Gen Z and their Social Media Shopping Habits

Blog

January 26, 2022

[Image by Minnie Huynh]

iPhone photo from TechCrunch

Gen Z and their Social Media Shopping Habits

Online shopping has completely changed a multitude of industries. It allows teens and young adults to effortlessly access and purchase products through nearly any platform. According to recent studies, approximately 27% of teens and young adults are expected to shop through social media apps in 2022.⁴ It is also worth mentioning TikTok users spent $2.3 billion in the app in 2021, an increase of 77% over the $1.3 billion it scored in 2020.⁵ Brands can take advantage of this opportunity by creating content, promoting their products or services, and collaborating with influencers to gain audience approval.

Although conventional outlets are a great tool, social media can expose these products to a global audience that previous outlets may not have reached by traditional advertising. A survey conducted in 2021 shows that nearly two-thirds of the survey respondents, including millennials and Gen Z, reported making an online purchase due to branded social media content or social media influencers recommending a product.¹ Social media platforms are taking advantage of this new market by adding an excess of shopping features and advertisements.

[Image by Minnie Huynh]

IG reel photo by Andrew Hutchinson

Instagram and TikTok have included advertisements and influencer promotion in users’ feeds to grab their attention and increase consumers’ purchases. The data collected from the users give these platforms a better idea of when and where to place these shopping incentives, including shopping events.

Recently, Instagram hosted a new series of celebrity-lead shopping live streams. Instagram stated, “Skip the crowds and enjoy the magic and charm of a holiday pop-up shop from the comfort of your couch. Discover new brands and products with some of your favorite creators during our two-week Holiday Pop-Up Shop Live event, hosted by dancer Nia Sioux (@niasioux) and Olympian Shawn Johnson (@shawnjohnson).”²

[Image by Minnie Huynh]

Photos by Instagram and Vogue Business

What does this mean for the future of social media?

Gen Z has changed the market and how brands may advertise their products, “60% of Generation Z in the US use Instagram to discover new brands, products, and services”³. Social media provides brands with significant opportunities to capitalize on. What will shopping via social media platforms change about user experience next?

Overall, this change will affect how social media platforms advertise and structure themselves. As well as change how future generations use these platforms as they continue to shift the habits of future consumers.

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