根據#凱絡媒體 與輔大廣告系第 28 屆畢業展覽籌備組聯手發佈《 Z世代數位大調查 — 社群平台廣告手法偏好與使用動機》，研究Z世代的社群使用習慣，不意外發現對各社群平台有差異的使用動機目的，因此對於內容(廣告)的接受方式，也隨之不同。
圖片來源：網路
因此，品牌傳播應運用不同的切角與溝通方式，因地制宜以達到最佳效益。
▌摘要各平台關鍵字：
YouTube：#娛樂與學習
Instagram：#社交與資訊
小紅書：#實用型生活指南
▌共同特性：
快：#講重點
狠：#觀點有用
準：#真實趣味
事實上，不止 Gen Z如此，各世代在工作或是娛樂時接受資訊，也是偏好以上的特性，提高對訊息或廣告的接受度。
Source: https://reurl.cc/mx6Va7
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According to the joint release titled "Generation Z Digital Survey — Social Media Advertising Preferences and Usage Motivations" by #Carat Media and the 28th Graduation Exhibition Planning Team of Fu Jen Catholic University's Department of Advertising, research into Gen Z’s social media habits unsurprisingly revealed that different platforms are used for distinct purposes.
As a result, the way advertising content is received also varies.
Therefore, brand communication should employ different angles and tailored messaging strategies to achieve optimal effectiveness.
▌Summary of key platform keywords:
- YouTube: #EntertainmentAndLearning
- Instagram: #SocialAndInformative
- Xiaohongshu: #PracticalLifestyleGuide
▌Common Characteristics:
- Fast: #GetToThePoint
- Bold: #UsefulInsights
- Accurate: #AuthenticAndFun
In fact, it’s not just Gen Z—people across all generations tend to favor these characteristics when consuming information for work or leisure, thereby increasing their receptivity to messages and advertisements.
