Ask the question in certain circles and social media gets a bad reputation – low-value content, empty virality, entertainment at the expense of substance.
Some of that criticism is fair. But it also misses something fundamental: there is a large and growing audience on social platforms that isn’t just there to be entertained, but instead seeking valuable information.
Reuters Institute research found that under-35s are more likely to seek news content from creators than via mainstream media. Gen Z and Millennials both demonstrate increased trust for brand recommendations when they come from creators, per a study from influencer marketing platform LTK.
From geopolitics to personal finance, from climate change to health, younger audiences are actively seeking clarity on complex topics. They’re just doing it in very different places, and in very different formats, than previous generations. The platforms have changed. The behaviours have changed. The appetite for understanding has not.
