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Insight of the Day: How Gen Z Really Post: Comments, Stories, and Monthly Dumps


  • Gen Z as Viewers: The majority of Gen Z identifies as "viewers" rather than "creators" on social media, consuming content more than producing it.

  • Ephemeral Content: Young adults, particularly those aged 18-24, favor posting on stories (ephemeral content) over main feeds due to perceived lower stakes and less pressure for perfection.

  • Active Commenters: Gen Z, especially teenagers, are highly active in comment sections, using them to share memes, tag friends, and engage in conversations.

  • Photo Dumps: Gen Z leans towards sharing curated collections of photos ("photo dumps") less frequently, rather than posting individual photos on a daily basis.

Key Takeaway:

Gen Z's social media behavior is marked by a preference for consuming content, engaging in comments, and sharing ephemeral content. They prioritize authenticity and casual interactions over curated perfection.


The trend of Gen Z's evolving social media behavior indicates a shift away from the performative nature often associated with Millennial social media use. Gen Z favors genuine interactions, less frequent posting, and content that disappears quickly.


  • Gen Z values authenticity and casual interaction over curated perfection.

  • They prioritize consuming content and engaging in comments over creating their own content.

  • Ephemeral content like stories is preferred due to less pressure for perfection and fear of judgment.

  • The comment section is a significant space for Gen Z interaction and community building.

Implications for Brands:

  • Prioritize Authenticity: Brands should focus on creating content that feels genuine and relatable, avoiding overly polished or staged presentations.

  • Engage in Comments: Active participation in comment sections is crucial for building relationships with Gen Z consumers.

  • Leverage Stories: Brands should invest in creating engaging content for stories to effectively reach young adults.

  • Consider Comment Marketing: Partnering with influencers and creators to engage in comment sections can be a powerful marketing strategy.

  • Embrace Photo Dumps: Create campaigns or challenges encouraging users to share photo dumps related to your brand or product.

  • Focus on Community Building: Foster a sense of community around your brand by encouraging conversations and interactions in comment sections and through user-generated content.


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