03/26/2024
LinkedIn: The Dark Horse in the Gen Z Social Race
Since the beginning of the digital era, all eyes have fallen on the social network landscape. From Myspace to LinkedIn to most recently TikTok, the landscape’s balance has swung back and forth as various platforms fight for dominance. Between various apps with new platforms being developed and new generations searching for something more, it’s always a question of where the balance will shift to next. And as times evolve, users of each platform are continuously looking for something new that aligns with their preferences and needs.
Whether it’s promoting a collection of aesthetically pleasing photos on VSCO or creating the next big trend on TikTok, individuals worldwide want a social platform that will check off all their boxes. And now as Gen Z transitions from teenagers to young adults, all eyes are looking to see which platform will become their top choice and rise to the occasion. The answer, however, might be a little surprising to some.
In the time that Gen Z was growing up, the shift from Myspace to Facebook began when individuals flocked to Mark Zuckerberg’s creation to be a part of the next big thing. Parents posted family photos, old friends connected, and you could always count on seeing a relationship update or two. However, when Gen Z reached the potential age to start their social media journey Facebook just didn’t seem to make the cut. Instead of sharing the app with the “older crowd,” teens wanted to be able to connect with their friends, be on the same network as celebrities, and most importantly be able to like, comment, and share photos. Longing for something different, teens around the world sought out a platform more suitable to their needs, and thus Instagram was born.
Created in 2010, Instagram brought a new light to social media for users worldwide to enjoy. Instead of worrying about typing up long posts or thinking of the right words to say, users could simply add to their feeds through photos and videos. And with racking up over 25,000 users in one day, it’s evident that the app was a hit. Even though the app still has a huge following and rising popularity, the initial hype around the app shortly faded when a new option was introduced – Snapchat.
Launched in 2011, Snapchat elevated the game with a feature that hadn’t even been touched on before – the act of disappearing. With each “snap” only being available for a short amount of time, Gen Zers flocked to the app with the hopes of having a new social network fit just for their needs, a platform that they could call theirs. And while Snapchat continues to be a go-to platform for many Gen Zers, TikTok showed up and raised the stakes once again. Whether it’s making a get-ready with me, creating a trending dance, or just trying to make people laugh, TikTok has evolved into an app that people can’t put down. With over a billion global users, TikTok has taken the world by storm and doesn’t seem to be stopping any time soon.
A recent research study conducted by Pew Research in 2022 showcased the popularity and usage of the various platforms for teens aged 13-17. Facebook dropped from 71% to 32%, Instagram rose to 62%, Snapchat jumped from 41% to 59%, and TikTok kicked off strong with an impressive 67%. However, with the threat of outages for apps like Instagram and Facebook and the potential removal of TikTok, everyone seems to be wondering the same thing– where will Gen Z go next?
Noting the key transition many Gen Zers are facing as they enter college, there seems to be a long-forgotten foe who is resurfacing into the social race. 21 years later, LinkedIn has tailored its platform to Gen Z’s evolving needs from branding, networking, and fostering career development. The app allows its Gen Z users to begin to brand themselves, connect with like-minded individuals, and ultimately provide the best set-up for their future endeavors.
Last August, Bloomberg delved into the rising popularity of the 20-year-old social network in their article, “Sorry, But LinkedIn Is Cool Now.” In the article Sarah Frier writes, “As other networks stagnate, shift their algorithms or burn themselves to the ground, LinkedIn is becoming a site where regular people actually want to hang out and post their thoughts. It might even be cool.” And now almost midway through 2024, the sentiment is still the same. Who needs X, Facebook, Instagram, or anything else when there’s LinkedIn?
No, LinkedIn doesn’t offer stories or allow you to share a post that will disappear in 24 hours. Instead, it has developed into a platform full of opportunity and growth. A platform that celebrates the diversity within Gen Z and through their networks allows them to boast about accomplishments, discuss hardships, and provide them with the tools needed to succeed. From personal networks to following thought leaders, LinkedIn has become miles ahead in the social race cementing itself as the go-to platform for those aspiring to have a personal brand or reach their career goals. Whether it’s for a job posting, sharing news about an internship, or connecting with a career role model, LinkedIn has everything Gen Z could need.
“Meanwhile, a generation that came of age posting about their lives on Instagram, Twitter and Facebook, building their identities with dispatches from weekends and nights out, are starting to see some utility in wishing one another a happy work anniversary,” Frier writes. “Over time they learned that, on the internet, everything they post ends up reflecting not just their personality but also their ‘personal brand.’”
While the platform may not boast thousands of followers or be used by everyone, LinkedIn has become a must-needed social network for Gen Zers as they not only enter their secondary education but as they traverse the job sector as well. With a hardworking, dedicated, and career-focused mindset, Gen Z continues to flock to LinkedIn as a space not only for fostering connections but being able to forge their own path in the job environment. No matter if they’re an aspiring creative or tech extraordinaire, LinkedIn has evolved into something fit for everyone. Through the years, it’s developed into something much more than a social media platform or network. Instead, it’s a thriving ecosystem hosting a diverse range of individuals looking to boost themselves in the job world and beyond.
Sooner than later, the entire generation will be all-in for LinkedIn. It may be the underdog right now, but there’s no point in counting LinkedIn out of the social race, especially as it continues to take leaps and strides worldwide.