain the conversation and reach out to them whenever the opportunity calls for it.”
This interactive community-based approach aligns with the usual behaviors of Generation Z, who are increasingly anticipating again To be able to share and create their own content based on campaigns and trends.
Social media has given everyone a platform to share their voices and experiences, and failing to capitalize on that misses a great opportunity for coordination. And now, young users who have grown up with social platforms, are looking to actively participate in everything.
The data here shows that this is a major opportunity, one worth considering in your approach.
You can check out the full Twitter search for Gen Z Here.