TikTok has become Gen Z's favorite social platform for getting product information as well as for consuming news, according to recent research from Sprout Social.
The report was based on data from a survey conducted between June 28 and July 10, 2024, among 4,400 people in Australia, Canada, Ireland, the United Kingdom, and the United States who have at least one social media account and follow at least five brands on social media.
Among Gen Z respondents, TikTok is the most used social platform for learning about products and the news. Instagram ranks second in both categories.
Instagram is Gen Z's preferred social channel for receiving customer care. TikTok ranks second. Among all other generations, Facebook is the preferred social channel for receiving customer care.
People say the type of brand content they are most likely to interact with on TikTok is very short videos (under 30 seconds long).
People say the top actions brands take on social platforms that compel them to buy are posting original content showing the product/service in action and posting content from real customers showing the product/service in action.
About the research: The report was based on data from a survey conducted between June 28 and July 10, 2024, among 4,400 people in Australia, Canada, Ireland, the United Kingdom, and the United States who have at least one social media account and follow at least five brands on social media.
