They also encourage brands to use location tags on Facebook and Instagram and themselves filter by location or use local hashtags.
Even though brands can geo-target locally on TikTok, in the eyes of Gen Z, Facebook and Instagram content feels more localized as they follow more local brands and events on those platforms. They also encourage brands to use location tags on Facebook and Instagram and themselves filter by location or use local hashtags. As Dretsch emphasizes, “It comes down to the consumer mindset at the time their eyeballs see the content, so it’s likely that users feel closer to the brands they interact with on Facebook and Instagram because they are viewed under the guise of local shopping and information-gathering goals.”