Snapchat is currently one of the most frequently checked apps among Gen Z. According to Ann-Marie Alcántara of AdWeek, a large percent of Gen Z is using Snapchat and other social media apps to tap into their creative sides.

Researchers are finding that “[it is more so representing Gen Z [and] making something new, communicating, playing with their image rather than it being about vanity” (Alcántara, 4). Snapchat’s new features are allowing them to figure out who they are without having to specifically define themselves with one specific medium. Gen Z has the ability to draw on top of their selfies, incorporate augmented reality (AR) landscapes,

Noticeably, Gen Z is very open about promoting self love than hate, which is obvious with the increase posts surrounding controversial topics like marriage equality, body positivity, gender fluidity and inclusivity. Social media coming out with more features allowing the coming generations to be more publically expressive and allow everyone of all shapes and sizes to have a voice and speak their mind however they please.

Researchers have noticed how quickly Gen Z adapts to new technical elements being thrown at them and are urging brands to do the same, so they can continue to appeal to this target generation. Lucie Greene, worldwide director of JWT Intelligence at Wunderman Thompson finds that Gen Z is “a super sophisticated generation and … brands should think about co-creating with [them], rather than creating stuff for them”.

Snapchat is using this as a strategy to predict future trends with coming generations since the kids now getting smartphones are following their older peers. Gen Z is the first generation to grow up in the digital age with readily available access to smartphones and the internet, something that millennials did not receive until the beginning of their teens. 97% of Gen Z-ers have a smartphone, meaning that social media has the largest influence on the media being consumed rather than the impact that movie theatres and cable television had on previous generations.

Works Cited:

Alcántara, Ann-Marie. “Snapchat Will Present Research on Gen Z’s Creative Tendencies at Cannes.” Adweek, Adweek, 13 June 2019,

www.adweek.com/brand-marketing/snapchat-will-present-research-on-gen-zs-creative-tendencies-at-cannes/.