Does Gen Z care about creators?

A significant portion of Gen Z consumers are highly active on social media, with over 40% regularly managing at least seven accounts. Among these heavy users, about one-quarter maintain 11 or more accounts. Despite this broad social media usage, Sooth’s analysis shows that Gen Z primarily engages with TikTok and Snapchat, with their top 10 favorite social media activities concentrated on these two platforms. Additionally, nearly half (46%) of Gen Z consumers are more likely to choose a brand based on the ability to make purchases directly through social media channels.

‍