There's no doubt that Meta (formerly known as Facebook) is facing some tough times.
The social media giant has been embroiled in scandal after scandal, and its user base is gradually shrinking.
Not to mention Meta's insatiable desire to force the metaverse onto its users, which hasn't been going well.
But is Gen Z the group that's finally killing Facebook, one of Meta's social platforms? We think it's certainly possible based on recent research.
What The Data Says
A recent study found that only 41% of Gen Zers say they use social media platform Facebook, compared to 84% of Baby Boomers, according to The Verge.
And Gen Zers who do use Facebook are using it less.
A study from Edison Research found that Gen Zers spend an average of only 24 minutes on the site per day, compared to Baby Boomers who spend an average of 41 minutes.
That's a pretty significant difference.
And it's not just Facebook that Gen Z is rejecting. Other social media platforms like Snapchat (not owned by Meta) and Instagram (owned by Meta) are far more popular with younger users.
Before we go any further, though, let's touch on Gen Z.
Who is Gen Z?
Generation Z, or Gen Z is the demographic group that follows the Millennial generation. Born between 1996 and 2010, as of 2022 they're currently between 11 and 25 years old.
Unlike their elder millennials, this is a generation that grew up with social media, smartphones, and the internet. This generation is comfortable with technology and they know how to use it.
Not only that, if you asked a group of Gen Zers who watches cable tv anymore, you'd hardly see a hand raise.
So it's no surprise that they're the ones leading the charge when it comes to social media usage.
According to a recent report, Gen Zers are spending an average of 10 hours a day on social media. That's more than any other age group.
And when it comes to specific platforms, TikTok is becoming increasingly popular with this age group.
In fact, 43% of Gen Zers say they use the short-form video app, compared to only 18% of Baby Boomers.
Why Is Gen Z Killing Facebook?
Well, there are a few reasons.
1. Evolving preferences
Facebook is just not as popular with younger users as other platforms like TikTok or Snapchat.
While some Gen Zers might have Facebook accounts, they're likely using it to join groups or list an item on Facebook Marketplace. These activities are newer features that go beyond the platform's original intent of connection.
As younger users move away from Facebook, the platform is losing its appeal. After all, what's the point of being on a social media site if all your friends are on another app?
2. Bad press
Let's not forget all of the painful, negative press Meta has dealt with in recent years, which definitely doesn't help their case.
The Cambridge Analytica scandal, in particular, caused a lot of young users to delete their Facebook accounts.
3.indifference to the metaverse
Lastly, as mentioned above, Gen Zers and beyond don't want to be force-fed the "metaverse". Facebook's Oculus headsets have not been selling well, and the company's virtual reality plans have been met with a lot of skepticism.
It's clear that Facebook is in trouble, and Gen Z might be the nail in the coffin.
The Significant Rise of TikTok and Video Content
In just a few short years, TikTok has become one of the most popular social media platforms in the world - and marketing and retail experts everywhere are taking note.
The app is especially popular with Gen Z, who are using it to create and share short videos.
And it's not just TikTok that's popular with Gen Z. Other video-sharing platforms like YouTube and Snapchat are also being used more by this age group.
One of the reasons video content is so popular with Gen Z is that it's more engaging than other types of content. It's also easier to consume and people can watch videos on the go.
What's more, Gen Zers are also accustomed to consuming content in shorter bursts. Their expectations for more compelling, quick content is much higher than older generations who grew up watching friends and family post overly-filtered photos on Facebook and Instagram.
Other New Kids on the Block
A newer popular Gen Z app that has been taking this demographic by storm is social media app BeReal.
This app promises to make the user experience more organic and authentic. Users of the app will receive a notification during the day (everyone at the same time) and users have two minutes to snap a photo from their front and forward facing camera.
Unlike other social media platforms, BeReal doesn't show users how many likes or comments their posts have received. This is meant to discourage comparison and competition, and instead encourage users to focus on their own content and creativity.
Another popular platform making headlines right now is Slack competitor Geneva.
This app is being dubbed the "professional social network" and is meant to be a more efficient way for co-workers to communicate. It's been described as a "cross between LinkedIn and Slack" and has already been adopted by major companies like Google, Facebook, and Microsoft.
Shuffles by Pinterest
We write about Shuffles here in the detail, but it's safe to say that the latest social media platform on Gen Z's hit list is Shuffles, an app that allows users to create their own interactive mood boards.
It's hard to say what the future of Facebook will be, but it's safe to say that the platform is in trouble.
If Facebook wants to stay relevant, they'll need to find a way to appeal to Gen Z. This might mean creating more video content, making the user experience more authentic, or finding a way to make the platform more efficient.
Only time will tell what the future of Facebook holds, but one thing is for sure: Gen Z is over it.