Fact: Gen Z spends a lot of time online, and their purchasing power is only getting stronger.
Morning Consult, a data-decision intelligence company, recently conducted a survey to learn more about Gen Z’s social media usage.
The main takeaway? Video is here to stay.
Keep reading, we're breaking down all of their findings — plus, what it means for brands trying to reach Gen Z.
Table of Contents
Gen Z’s Social Media Usage: Where Do They Spend Their Time Online?
According to Morning Consult's survey, YouTube is the most-used platform for Gen Z — with 88% spending their time on the app:
Coming in at the number two spot is Instagram at 76% — hinting that the platform isn’t “over.”
And TikTok (68%) and Snapchat (67%) aren’t too far behind either.
However, there’s a notable dip once you get to the likes of Facebook (49%) and Twitter (47%).
Interestingly, more male respondents use platforms like YouTube, Twitter, Discord, Reddit, and Twitch.
On the flip side, when it comes to Instagram, TikTok, Snapchat, and Facebook, female Gen Zers take the lead.
And while its usage is on the lower end, Gen Z is still showing some love for BeReal.
ICYMI: Learn how to connect with Gen Z in our free workshop: 5 Gen Z Marketing Strategies To Implement in 2023
How Much Time Does Gen Z Spend on Social Media?
Morning Consult reports that 38% of Gen Zers spend over four hours a day on social media:
By comparison, only 18% of U.S. adults spend that much time online — showing the generational differences when using social media.
And when you contrast Gen Z’s social media usage with their weekly interactions, the survey found that they also spend more time interacting with their peers online than in person.
The takeaway? If you want to reach Gen Z, doing it via social media is the way to go — they're digital experts for a reason.
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What Does This Mean for Brands Wanting to Reach Gen Z?
The proof is in the pudding: Gen Z likes to be online and YouTube is their platform of choice (for now).
YouTube is typically associated with content that educates or entertains — whether it’s “how to” videos, vlogs, or funny pranks.
So, for your social strategy in 2023, consider creating educational content that provides value.
It could be a tutorial for your latest product or a deep dive about a particular topic. The more you can teach Gen Z about your niche, the better.
And if you don’t have the capacity to build a YouTube strategy, consider creating short-form video content on Instagram or TikTok that leverages keywords for SEO.
Compared to older generations, Gen Z’s social media usage leaves more room to reach, connect, and market to them online.
If you haven’t started yet, 2023 is the perfect time.
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