Twitter has been having problems with bad user growth, losing key executives and developers, and poor stock performance, but that is all about to change. Ultimately as a social network Twitter’s value is directly tied to how good of a product it is for its users and how much that user base grows. Thankfully for Twitter, Generation Z gets Twitter a bit more than past users.
Generation Z is the first generation of wholly social media natives and is going make up a near majority of consumers by the end of the dedicate. As the largest generation on the planet, outpacing both Baby Boomers and Millennials, Generation Z is massive and has the power to drive change in the products and services they want.
When it comes to social media, Gen Z views the industry differently than the typical user. Gen Z are digital addicts and spend over 30% of their time on their smart phones, and so utilize social networks for their modern interactions and communication. Influencers have gained a key position in this infrastructure as concentrated personalities and sources of entertainment.
Choosing a social media network has a variety of needs, which Gen Z looks to be satisfied. Firstly, the rise of Snapchat shows discrete and more personalized communication is needed. Secondly, influencer culture demonstrates a desire for followings and fame. Thirdly, engagement patterns illuminate the need for expressing an authentic voice with quality content. Finally, with the shortest attention span of any group, Gen Z needs the ability to scroll through content quickly and see the highlights.
As Twitter encapsulates these needs in a unique fashion, with proper product design moving forward Twitter can hone out the experience further. Generation Z is poised to help give Twitter a much-needed rebound.
1) Twitter offers a voice
Due to the brief content limits on Twitter, tweets come off much more authentic to the users’ voice than other platforms. With the barrage of marketing, advertising, and content Gen Z has been exposed to over their lifetime, the most important component for any content campaign is authenticity.
It is impossible to break into an essay and use more pretentious filler content when you only have 140 characters. Tweets are truly a brief encapsulation of an idea in the most concise and natural phrasing possible.
2) Twitter builds influencers
Influencer marketing has become one of the biggest trends in recent eras as the younger generation wants to buy shoes, clothing, and other consumer goods from celebrities and personalities they are familiar with and not generic corporations. Twitter’s largest value add for users is its ability to provide easy access to unfiltered celebrities and influencers.
This sense of realism gives Generation Z all of the same emotions that make influencer marketing a success. Generation Z wants to be able to develop in-depth, authentic, digital relationships.
Facebook conversely has begun to launch a series of features, such as Facebook Live, to allow a more natural connection process with influential personas. In order for Twitter to continue to have this edge as the social media network that gives real interactions with famous people, they will need to continue to innovate and improve their product offering in support of this ideal.
3) Twitter allows for quick mass consumption
As it is easy to track the “twitter” of public commentary around major events, Twitter is one of the best locations for viral content. As a shooting occurs, new fashion line drops, or news event breaks, Twitter is the place where young social media are able to discuss and share their opinions.
Generation Z is one of the most digitally active audiences, spending over 30% of their awake time on their cell phones. Narrowing down mass conversations into clusters of topical tweets and immediate awareness of viral events help keep Generation Z in the know and offers an easier access to information.
Facebook and Snapchat however have begun pushing more and more sophisticated trending functions to collect real-time content for users. Facebook Trending and Snapchat Global Stories are two of the quickest rising sources of information for Generation Z on mass education and if Twitter does not launch something to combat these features, this value might slip as well.
Generation Z likes Twitter more than most. Quick consumption, real relationships, and authentic posting all aid in creating one of the ideal user experiences for Generation Z, but Twitter needs to stay on its toes and further innovate if they want to truly capture the potential of Generation Z’s affection.