In the world of digital marketing, Gen-Z is setting a new trend by increasingly purchasing gifts through social media. While older generations cling to traditional stores, this younger generation is opting en masse for platforms like Instagram and Facebook. This shift presents both opportunities and challenges for marketers who need to adapt their strategies to this growing behavior.
Report from eMarketer
Recent research shows that Gen-Z is leading the way in purchasing holiday gifts through social media. According to a report from eMarketer, based on data from Basis Technologies and GWI, as many as 42% of Gen-Z are considering buying their gifts directly through platforms like Instagram and Facebook. This stark contrast with older generations, where only a fraction has the same intention, is striking.
The impact of Gen-Z on social commerce and businesses
This trend has significant implications for the marketing world. Gen Z's preference for shopping via social media is driving broader growth in mobile shopping. Between January and July of this year, mobile purchases increased by 10.2%, amounting to $280.4 billion in spending. Social commerce is also growing, with an estimated value of $82.82 billion this year, representing 6.6% of all e-commerce sales in the U.S. For marketers, it is essential to recognize and respond to this shift.
How marketers can respond to this trend
Platforms like TikTok and YouTube are recognizing this trend and are cleverly capitalizing on it. TikTok recently launched TikTok Shop in the US, allowing businesses to showcase customized product collections and enabling customers to shop directly through the app. Additionally, YouTube has expanded its partnership with Shopify to further enhance the integration of social commerce. For marketers, this means it is essential to invest in a strong social media strategy and to make the most of these platforms to tap into the purchasing power of Gen-Z.
Optimize your marketing strategies for social commerce
Marketers who want to be successful must understand the needs and behaviors of Gen-Z and anticipate their preferences for mobile and social shopping. By investing in social commerce and optimizing their presence on platforms such as Instagram, TikTok, and YouTube, brands can not only increase their visibility but also directly tap into the growing gift market that is dominated by Gen-Z.
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