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How Gen Z uses social media and what that means for brands

Sprout Social

Casey Lewis, social media consultant, author behind the After School newsletter and expert of social trends among younger audiences, sums it up like this: “Any brand not actively trying to reach Gen Z and Gen Alpha is doing themselves a disservice. Which platforms does Gen Z use and why? Data backs this up.

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6 effective influencer marketing examples in Australia (& why they work)

Sprout Social

Further, younger generations are the most impacted, with 90% of Gen Z and 84% of Millennials saying some of their purchases within this period were influenced by social. Similarly, this figure increases among younger users (76% of Gen Z and 74% of Millennials).

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Shein Revenue and Usage Stats

Backlinko

Known for its relatively low-priced apparel and wide variety, Shein became one of the most popular shopping destinations among Gen Z and millennial consumers across the world. billion 2019 $3.15 billion 2024 $50 billion Sources: Reuters , Statista Shein Downloads Worldwide The Shein app generated a total of 199.37

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The Case of “Dark Socials” - Tracking the Untraceable

Set Up

In 2019, a GlobalWebIndex shared that 63% of consumers are likely to share content via private channels over social media platforms - and these platforms almost make it easier to do so, especially since channels like Instagram don’t have public “walls.” Read more: It’s Giving… Marketing to Gen Z

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Australian TikTok statistics to inform your strategy in 2025

Sprout Social

In Q4 2024 alone, TikTok generated 186 million downloads from users globally. Per Sprout data, nearly two-thirds (63%) of Gen Z users consume news on TikTok. According to Statista , TikTok is more popular with Gen Z than other social networks. TikTok is expected to reach 35 billion users by 2029.

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One to watch: What is Bluesky?

Sprout Social

Heres a quick history of Bluesky: 2019: Started as a research project inside X (formerly Twitter), led by then-CEO Jack Dorsey. And Millennials, Gen X and Boomers in particular are showing more interest in joining Bluesky over Gen Z. This protocol allows users to take their identity and content with them if they leave.

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‘Creativity was an escape’: Pavel Dler reflects on the rise of Culted

The Drum

The founder of the Gen-Z entertainment company’s career has been marked by an acute eye for storytelling, an understanding of internet culture and a deep love of fashion. Since 2019, media company Culted has been confidently building momentum on social media, pulling in major traffic across its platforms and website each month.

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