Ready, Set, GO: Gen Z and Millennials More Likely to Use Social Media during the Olympics
Above: Photo by Amada MA via Unsplash
Research shared today by leading digital agency, re:act, shows that almost two thirds (62%) of respondents aged from 25 to 34 admit they use social media more than usual during popular events such as the Olympics and Love Island; the figure for those aged between 16 and 24 is 53%.
The research clearly demonstrates that whilst social media is yet to account for the lion’s share of engagement around major cultural events such as international sport and prime-time reality TV programmes, there’s evidence to show consumers become keener to visit social platforms during big occasions.
This presents a big opportunity for brands that know how to take advantage of their attention, by targeting these key demographics with social media campaigns that truly resonate with them.
Censuswide surveyed 2,005 nationally representative UK general consumers with a set of diverse questions covering watching habits and social media engagement during major events, as well as brand activity.
Other key findings included:
· Gen Z try before they buy: 31% of those polled agree that engaging with a brand on social media makes them more likely to buy from it. This is the case for well over half (57%) of those aged between 25 and 34; 48% of 16- to 24-year-olds; and 43% of respondents aged from 35 to 44.
· Content is front and centre: 45% of those aged from 25 to 34, and 44% aged between 16 and 24, say they are seeing more Love Island-based social media content this summer than they did in previous years. Overall, more than a fifth (22%) of respondents say seeing such content makes them likelier to follow contestants.
· Content enhances consumer experience: Around a third (32%) of respondents agree that brand content enhances the experience of viewing or following such events, making them more fun and entertaining than the occasion itself.
· Consumers crave behind-the-scenes authenticity: A fifth (20%) of social media users rate behind-the-scenes content as the most engaging from brands. Those aged from 25 to 34 are particularly keen on this (32%).
Tom Stone, co-founder of re:act said, "Engaging with major cultural events on social media offers brands a prime opportunity to connect with gen Z and Millennials.
“These events don’t come around too often, and brands must be prepared for them well in advance to get the most out of campaigns."
“By creating resonant and dynamic campaigns, brands can capture the attention of these key demographics, driving both engagement and loyalty. The value here is clear: effective social media strategies during such events can significantly boost brand visibility and consumer connection.”
