Social Content Creation Generational Differences/Tik Tok

Goals

To understand more fully what the social content creation difference is between United States Gen Z and Millennials, specifically looking at whether Gen Z'ers create more content than Millennials. To see if Millennials are typically just consuming or sharing others' content rather than creating it, and whether Gen Z look at creating content more optimistically than Millennials. In other words, to understand if Millennials have the mind set that no one cares about their lunch versus Gen Z who are more optimistic about getting a bunch of likes on the photo of a salad.

Additionally, for Tik Tok, now that it is known that Tik Tok is positioning themselves as a "content creation rather than passive content-consumption" experience and that they enable everyone "to be a creator" (based on a previous Wonder brief), to be able to understand if that is truly how consumers think or perceive the brand. Do they think that it is an app for content creators rather than for content consumption? An ideal response would have quotes, data, insights, information, and statistics that makes this point.

Early Findings

  • Gen Z (generally considered to be those aged 16-20) and Millennials (those aged 21-34).
  • While Millennial teenagers used social media to update their statuses and to see what their friends were up to, social media is more of a time-filler and content consumption hub for Gen Zers. Unlike Millennials, Generation Z are actually more likely to be using social media to fill up time and to find entertainment, than to stay in touch with their friends.
  • Gen Z want to be entertained in the social space. But in the age of ad-free video streaming, brand interruptions are not necessarily well tolerated. It’s imperative that brands create content that cuts through the noise and that Gen Z will want to watch and share.
  • 35% of Gen Z say that they spend time sharing content such as photos and videos with others.
  • Vision Critical, conducted a study on 12 to 24 year olds in the U.S. The company’s top conclusion? This “post-internet generation” doesn’t simply consume entertainment, they help create and shape it.
  • The study revealed that 80 percent of Gen Z say "finding themselves" creatively is important. Over 25 percent post original video on a weekly basis, while 65 percent enjoy creating and sharing content on social media.
  • In comparison to other generations, Gen Z favors social media platforms that contain less messaging and are more visually oriented. Only 51% of U.S. teens are using Facebook, so the days of long Facebook posts and long-form blogging are fading.
  • Social platforms like Snapchat and Instagram are visually-oriented, therefore growing increasingly popular among Gen Zers. They tend to consume, create, and engage a lot more with photos and videos. A great vacation, fantastic look, or an awesome concert is communicated best with snaps, videos, and pictures.
  • Generation Z is driven to create with brands, livestream their experiences and ‘choose their own adventure’.
  • Images remain the most popular type of content: Around three-quarters of Generation Zers (77%), millennials (77%) prefer posting images on social media.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals.

Summation Of The Availability Of Information Relevant To The Goals

  • We were able, in our first hour of research to just scratch the surface of the social media content creation differences between Gen Z and Millennials. It is clear in our initial research, however, that Gen Z definitely seem to create more content than Millennials on certain platforms like Snapchat and Tik Tok. However, we did not have time to fully research whether Gen Z have a more optimistic outlook on sharing content across platforms than Millennials do. In other words, we were also not able to look at whether the Millennial mindset is caring less about creating content than Gen Z's because they feel people just do not care about their lunch and what it looks like (or the newest workout they are doing) versus Gen Z who are more optimistic about getting a bunch of likes on the photo of a salad or their fabulous new Pilates class.
  • We were not able to address the 2nd part of the ask, which was surrounding Tik Tok, and whether consumers think that it is an app for content creators rather than for content consumption.

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