![]() ![]() Gen Z has a desire for authentic representations of themselves and others around them. From the rise of new social media platforms to the changes in social media trends, Gen Z’s desire for authenticity has, and continues to impact the fabric of the social media industry. Gen Z’s desire for authenticity is a force to be reckoned with. This growth in users affirms the platform’s core values and proves social media users are gravitating toward and beyond authentic content.Īccording to Ernst & Young’s research, “ authenticity is the most important value for Gen Z - even beyond future plans and being rich.” The research also suggests that 92% of Gen Z highly value being authentic and true to themselves. With the platform’s core concept of neighborhood-centric and authentic content, the app has gained significant popularity and accumulated over 30 million users worldwide since launched in 2020. The change in user behavior and content preferences is also evident in Playsee's user activities. With users gravitating towards authentic platforms and localized content in the social media space, it is evident that there is user fatigue on traditional platforms. In fact, a recent study conducted by Playsee shows that 86% of social media users want to see more authentic content and videos that more closely reflect their daily experiences. However, this format and type of content often creates a separation from reality and divides communities, rather than building them.Īs a result, we are seeing platforms that encourage relationship-building in their communities and promote authentic experiences gain popularity. Many major platforms encourage users to share personal narratives and spark debates, as this typically generates more engagement and time spent on the platform. This type of content is hard for users to relate to their everyday lives and would not bring value. On the other hand, content on major social media platforms in recent years has become increasingly focused on trending and glamorous content such as popular music, dance routines, or extravagant experiences. It also adds more value because you can go there and get that croissant! For example, if you saw a video of someone eating a delicious flakey croissant halfway around the world versus another video by the local bakery around the corner, you would relate to it more because you recognize the sound and sight of the street. User preferences for authentic content and connections will continue to grow and evolve into authenticity that is more relevant and localized. Users are Gravitating to Authentic Content and Connections ![]() The way this can be achieved can vary from platform to platform, but ultimately platforms must find the right balance of authentic content, commercial viability, and helping users become more connected to where they are in life. ![]() One way to do so is to provide more value to a person's life and help satisfy the innate human need for a sense of belonging for users on their platform. However, both short-form video and other trending social media content is prioritized by platforms as users will spend more time on the platform without gaining much value in their own lives, while platforms capitalize on their attention and time.įor platforms to remain relevant or come out on top, they must consider both the change in content preferences and how people want to use social media. In recent years, short-form video has become the most popular content for social media users. With the shift in user behavior and preferences, people are finding new ways to integrate social media into their everyday lives to satisfy their need to connect and have a sense of belonging in their communities. This has created opportunities for other platforms to gain users, but also for users to explore new platforms and ways to engage with their communities and create content. As a result, several new social media apps surfaced and those with an authentic angle increased in popularity more than others. People want to live and experience the real world and have authentic experiences. This was a result of the metaverse failing to capture and meet user preferences. ![]() In 2022 we’ve seen major social media platforms struggle to keep their users, as well as investors, interested in their platform, with one of the top platforms losing 75% in market value. ![]()
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