The future of social media: What young people really want

Study Zone Institute 2 days ago Technology

Social media is a constantly evolving landscape, and nowhere is this more evident than in the habits and desires of young people. Far from being passive consumers, Gen Z (and the emerging Alpha Generation) are active participants, creators, and discerning users who are shaping the platforms of tomorrow. To truly understand the future of social media, we must tune into what this digitally native demographic genuinely seeks.

Beyond the scroll: A craving for authenticity and connection

For years, social media was dominated by polished feeds and curated highlight reels. However, young people are increasingly rejecting this “artificial authenticity”. They crave genuine, unfiltered content that reflects real life, real struggles, and real triumphs.

Authenticity reigns supreme: Young people are wary of heavily produced advertisements and disingenuous brand messaging. User-generated content (UGC) and content from peers and micro-influencers resonate far more deeply because it feels real and relatable. This means platforms and brands that embrace rawness, transparency, and honesty will win their trust.

Community over consumption: While entertainment remains a key driver, young people are actively seeking out niche communities where they can connect with like-minded individuals. Discord servers, private Instagram accounts, and invitation-only groups offer a sense of belonging and control that large, public feeds often lack. The future lies in fostering these supportive, interactive spaces where individuals can share passions, learn, and grow together.

The power of peer influence: Influencer marketing continues to be powerful, but the focus is shifting. Young people are more likely to trust recommendations from creators who feel relatable and genuine, rather than just those with the largest followings. This emphasises the importance of cultivating meaningful relationships with creators who authentically embody a brand’s values.

The visual revolution: Short-form, interactive, and immersive

The dominance of short-form video is undeniable, but the future goes beyond mere quick clips. Young people expect dynamic, engaging, and often interactive experiences.

Short-form video as currency: Platforms like TikTok, Instagram Reels, and YouTube Shorts are the primary channels for entertainment and communication for this demographic. Their preference for fast, fun, and digestible visual content is a driving force behind content creation and consumption.

Gamification and interactive elements: Simple mechanics like polls, quizzes, AR filters, and in-app challenges are highly effective in boosting engagement. Interactive content fosters a sense of ownership and encourages sharing, organically amplifying reach. The line between social media and gaming will continue to blur, offering more immersive and playful experiences.

The rise of “phygital” experiences: Merging the physical and digital worlds will become increasingly important. Think pop-up shops with interactive screens, augmented reality (AR) try-ons, and QR-code-driven scavenger hunts. These “phygital” experiences offer a richer, multi-sensory engagement that resonates with a generation accustomed to seamless transitions between online and offline.

Navigating the digital frontier: Privacy, mental health, and AI

Young people are acutely aware of the potential pitfalls of social media, leading to a strong demand for safer, healthier, and more ethical online environments.

Privacy as a priority: Concerns about data breaches and the pervasive tracking of personal information are driving a desire for greater privacy controls. Young people are more likely to adjust their privacy settings and seek platforms that prioritise user data protection. Transparency from platforms about how data is used is crucial for building trust.

Mental health and well-being: The conversation around social media’s impact on mental health is at the forefront of young people’s minds. They appreciate brands and platforms that contribute to positive mental health conversations, promote self-care, and offer tools for digital detoxes. The future will see a greater emphasis on features and content that support well-being rather than contribute to anxiety or comparison culture.

AI: A double-edged sword: While AI is already embedded in social media (think personalised recommendations and content moderation), young people are grappling with its increasing presence. They recognise its potential for creativity, learning, and entertainment (e.g., generating art, music, or assisting with schoolwork).

However, concerns exist regarding misinformation, manipulation, and the potential for AI to erode real-world relationships. The future of AI in social media must prioritise ethical development, transparency, age-appropriate safeguards, and features that encourage human connection rather than replace it.

The creator economy: Empowering the next generation

Young people increasingly see themselves as creators and entrepreneurs. Social media platforms that facilitate content creation and offer clear monetisation pathways will thrive.

Monetisation opportunities: From sponsored posts and affiliate marketing to selling digital products and offering premium content subscriptions, young creators are eager to monetise their passions. Platforms that offer robust creator funds, transparent revenue-sharing models, and direct connections with brands will attract and retain talent.

Tools for creativity: Intuitive editing tools, diverse filters, and easy-to-use production features empower young people to express themselves creatively. The future will bring even more sophisticated yet accessible tools that allow individuals to bring their unique visions to life.

Support for emerging talent: Nurturing new creators through educational resources, mentorship programmes, and discoverability features will be key. Platforms that invest in the growth and success of their creators will build loyal communities and a diverse content ecosystem.

Conclusion

The future of social media, as shaped by young people, is not merely about new features or trending aesthetics. It’s a profound shift towards platforms that prioritise authentic connection, foster genuine communities, offer immersive and interactive experiences, champion user well-being, and empower the next generation of creators. For platforms and brands alike, understanding and responding to these evolving desires is not just a trend – it’s an imperative for relevance and sustained engagement.

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