Generation Z stats: How marketers can reach the up-and-coming buyer
Everything you wanted to know about The Youth but were afraid to ask: Gen Z stats on the values, deal-breakers, rules of engagement, and trends of our future business leaders.
More than 90 percent of high-end brands in the so-called “prestige” category are turning to the photo-sharing app Instagram to help them reach their target markets.
A study by L2, a digital think tank, looked at 250 beauty, fashion, retail, hotels, and watches and jewelry brands, and found that 92 percent of them have their own Instagram accounts, and they post on average six photos per week there.
That’s some smart marketing—as of September 2013, Instagram had a whopping 150 million users.
That explosive growth happened in just three years, outpacing both Facebook and Twitter when it comes to new-user acquisition.
Other key takeaways from the L2 study:
- 72 percent of prestige brands post videos on Instagram, with an average posting rate of 0.38 videos per week
- 14 percent integrate user-generated content from Instagram
- 43 percent of brands post to their Instagram accounts more than once a day
- Beauty brands yield the greatest engagement
- 54 percent link to Instagram accounts from Facebook
- The average user spends 27 minutes a month on Instagram
- Instagram generates 1.2 billion likes per day
- 99 percent of post engagement on Instagram is from likes
The report also points out that Instagram is a mere one-eight the size of its parent, Facebook, but it has 15 times the engagement.
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In a time when teens appear to be migrating away from the old blue lady of social media, this, combined with the rapid growth and adoption, is a crucial metric.
Instagram is an “evolved form of window shopping,” according to L2, and fashion and beauty brands have embraced this. The image-based social medium is the rare western platform that has been allowed into China, and internationally the platform is also growing rapidly in the U.K., Kuwait, Russia and Mexico.
L2 points out that images do not require translation, and Instagram is an efficient and powerful way to reach an international, global market.
