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Let’s chat about what’s happening in the world of digital marketing, especially from the perspective of Gen Z. Growing up with smartphones, I’ve become very familiar with the online world, and I’ve been exploring how we interact with it and each other.

Why Are We Even Online? 

Have you ever wondered why you find yourself scrolling for hours? It’s not just about fear of missing out. There are real reasons we engage with digital content. According to some interesting studies, our motivations often come from the enjoyment we derive from using social media. Sometimes we just need to unwind, whether that means watching videos or browsing for inspiration. Social media has become a place where we manage our moods and have fun.

Connection is another huge reason we use these platforms. About 83% of us log on to keep in touch with family and friends. We share our experiences and feel more connected to each other. Social media also serves as an excellent resource for information. Many of us look up news, product reviews, and essential updates online, making it a central hub for what’s going on. Recent data shows that finding information is the main reason many people use the internet, accounting for nearly 65% of online activity!

Communities and Social Networks: What’s the Diff?

Now, let’s differentiate between social networking sites and online communities. Social networking sites, like Facebook, mostly connect us with people we already know. These platforms help us maintain and create relationships, but often lead to more casual, lower-commitment interactions. Online communities, on the other hand, bring people together around shared interests like hobbies or professions, where you don’t need to know anyone beforehand to join. These communities often feel more democratic, putting power in the hands of the members based on reputation rather than established relationships.

Influencers: The Trendsetters 

Now, let’s talk about influencers. They’re content creators who collaborate with brands to boost their visibility and share messages with their target audiences. These influencers connect with the types of consumers brands want to reach, helping to widen their audience. Online reviews are critical when people decide what to buy, but there’s a twist that sponsored reviews might not always be viewed as trustworthy compared to more genuine reviews. Plus, where an influencer shares their content makes a big difference. For example, posts on blogs may engage better than those on social media like Facebook.

The Takeaway for Marketers 

So, what’s the takeaway for marketers? It’s essential to understand why people seek out online experiences. It’s not just about pushing products, it’s more about making connections, providing entertainment, and sharing information. By recognising what drives users and how online communities and influencers function, we can create strategies that truly resonate with our audiences.

Reference List

Adllins Media 2023, Navigating the social media landscape: Harnessing platforms for effective business marketing, Adllins Media, https://adllinsmedia.com.au/navigating-the-social-media-landscape/

Brand24 2016, 33675533_ml.jpg, Brand24, viewed 2 October 2025, https://brand24.com/blog/app/uploads/2016/10/33675533_ml.jpg

Skin Cupid 2025, Despite being a beauty mogul herself, Selena’s makeup artist has revealed the viral K-Beauty moisturiser that he uses to on her skin, TikTok, https://vt.tiktok.com/ZSSUQ5x8X/