Recently Lithium Technologies commissioned Harris Poll to conduct a survey among Millennial and Gen Z social media users to discover how they really feel about social media advertisements. Unsurprisingly, regardless of the platform or brand, millennials and Gen Z-ers are not interested in seeing advertisements.
The survey, conducted across 2500 Millennial and Gen Z social media users, found that not only does this demographic not like social media advertisements, but the advertisements themselves are actually responsible for decreasing the amount of time spent on social media. 56% of users polled said that they have reduced the amount of time they spend on their social media accounts because they don’t enjoy being bombarded with brand advertisements.
Millennials and Gen Z-ers never saw social media platforms as places to learn more about brand products and promotions; they see social media platforms as locations where they can connect with peers and influencers whom they admire.
If these younger generations are not logging into their social media platforms with the intentions of gaining product knowledge, where do they turn to learn more about brand offerings? According to this survey, 85% of Gen Z-ers and Millennials utilize Amazon and Yelp to research brand and product ratings and reviews. Additionally, 66% leverage company websites, 65% seek out forums and 40% look to their favorite celebrities for brand endorsements.
The overarching results of the Lithium Technologies study points to a social media landscape built on connection, not promotion. Younger generations comprise a vast majority of the user populations across individual platforms. These generations came of age on social media platforms and they view them as their environments. They are screaming for real connections, and an advertisement-first approach just does not offer that. Brands can more adequately engage these younger demographics by investing their social media efforts in strategies that revolve around authentic content and genuine connections. Aligning with relevant influencers to share their personal experiences with brands and specific products across their social media accounts sets brands up for more proactive and longer-term relationships with younger consumers.
Image source: The Guardian