In this edition of Trending Now, we’re sharing updates on teens' changing social media usage, how Spotify is trying to cater to younger listeners, and Gen-Z trends to look out for in 2022.
Changing Social Media Usage | Teens and young adults continue to spend an enormous amount of time on social media—but where they’re spending that time continues to shift. The year 2020 saw their overall social media use evolve and grow, with video-based platforms increasing most in popularity. In 2021 though, no platform has seen growth comparable to TikTok. Use of the app has increased among both Gen Z and Millennials, but the popularity among the younger group has boomed. Notably, Fortnite use saw a significant increase as well. During lockdowns, Fortnite expanded into a virtual entertainment venue and digital hangout, which created major opportunities for brands to get in front of young consumers.
Spotify’s Younger Audience | Spotify is the most popular paid audio service in the world, which continues to add millions of customers a year. But recently, company execs expressed concern about the Gen-Z market, which listens to fewer podcasts than millennials, Gen-Xers, or baby boomers. Spotify understands it must appeal to a new generation of users raised almost entirely on mobile devices, which is why it’s working on new tools geared to younger music listeners. Gen Z now also accounts for the majority of the people using Blend, a shared playlist between friends, and is the most engaged audience with Spotify’s annual “Wrapped” campaign, a recap of a user’s music listening over the past year.
2022 Gen-Z Trends | After interviewing 1,200 social network users, ages 13–24 in the U.S., Instagram identified some key areas shaping up to be hot trends for Gen-Z in 2022, including:
- Music meets social media: One in four teens expect to follow live concerts on social networks in 2022, and 70% of teens say they’ll rely on social networks to discover new songs and artists.
- Finding your calling: COVID-19 has shaken up our relationship with work and teens are re-evaluating their career goals because of the pandemic; 71% now prefer to have a meaningful job, even if it pays less, and 66% are beginning to re-assess the value of a college education.
- Online wellness: Gen-Z wants to feel good, both physically and mentally, and will continue to talk about mental health and partake in online activities such as meditation and exercise events.