What are the common themes in user-generated content across different age groups on Likee?

User-generated content (UGC) has become a dominant force in the digital world, and while its popularity is widespread, the themes, formats, and motivations behind it vary significantly across different age groups. Each generation has its unique relationship with technology and social media, which shapes the kind of content they create and consume.

Here's a breakdown of the common themes in UGC by age demographic:

Generation Z (Born 1997-2012)
Gen Z are digital natives who have never known a world without the internet and social media. Their UGC is characterized by authenticity, visual-first formats, and a focus on community and personal expression.

Authenticity and Realism: Gen Z values content that is raw and unpolished. They are more likely to create and engage with "day in the life" vlogs, "get ready with me" videos, and unedited photos that feel genuine. They are skeptical of overly-produced, glossy marketing and prefer real-life scenarios.

Viral Challenges and Trends: This age group is at the epicenter of viral trends on platforms like TikTok and Instagram Reels. Their content often revolves around participating in memes, dance challenges, and popular audio trends.

Social and Political Commentary: Gen Z is highly socially conscious. Their UGC frequently touches on themes of mental health, environmental sustainability, social justice, and equality. They use their platforms to express their values and advocate for change.

Discovery and Review: They often use UGC to discover and research new products. This includes "unboxing" videos, honest product reviews, and tutorials on how to use items. They trust the opinions of their peers and micro-influencers more than traditional advertising.

Millennials (Born 1981-1996)
Millennials grew up as the internet was emerging and are a diverse group with a strong digital presence. Their UGC is often more curated and purpose-driven, balancing personal stories with informative content.

Personalized Storytelling: Millennials are known for using social media to document their lives. Their content often features milestones, travel experiences, parenthood, and career journeys. They are comfortable with both short-form content on Instagram and long-form content like blogs or YouTube vlogs.

Brand Loyalty and Recommendations: While they also appreciate authenticity, Millennials are more likely to create UGC that showcases their connection to a brand. They are the generation of "brand selfies" and are often motivated by loyalty programs or the desire to express their inclusion in a social group that uses a popular product.

How-to Guides and Educational Content: Having grown up alongside the internet, Millennials value platforms like YouTube for in-depth tutorials and educational content. They create and consume videos on a wide range of topics, from home improvement to personal finance.

Humor and Nostalgia: Millennials often use humor and nostalgia in their content, referencing pop culture from their youth. Memes and throwback content are popular themes.

Generation X (Born 1965-1980)
Gen X is the "latchkey" generation—independent and adaptable, having witnessed significant social and technological change. Their UGC is generally more practical, focused on information, and often shared in private or community-oriented spaces.

Informational and Practical Content: Gen X prefers content that is straightforward and provides value. This often includes product reviews, how-to guides, and tutorials that offer solutions to everyday problems.

Community-Oriented Content: This generation is more likely to engage in content within specific, interest-based communities, such as Facebook Groups or online forums. They use these platforms to share tips, ask for advice, and connect with others who share their hobbies.

Social and Family Updates: A significant portion of their UGC is focused on sharing family photos and life updates with a smaller, more intimate network of friends and relatives.

Written Content: While they are active on video platforms, Gen X also values well-written, in-depth content. They are more likely to read and share blog posts and articles on platforms like Facebook and LinkedIn.

In summary, as age increases, the nature of user-generated content tends to shift from highly visual, trend-based, and personal expression to more informational, practical, and community-focused sharing. This highlights a fundamental difference in how each generation perceives and uses the internet—as a tool for self-expression and viral trends versus a resource for information and connecting with existing networks.