Gen Z leans towards social media for product discovery
A recent study by GWI and AmbassCo suggests Generation Z prefers hunting for products on social media platforms, marking a significant shift from the traditional search engines. This signifies their penchant for more direct and custom-made online shopping experiences. The influence of peer recommendations and influencers in Gen Z’s purchasing decisions also underscores the importance of these platforms as crucial channels for product discovery and sale.
Data from over 3,000 internet users from the UK, US, and Germany display a significant decline in Generation Z’s use of search engines while scouting for new brands or products. This highlights a trend where they value peer recommendations and influencer tips more than exhaustive searches or expert advice. The study also found Gen Z more prone to follow brands on social media before making a purchase. Thus, businesses need to pivot their strategies to align with these changing consumer preferences.
Challenges such as mobile compatibility and complex user interfaces have resulted in a growing dissatisfaction with conventional search engines. Conversely, the study noted a surge in the interest for product discovery through social media platforms.
Gen Z’s preference for social media-based product discovery
Since 2018, there’s been a substantial growth in Gen Z users who opt for social media as their preferred product discovery method. This prompts brands to up their social media advertising game, consistently creating captivating content that blends well with their feeds and does not feel intrusive.
Moreover, it’s important for businesses to understand the value of appearing as a subtle recommendation within content that Gen Z consumers are already consuming. Gen Z seeks authenticity and honesty from the brands they support, and they wish to establish a relationship with the brand, fostering loyalty and ultimately influencing their purchasing decision.
Despite Gen Z favoring social media for product discovery, they express distrust towards influencer marketing. They view these endorsements as profit-driven rather than genuine. Therefore, recommendations from their online connections are perceived as more honest and reliable. Companies must adapt their marketing strategies to align with Generation Z’s preferences to successfully reach this digitally savvy demographic.
The findings suggest a major shift for business strategies from traditional search optimization to focusing on social media. Businesses may need to maintain a regular presence on social media feeds, create engaging content, and utilize authentic messaging to earn this demographic’s trust. It’s also important for companies to promote transparent and ethical practices, as Gen Z consumers are more likely to support brands that align with their personal values and societal views.
