Centennials and social networks

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Generation Z has redefined the way we interact with social media , marking a before and after in digital marketing strategies. Unlike their predecessors, millennials prioritize visual, dynamic and authentic platforms that align with their hyper-connected lifestyle and their search for ephemeral content. This behavior not only affects digital trends, but also purchasing decisions and the way brands communicate with them.

Centennials vs. Millennials
In recent years, brands have learned to differentiate between millennials and centennials to focus their marketing strategies.social media marketing. Although both generations share a familiarity with the digital world, millennials have unique characteristics that transform the way they interact with social platforms and, consequently, with brands. Fortunately, egypt phone number list companies have realized that segmenting their audiences and differentiating between millennials and centennials is a strategic success. Especially when it comes to social media.

Centennials do most of their workshopping through their smartphones. Millennials, on the other hand, may still be using their laptop or desktop computer. As such, it is rare for any Gen Z member to visit a physical store to make a purchase unless they have interacted with the brand on social media first. While millennials can still be found window shopping on the street.


The prominence of Instagram, TikTok and YouTube
Centennials prefer visual and dynamic platforms that offer ephemeral content. It would not be unusual to find profiles of centennials who do not havephotos in the feed, but they upload stories frequently. Networks like Instagram, TikTok and YouTube are theirFavorite platformsand dominate their attention, but for different reasons:

Instagram : According to a GfK study, eight out of ten centennials in Spainvisit Instagrammonthly , spending an average of 18 hours and 17 minutes per month . This platform remains the favorite for 19-24 year olds, especially for its ability to combine the visual with interactive tools such as Stories, polls and Reels. Centennials value authenticity in the profiles they follow, which explains the rise of content creators who prioritize genuine messages and less “polished” aesthetics. Although TikTok has grown exponentially in popularity, Instagram remains the favorite among 19-24 year olds.
TikTok : For the youngest of this generation, TikTok has become a space for entertainment and learning. For example,more than 40%of Gen Z members prefer to search for information on TikTok rather than Google. Centennials use this network to discover trends, learn quick tricks or simply consume humorous and creative content. The immediacy and highly personalized algorithm explain the level of engagement they generate.

YouTube : Although more geared towards the consumption of educational or long-form content, YouTube is still relevant. On this platform, millennials mainly look for tutorials, reviews and short documentaries. It is a network that combines entertainment with utility, ideal for satisfying their desire to learn and stay informed.
Another relevant aspect is that millennials are demanding and perceptive consumers. They are very agile when it comes to buying or following a brand, as they are constantly exposed to digital information and stimuli. This sensory overload environment has trained them to quickly filter what is relevant and make decisions accurately and efficiently.

Gone are the days when “copy” alone could convertthe audienceinto loyal customers. Today we see a high interest in visual aesthetics, dynamic content and interactive videos.