ZYMIX uses Henley event to pitch social app to Gen Z

ZYMIX held its first brand event at Henley Royal Regatta, using the gathering to present its social app to Generation Z users.

The event also hosted a small survey of 20 Gen Z attendees and UK content creators on social media use, digital wellbeing and creator economics.

ZYMIX describes itself as the UK's first social SuperApp and is building a platform that combines messaging, short video, communities and payments in one app. It is targeting university students and younger social media users ahead of a wider UK rollout.

The survey findings pointed to a gap between time spent on social platforms and users' sense of real-world connection. According to ZYMIX, 90% of Gen Z respondents spend more than two hours a day on social media, while 20% said it helps them feel connected in real life to a great extent. Another 70% described that impact as limited.

Among content creators surveyed at the event, every respondent said they wanted a platform that better links online audiences with real-world experiences. The findings also suggested concern over how creators earn money online. According to ZYMIX, 80% of Gen Z content creators preferred traditional brand partnerships over algorithm-driven pay-per-view models, while 60% said better monetisation would be the main reason to move to another platform. Half said a stronger sense of authentic community would also encourage them to switch.

Survey focus

The sample was small, and the results were described as indicative rather than nationally representative. Even so, the findings reflect a wider debate in the social media sector over whether heavy use of digital platforms is strengthening or weakening social ties among younger users.

That debate has widened to include online safety, age restrictions and digital wellbeing. Platforms aimed at younger audiences are under pressure to show not only how users engage with content, but also whether those services help or harm broader social behaviour.

ZYMIX is positioning itself within that discussion, arguing that social media should do more to connect digital activity with offline relationships and events. It says its app is being designed to help users discover events, meet people with shared interests, support creators and build communities away from the screen.

"ZYMIX was created to be one place for your life online and beyond," said Nikita McKnight, Marketing Director at ZYMIX.

"Young people don't need another platform that simply encourages more scrolling. They want an environment that helps them discover opportunities, build communities and turn online connections into real-life experiences. That's exactly what we're building - a platform designed around life beyond the screen, not just screen time," McKnight said.

Creator economy

The creator-focused findings are likely to be watched closely by platforms competing for younger influencers and their audiences. Social media companies have spent heavily on revenue-sharing models, subscriptions and creator funds, yet many creators remain dependent on direct brand deals for predictable income.

ZYMIX's survey suggests those traditional commercial arrangements still matter more to many younger creators than models tied directly to platform algorithms or per-view payments. That points to an unresolved issue for emerging platforms: attracting creators may require not only audience growth, but also a clear path to stable earnings and stronger communities.

ZYMIX also used the Henley gathering to announce support for London Youth Rowing, including a donation to the organisation. The funding, it said, would support the charity's work with young people through sport, including confidence-building, resilience and life skills.

For ZYMIX, the link with a youth sports initiative fits its broader attempt to tie its brand to offline community activity rather than online engagement alone. It framed the move as part of a wider commitment to initiatives that create opportunities for young people beyond the digital sphere.

The company also set out broader context at the event.

"Our ZYMIX at Henley event celebrates everything social platforms should ultimately encourage - friendship, community and shared experiences," said McKnight.

"Technology should help create those moments, not replace them. Our mission is to build a platform that inspires young people to turn digital connections into real-world relationships and lasting communities," McKnight said.