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LinkedIn study shares interesting insights about Gen Z on the platform

(SOCIAL MEDIA) LinkedIn study shows how Gen Z interacts with the platform, their career goals and ambitions, and overall content engagement.

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Gen Z on LinkedIn Infographic opening

As Gen Z continues to find their place in the world, the world is also learning to find their place within Gen Z. From prominent brands straying from more traditional marketing and embracing social media trends (see: Duolingo’s official TikTok page) to many workplaces seeing the effects of the Great Resignation, Gen Z’s influence is significant. LinkedIn captured many of Gen-Z’s motivations in a study of its roughly 78 million Gen Z users, which SocialMediaToday turned into a handy visual (below).

Some interesting highlights include:

  • 80% of users consider LinkedIn trustworthy with 70% agreeing that the content posted is relevant to them.
  • 72% of users value financial security while 48% consider themselves effective money-managers.
  • 67% of users vye for equal rights, and 61% say they express interest in other countries/cultures.
  • Large tech brands and business publishers are the most popular company types for Gen-Z to follow on LinkedIn.
  • While millennials, Gen X, AND Baby Boomers often seek support on LinkedIn with soft skills (e.g., management skills), Gen Z are more likely to hone their hard skills on the site (e.g., data languages).
  • They account for 13x more groups and jobs views than their predecessors.

Of course, while global Gen-Zers share roughly the same birthyears, LinkedIn has found slight differences in their top three regional priorities. For example, compared to overall LinkedIn users,

  • North American Gen-Zers engage with more content on employee well-being, future job outlook, and social causes;
  • European, Middle Eastern, and African Gen-Zers consume more media on the continuing COVID-19 pandemic, career development, and business;
  • Latin American Gen-Zers want more mental health, technical training, and social causes content; and
  • Asian-Pacific Gen-Zers seek out workplace trends and supplemental learning.

While some of these seem just closely enough related (e.g., future job outlook and workplace trends) that they could potentially be the same category, it’s interesting to see just how these regions and their respective users understand and interact with similar topics.

While it’s not new that businesses need to understand their audiences, Gen Z is keeping businesses on their toes by switching up traditional approaches to their careers and content engagement. They are the most diverse generation and the first one to truly grow up with the Internet and thus more readily embrace current technologies and trends (as partially seen by seeking the best smartphone while simultaneously being responsible for a good chunk of the rise in vinyl sales, according to MRC data reports). And now, we get to see how the world learns and adapts to a generation that is truly nothing like it’s ever seen before.

See the full infographic here: LinkedIn Shares New Insights into the Gen Z Audience on the Platform

Angelica Hernandez has a BA in Writing from Texas Christian University, where she strengthened her adoration of rhetoric and using the Oxford comma. In her off-time, she enjoys going to the gym and baking; she says it's all about balance.

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Social Media

Instagram announces 3 home feed options, including chronological order

(SOCIAL MEDIA) Instagram is allowing users to choose how their home feed appears so they can tailor their own experience… and chronological is back!

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Instagram home feed options

Break out the bottle of champagne, because they are bringing back the chronological order in Instagram!

About time, right? Well, that’s not all. Per Protocol, Instagram has announced that they are rolling out three feed options in the first half of 2022. What?! Yes, you read that right.

3 New Feed View Options

  1. Home: This feed view should feel familiar because it’s the algorithm you already use. No changes to this view.
  1. Favorites: This feed view option presents a nice and tidy way to view creators, friends, and family of your choosing.
  1. Following: Last, but not least, is my favorite re-boot, the chronological view of every account that you follow.

Per Protocol, recent legal allegations have been made that Instagram and Facebook have been prioritizing content viewed as harmful in the algorithm and specifically in Instagram. Instagram is widely believed to be harmful to teens. Per the American Psychological Association, “Studies have linked Instagram to depression, body image concerns, self-esteem issues, social anxiety, and other problems”.  They have been under scrutiny by lawmakers and in response are posing the chronological feed as a solution.

However, this won’t fix everything. Even if the algorithm isn’t prioritizing harmful posts, those posts will still exist and if that account is followed it can still be seen. The other issue with this solution is the knowledge that unless Instagram lets you choose your default feed view, they could still cause the algorithm view to be the automatic view. Facebook doesn’t allow you to make the chronological feed your default view. This means you would need to choose that view every time. This bit of friction means there will be times it is overlooked and some may not even know the functionality exists. Knowing this information about Facebook, prepares us for what’s to come with Instagram. After all, Facebook, or Meta, owns both.

While as an entrepreneur, the chronological view excites me, I know the reality of it being used is questionable. I would love to know others can see the products and services I offer instead of hoping that Instagram finds my content worthy to share in the algorithm.

As a human being with a moral conscience, I have to scream, “C’mon Instagram, you CAN do better!” We all deserve better than having a computer pick what’s shown to us. Hopefully, lawmakers will recognize this band-aid quick fix for what it truly is and continue with making real changes to benefit us all.

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Facebook’s targeting options for advertising are changing this month

(SOCIAL MEDIA) Do you market your business on Facebook? You need to know that their targeting options for ads are changing and what to do about it.

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Laptop on lap open to Facebook page representing ad targeting.

Meta is transforming Facebook’s ad campaigns beginning January 19th. Facebook, which has been infamously battling criticism regarding election ads on their platform, is revising its limited targeting ad campaigns. Per this Facebook blog post, these changes eliminate the ability to target users based on interactions with content related to health (e.g., “Lung cancer awareness”, “World Diabetes Day”), race and ethnicity, political affiliation, religious practices (e.g., “Catholic Church” and “Jewish holidays”) and sexual orientation (e.g., “same-sex marriage” and “LGBT culture”).

These changes go into effect on January 19, 2022. Facebook will no longer allow new ads to use these targeting tools after that date. By March 17, 2022, any existing ads using those targeting tools will no longer be allowed.

The VP of Ads and Business Product Marketing at Facebook, Graham Mudd, expressed the belief that personalized ad experiences are the best, but followed up by stating:

“[W]e want to better match people’s evolving expectations of how advertisers may reach them on our platform and address feedback from civil rights experts, policymakers, and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.”

To help soften the blow, Facebook is offering tips and examples for small businesses, non-profits, and advocacy groups to continue to reach their audiences that go beyond the broad targeting of gender and age.

These tips include creating different types of targeting such as Engagement Custom Audiences, Lookalike Audiences, Website Custom Audiences, Location Targeting, and Customer Lists from a Custom Audience.

Here’s the lowdown on how it will happen.

Per the Search Engine Journal, changes can be made to budget amounts or campaign names without impacting the targeting until March 17th. However, if you go to change the ad set level that will then cause changes at the audience level.

If you need to keep that particular ad to reuse, it may be best to edit the detailed targeting settings before March 17th in order to ensure you can make changes to it in the future.

I believe it was Heraclitus that declared change is constant. Knowing this, we can conclude other social platforms may follow suit and possibly adjust their targeting in the future as well.

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Hate speech seemingly spewing on your Facebook? You’re not wrong

(SOCIAL MEDIA) Facebook (now Meta) employees estimate its AI tools only clean up 3%-5% of hate speech on the platform. Surprise, Surprise *eye roll*

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Facebook being crossed out by a stylus on a mobile device for hate speech.

As Facebook moves further toward Zuckerberg’s Metaverse, concerns about the efficiency with which the company addresses hate speech still remain, with employees recently estimating that only around 2% of offending materials are removed by Facebook’s AI screening tools.

According to Wall Street Journal, internal documents from Facebook show an alarming inability to detect hate speech, violent threats, depictions of graphic content, and other “sensitive” issues via their AI screening. This directly contradicts predictions made by the company in the past.

A “senior engineer” also admitted that, in addition to removing only around 2% of inappropriate material, the odds of that number reaching even a numerical majority is extremely unlikely: “Recent estimates suggest that unless there is a major change in strategy, it will be very difficult to improve this beyond 10-20% in the short-medium term.”

The reported efficacy of the AI in question would be laughable were the situation less dire. Reports ranging from AI confusing cockfights and car crashes to inaccurately identifying a car wash video as a first-person shooting are referenced in the internal documents, while far more sobering imagery–live-streamed shootings, viscerally graphic car wrecks, and open threats of violence against transgender children–went entirely unflagged.

Even the system in which the AI works is a source of doubt for employees. “When Facebook’s algorithms aren’t certain enough that content violates the rules to delete it, the platform shows that material to users less often—but the accounts that posted the material go unpunished,” reports Wall Street Journal.

AI has repeatedly been shown to struggle with bias as well. Large Language Models (LLMs)–machine-learning algorithms that inform things like search engine results and predictive text–have defaulted to racist or xenophobic rhetoric when subjected to search terms like “Muslim”, leading to ethical concerns about whether or not these tools are actually capable of resolving things like hate speech.

As a whole, Facebook employees’ doubts about the actual usefulness of AI in removing inappropriate material (and keeping underage users off of the platform) paint a grim portrait of the future of social media, especially as the Metaverse marches steadily forward in mainstream consumption.

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