Prior to the 1960s, the youth demographic was largely disregarded as a marketing segment, with little attention afforded to them. This all shifted with the arrival of the Baby Boomers, the largest and most impactful generation in contemporary consumer history. Their social reforms and skepticism towards corporations puzzled marketers, necessitating a complete overhaul of their strategies. Does this resonate?
Ever since, advertisers have sought to engage with an ever-changing array of youth groups—from Boomers to Gen X through to Millennials, and presently Zoomers and Gen Alpha. Attracting young consumers and breaking into trend culture has emerged as an ongoing challenge.
Casey Lewis, a social media expert, the author behind the After School newsletter, and an authority on social dynamics among younger demographics, encapsulates it thus: “Any brand that isn’t actively targeting Gen Z and Gen Alpha is missing an opportunity. Even if you aren’t interested in being part of the current cultural frame. They represent the future market, so you need to consider them—even if your current objectives don’t include reaching them.”
After years of persistently marketing to young consumers, marketers find themselves puzzled once more by a new generation. Similar to their Boomer predecessors, Gen Z signifies a new breed of consumer: individuals who have grown up in the digital realm, are increasingly skeptical, motivated by ethical considerations, and are often online (or are they?). They exhibit more critical thinking compared to earlier generations, which creates frustration for marketers striving to discover an approach that resonates without appearing cringe-worthy.
This guide delves into how Gen Z expects brands to engage on social media and the requisite strategies to effectively market to them.
Gen Z’s Social Media Engagement
Gen Z has always lived in a world dominated by social media and the internet. It intertwines with their everyday experiences and stands as their primary source for information—outpacing even popular search engines. When asked by Lewis how she would characterize Gen Z’s social media usage, she replied, “A better inquiry would be how don’t they use social? They utilize it for everything, and they expect brands to do the same—from customer support to commerce, discovery to community.”
Data supports this notion. When compared to other generations, Gen Z is the most inclined to leverage social media for discovering new products, staying informed about current events, and contacting brands for customer service, according to the Q1 2024 Sprout Pulse Survey.
Let’s explore the platforms that dominate their online time and the types of content they engage with on these platforms.
Which Platforms are Favored by Gen Z and Why?
According to The 2024 Social Media Content Strategy Report, an impressive 91% of Gen Z’s social media users are active on Instagram, with another 86% present on TikTok, establishing these platforms as the go-to choices for Zoomers. They frequently utilize both platforms for entertainment and connecting with friends and family.
Diving deeper into their platform usage, Gen Z consumers indicate that TikTok is their preferred channel for product discovery, closely followed by Instagram. The same report reveals they are also highly likely to engage with TikTok and Instagram to stay updated on news and use Instagram for customer support.
What Brand Content Captivates Gen Z?
On their top two platforms—Instagram and TikTok—Gen Z is poised to interact most with brand posts featuring short-form videos or static images, per The 2024 Social Media Content Strategy Report. Interestingly, they also show a preference for watching long-form videos on YouTube, their third-most frequented platform.
Lewis proposes that all these channels and formats might be interlinked. “We all tend to have short attention spans alongside our preference for brief videos. Yet, it’s fascinating to observe Gen Z podcasters who upload hour-long episodes. They then clip and share videos across short-form platforms.”
Although Gen Z ultimately consumes all types of content across platforms, it’s crucial to grasp the subtle nuances and cultural contexts specific to each platform. This doesn’t necessitate completely reworking posts from the ground up and overstretching your team’s resources. Instead, as Lewis points out, it’s about identifying multiple distribution and connection points, while prioritizing the platforms that resonate most with this generation.
Social Media Trends Among Gen Z
A forewarning: This is not a trends listicle designed to inspire specific content ideas (for that, refer to our top social media trends article).
As Gen Z has grown older (the eldest members are now in their late 20s) and spent more time under the scrutiny of marketers, common themes have emerged, offering insights into how they view social media and its future. Brands are beginning to recognize that keeping pace with rapidly shifting trends isn’t key to ensuring loyalty, and Gen Z consumers are also looking for a reprieve from constantly being online (in a sense).
These trends outline what lies ahead for Gen Z’s social media behaviors and provide clues for fostering lasting brand connections.
Increasing Trust in Influencers and Creators
As per The 2024 Influencer Marketing Report, trust in influencers remains steady but is growing in certain areas—particularly among younger audiences. Almost 40% of Gen Z consumers report greater trust in influencers than they did a year ago.
This rise in trust isn’t solely based on the perception that influencers and creators are more authentic. Only 35% consider authenticity a significant quality. To this generation, authenticity at face value may appear performative. Instead, they seek other markers of credibility like follower count, posting frequency, and long-term affiliations with brands.
As the influencer economy evolves, Gen Z will undoubtedly continue to prefer brands that partner with influencers in innovative manners. For brands to optimize their efforts, they must identify influencers who possess credibility in niche communities and genuinely advocate for their products.
Frustrated by Most Brand-Led Activism
The wave of brands releasing “activist” content over the past five years often backfired—especially with the discerning Zoomer audience. Numerous brands faced criticism for missing the mark, overwhelming consumers, or exploiting issues for profit.
Sprout’s 2019 #BrandsGetReal Report indicated that 70% of consumers believed it was crucial for brands to express public stances on social and political challenges. In contrast, The 2023 Sprout Social Index™ reflected a different perspective: only a quarter stated that the most remarkable brands advocated for causes and topics that align with their values.
However, Gen Z doesn’t demand brands become completely neutral. They prefer influencers to carry that mantle. Almost all Gen Z individuals agree that they expect influencers to express their views on social matters, according to a Q2 2024 Sprout Pulse Survey. This rise of influencer activism reveals how younger users don’t merely look to these personalities for product recommendations; many feel pressured to speak out, even when they lack full information.
The same survey found that nearly half of consumers will unfollow brands if they collaborate with influencers whose values do not align with their audience. Given that 68% of consumers follow brands for updates on new offerings, losing followers might have considerable consequences for revenue.
Although brands are no longer expected to opine on most social and political matters, there’s mounting pressure to identify influencers who are willing to. Fully grasping the values of your Gen Z audience is critical to meeting expectations and safeguarding your image.
Yearning for Distinctive Brand Identities
Almost 90% of Gen Z states that a brand’s social media presence significantly influences whether they trust that brand, as per the Q1 2024 Pulse Survey. To gain the trust of Gen Z consumers, brands must consistently articulate their identity.
Merely racing to keep up with trends or flooding feeds with user-generated content won’t suffice. Social media users are most likely to unfollow a brand if its posts appear repetitive or lack originality, according to the Q2 2024 Sprout Pulse Survey. An effective way to retain your audience is by creating unique content.
Lewis elaborates, “Where brands falter is by losing track of their distinct point of view. A hodgepodge of random user-generated content won’t resonate; the brand’s voice must still shine through. Likewise, many believe that tapping into online trends and memes is a foolproof method to win over Gen Z, but that’s not the case! Chasing after cultural trends rarely yields success. Brands should aim to create culture instead.”
Mixed Reactions Toward AI-Generated Content on Social Media
Survey results consistently show that consumers across age groups are divided on whether AI-generated content makes them more or less interested in a brand, according to the Q1 2024 Pulse Survey. The following Q2 survey revealed that 83% of consumers believe AI will increase saturation in feeds, while another 80% think AI-generated content will contribute to misinformation on social media.
Despite widespread concern, Gen Z exhibits a slightly more favorable view of AI-generated content, including AI influencers. The 2024 Influencer Marketing Report shows that while only 37% of consumers express increased interest in brands using AI influencers, this figure rises to 46% within Gen Z.
While it may be sensible for certain brands to experiment with AI-generated content, the returns among Gen Z audiences are likely to be minimal. The best applications for AI in branding remain enhancing efficiency in areas like social listening, data analysis, and customer support.
A Strong Need for Offline Engagement
A stereotypical portrayal of Gen Z persists: a generation engrossed in their smartphones and tablets, grappling with loneliness at epidemic levels. Despite countless articles and discussions around this issue, statistics reveal stable or rising social media usage.
The Q4 2024 Sprout Pulse Survey found that 56% of Gen Z consumers intend to consume more content from brands in 2025. Still, many in this generation report feelings of burnout due to the unhealthy effects of excessive social media use. Platforms like Instagram are taking steps to safeguard vulnerable Gen Z members, but many individuals feel inclined to impose their own limits through social media breaks.
The Q1 2024 Sprout Pulse Survey indicated that 57% of Gen Z underwent a detox in 2023, with 63% planning to do so in 2024—the highest among all generations.
While it’s unlikely that Gen Z will abandon social media en masse, we anticipate that more will opt to step back from key platforms and engage on community-focused networks like Substack. Additionally, we foresee that event marketing and real-life meetups will continue to attract Gen Z consumers seeking a third space for socializing.
Favorites Brands Among Gen Z on Social Media
As previously stated, Gen Z adopts a skeptical stance. Aggressive marketing tactics, insincere authenticity, and inauthentic trend-chasing do not win their approval.
Here are four brands that have effectively grasped the nuances of Gen Z marketing, successfully breaking through in ways that align seamlessly with their identity.
Marc Jacobs
The luxury label Marc Jacobs has unexpectedly become a hit with Gen Z. The fashion brand is recognized for showcasing TikTok-famous comedians and influencers within its content, all of whom embody the core of the brand.
As Lewis points out, “Marc Jacobs takes trends and formats and makes them their own. Sometimes you encounter a presence that feels disconnected and reactive; however, their presence feels cohesive and bears a distinct Marc Jacobs signature.”
Enhance your brand’s appeal to Gen Z: Take a cue from Marc Jacobs and aim for content that is both original and unexpected, while remaining entirely true to your brand.
Topicals
The skincare brand Topicals exemplifies mastery in hosting brand trips and deploying influencer marketing. Their recent campaign #FadedFamilyVacation showcases the brand’s alignment with their Gen Z audience and a deep understanding of their nuances.
“I find it intriguing how brands leverage their communities for insights and content. Brands like Topicals and others in skincare are capable of acting on consumer feedback,” observes Lewis.
Topicals has earned a positive reputation for being open to product feedback from their audience and compensating creators and influencers for their contributions. Lewis adds, “Topicals utilizes the TYB platform to thoughtfully engage with their community. Their social, marketing, and product teams collaboratively manage community engagement. They compensate individuals for user-generated content (simply tagging them isn’t sufficient), ensuring authenticity and coherence with the brand.”
Elevate your brand’s Gen Z appeal: Take a page from Topicals: When you recognize your audience’s contributions and feedback, they tend to respond with loyalty.
Graza
Graza, the company behind the beloved green squeeze olive oil bottles, has established itself as a Gen Z staple. Much of this reputation stems from the brand’s social media presence.
On social media, the brand directly addresses product feedback. A recent post featuring their co-founder apologizing for a packaging error has become their most liked post, showcasing what makes the brand relatable and human.
Other posts, such as Sizzle revealing the contents of their purse (i.e., a bag of granola) and a carousel showcasing the vibe their olive oil adds to functions, indicate they are unafraid to inject fun into their marketing (strategically).
Amplify your brand’s appeal to Gen Z: Speaking the language of Gen Z involves more than just inserting slang into your posts. It’s about embodying the essence of online humor, characterized by its dryness, absurdity, and genuine relatability—just like Graza’s content.
ServiceNow
ServiceNow may not appear to be a typical inspiration for Gen Z marketing, yet the company embodies a well-known Gen Z trait: subverting expectations in content. This is evident in their video that playfully interprets cringe-worthy corporate jargon such as “low-hanging fruit” and “ducks in a row.”
Enhance your brand’s Gen Z connection: Gen Z content often contains layers, relying on both the creator and viewer to share an understanding of inside jokes and cultural references. Even B2B brands like ServiceNow can leverage this to their benefit, as Gen Z represents a substantial portion of current and future employees, necessitating their appeal.
Connecting with Gen Z is Vital for Sustained Brand Vitality
Every new generation presents its unique set of challenges. Engaging Gen Z demands that brands reconsider their outreach methods.
Brands that effectively connect with Gen Z recognize the distinct values, preferences, and intricate behaviors inherent in the social media landscape. From platform selection to content style, Zoomers are on the lookout for brands that promote genuine, community-centric interactions.
For social media marketers, this means not merely replicating every trend but instead cultivating a unique identity across platforms. This is pivotal for earning trust and fostering loyalty.
Interested in further insights regarding how each generation desires to interact with brands on social media? Download The 2024 Social Media Content Strategy Report.
The post Understanding Gen Z’s Social Media Usage and Its Implications for Brands appeared first on Sprout Social.
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