Gen Z Social Media Trends: How Males and Females Differ in Platforms and Influencer Impact
Updated: September, 2024
Published: July, 2024
In the realm of social media, Gen Z stands out as a highly engaged and digitally-savvy generation. With 82% of Gen Z using social media and 93% engaging daily or more, their online habits are critical for brands looking to connect with this demographic.
Our research shows that Gen Z is not homogeneous in their social media consumption, and significant gender differences prevail when it comes to platform choices and the effects of influencer marketing. Understanding the nuances of how Gen Z males and females interact with social media platforms and influencers can provide invaluable insights for tailored marketing strategies.
The Digital Playground of Gen Z: Popular Social Media Platforms
According to the Opeepl Youth Pulse, Wave 2, Study (conducted in May 2024), YouTube continues to be a dominant platform for Gen Z, with a significant 80% of this generation using the platform regularly. It has become a cornerstone of digital media consumption, offering diverse content that resonates with Gen Z's wide range of interests, from entertainment and education to influencer-driven content.
Following closely behind, 76% of Gen Z uses Instagram, a platform known for its visual storytelling, influencer culture, and a broad array of lifestyle content. TikTok, with its short-form video content and viral trends, captures the attention of 68% of Gen Z users, showcasing its rapid rise as a cultural hub for this generation.
Though X (formerly known as Twitter) is used by only 35% of Gen Z, it remains relevant as a space for real-time discussions and trending topics, especially around current events and news. Lastly, Facebook, once a dominant platform, now sees usage from just 29% of Gen Z, as its appeal has waned in favour of more visually engaging and faster-paced platforms.
Infographics: Gen Z Social Media Trends 2024 (Opeepl Youth Pulse, Wave 2)
Interestingly, despite a slight decline in their overall user base since Q4 2023 (check the latest Youth Pulse Report to see the development), TikTok and Instagram still boast higher overall usage frequency compared to YouTube.
Usage frequency for the most popular Gen Z social media platforms:
TikTok: 43.15 times a month
Instagram: 42.76 times a month
Youtube: 31.6 times a month
Female- vs. Male-Dominated Social Media Platforms
While YouTube enjoys nearly equal popularity among both female and male Gen Z users (with 80% of females and 79% of males having used it recently), the data reveals a more pronounced gender divide across other prominent social media platforms.
Platforms such as Pinterest, TikTok, and Instagram are dominated by female users, reflecting their preferences for visually-driven and lifestyle-oriented content. For instance, 57% of Gen Z females use Pinterest, a platform known for inspiration in fashion, DIY projects, and aesthetic-driven content, compared to just 15% of males. TikTok similarly shows a large gender gap, with 76% of females engaging with the app compared to 60% of males. Its short, dynamic video format appeals strongly to females, especially in areas like beauty, fashion, and viral dance trends. Instagram, another visually focused platform, has an even more significant female user base, with 83% of females versus 69% of males using it, reflecting how central social sharing, influencer culture, and lifestyle curation are to female Gen Z users.
Female-dominated Gen Z social media platforms:
Pinterest: 57% females, 15% males
TikTok: 76% females, 60% males
Instagram: 83% females, 69% males
On the flip side, platforms that are more associated with gaming, tech, and discussion communities tend to be more popular among male Gen Z users. For example, Twitch, a live streaming service primarily used for gaming, sees a much larger share of male users (34%) compared to females (19%). Similarly, Discord, which began as a chat platform for gamers but has since expanded to various interest-based communities, is used by 35% of males compared to 22% of females. Reddit, another male-dominated platform known for its vast array of forums and discussions, sees 22% usage among males versus only 15% of females.
Male-dominated Gen Z social media platforms:
Twitch: 19% females, 34% males
Discord: 22% females, 35% males
Reddit: 15% females, 22% males
This gender-based preference in social media platform usage reflects not only the different content interests but also how each platform caters to its audience’s social habits. Visual and creative platforms like Pinterest, TikTok, and Instagram align more with Gen Z females engagement with lifestyle, self-expression, and influencer content, while platforms like Twitch, Discord, and Reddit foster environments for hobbies like gaming, tech discussions, and niche communities, which tend to draw a larger male audience.
Additionally, the data indicates that female Gen Z users are generally more active on social media overall, engaging with their chosen platforms more frequently than their male counterparts. Females, on average, use social media 47.2 times a month compared to males, who average 43.75 times per month. This suggests that beyond just platform preferences, females may integrate social media more deeply into their daily routines, perhaps due to their higher engagement with influencers, lifestyle content, and social interactions online. These trends highlight the nuanced ways in which gender influences digital habits among Gen Z, shaping not only platform preference but also usage intensity.
The Power Players in Gen Z Purchasing Decisions: Social Media Influencers
Influencer marketing plays a significant role in shaping the purchasing decisions of Gen Z. Our study reveals that 52% of Gen Z have purchased a product because it was recommended by an influencer they follow on social media. This influence is more pronounced among females, with 59% having made purchases based on influencer recommendations, compared to 45% of males.
Discover more media trends among 15-27 y.o. in our latest Youth Pulse Report
Furthermore, 22% of Gen Z trust influencer marketing more than traditional advertisements. This trust is higher among females at 24%, whereas 20% of males share this sentiment. This indicates that females place a greater degree of trust in the credibility and relatability of influencers, making them powerful advocates for brands.
Brands aiming to connect with female Gen Z should prioritise collaborations with influencers who align with their values and can authentically represent their products. Given the higher trust and purchasing influence among females, influencer partnerships can significantly enhance brand reach and impact within this demographic.
For males, while influencer marketing remains influential, the slightly lower trust levels suggest that traditional advertising methods and other digital content strategies could still be effective. Brands targeting males should consider a balanced approach that incorporates both influencer collaborations and other trusted marketing channels. To learn more about media channels beyond social media among Gen Z, see our our blog post ‘5 Trends in Gen Z Media Behaviour’.
Strategic Implications: Connecting with Gen Z on Social Media
To effectively engage with Gen Z on social media, brands need to:
PLAY TO PLATFORM PREFERENCES: Recognise that while YouTube is universally popular, Instagram, TikTok, and Pinterest hold a special appeal for females. Tailor content to suit these preferences, using visual and interactive elements that resonate well with this audience. Conversely, brands targeting males should focus on Twitch, Discord, and Reddit, where engagement is higher among this group.
HARNESS INFLUENCER POWER: Understand the power of influencers in driving purchasing decisions, especially among females. Choose influencers who can authentically represent the brand and build trust with their followers.
CREATE RELATABLE CONTENT: Develop content that is relatable and credible, particularly for females who trust influencers more than traditional advertisements. For males, consider content that is both entertaining and educational.
By understanding and leveraging these Gen Z social media trends, brands can create more effective and targeted strategies to connect with Gen Z. This approach not only enhances engagement but also builds stronger, more meaningful relationships with this digitally-savvy generation.
Discover more trends among 15-27 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and five major categories: Food, Beverages, Alcohol, Fashion, and Personal Care.