The beginning of the end for algorithm-led social media?

Gen Z consumers are choosing community-led social platforms to take back control of their conversations.

Our study reveals that younger audiences want to be part of communities with shared passions and substance, where the conversation is owned by the people, not by the channel or algorithm.

The findings have big implications for brands looking to engage Gen Z and Gen A in these spaces, where paid media rules do not apply and communities must be nurtured over time.

We looked at 13-22-year olds’ relationship with, views on and use of Discord, one of the fastest-growing social platforms. Working with Generation Z&A expert Chloe Combi, 500 members of Gen Z were interviewed and asked about themselves and how, when and why they use the platform.