The Impact of Social Media Content on Gen Z Engagement: A Comprehensive Analysis

The dynamic landscape of social media has revolutionized how individuals interact, share information, and consume content. Generation Z, the first truly "digital native" generation, has unique characteristics and behaviors that significantly impact their engagement with social media. This research delves into the content creation and engagement strategies that resonate most effectively with Gen Z, providing insights into their preferences, behaviors, and responses to various content types and influencer marketing tactics. The study employed a descriptive research design with a quantitative approach, utilizing a structured questionnaire to collect primary data from 108 Gen Z respondents. The findings highlight a strong preference for short video content, co-created content with influencers, and content related to Corporate Social Responsibility (CSR). The research also reveals nuanced engagement patterns across genders and the effectiveness of macro-influencers in driving engagement. The study concludes with actionable recommendations for marketers seeking to connect with this influential demographic and suggests avenues for future research to further enhance our understanding of Gen Z's social media engagement.