Even though teenagers were not there when most of the staple social media apps were created, they have seen the shift in the climate and purpose of these apps for them. “Social Media’s original purpose was for people to create online communities and further interpersonal relationships,” according to Maryville University. In recent years the push for every scroll, click, and interaction online seems to come with a sales pitch. Whether it comes from content creators and their sponsorships, or advertisements in between videos or stories, the influence of marketing is prevalent. While these new monetary motivations of apps have irritated some users, others have benefited.

Beneficial Impact on Entrepreneurs

Senior Caprice Brown is an entrepreneur and the owner of his self-titled seven-figure street wear clothing brand. Brown mainly uses social media for business ventures. “Social media has made me financially free at such a young age,” Brown said. “I’m grateful that my brand and online community is as successful as it is because of my social media presence.” 

Brown sees his brand and social media benefiting from one another. Being a part of the business side of social media has seen life-changing results for people like Brown. He doesn’t consider social media a necessity for connecting with people. This is because he believes in-person relationships don’t require strengthening through these apps.

 In recent years, apps have employed various tactics to enhance their ability to target content and advertisements for users. A popular method involves website tracking across different sites. Social media uses this approach to provide a more “personalized experience” for users, meaning ads that are most effective in selling and targeting the consumer. According to a study from an influencer orchestration network, 49% of people trust influencers for product recommendations. With influencers building a relationship with their audience over long periods, the lines between entertainer, friend, and salesperson are becoming increasingly blurred. 

Perspectives from users

Others who don’t have an ulterior motive and post for their enjoyment, to boost their online appearance, or just as another way to utilize online include students like Senior Jaelina Richardson. Richardson herself has noticed the shift in social media and thinks that the reason why it has stayed relevant is because it has developed with the times that we live in. 

“I think that it is smart to have promotions and use social media influencers, but to a certain extent,” said Richardson, “like nobody’s ‘for you’ page shouldn’t be filled with just sponsored content.” Richardson expressed that she would like to be an influencer later in life. However, she agrees that influencers should be genuine and that sponsorships should be secondary to everybody’s experience.

Gen Z’s adaptation and influence

The temptation of big payouts is also hard to resist for influencers. In exchange for a post, or a sponsored segment in a video, influencers can be paid thousands. This can turn running a social media page from a fun hobby to a well-paying job; an opportunity that, for many, can be irresistible. Fame seems so attainable now as overnight fame has been proven so many times. One of the largest examples was influencer and singer Bella Poarch who gained fame from having the most-liked TikTok of all time within 24 hours of posting it. Making her go from an ex-vet who posted occasional gaming content to one of the largest influencers of 2021.

Many teenagers now aim to find the success that many have found on the Internet. Many students at Spring Valley have found moderate fame on the internet. Examples include Senior Kaleab Daniel, who has a total of 1.7 million likes on TikTok. Similarly, Brown stands out with his clothing brand or YouTube channel. Proving that it is attainable to their peers. The world of social media has become so regulated that finding online communities and isn’t as appreciated by everyone as it used to be. 

The 2021 forecast for Gen Z’s use of the three largest apps among the age group from marketing charts

Students agree that social media wouldn’t have survived if it hadn’t adapted and developed with their target audiences. This led to the new consumer approach many apps have taken in recent years. It has enhanced many’s social presence and standing, leading to more and more people seeing their goals as achievable. Examples of this include becoming a content creator or boosting your business. The relationship between users and platforms shows the power of social media in shaping aspirations and connections in the digital age.