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Is Generation Z driving a wooden stake into the heart of social media? Or will it rise again in other forms?

A few years ago, if your business or brand had a presence on Facebook or Instagram, you could check the box and go about your business. But that was then.

Research from the Pew Research Center shows that Gen Z is turning to traditional social media channels less and less. Except, of course, for TikTok.

Today, Gen Z users choose an assortment of smaller apps, each serving a distinct function. BeReal for spontaneous, non-filtered updates, Twitch for gaming, Snapchat sending messages while making your face look like a cat, Discord for chat groups, etc.

Giant slaying

The big boys are taking notice. Facebook and Instagram are trying to be more like TikTok and Snapchat by adding the ability to add quick updates that fade away. Some would argue that by doing so, they're only confusing their older users while the younger generation continues to ignore them.

And while social media started as a way to connect friends and acquaintances, the new social media apps are based more on communities and shared interests. Today, most conversations between real-world connections happen through various private messaging apps, while social networking occurs between creators and their communities. Oh, and where once it was "influencer," we are now moving on to "creator" as the term used to describe the social media power broker.

So, what’s the bottom line? Stay nimble and keep your finger on the pulse of what’s current. Your business doesn't have to be on all the social media channels, but you should have a presence where people can get the latest information from your company and get a peek at the people behind the brand.

If you'd like help designing a social media strategy or carrying out day-to-day content creation, drop us a line!


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