Gen Z, also known as the generation born between 1997 and 2012, is making a huge impact on the world of social media. As the largest consumer demographic today, their preferences and habits are shaping how social media platforms work, what types of content are popular, and even how businesses use these platforms to connect with customers.
In this article, we’ll explore the ways Gen Z is driving changes in social media, including their love for short-form video content, the move towards more authentic and transparent content, and the rise of social commerce.
1. The Rise of Short-Form Video Content
One of the biggest trends influenced by Gen Z is the popularity of short-form video content. Apps like TikTok and Instagram Reels have exploded in popularity, especially among younger audiences. These platforms focus on quick, engaging videos that are often just 15 to 60 seconds long.
But why is short-form content so appealing to Gen Z? There are a few reasons:
- Fast-Paced Content: Gen Z grew up with technology, and they’re used to getting information quickly. Short-form videos offer fast entertainment, which keeps their attention in a world full of distractions.
- Creativity: Platforms like TikTok give users the tools to create fun, creative videos without needing professional equipment. This makes it easy for anyone to become a content creator and share their personality.
- Relatability: The short videos often feature real people doing everyday things, like showing off their outfits, dancing, or sharing life tips. This feels more personal and authentic than highly produced content.
TikTok, in particular, has become a huge platform for Gen Z, with its ability to make viral trends out of simple, relatable content. The success of this format has even influenced other platforms like Instagram, YouTube (with YouTube Shorts), and Snapchat to introduce similar features to keep up.
2. The Shift to Authenticity and Transparency
Unlike previous generations that enjoyed polished and perfect images on social media, Gen Z prefers content that feels real and honest. This shift to authenticity and transparency is changing how influencers, brands, and even everyday users present themselves online.
- Less Filtered, More Real: While Instagram was once the place for highly curated and edited photos, many Gen Z users are now sharing unfiltered images, casual selfies, and “real life” moments. Platforms like BeReal, which encourages users to share unedited photos at random times, have gained popularity for promoting authenticity.
- Vulnerability and Honesty: Gen Z values content that shows vulnerability and honesty. They are more likely to engage with influencers who talk openly about mental health, struggles, or personal experiences. This creates a stronger connection between content creators and their audience.
- Calling Out Inauthenticity: Gen Z is quick to call out anything that feels fake or staged on social media. Brands that try to be overly promotional without being genuine often lose credibility with this group. As a result, many companies are changing their strategies to be more transparent in their advertising and interactions with customers.
This preference for authenticity is shaping the future of content creation, with many influencers and brands shifting away from the “perfect” online persona to one that feels more relatable and down-to-earth.
3. The Growth of Social Commerce
Social commerce, which is the buying and selling of products directly through social media, is another trend heavily driven by Gen Z. This generation is comfortable with online shopping, and they like the idea of discovering and purchasing products within the apps they already use, like Instagram, TikTok, and Snapchat.
- Influencers as Shopping Guides: Many Gen Z shoppers trust influencers to recommend products. When they see their favorite creators wearing a specific brand or using a certain product, they are more likely to make a purchase. This has led to the rise of “shoppable” posts, where users can buy items directly through a link in the post or video.
- Product Discovery through Social Media: Gen Z spends a lot of time browsing social media, and these platforms have become a key place to discover new brands and products. Whether it’s through TikTok “haul” videos or Instagram ads, social media is influencing their purchasing decisions in a big way.
- Seamless Shopping Experience: Social commerce makes the process of buying something as easy as clicking a button. Instagram and TikTok, for example, allow users to shop without ever leaving the app, providing a seamless experience that appeals to tech-savvy Gen Z consumers.
As more and more brands recognize the power of social commerce, we can expect to see this trend grow even further, with social media becoming not just a place to connect with friends, but a major hub for shopping.
How to target Gen Z?
Targeting Gen Z (people born between 1997 and 2012) effectively requires understanding their unique values, habits, and preferences. This generation has grown up with technology, social media, and access to unlimited information, which shapes how they interact with brands. Below are strategies to help you successfully target Gen Z:
1. Embrace Short-Form, Engaging Content
Gen Z’s attention span is shorter compared to older generations due to the fast-paced nature of digital platforms like TikTok, Instagram Reels, and YouTube Shorts. To capture their attention, use engaging short-form video content that’s entertaining, visually appealing, and delivers your message quickly.
- Use TikTok and Instagram Reels to create fun, relatable, and viral content.
- Keep videos concise, under 60 seconds, with clear and fast-paced messaging.
- Leverage humor, challenges, or trends to encourage participation.
2. Prioritize Authenticity and Transparency
Gen Z values authenticity and prefers brands that are honest, transparent, and relatable. They can spot fake or overly polished marketing, and they prefer brands that are real about their values, ethics, and products.
- Show real people, not actors or models, in your ads or campaigns.
- Be open about your brand’s values, missions, and behind-the-scenes operations.
- Address issues like sustainability, diversity, and social responsibility, which are important to Gen Z.
3. Leverage Influencer Marketing
Influencers play a huge role in shaping Gen Z’s purchasing decisions. However, they trust micro-influencers (with smaller, highly engaged followings) more than big celebrities because they feel more authentic and relatable.
- Collaborate with micro-influencers who share your brand’s values and resonate with Gen Z audiences.
- Focus on influencers who create genuine, unfiltered content and are passionate about your products.
4. Use Interactive Content and Engagement
Gen Z enjoys content that allows them to participate and engage directly with the brand. They prefer experiences that feel more interactive rather than passive.
- Host interactive polls, quizzes, and Q&A sessions on platforms like Instagram Stories and TikTok.
- User-generated content (UGC) is highly effective. Encourage your audience to create content using your products or services and share it on their social channels.
- Run challenges or contests where users can participate and share their own content.
5. Focus on Social Commerce
Gen Z is driving the growth of social commerce—buying directly from social media platforms. They are used to shopping through Instagram, TikTok, and other apps, so integrating shopping into your social media is key.
- Use shoppable posts on Instagram and TikTok to allow users to purchase directly from the platform.
- Create content that seamlessly integrates your products into relatable scenarios.
- Collaborate with influencers to promote specific products with direct links for easy purchasing.
6. Speak Their Language
Gen Z has its own style of communication, including internet slang, memes, and emojis. Brands that align with this tone can connect with them more effectively.
- Use a casual, relatable tone in your messaging, similar to how their peers might talk.
- Incorporate memes and popular culture references, but ensure they’re relevant and not forced.
- Experiment with humor and be playful, but avoid appearing out of touch.
7. Be Mobile-First
Gen Z is a mobile-first generation, meaning they spend most of their time on their smartphones. Your marketing strategies must be designed for mobile devices.
- Ensure that websites, ads, and content are mobile-friendly with fast load times and intuitive navigation.
- Invest in mobile advertising, especially on platforms like TikTok, Instagram, and Snapchat.
- Optimize all content for mobile viewing, including vertical videos and mobile-responsive designs.
8. Promote Causes They Care About
Gen Z is highly motivated by social causes and expects the brands they support to share their values. They are more likely to buy from companies that take a stance on important issues such as climate change, social justice, and equality.
- Share how your brand is involved in social and environmental causes, such as sustainability or charitable work.
- Showcase your corporate social responsibility (CSR) efforts, such as donations, ethical sourcing, or reducing your carbon footprint.
9. Leverage FOMO (Fear of Missing Out)
Gen Z experiences FOMO more than any other generation, especially when it comes to limited-edition products, exclusive experiences, or time-sensitive offers.
- Create limited-time offers and exclusive product drops to encourage immediate action.
- Use countdown timers in stories or posts to create urgency.
- Promote exclusivity through events, early access, or collaborations that align with their interests.
10. Offer Personalization
Gen Z loves personalized experiences, whether it’s tailored product recommendations, custom features, or engaging with brands that understand their unique preferences.
- Use AI and data analytics to provide personalized product recommendations based on previous interactions or preferences.
- Allow customization options for products or services to give users a sense of ownership and uniqueness.
11. Experiment with AR and VR
Augmented Reality (AR) and Virtual Reality (VR) experiences are attractive to Gen Z, who are curious about immersive, tech-driven interactions. Brands that offer AR filters, virtual try-ons, or VR experiences are likely to capture their attention.
- Develop AR filters on Instagram and Snapchat that allow users to interact with your brand in fun, creative ways.
- Offer virtual try-on features for products like clothes, accessories, or makeup to make the shopping experience more engaging.
Conclusion
Gen Z is shaping the future of social media in big ways. Their love for short-form video content, preference for authenticity over perfection, and comfort with social commerce are changing how social platforms operate and how businesses reach their audience. As this generation continues to grow, we can expect even more changes and innovations in the world of social media.
Targeting Gen Z requires a deep understanding of their values, habits, and the platforms they use. By focusing on authenticity, leveraging influencers, creating interactive content, and prioritizing social commerce, you can effectively engage this tech-savvy and socially conscious generation. Adapting your strategies to their preferences will not only help you capture their attention but also build lasting brand loyalty with this important demographic.
For brands and marketers, understanding these trends and adapting to the preferences of Gen Z will be key to staying relevant in this rapidly evolving digital landscape.