Behind the Numbers: an EMARKETER Podcast

Episode: Gen Z’s Social Media Shuffle: Why 83% Are Turning the Volume Down — and Where They’re Going Next

Date: October 10, 2025

Host: Marcus (A)
Guests: Minda Smiley, Senior Social Media Analyst (B); Paola Flores Marquez, Demographics Analyst (C)

Brief Overview

This episode, hosted by Marcus with Minda Smiley and Paola Flores Marquez, dives deeply into the shifting relationship Gen Z has with social media. Key focus: despite being the first true digital natives, a staggering 83% of Gen Z report actively trying to “turn down the volume” on their social presence. The episode unpacks the specifics of this behavioral shift, highlights generational nuances, explores platform-by-platform trends, and examines what all these changes mean for marketers and brands trying to reach Gen Z consumers.

Key Discussion Points & Insights

1. Who is Gen Z, and Why Are They Dialing Back Social Usage?

• Definition: Gen Z is now considered 13–28 years old, with the eldest Gen Alphas turning 13 next year. (03:14)

  • “It’s quite the range of people at very different stages of life, but that’s the group we’re talking about.”—Marcus (A), 03:19

• Main finding: 83% try to limit social media use (Harris poll).

• How Gen Z Reduces Use:

  • Muting/unfollowing accounts (42%)
  • Deleting apps but not accounts (40%)
  • Disabling notifications (36%)
  • Not usually “cold turkey”—more about managing exposure than full withdrawal.
  • “It’s turning the volume down. It’s being more mindful ... I don’t think there are many people able to just delete all the major apps they use. It’s become so embedded.”—Minda (B), 06:53

• They’re Aware of Social’s Drawbacks:

  • Exposure to toxicity, misinformation, and the addictive design of platforms.
  • They’re adults: over 70% of Gen Z are over 18.
  • “They’re reading what we’re reading about how bad social media is for you. They’re well aware ... and a lot of them have grown up with a front-row view of the toxicity.”—Paola (C), 05:04

2. How and Why Is Gen Z Using Social Media?

• Behavioral trends: Moving towards passive consumption rather than active sharing.

  • “We’re firmly in the era of social entertainment … 76% say [the top reason is] entertainment, 69% to pass the time, 53% to connect with people.”—Marcus (A), 09:56
  • Gen Z is less likely than Millennials to post random life updates; more selective, thoughtful engagement.
  • “I think Gen Z is a lot more selective ... that’s kind of led them to come at it from a more consuming base as opposed to active contribution.”—Paola (C), 09:27

• Selected Platforms:

  • YouTube: On the rise, including for Gen Z despite being an “old” platform.
    • "Over half of Gen Zers said they're using YouTube more this year than last year... speaks to the fact that YouTube is having a moment right now."—Minda (B), 08:20
  • TikTok: Still most popular, but usage time is declining year-over-year.
    • Uncertainties around TikTok in the US have affected its luster.
  • Instagram: Gaining Gen Z users; expected to grow significantly.
  • Snapchat: Declining slightly—aging out as users get older.

3. Platform-by-Platform Breakdown

• Usage and time:

  • Instagram, TikTok, and Snapchat had about 50 million Gen Z users each last year.
  • Forecast: Instagram to grow by 10 million Gen Z users in next 4–5 years; TikTok +3 million; Snapchat -3 million.
  • Instagram is becoming a default “address book” as Snapchat ages out.
  • Notable Quote: "Instagram is to Gen Z what Facebook was to Millennials."—Minda (B), 13:13

• Time Spent:

  • US Gen Z (18–24): 58 min/day on TikTok, 45 min/day on Instagram.
  • Teens: 53 min/day on TikTok, 20 min/day on Instagram.
  • "Even though Instagram will have more users, TikTok will capture more time.”—Marcus (A), 14:08

4. Gen Z and Creators: The New Celebrity Economy

• Creators as Celebrities:

  • Gen Z feels a stronger connection to creators than traditional celebrities.
  • Key stat: 52% of Gen Z report a stronger connection to social media creators than TV personalities/actors (also: 43% Millennials, 26% Gen X).
  • "Creators are kind of like modern-day celebrities for a lot of people, but definitely for Gen Z."—Minda (B), 14:49

• The Importance of In-Person Events:

  • Creators are increasingly meeting fans IRL via live shows, meetups, brand activations.
  • "We're certainly seeing this itch from them to not just follow ... but really meet them out in real life. That's a big trend right now.”—Minda (B), 15:43

• Creator/Brand Fit:

  • Authenticity and alignment are crucial. Gen Z wants creators who are a natural fit with the brand/message.
  • "They're a new kind of celebrity ... there's an expectation that they're going to interact with you, whether that's through polls ... AMAs ... they want to carry that over."—Paola (C), 15:43

5. Actionable Takeaways for Marketers

• Partner with Niche Creators:

  • Match creators to brand vibe organically; look for authentic, subtle integration.
  • Example: Comedy group The Yard Sale Girls' branded content with Nuuly (19:00).
  • "Find influencers and creators that match your vibe or style. ... The whole sketch revolved around finding a dress for a wedding. It still felt like part of a regular feed, but it created brand recognition.”—Paola (C), 18:42

• Bridge Social & IRL:

  • Extend collaborations beyond “hosted by” into live event engagement, interviews, and activations.

• Emphasize Episodic Content:

  • Think in “series” for branded content, whether partnering with creators or not.
  • Make social feeds hubs for returning, themed entertainment (20:00).
  • "Consider creating episodic or series-like content for your social feeds ... it's not so much about one-off posts and videos. It's more about uniting around certain themes with some regularity."—Minda (B), 19:53

• Embrace Influencers as Modern Celebs:

  • Old rules—hiring celebrities—now apply to the influencer economy (20:37).

Timestamps for Important Segments

• 00:50–03:19: Defining Gen Z; surprise at how high social media usage is.
• 04:11–07:30: Tactics Gen Z uses to limit social media; social connectedness.
• 08:20–11:46: Which platforms Gen Z actually uses and why.
• 12:42–14:08: Platform-specific user trends and time spent.
• 14:49–17:50: Gen Z’s relationship to creators, creators as new celebrities.
• 18:42–19:53: Actionable marketing takeaways; real brand-influencer examples.
• 19:53–end: Final thoughts—episodic content, influencer-as-celebrity advice.

Notable Quotes

• "It’s turning the volume down. It’s being more mindful of how much you’re spending on these, you know, how much time you’re spending on these apps."
  — Minda Smiley (B), 06:53

• "They're reading what we're reading about how bad social media is for you ... they’re well aware that it’s addictive by design, and a lot of them have grown up with the toxicity with a front row view."
  — Paola Flores Marquez (C), 05:04

• "Instagram is to Gen Z as Facebook was to Millennials … you just have one because you do. It’s become a staple."
  — Minda Smiley (B), 13:13

• "Creators are kind of like modern-day celebrities for a lot of people, but definitely for Gen Z."
  — Minda Smiley (B), 14:49

• "Find influencers and creators that match your vibe or style … create brand recognition in a way that feels organic."
  — Paola Flores Marquez (C), 18:42

• "Consider creating more episodic or series-like content for your social feeds … thinking in themes and regularity, not just one-off posts."
  — Minda Smiley (B), 19:53

Summary: For Those Who Haven't Listened

This episode offers a rich, research-driven examination of Gen Z's evolving relationship with social media, highlighting the movement towards mindful consumption, platform preferences, the rise of creators as cultural icons, and the new rules of authentic, cross-platform brand engagement. The takeaway: Gen Z is not abandoning social, but they are seeking balance, authenticity, and in-person relevance—while marketers must think the same way to connect and stay relevant.

Relevant full report:
Gen Z Social Media Usage 2025: Social media's most engaged generation also wants a life outside of it — eMarketer