27 Social Media

27.1 Introduction

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It is no mystery that social media plays a large role in daily life for most people in an ever-changing, technology centered society. However, we are finally getting insight on what it was like to be born and raised in the first ever generation with full access to social media since birth- Generation Z (those born between 1997 and 2012). Social media, which is websites and apps created to share online, is responsible for changing the parenting dynamic among kids born during Gen Z by taking some of the instruction previously learned from parents, and putting that in the hands of social media, that kids have full access to. In addition to changing the way kids are raised, social media is changing society as a whole when it comes to areas like consumer and internet preferences.

In a society where social media plays such a crucial role in everyday life, it is important to note how we are affected by social media. What habits or characteristics that shape us are a result of social media, and do we like these changes? The effect of social media is only going to increase daily if we do not take a step back and examine it in our own lives. It is safe to say that there is no eliminating this powerful online escape known as social media, as it will only continue to grow as technology increases, but nonetheless, it is crucial to make sure we use it in a healthy way rather than let it captivate our daily lives.

27.2 What is Social Media?

In its most basic form, social media is essentially a means for people all around the world to talk, share, connect, and create all in one place. While there are many different forms of social media, they all share this same central idea, to bring people together. What started off first as magazines, newspaper articles, and radio shows, has transformed into digital media composed of apps and websites. Many would say social media is to entertain, but it is actually used for much more than that. In fact, social media sites are slowly becoming primary sources of information for users. Instead of Google searching for something you want to find out, like people have done for years, people are resorting to getting that information from social media instead. Thus, potentially altering users search results to only include answers from like minded people or sources of information, given social media’s ability to only show its users content tailored to them. While many view this access to only one-sided information as potentially harmful, it is a result of social media’s increasing popularity in culture.

27.3 Examples of Social Media?

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As previously stated, there are many different social media apps or websites that enable people to connect in slightly different ways. Social media powerhouses such as Snapchat, Tik Tok, Instagram, and Youtube, are the sites Gen Z utilizes the most. While these apps are similar in idea, Gen Z uses each slightly differently. For example, Snapchat is the main source of communication, allowing for Gen Z to call or text one another as opposed to the typical phone call or text message. In addition, you can send pictures and post stories daily with your friends. Tik Tok on the other hand, is strictly short videos and stories. You can like and save videos, or share them to your friends. Gen Z uses Tik Tok primarily for entertainment purposes. Instagram is Gen Z’s version of Facebook. People post images or videos to their own personal page for their friends to see. Instagram is essentially the Gen Z scrapbook. Finally, Youtube is specifically used to watch videos for entertainment purposes. You can view and like videos on your profile, but you cannot send videos to one another on the app itself. Each form of social media is used by Gen Z, but for different primary reasons.

27.4 History of Social Media for Gen Z?

There are four main social media applications that Gen Z uses the most by far. These applications are Snapchat, Instagram, Tik Tok, and Youtube.

27.4.1 Snapchat

Snapchat was founded by Evan Spiegel, Reggie Brown, and Bobby Murphy, who were all Stanford University students. The students came up with the idea to create an app where users could send photos or videos to each other that would disappear after they were viewed. In July of 2011, Picaboo was launched, but after Spiegel and Murphy parted ways with Brown, the app was relaunched in September of that year as Snapchat. The app took off with teenage aged kids because they loved the idea of photos disappearing. This meant that an embarrassing photo of them they might not like in the future would never resurface. The app is only ten years old, but it is one of the largest and most successful social media’s to date.

27.4.2 Instagram

Instagram was founded by Kevin Systrom and Mike Krieger in San Francisco on October 6, 2010. The app was first created with the idea of sharing square shaped photos to match the Iphone display. The launch immediately took off with over 1 million users in the first 2 months and 10 million within a year. Now, the app boasts 2 billion active users. It is an industry leader with creations like the Hashtag, which are essentially hyperlinks within the app that are denoted by a number sign symbol that when clicked will bring you to other posts using the same hashtag. In addition, Instagram allows users to share posts to their followers or the public, giving users the freedom to choose who they would like to see their images.

27.4.3 Tik Tok

Originally, Tik Tok was created by a Chinese tech company by the name of ByteDance in 2016, and it was called Douyin. This app was created in China because other social medias like Facebook and Instagram are banned there. The following year, the company bought the app Musically and merged it with Douyan. In 2018 the new app Tik Tok was released globally. The app is very simply designed where users scroll through short clips and videos. However, the thing that sets Tik Tok apart, and is responsible for its mass success, is its algorithm to suggest content to users based on their likes and preferences. This algorithm learns what users like and interact with and shows more of that same content. Thus, giving users the ability to have videos that satisfy their likes on their own personal feed.

27.4.4 Youtube

Youtube was founded in February of 2005 by three PayPal employees, Chad Hurley, Steve Chen, and Jawed Karim. However, just a year later, the company was bought by Google for 1.65 billion dollars. The app was created for users to upload videos to their channel for anyone to watch. Anyone with access to the internet could go on and watch videos from their favorite creators. In addition, users with an account can like, dislike, comment, and subscribe to their favorite videos and channels. The app is immensely popular, as users watch over 1 billion hours worth of video every single day. It is now the second most popular website in the world behind Google. Youtube has stayed true to its original intended purpose, which is simply allowing people to post videos, but has risen to the top as the most popular social media ever.

27.5 Social Media and the Raising of Gen Z?

Many mothers and fathers are now relying on the internet for questions that arise while giving birth and into early childhood. It was found that new and expecting parents do double the amount of searches as non-parents, with child health and safety being the main searches (Sinclair). Mobile searches for babies and parenting have increased 25% since 2013 and Youtube videos for parenting have gone up a whopping 329% (Sinclair). Parents are also relying on social media posts and searches heavily, even consulting social media before a doctor’s professional opinion. In addition, the first place to find out about the birth of a child is social media. Mothers and fathers instantly take pictures and upload them to Snapchat, Instagram, WhatsApp, or more. It is a different time for mothers and fathers in a growing digital age.

27.5.1 Social Media Taking the Parents Place During COVID-19

It is no doubt that young children are being exposed more and more to social media, however the COVID-19 pandemic rapidly increased this exposure to Gen Z children. Kids as young as 8-12 had screen time, which is the amount of time actively spent logged in, on social media jump to 5 hours and 33 minutes per day (Moyer). Simultaneously, kids aged 13-18 had an average social media screen time of 8 hours and 39 minutes daily (Moyer). These absurd hours spent online were consequences for parents absence during the pandemic. This reality hit low income families the hardest, as they were the majority of parents who had to show up to work in person at the time. This, combined with the closure of schools, left children to fend for themselves in the depths of social media. These long hours spent online replaced other crucial activities such as chores, exercise, and even sleep. It is a grim truth that shows social media can and will fill the void of a parent’s absence in the household.

27.6 Companies are learning the evolution of social media and how it relates to Gen Z’s consumer preferences

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It is time for companies to adapt to Gen Z and their tech savvy desires. According to small Business trends and Robert Stott, the first step in that direction is forgetting Facebook altogether. The social media mogul of the early 2000’s is a thing of the past for Gen Z (Stott). Companies need to start advertising in new ways on new social media sites. This starts with listening to Gen Z’s feedback online. Unlike previous generations, Gen Z is very open to their opinions online (Stott). They essentially tell companies what they do and do not like, so it is the companies job to listen and adapt. For example, Gen Z likes pictures and hates stopping and taking time to read something. Pictures or short clips are necessary to quickly grab the attention of a fast-paced Gen Z. Finally, companies need to be on social media and be consistent. If a company is inactive or inconsistent on social media, Gen Z will disregard them entirely. Social media presence is imperative to capture the attention of Gen Z. Additionally, companies need Gen Z to interact with them on social media. Whether sharing pictures with a brand or logo, or putting out polls to survey customers, the more social media attention a company receives from Gen Z will result in success. Also, companies need to accommodate Gen Z in the store. Things like free wifi allow Gen Z to connect to others immediately. Gen Z often wants to get a second opinion on a product immediately and free wifi will easily allow for this (Stott). This second opinion provides Gen Z with a sense of security and will most certainly increase sales.

27.6.1 Consumer Misbehavior

Gen Z will do whatever it takes to stay up to date with the newest technology, even if it is not necessarily morally correct. A study conducted at a large US university and published by researchers from Dartmouth and Bridgewater State University found that up to 81% of Gen Z students have engaged in consumer misbehavior regarding social media (Jacobsen, Barnes). This means that college aged kids are willing to do things such as sign up for free trials with multiple emails when one expires, or signing up for free trials and canceling so they are not charged. These actions are a direct result of social media’s influence on Gen Z. They must have the most up to date technology to stay in contact with their friends, even if they have to compromise or bend the rules to do so.

Chapter Summary

In a heavily technology-centered society, it is no doubt social media plays a huge role in the lives of Gen Z. They were the first generation born and raised with full access to smartphones and social media. This engagement online is only going to continue to grow, which is why it is extremely important to recognize the potential harmful effects that follow. Social media should be used as a tool to connect with friends and family when you might be far apart. There should not be this crushing pressure to look or feel a certain way. In conjunction, parents need to be aware of the effects of social media, and not let it get in the way of them and their children. Social media can be a very important and entertaining tool when used properly. It is imperative that we sit back and look at the role social media plays in our life, and make any necessary changes to live a healthier and better life.

References

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Jacobsen, S. L., & Barnes, N. G. (n.d.). Social Media, gen Z and consumer misbehavior: Instagram made me do it. Journal of Marketing Development and Competitiveness. Retrieved November 29, 2022, from http://www.na-businesspress.com/JMDC/JMDC14-3/5_JacobsenFinal_Abstract.html

Rascoff, S. (2022, June 10). Council post: Battling Gen-Z’s social media problem, one app at a time. Forbes. Retrieved November 29, 2022, from https://www.forbes.com/sites/forbesbusinesscouncil/2022/06/09/battling-gen-zs-social-media-problem-one-app-at-a-time/?sh=6422d8d86d94.

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Sinclair, M. (2016). Bespoke Birth for the Modern Z Generation. Clemson University Libraries – Login. Retrieved November 29, 2022, from https://web-p-ebscohost-com.libproxy.clemson.edu/ehost/pdfviewer/pdfviewer?vid=0&sid=6cc865ae-4a24-415d-b5ad-2cbe95b241fd%40redis.

Stott, R. (2017, June). 7 TIPS FOR ENGAGING WITH GEN Z ON SOCIAL MEDIA. ProQuest. Retrieved November 29, 2022, from https://www.proquest.com/.

Watson, A. (2022, August 18). News consumption on social media U.S. by generation 2022. Statista. Retrieved November 29, 2022, from https://www.statista.com/statistics/1124159/us-generational-social-media-news/.