This year, Instagram highlighted “micro-trends” as a defining characteristic of the global Generation Z. (Image courtesy of the Signature)
SEOUL, Dec. 7 (Korea Bizwire) – This year, Instagram highlighted “micro-trends” as a defining characteristic of the global Generation Z (born between the mid-1990s and 2000s). Rather than adhering to a singular, standardized trend, young individuals are prioritizing their unique personalities and interests, forming stronger connections with others who share similar passions.
Instagram made this announcement during its year-end press conference, specifically focusing on Gen Z, creators, and business trends for the year. According to a survey of 1,000 Gen Z (16-24) Instagram users in Korea, conducted in collaboration with the consumer data research platform OpenSurvey, the content types most engaging to them include humor (22.5 percent), daily life (16.8 percent), pets (12.1 percent), creators and celebrities (11.2 percent), and fashion (9.5 percent).
This trend of emphasizing personal interests is not limited to a specific region. In a broader survey encompassing over 5,000 Gen Z users in the U.S., U.K., Brazil, India, and South Korea, 25 percent of respondents expressed that 2024 will be the year in which they embrace the idea of being “unapologetically myself.”
In South Korea, a significant 44 percent of respondents welcomed this notion, showcasing a strong desire to focus on self-expression compared to other countries.
Chong Da-jeong, Head of PR for Instagram in Korea, noted, “It’s about Gen Z focusing on what they like and building a community with people who have the same interests as them.”
The primary reasons Gen Zers in Korea use Instagram include keeping up with friends and acquaintances (70.8 percent) and staying updated on the latest trends (55 percent). Among Instagram features, Stories (26.8 percent) are the most popular, with 50.7 percent of respondents sharing between one and three Stories posts daily.
Additionally, 69.9 percent claim that viewing top Stories posts is the first thing they do upon opening Instagram. Other frequently used features include Releases (23.2 percent) and DMs (22.8 percent).
Regarding engagement with content in their feed, stories, and releases, the most common action is liking it (54 percent), followed closely by directly sharing it with friends and acquaintances via DM (43.8 percent).
Gen Z in Korea is also actively adopting multiple Instagram accounts, with 73.4 percent stating they have more than one account, and a significant 59.9 percent attributing this to the “need for complete personal space.”
Kevin Lee (kevinlee@koreabizwire.com)
