For this year's Songkran, Meta is making sure you can stay connected with your favorite Gen-Z creators and artists while enjoying the flow of creativity coming through our platforms. On that note, be sure to check out what popular Thai actors like Noppanut 'Boun' Guntachai (@bb0un) and Samantha 'Sammy' Melanie Coates (@sammy_3008) are doing for Songkran this year and take part in their special Songkran 'Add Yours' sticker stories to keep the holiday conversations going.
Gen Zs are celebrating Songkran their way
Songkran has become famous around the world for its nationwide water fights and ceremonies, with the festival being officially inducted into UNESCO's Intangible Cultural Heritage of Humanity list at the end of 2023! It's a time for washing away the tribulations of the previous year and spending time with loved ones. But what are Gen Z's plans for Songkran in 2024?
The study reveals that 45.6% of Gen Zs would actually prefer to stay home during the Songkran festival this year, choosing comfort and domestic activities over traditional outdoor celebrations, with a notable 38.8% wishing to catch up on their favorite series or with their friends through social media, emphasizing the important role of digital platforms like Meta's in their holiday experience.
Family also remains an important aspect of the Songkran holiday for Gen Z, with 44.7% expressing a desire to spend the long holiday with family and relatives. However, despite their inclination towards home-based activities, many Gen Zs are still planning to celebrate in style, with 29.1% planning to travel overseas or out of town and 26.2% looking forward to participating in at least one day of fun Songkran activities, such as going out with friends or having a water fight.
Gen Zs are looking online to discover ideas for Songkran
The study sheds light on how Gen Z users are leveraging Meta's platforms to stay informed during the Songkran holidays. Instagram in particular stands tall as a popular destination for keeping up with friends, discovering new places to travel and eat, and experiencing festive celebrations vicariously through others.
Gen Z users show equal interest in 'reviews of popular eateries' and 'stories from friends or a crush', highlighting their desire to explore some of those Songkran culinary delights while maintaining their social connections over the holidays. The Songkran festival atmosphere is another key area of interest, with 35.9% of respondents indicating that they enjoy liking posts related to the festive mood. Travel content, both domestic and overseas, also captures a lot of Gen Z attention, with 32% of respondents expressing interests in travel-related posts.
Gen Zs love to share their moments with Meta
Instagram continues to be a favorite platform for Gen Zs to share their holiday moments, with 50.5% of respondents expressing that they enjoy posting Stories. A significant 21.4% are also planning to share their Songkran moments through their Close Friends list or via Direct Messages (DMs), indicating a preference for more intimate sharing with these Meta features.
When it comes to the type of content Gen Zs are planning to post on Instagram, quality moments with family tops the list at 30.1%, followed by special activities or something new they always wanted to try at 25.2%, travel content at 23.3%, and water festival content at 21.4%. The range of sharing options has never been better for Gen Zs, with Reels helping to capture those festive moments and 'Add Yours' stickers on Instagram Stories providing a perfect way for Gen Zs to continue connecting and sharing this holiday season.
Gen Zs also have big ideas for Facebook too, with 50.5% intending to share their Instagram Stories to Facebook as well. From the survey, 38.8% of Gen Z respondents see Facebook as a place for well-curated photos. However, we can't forget about memes! Gen Zs love expressing themselves on Messenger through memes or by sharing stuff they care about, with 31.1% hoping to see memes or content they are interested in on the platform. Finally, 27.2% want to see more visibility of their friends' and family's feed, and 25.2% are interested in discovering info about potential new hang-out spots.
Celebrate an online Gen Z Songkran with Meta and your favorite creators
Don't forget to check out the Instagram pages of Noppanut 'Boun' Guntachai (@bb0un) and Samantha 'Sammy' Melanie Coates (@sammy_3008) to take part in their Songkran 'Add Yours' stories with the theme 'สงกรานต์เที่ยวไหน' and feel inspired to 'add yours' and let your friends and followers know what you're up to this Songkran!
Follow us on Meta Thailand Facebook's country page at www.facebook.com/MetaTH to enjoy even more Songkran content. We wish a happy Songkran to you and your loved ones!
Source: Hill+Knowlton Strategies