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Discover top strategies to engage Gen Z on social media, including authentic content, influencer partnerships, interactive posts, and short-form videos. Learn how brands can build trust, foster engagement, and adapt to Gen Z’s preferences across platforms like Instagram, TikTok, and Snapchat. Stay ahead with insights on trends, storytelling, and community-driven marketing to effectively connect with this digital-savvy generation.
Explore how Generation Z engages with social media and what essential insights marketers need to effectively connect with this unique demographic.
Born between 1997 and 2012, Gen Z is the first generation to be raised in a digital world where the internet, smartphones, and social media are integral to daily life.
Beyond being thoughtful and mindful, they are a diverse and complex group that businesses are eager to reach. Their beliefs, values, and preferences set them apart significantly from older generations.
For social media marketers, capturing Gen Z’s attention involves more than just using trendy buzzwords in messaging.
A well-planned strategy rooted in an in-depth understanding of this audience is crucial.
Unlike previous generations, Gen Z grew up in an era where the internet had already revolutionized both consumer behavior and business landscapes.
Smartphones were becoming essential household devices, with the first iPhone debuting on June 29, 2007. Around the same time, Myspace was gaining popularity, shaping the evolution of social media.
Given their deep familiarity with technology and social platforms, it is vital for marketers to customize their strategies to effectively engage and convert Gen Z consumers.
Now is the ideal moment for marketers to grasp what influences Gen Z’s choices and how to appeal to this growing consumer segment to enhance return on investment, optimize marketing efforts, and drive conversions.
Let’s delve into who Gen Z is and explore proven methods to boost engagement across various social media platforms.
Gen Z makes up approximately 20.69% of the U.S. population.
What sets them apart isn’t just their social environment but also their distinct purchasing behavior, which differs from other generations.
Research from Statista reveals that television ads have less impact on Gen Z, with only a third indicating that TV commercials have led them to make a purchase.
However, the influence of social media is significantly stronger.
Two-thirds of Gen Z consumers report making a purchase after seeing an advertisement on social media.
Additionally, 33% of Gen Z is open to purchasing from a brand founded by an influencer, a sharp contrast to the mere 4% of Baby Boomers who express similar interest.
Social media is deeply ingrained in their lives.
A 2024 report by Morning Consult found that 54% of Gen Z favors YouTube above other social platforms, with 80% spending time on it. Instagram follows closely, attracting 75% of Gen Z users, while TikTok (69%) and Snapchat (63%) are also widely used.
The same report reveals that 35% of Gen Z spends over four hours daily on social media, while only 4% spend less than an hour per day.
With such a strong presence on social platforms, brands must prioritize social media marketing to effectively reach this audience.
Since YouTube, Instagram, TikTok, and Snapchat are Gen Z’s preferred platforms, marketers should tailor their efforts accordingly.
Gen Z embraces the ease of online shopping but also values in-person experiences and same-day pickup options.
A 2023 Deloitte study found an even divide among Gen Z and Millennials regarding whether online interactions can replace face-to-face experiences.
This suggests that businesses should adopt an omnichannel approach, blending digital and in-person interactions to cater to Gen Z’s preferences.
While brands understand where Gen Z spends time online, the challenge lies in fostering genuine connections and motivating them to shop in-store.
Traditional influencers who promote aspirational lifestyles were dominant in the 2010s. However, Gen Z prioritizes authenticity and originality over polished advertising.
Creators like TikTok star Alix Earle, who rapidly gained over 5 million followers, exemplify this shift. Despite her luxurious lifestyle, her unfiltered and relatable approach keeps audiences engaged.
Brands should focus on user-generated content (UGC), where their products naturally fit into a larger narrative rather than being the focal point of scripted promotions.
Some brands are evolving into influencers themselves by integrating well-known content creators into their social media presence.
For example, TikTok creator Kyle Prue, with over 1.4 million followers, became the recognizable face of the personal finance brand Fizz, blending his personal content style with brand messaging.
Similarly, Duolingo’s mascot-driven TikTok strategy has attracted over 6.5 million followers, demonstrating the power of humorous and offbeat content.
Other brands, like Baboon to the Moon, leverage Gen Z team members to create witty, spontaneous content that resonates with younger audiences.
Gen Z is less brand-loyal and consumes content through algorithm-driven discovery features such as TikTok’s "For You" page and Instagram’s "Explore" tab.
Instead of focusing solely on follower numbers, brands should prioritize post engagement and visibility.
Localized social media accounts can also be highly effective. For instance, the Barnes & Noble store in Canton, Connecticut, has gained 15,600 TikTok followers and nearly 686,000 likes by posting relatable content specific to its location.
Encouraging local employees to create content fosters stronger community connections and enhances engagement.
Video content is a major driver of purchases among Gen Z.
A Morning Consult report found that 53% of Gen Z has bought an item after watching a review video, while 40% have been influenced by haul videos.
Additionally, "Get Ready With Me" (GRWM) videos inspire 37% of Gen Z shoppers to make purchases.
Since platforms like TikTok and Instagram are designed for video-driven engagement, brands should invest in high-quality, authentic video content.
Partnering with influencers within relevant niches helps establish credibility, while avoiding overly scripted videos ensures a more natural, relatable feel.
When Gen Z decides to engage with a brand, their journey often starts with an online search.
A 2022 study on local consumer behavior found that:
To convert Gen Z’s online interest into sales, businesses should ensure their Google Business Profile (GBP) is updated with accurate store hours, location details, and real-time inventory information.
Gen Z prefers concise, engaging content that delivers value quickly.
Brands should focus on creating 10-, 30-, and 60-second videos for TikTok, Instagram Reels, and YouTube Shorts.
Jumping on trending topics can also boost visibility. A viral TikTok trend involving creator Jools Lebron’s "Very demure. Very mindful." makeup look gained widespread popularity, prompting major brands like Netflix and Zillow to incorporate it into their marketing.
While trends evolve quickly, staying attuned to viral content can help brands remain relevant and capture Gen Z’s attention.
To successfully engage Gen Z on social media, brands must balance adaptability with consistency in messaging.
Optimizing digital presence, social media strategies, and local engagement will help businesses turn Gen Z audiences into loyal customers.
Brands that prioritize authenticity, interactive content, and platform-specific strategies will be best positioned to capture this generation’s attention and drive long-term engagement.
For questions or comments write to writers@bostonbrandmedia.com
Source: searchenginejournal
