Gen Z Social Media Usage Polarizes into 'Search' and 'Unfiltered Reality'! Z-SOZOKEN Releases First Insight Summary with Instagram #1 and BeReal #2.
Z-SOZOKEN, a think tank operated by Fiom LLC, released a report on Gen Z social media trends. Instagram is evolving into a search infrastructure, while BeReal is gaining support as a space for authentic, unfiltered sharing.
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- 📰 Published: March 31, 2026 at 20:00
Z-SOZOKEN (Gen Z Creativity Research Institute), a think tank operated by the Gen Z-focused creative company Fiom LLC (Headquarters: Shibuya-ku, Tokyo; CEO: Yohei Takeshita), has released its first insight summary deeply analyzing trends in the social media sector. This analysis is based on a recent survey titled 'Brand Rankings with Skyrocketing Images Among Gen Z,' which targeted 300 Gen Z individuals (ages 18-24) across 19 categories including food, cosmetics, apparel, and entertainment.
In an era where social media posts instantly sway brand images, marketing managers struggle daily with how to increase Gen Z engagement. However, superficial imitations of trends or simple cross-platform promotions that ignore the context of each platform are often treated as 'noise' by Gen Z and fail to lead to deep trust or purchasing behavior.
Against this backdrop, Z-SOZOKEN picked the 'Social Media Industry'—the most integral part of Gen Z life—from the comprehensive ranking results. The analysis reveals that social media, once focused on 'aesthetics' and 'connections,' has clearly polarized into 'practical search engines' and 'unfiltered real sharing spaces.'
### Key Insights from the Survey
1. **Instagram: The Essential Information Hub (#1, Image Improved: 37%)**
Instagram secured the top spot. Beyond being a photo-sharing app, it has solidified its status as a 'search engine' for finding cafes, cosmetics, and fashion. Gen Z uses hashtag searches and Explore tab algorithms to collect high-quality information optimized for their preferences. For companies, the key is creating 'magazine-quality content' that users want to save and fostering honest user-generated content (UGC).
2. **BeReal: The Unfiltered Reality (#2, Image Improved: 33%)**
BeReal followed closely in second place. Functioning as a 'psychological shelter' for those tired of the 'likes' and follower-based attention economy, it has become an infrastructure for sharing unadorned daily life with close friends. For brands, bringing polished ads into this space is risky. Success lies in showing 'humanity' through behind-the-scenes looks and imperfect daily employee life.
3. **TikTok: The Trend Originator (#3, Image Improved: 11%)**
TikTok has established itself as an entertainment platform for 'serendipitous encounters' with new music, cosmetics, and gourmet trends via its recommendation algorithm. It remains a powerful catalyst for brand awareness through vertical short-form videos.
4. **X (formerly Twitter): Real-time Focus (#4, Image Improved: 8%)**
Despite frequent specification changes, X remains unrivaled in real-time information flow and community-specific speed. It is an essential infrastructure for 'fandom activities' (Oshikatsu) and connecting deeply with peers sharing the same passions.
### Survey Overview
- **Name:** Brand Rankings with Skyrocketing Images Among Gen Z
- **Target:** Gen Z nationwide (18-24 years old)
- **Period:** September 2025
- **Method:** Internet survey
- **Valid Responses:** n=300
- **Analysis:** Z-SOZOKEN (Fiom LLC)
### Comment from the Director of Z-SOZOKEN, Yohei Takeshita
'For Gen Z, social media is no longer a single communication tool but a life infrastructure used differently depending on purpose and mental state. The polarization between Instagram and BeReal proves a shift from self-display to utility and unfiltered sharing. Only companies that can read the unique atmosphere of each platform and design communication that resonates with the target's current psychological state will be able to skyrocket their brand image.'
In an era where social media posts instantly sway brand images, marketing managers struggle daily with how to increase Gen Z engagement. However, superficial imitations of trends or simple cross-platform promotions that ignore the context of each platform are often treated as 'noise' by Gen Z and fail to lead to deep trust or purchasing behavior.
Against this backdrop, Z-SOZOKEN picked the 'Social Media Industry'—the most integral part of Gen Z life—from the comprehensive ranking results. The analysis reveals that social media, once focused on 'aesthetics' and 'connections,' has clearly polarized into 'practical search engines' and 'unfiltered real sharing spaces.'
### Key Insights from the Survey
1. **Instagram: The Essential Information Hub (#1, Image Improved: 37%)**
Instagram secured the top spot. Beyond being a photo-sharing app, it has solidified its status as a 'search engine' for finding cafes, cosmetics, and fashion. Gen Z uses hashtag searches and Explore tab algorithms to collect high-quality information optimized for their preferences. For companies, the key is creating 'magazine-quality content' that users want to save and fostering honest user-generated content (UGC).
2. **BeReal: The Unfiltered Reality (#2, Image Improved: 33%)**
BeReal followed closely in second place. Functioning as a 'psychological shelter' for those tired of the 'likes' and follower-based attention economy, it has become an infrastructure for sharing unadorned daily life with close friends. For brands, bringing polished ads into this space is risky. Success lies in showing 'humanity' through behind-the-scenes looks and imperfect daily employee life.
3. **TikTok: The Trend Originator (#3, Image Improved: 11%)**
TikTok has established itself as an entertainment platform for 'serendipitous encounters' with new music, cosmetics, and gourmet trends via its recommendation algorithm. It remains a powerful catalyst for brand awareness through vertical short-form videos.
4. **X (formerly Twitter): Real-time Focus (#4, Image Improved: 8%)**
Despite frequent specification changes, X remains unrivaled in real-time information flow and community-specific speed. It is an essential infrastructure for 'fandom activities' (Oshikatsu) and connecting deeply with peers sharing the same passions.
### Survey Overview
- **Name:** Brand Rankings with Skyrocketing Images Among Gen Z
- **Target:** Gen Z nationwide (18-24 years old)
- **Period:** September 2025
- **Method:** Internet survey
- **Valid Responses:** n=300
- **Analysis:** Z-SOZOKEN (Fiom LLC)
### Comment from the Director of Z-SOZOKEN, Yohei Takeshita
'For Gen Z, social media is no longer a single communication tool but a life infrastructure used differently depending on purpose and mental state. The polarization between Instagram and BeReal proves a shift from self-display to utility and unfiltered sharing. Only companies that can read the unique atmosphere of each platform and design communication that resonates with the target's current psychological state will be able to skyrocket their brand image.'
FAQ
Why is Instagram being used as a search engine?
Because users can intuitively find high-quality information optimized for their tastes through hashtags and the Explore tab. It is considered easier to find 'authentic reviews' compared to Google Search.
Why did BeReal rank second?
Gen Z, tired of the attention economy based on 'likes' and follower counts, values it as a psychological shelter where they can share 'unfiltered reality' only with close friends.
How should companies differentiate their SNS usage?
Companies need to design communication that fits each platform's vibe: providing useful, 'saveable' info on Instagram, and showing an 'authentic, human' side in a BeReal-like context.