Only 36 per cent of Gen Z (ages 13-17) use Facebook at least once a week, compared to 87 per cent of millennials, 90 per cent of Gen X, and 96 per cent of baby boomers, according to a survey of social media users in the US.
Facebook is generally considered the pinnacle of social media success, boasting the most active users. Facebook’s reign as the “king” of social media may come to an end, though, as younger generations favour more visually-driven platforms such as YouTube, Instagram, and Snapchat suggests a new survey from The Manifest, a business news and how-to website.
While only 36 per cent of Gen Z report using Facebook weekly, 89 per cent use YouTube, 74 per cent use Instagram, and 68 per cent use Snapchat at least once a week.
“Snapchat and Instagram are cooler for younger generations because they have less content,” said Mark McIntyre, CEO of MaxAudience, an advertising and web design agency. “You get to choose to see all the good stuff and none of the junk. It’s way more image-based and way less text-based, and you don’t get everyone’s rant.”
YouTube Attracts Majority of Social Media Users From Every Generation
The only social media platform to attract more than half of every generation is YouTube.
The majority of Gen Z (89 per cent), millennials (86 per cent), Gen X (68 per cent), and baby boomers (52 per cent) use YouTube at least once a week, which may be correlated with people’s affinity for video content.
“Video content is the richest form of visual content,” said Joseph Rothstein, CEO of Social Media 55, a social media marketing agency. “It allows you not only to remember the sounds but also the sights.”
Images Remain Preferred Content to Post for All Generations
Although the demand for video content is rising, people still prefer posting images to social media.
Approximately three-quarters of Gen Z (77 per cent), millennials (77 per cent), and Gen X (72 per cent), along with 52 per cent of baby boomers, prefer posting images on social media.
“Imagery tells a story that we can all fill in,” said Jeremy Graves, CEO of Jeremy Graves Coaching and Consulting LLC, which helps businesses on matters related to strategy and culture. “We don’t have to read what someone else thinks. We can connect through imagery, and the story becomes our own instead of having to read someone else’s script.”
Social media agencies and experts believe the increasing popularity of visual content has given rise to platforms that prioritise visuals over text-based content and allow users greater control of what they see and from whom.
The Manifest surveyed 627 US social media users.
To see the details of this report, click here.