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Latest Trends in Gen Z's Social Media Use in 2025

In 2025, the landscape of social media usage among Generation Z continues to evolve, as demonstrated by a recent study conducted by SHIBUYA109 Entertainment through its youth marketing agency, SHIBUYA109 Lab. Targeting 413 young women aged 15 to 24, the research utilized a web panel coupled with in-depth interviews to shed light on the latest SNS behavior trends within this demographic.

Key Findings from the Research

1. Closed and Ephemeral Connections: Today's social media landscape favors closed and ephemeral connections over interactions with a broader audience. Instagram is the leading platform, utilized by 89.6% of respondents, followed closely by video streaming services (86.2%), X (69.0%), and TikTok (60.8%). Among these, Instagram is the platform where users post the most frequently (45.5%), followed by X (26.4%) and BeReal (22.1%). Notably, 38.1% of Instagram users prefer posting to Stories, further emphasizing the preference for content that is temporary rather than permanent.

- The study points out that for BeReal users, a remarkable 92.2% engage in posting activities rather than merely viewing content. This is seemingly driven by BeReal's unique feature, which requires users to post before they can view others’ contributions. Compared to other networks, Instagram, X, and Snapchat remain popular for their active user engagement.
- In terms of followers, Instagram and BeReal primarily connect users with acquaintances from offline environments, while TikTok attracts influencers and X tends to connect users with friends with shared interests.

2. Platform-Specific Content Motivations: Gen Z displays distinct motivations for content shared on various platforms. X is often used for sharing thoughts and experiences (52.8% for personal opinions), while Instagram serves as a visual diary (41.6% for aesthetic photos). Additionally, BeReal is often used for sharing spontaneous moments and interactions with friends (48.4%), promoting more authentic expressions of identity.

3. Trends in Photography: A staggering 75.6% of young individuals express discomfort with showcasing their personal appearance in posts. Many have opted for alternative methods such as mirror selfies (56.9%) or angled shots (43.6%) to maintain a level of anonymity. This trend of curating one’s image indicates a shift towards creating an atmospheric expression over displaying individual identity.

4. Worldview and Connection to Content: The research indicates that 55% of young users choose their outfits based on the ambiance of their location, riding on the connection between their presentation and the desired aesthetic on social media. This “visual language,” as represented by the increasing use of themed aesthetics (termed ‘______ core’), plays a significant role in how Gen Z articulates their identity online.

5. Interview Responses: Feedback via group interviews suggests Gen Z individuals prefer shared experiences in specific contexts rather than superficial visibility. Many expressed that they selectively choose what to post based on whom they'll share it with, valuing personal connection over public exposure.

Conclusion

The findings from SHIBUYA109 lab. highlight a considerable shift in how Gen Z engages with social media. With an evident trend towards private, ephemeral communications, Gen Z is actively seeking niches where they can express their individualism while minimizing the anxiety associated with mass exposure. Understanding these dynamics is essential for brands targeting this demographic, prompting a need for marketing strategies that resonate deeply with their worldviews and aesthetics.

About SHIBUYA109 Lab

Established in 2018, SHIBUYA109 Lab is dedicated to understanding the needs and behaviors of young consumers, notably those around the age of 20. The agency aims to bridge the gap between brands and the emerging youth culture, using the insights from various studies to shape effective marketing strategies.

For those looking to delve deeper into this research or receive a complimentary graphical report, please visit the official SHIBUYA109 Lab website.