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Meredith Chase - A Day in the Social Media Life of Gen Z
- 1. A Day in the Social Media Life ofA Day in the Social Media Life of GEN ZGEN Z
- 2. BABY BOOMERS SILENT GENERATION Who Is Your Consumer?Who Is Your Consumer? GEN X MILLENNIALS GEN Z
- 3. HOW WELL DO YOU KNOW THEM?
- 4. TA L K TO THEM TA L K GO TO THE SOURCE.
- 5. Your company's future success depends on how well you know these kids. Your company's future success depends on how well you know these kids.
- 8. PLAN FOR THE FUTURE PLAN FOR THE FUTURE LIVE FOR THE MOMENT LIVE FOR THE MOMENT MILLENNIALS GEN Z
- 11. HOW THEY USE SOCIAL HOW THEY USE SOCIAL
- 13. “ I like to save Instagrams — it reaches maximum potential in first 24 hours and then I can scroll through them all. JOSHUA, 25 “ ”” The newest app I’ve been exploring is called Houseparty. All the kids in my dorm are using it. TRAVIS, 18 ““ ”” MILLENNIALS GEN Z
- 17. CASSANDRA, 25 ““ ”” My Snapchat is such a safe space… it’s where the person I’ve been my entire life comes out. I can post anything. GRIFFIN, 17 ““ ”” MILLENNIALS GEN Z I have to take SO many photos of my suite mate for her Finsta. She'll get all dressed up, be like 'Just got back from the club,' and really we're just watching Gilmore Girls that night. Not honest at all.
- 20. HOW THIS PLAYS OUT IN A TEEN’S TYPICAL DAY HOW THIS PLAYS OUT IN A TEEN’S TYPICAL DAY
- 21. Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside
- 22. Snapchat is king. It’s the go-to way teens communicate today, even prioritized over texting. They use it for chatting with friends, posting funny pics, messaging with girls, or just keeping a streak going. And like a reflex, it’s the thing they reach for first when they wake up.
- 23. Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside
- 24. In the morning they’re actively focused on YouTube. They think TV is too slow. So YouTube is their “TV.” They love that they can choose what they want to watch when they want to watch.
- 25. Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside
- 26. “Can I afford to check Instagram or am I saving my data for Snapchat?”
- 27. Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside
- 28. In the hierarchy of social platforms, Instagram is low on the list for teen boys. They will check it to see what girls are posting, or post an occasional meme, but it’s not a die-hard platform the way it is for millennials.
- 29. PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY
- 30. Music is an always-on force in the background of teen boys’ lives. It acts as motivator to get through the school day, to finish homework, and to excel at sports.
- 31. PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY
- 32. Lunchtime is a rare IRL moment with friends so they’re focused on that.
- 33. PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY
- 34. Yes, teens are on Facebook. However, it plays a more functional role for them than for previous generations. They use it for homework groups, social logins, access to or perks in games, and Messenger.
- 35. PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY
- 36. Whenever they meet someone new, they will say “add me on Snapchat,” and never first give out their phone number, which is reserved for a special few.
- 37. PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY
- 38. In addition to YouTube being the “TV” of this generation, it’s also their “Google.” This is the go-to place for learning and curiosity, though they’re not always actively watching.
- 39. PM Goes to Bed Watches long form YouTube videos to fall asleep Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY
- 40. Homework happens in chunks. Staying on task is a challenge. They find themselves drawn to checking Snapchat, texts, or playing video games every so often.
- 41. PM Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside Goes to Bed Watches long form YouTube videos to fall asleep AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY
- 42. While gaming is huge for teen boys, it’s not the main event – it’s the socializing that happens while playing. Some described gaming time as a party, others noted that it was a gateway to socialize with friends who go to other schools and they might not see as often.
- 43. Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside Goes to Bed Watches long form YouTube videos to fall asleep AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY PM
- 44. YouTube shows up again before bedtime. They’ll put on “boring” but educational videos to lull them to sleep.
- 45. Eats Breakfast Watches inspirational YouTube videos Attends Class Scrolls through memes on Instagram Goes to After School Activities Add new friends on Snapchat Let Out of School Use Facebook private groups to help with homework Takes Lunch Break May look up videos referenced in conversation Between Classes Music and mobile games are always on Eats Dinner Watches inspirational, long form YouTube videos Works on Homework Takes frequent breaks to check social, plays video games and responds to texts Has Free Time Varied dependent on personal interests. Often plays extended video games, or go on adventure outside Goes to Bed Watches long form YouTube videos to fall asleep AM Goes to School Plays mobile games, if their data plan permits Wakes Up Reaches for smartphone to check Snapchat A DAY IN THE LIFE OF A TEENAGE BOY PM
- 47. Social media doesn’t prove “it” happened. Play with ephemerality to spark curiosity and entice frequency. 1/1/
- 48. Standing out is their social currency. Celebrate micro communities and enable self-expression. 2/2/
- 49. IRL moments hold extra value in a digital world. Craft offline events with social amplification as the goal. 3/3/
- 50. They crave entertainment that breaks the routine of daily life. Show them potential and possibility. 4/4/
- 51. Casey Neistat does crazy things. Like high schoolers just want to be free. And everything he does looks fun. He helps you see things that not a lot of people see. ““ ””