Social Media Consumer Insights

Trend - Tourism brands and initiatives are targeting younger generations by collaborating with social media platforms that are popular among Gen Z. TikTok–an app that's used to create and share short videos–is an especially important platform for this generation.

Insight - With the way people now consume content–the best way to engage them tends to be via the online platforms they interact with daily. This is especially true for Gen Z consumers, who have been raised with social media in a way that the generation's predecessors have not. By turning directly to platforms Gen Z uses, brands are able to create more effortless consumer engagement and can easily tap into users' online followings.

Trend - Social media platforms like TikTok -- which allows users to post short-form video content, are beginning to be popular among marketers who strive to merge their strategies with entertainment and competitive user-generated content.

Insight - Social media allows for increased consumer engagement, especially when it comes to Millennial and Gen Z demographics. As a result, young consumers become much more prone to respond and engage with brands on platforms that enable interactive modes of sociability. As the marketed product becomes integrated with entertainment and the user's personal brand, consumers are encouraged to express themselves in different ways, with the product in mind, creating a more immersive experience.

Trend - In the name of being able to decipher what is real and what is fake, social media platforms set guidelines and troubleshoot functional algorithms that will help them detect and flag deepfake videos that are being posted on their platform.

Insight - In the current socio-economic and political climate, in which media plays a big role in the circulation of information, consumers are wary about the content they come across. Users are especially alert of new technology that has the potential to threaten the perception of what is real and what is not, as well as user privacy. Because of shareable features, many consume news through their social media feeds, hence, there is a demand for the platforms to be strict about their content.

Trend - As the popularity and engagement around podcast platforms grow, brands are starting to get involved through unique product and service partnerships. These tactics not only help to connect brands with more specific audiences, but it showcases the brand's willingness to tap into rising media and content platforms.

Insight - Consumers have an appreciation for more authentic brand initiatives as they outgrow and lose trust in the more traditional methods of engagement that brands tend to offer. Inserting these branded initiatives into parts of consumers' routines and rituals allow consumers to actually choose the marketing content they're engaging with–thereby establishing trust between the brand and the customer.

Trend - Educational resources for kids are evolving with the use of modern media outlets and platforms to better balance education with entertainment. Creating videos, shows and even pop-up experiences that blend elements of learning with storytelling and technology, brands are not only looking for ways to make learning more fun, but they're changing the way education is consumed.

Insight - As Millennial parents bring their more progressive perspectives into parenting, they're focusing on the dynamic ways in which they can raise their children. All-encompassing approaches to teaching kids come with the benefit of fostering creativity and imagination alongside education–and Millennial parents believe this is a better approach to learning than what they were raised on.

Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.

Insight - Brand recognition among consumers is crucial, however consumers' contemporary purchase habits often place just as much emphasis on product experience as they do branding. Consumers are drawn to experiences because they're often inherently shareable–and most young North Americans prioritize how their daily and brand interactions can be translated onto social media.

Implications - As selfie culture persists, we’re seeing products and accessories continue to expand to appease this generation of consumers, and in this case, specifically calling out pets. Catering to pet owners looking to capture moments with their furry friends, these products include everything from treat holders to toys for distraction, all in effort to capture that perfect picture. Not only do these examples speak to the expansion of selfie culture, but it also highlights emerging consumer priorities when it comes to their everyday technology usage and their need to include those they love.

Trends - The popularity of GIFs on various communication platforms has resulted in brands adopting the animated imagery in their own ways–whether it's for the purpose of creative expression and entertainment, or as a marketing tool.

Insight - Millennials & Gen Zers have a preference for GIFs, in large part due to consistent social media use. As a dynamic form of communication, animation lets young consumers express thoughts and emotions more cohesively than words or emojis. This desire for emotive enhancement is motivated by the generation’s desire to be open, mindful, and inclusive as a community than its predecessors. Inviting additional manifestation of emotion to on-screen communication allows them to be more relatable.

Implications - Increasingly, brands are working to specifically target North American Hispanic youth online. From direct-to-consumer businesses to culturally-nostalgic social media games, these offerings speak to the desire Hispanic youth in North America have to both engage with and generate loyalty for brands through online platforms.

Implications - Getting into the content space, brands are turning to YouTube videos and webisodes to better prompt consumer engagement. Going beyond product placement or tutorials, brands are opting for storytelling techniques to create narratives around lifestyle habits, social issues and cultural sentiments not only tied to the brand itself but to the consumers they support. Such creative storytelling techniques not only highlight a willingness by brands to experiment on different platforms, but a dedication to provide content and experiences beyond solely product consumption.