97.9% of Gen Z follow influencers, Mindshare Content Marketing Trends

Today, during an event held in Mumbai, the Mindshare Content Marketing Trends report was unveiled, shedding light on the ever-evolving landscape of content marketing. With a particular focus on Generation Z (Gen Z), the report offers valuable insights into the shifting dynamics of consumer behavior and the innovative strategies adopted by marketers and industry leaders.

According to the report, Gen Z has emerged as a pivotal demographic, capturing the attention of marketers across various industries. One common thread that binds this generation is their profound relationship with the internet. It serves as their primary hub for socializing, working, learning, leisure activities, and even romantic pursuits. The report emphasizes that Gen Z individuals, often regarded as India's first true digital natives, spend an average of over 8 hours online each day, actively consuming content for more than 5 hours.

Key findings of the report highlight the significant role played by influencers and creators in shaping Gen Z's online experiences. An overwhelming majority of 97.9% of Gen Z individuals actively follow influencers, while 76% of the content they consume on social media is generated by creators.

Delving deeper, the report outlines four fundamental pillars that underpin effective content marketing: consumers, creators, technology, and platforms. Gen Z's reliance on technology is particularly notable, with 66% of respondents acknowledging its role in helping them acquire new skills, and 55% stating that their lives are heavily intertwined with technology.

Instagram emerges as the platform of choice for Gen Z, with a staggering 87% of individuals spending the most time on the platform. Additionally, YouTube remains a preferred destination for online video and audio content, with 57% of Gen Z expressing their preference for the platform.

Insights from a research study conducted by BookMyShow further reinforce Gen Z's penchant for immersive experiences. The study reveals that 35% of Gen Z individuals prefer attending movie premieres, indicating a strong affinity for exclusive, first-day-first-show events. Moreover, live events continue to captivate this demographic, with over 13.5 million Gen Z attendees participating in live events throughout 2023.

In essence, the Mindshare Content Marketing Trends report endeavors to provide a comprehensive overview of the evolving content marketing landscape in India. By dissecting key trends, drivers, and transformations, the report aims to equip marketers and industry stakeholders with valuable insights to navigate this dynamic ecosystem effectively.