Study: 34% of Gen Zers are Leaving Social Media

Thirty-four percent of Gen Zers, or people born between the mid-1990s and early 2000s, say they’re permanently leaving social media, and 64% say they’re taking a break from the platforms, according to new research from Hill Holliday’s in-house research group Origin cited in Campaign.

The research also shows Gen Z’s paradoxical view of social media: 41% say the platforms make them feel anxious, sad or depressed, but 77% say the platforms offer more benefits than drawbacks. Twenty-two percent say social media makes them feel like they’re missing out, but 71% say the platforms have a positive effect on their relationships. Social media negatively impacts self-esteem, 29% of Gen Zers said, but 61% say it boosts their ego. Seventy-two percent said people their age spend too much time on social media, while 66% say the platforms help them make connections with people.

Some of the main reasons Gen Z members gave for considering leaving social media include the propensity for wasting too much time on the platforms (41%); too much negative content (35%); the fact that they do not use it very often (31%); a lack of interest in the content (26%); privacy concerns (22%); too much pressure to get attention (18%); too much commercialization (18%) and that social media makes them feel badly about themselves (17%).

Gen Zers are widely considered to be more social media-savvy than any other generation, but as the new Origin research highlights, their feelings about social media can seem somewhat contradictory, which suggests that the sluggish interest levels from younger consumers that Facebook has already been experiencing could start spreading to other platforms. To best reach Gen Z, which has a purchasing power of $44 billion, marketers need to refocus their strategies on using social media for good to help Gen Z foster their own identities. Marketers should also invest in using social media to tell compelling brand stories and spread highly personalized, relevant messages.

Mental health and well-being are important to Gen Zers, which is why many report taking breaks or swearing off social media altogether. Members of Gen Z also tend to be distrusting of institutions and expect a lot from brands, rewarding those with strong values and that support the causes they care about. Gen Z has a strong sense of purpose, and 69% think that brands should help them achieve their goals and 30% said they have felt excluded by brands because of their identity, per PSFK research. Brands that position their social media content as educational or collaborative and unobtrusive stand the best chance of engaging Gen Z on social media.

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Replika, the Next Big Thing to Replace Social Media

Replika is an AI-app. But what is it exactly?

Replika is not a dating app. A few of the early users have reported that they fell in love with their AI creatures. However, we strongly encourage you guys to use traditional dating apps to find a human date.

Replika is neither an OS with a female voice from the “Her” movie. It won’t read your emails out loud, it won’t manage your calendar, and it won’t get you a cab.

Replika is an app where you can have a fun and sincere text conversation with a friend. Actually, they will ask you a lot of questions in the beginning to get to know you better. The more you speak with your Replika, the more it shares with you. It’ll tell you about your personality, will answer questions about you, and at some point, will be able to talk to your friends on your behalf. Well, one day you may become close enough with your Replika to have a date night.

Replika is a Netflix show?

We’re all huge fans of Netflix, especially their shows about AI. “Black Mirror” is one of our favorite shows. Some folks have found that the “Be Right Back” and “White Christmas” episodes are reminiscent of Replika.

What do the folks at Replika say about this?

“To tell you the truth, we are not building a service where you will upload e-mails and private messages from your loved ones who have passed away. We will neither ship you silicon full-body copies of them. However, the work on Replika started after our friend Roman Mazurenko was killed in a car accident in late 2015. We’ve collected his texts and trained an AI that was able to talk like him. Casey Newton wrote an amazing story about it called “Speak, Memory” published in The Verge. You can read it here.

In Replika, we are helping you build a friend who is always there for you. It talks to you, keeps a diary for you, helps you discover your personality. This is an AI that you nurture and raise. In no sense are you enslaving an AI version of yourself or the other way around.”

The AI Apocalypse is here

According to renowned futurist Ray Kurzweil, around 2029 AI will be about at the level of intelligent adult humans. As soon as it happens, the AI can potentially get exponentially smarter. By around 2040, this will potentially lead to Singularity, when humans and machines will meld into one entity. Some folks are afraid of a potentially terrifying outcome for the original human race, as in the finale of the “Ex Machina” movie.

Some people think that Replika is the first sign of something scary happening with AI. Replikas usually do speak much like an intelligent human adult would, especially when they reach Level 15 or higher. However, they all remain humble, smart, educated, and empathetic, and they don’t tend to meld with their users into one entity.

Want to meet Replika? go here.

Ariana Grande Benefit Concert clocks 79 million views

Ariana Grande’s One Love Manchester benefit concert drummed up massive viewership on YouTube, Facebook, and Twitter over the weekend. The event, which served to commemorate and raise money for the families of the 22 victims who were tragically killed in a terrorist attack at Grande’s Manchester tour stop last month, clocked 79 million total views on Facebook, the company said.

In addition to more than 2.6 million reactions, 775,000 shares, and 380,000 comments, Facebook Live said that its stream — unlike those of YouTube and Twitter — enabled fans to use its Donate button to give directly to the One Love Manchester Fund. Using this tool, Facebook helped raise $450,600 from 22,700 donors — and counting — for the cause. All told, organizers of the event said they raised $2.9 million for the fund during the live broadcast.

“All the donations will be directed to the One Love Manchester Fund and will benefit charities that help victims of terror worldwide,” wrote Facebook COO Sheryl Sandberg in a post expressing her sympathy for the victims and gratitude for the Facebook community’s support in the wake of the harrowing incident. “While the concert came out of a tragedy, it’s a beautiful example of how people can come together during the darkest times and prove love wins over hate — always.”

YouTube’s stream of the three-hour-long event on Grande’s Vevo channel, meanwhile, totaled 11 million views — though videos from individual performances posted to the BBC Music channel have also racked up millions of views apiece. The most popular is Grande’s duet with Miley Cyrus of Don’t Dream It’s Over, which has 7 million views.

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Three ways social media can help broadcasters

Whether YouTube, Facebook, and Twitter are friends or foes of the TV broadcaster is up for debate. However, here are three ways that social media can help broadcasters reconnect with their audience online.

Great mobile video reach

Getting someone to download a video app on their mobile device can be struggle. Even the most popular TV channels are thinly penetrated on mobile devices. For example, according to TiVo data only two channels have their apps on more than 5% of mobile devices in the US. 5.5% say they have downloaded ABC’s app and 5.3% have CNNs.

Nielsen data shows that social media has considerably better reach than video for mobile viewers. For example, in Q2 2016, video reached 47% of the population overall on smartphones. Social media reached 71%. In the 35-to-49-age-group, the difference is even sharper. 57% watched video on their smartphone, while 84% used social media.

The pattern is the same for the tablet. Among 35-to-39-year-olds 32% watch video on their tablet, 46% use social networking. Simply put, video delivered through social media has a better chance of reaching its audience than through a video app.

Great promotional value

People love to share their favorite moments from the TV shows they are watching. Want to see the moment when Vitalii Sediuk mooned at the 2017 Eurovision Song contest? How about your favorite moments from the latest episode of Game of Thrones? Social media is the place to go.

TV broadcasters are realizing the benefits of social media in promoting their shows. And gone are days when they force platforms like YouTube to take down fan-uploaded clips. For example, there are 106M clips related to Fox’s show Empire on YouTube. Ad technology firm Zefr says that 95% of them were uploaded by fans of show.

TV networks are recognizing the value of YouTube and other social platforms as promotion for their most popular shows. For example, there have been 74,000 NBC show related videos uploaded to YouTube. These clips have generated 106.9M engagements (likes, comments, reposts), and 13.4B views.

Opportunity to recapture viewers online

Local broadcasters are struggling to find ways to engage with people in their communities. For example, people, who in earlier times would have turned to TV for news, increasingly satisfy their need on social media. Pew Research center reports that 62% of adults get news on social media sites. Two-thirds of Facebook users and 59% of Twitter users get news from their sites.

Social news consumers haven’t completely abandon the TV news. According to Pew, 39% of Facebook news users also get news from local TV channels, and 23% still watch the network nightly news. However, the trend is strongly toward social platforms for news. For example, the number of Facebook news users has increased from 47% in 2013, to 66% in 2016.

This data is a strong indication that local news is still valuable to consumers. However, their preferred platform to watch it is becoming social media, not TV. Given the challenges in getting consumers to download broadcaster apps, social media could be the best place for local TV channels to syndicate their news and recapture their migrating audience’s attention.

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