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Doha – A recent study conducted by OpinionWay Maroc and Saga Communication has shed light on the social media habits and preferences of young Moroccans aged 18 to 29.
The study, titled “Maroc Connecté: tendances de la GEN Z sur les réseaux sociaux” (Connected Morocco: Gen Z Trends on Social Networks), provides valuable insights into how this influential demographic interacts with social media platforms, brands, and influencers.
The findings reveal that social media plays a central role in the daily lives of young Moroccans, with nearly 43% spending between three and five hours per day on these platforms.
This immersion goes beyond mere entertainment, as the findings reveal Gen Z engages in more frequent online interactions than in-person communication. Meryem Abdelmoula, Managing Director of Opinion Way Maroc, emphasizes that “Gen Z is the only generation that has never known a world without the internet, smartphones, or social networks.”
Surprisingly, despite TikTok’s growing popularity and its claim to have more accounts in Morocco than Instagram, the study found that Instagram remains the favorite social media platform for over half of the surveyed youths.
This preference raises questions about whether young Moroccans are hesitant to embrace TikTok openly, or if the perceived “mediocre” content on the platform could be a contributing factor, asks the study.
The study also delves into the complex relationship between Gen Z and influencer marketing. While nearly 40% of young Moroccans aged 18-24 consider product placement by influencers to be normal, 36% express concerns about a potential loss of authenticity and credibility in these partnerships.
The authors note that “Gen Z identifies with content creators and influencers, but we have noticed a distortion of brand image due to the proliferation of influencers and the lack of credibility of some of them.”
This observation highlights the challenges faced by brands and marketers in effectively reaching and engaging with Gen Z through influencer collaborations.
Enrique Heulin, Managing Director in charge of strategy at Saga Communication, poses the question; “Are brands really succeeding in reaching Gen Z on their favorite media? Have influencers been unmasked by this generation that masters all the codes of influence?”
The study’s methodology involved a representative sample of 1,040 Moroccans aged 18 to 29 who use social networks. The sample was constructed using the quota method, taking into account criteria such as gender, age, and region of residence. Data collection was carried out through a self-administered online questionnaire on social networks between January 16 and 19, 2024.
As the primary drivers of today’s consumption trends, understanding and adopting the codes of Gen Z is imperative for any brand seeking to optimize the effectiveness of their marketing strategies. Abdelmoula emphasizes the importance of this study in “understanding and adopting the current codes of Gen Z on social networks, which is essential for any brand wishing to communicate and develop content on these platforms.”
The study’s findings confirm some initial assumptions while also revealing surprising insights, particularly regarding platform preferences and the perception of influencer marketing. Concerning the findings Heulin ponders; “When Gen Z spends up to 5 hours a day on social networks, as is the case for a large part of the panel, brands and agencies believe that everything is played out on this medium. But are brands really succeeding in reaching Gen Z on their favorite media?”
The evolving landscape of social media and the shifting attitudes of young consumers present both challenges and opportunities for brands and marketers. By staying attuned to the preferences and expectations of Gen Z, companies can refine their strategies to effectively engage with this influential demographic.
