How Gen Z Uses Social Media and What That Means for Your Brand
Generation Z, born roughly between 1996 and 2010, has grown up in a world dominated by smartphones, social media, and constant connection. Unlike previous generations, Gen Z navigates multiple social platforms effortlessly and prioritizes authentic, visual, and community-driven content. To engage effectively with this audience, brands must understand how Gen Z uses social media and tailor their strategies effectively.
Fortunately, KBDC, Inc. keeps current on the latest strategies, allowing us to execute our clients’ marketing strategies effectively. Let’s learn more about Gen Z, social media, and what they mean for your brand.
How Generation Z Uses Social Media
Multi-Platform Usage
Gen Z doesn’t stick to one platform—instead, they use a variety of apps for different purposes. For instance, Gen Z uses Facebook to a lesser extent than other generations, and primarily does so to keep in contact with family or simply to have some footprint on the app.
This generation is more likely to use Instagram for connecting with influencers and visual storytelling, TikTok for quick entertainment, trends, and viral challenges, Snapchat for private communication, and YouTube for learning and tutorials. Because Gen Z uses these channels for different reasons, they expect content tailored to each one.
Short-Form and Visual Content is Key
Gen Z prefers short-form videos over long posts and articles. This is why platforms like TikTok and Instagram Reels are ideal because they deliver bite-sized, entertaining content. Memes, GIFs, and viral challenges resonate with this audience, who enjoy humor and reliability. The rise of visual storytelling means that high-quality videos are more effective than traditional advertisements.
Authenticity over Perfection
Gen Z values authenticity and favors real, unpolished content. They connect better with brands and influencers that appear genuine and relatable. TikTok does well in this area, as it allows users to create spontaneous and transparent content. Gen Z is also more likely to trust micro-influencers because they tend to be more genuine and accessible.
What This Means for Your Brand
Now that you know more about how Gen Z interacts with social media, let’s talk about how this affects your brand. Remember, some of the oldest Gen Zs are entering their late 20s, so chances are, they are some of your customers!
To reach this audience, start by tailoring content for each platform. For example, if you’re posting on TikTok or Instagram Reels, focus on short, entertaining videos and challenges. If you’re posting on YouTube, you can make your videos longer and more educational. Snapchat is best for sharing quick updates and behind-the-scenes content.
Perfection is not something you need to have with Gen Z. They are forgiving in this department—but they are not when it comes to authenticity. Humanize your brand by showing behind-the-scenes moments, user-generated content, and unpolished videos. If a mistake is made, don’t hide behind it. Own it and be transparent about what changes you are making in the future to build trust.
Other ways to connect with Gen Z on social media include:
- Leverage micro-influencers and brand ambassadors
- Create interactive campaigns and challenges
- Show your commitment to social causes
- Prioritize community and connection around shared values
- Invite customers to post user-generated content
Final Thoughts
For your brand to connect with Generation Z, it’s essential to adapt to their social media habits. Keep in mind that this generation values authenticity, meaningful interaction, and social responsibility over curated content and perfection. KBDC, Inc. can help you build relationships with Gen Z while staying agile and responsive to their evolving expectations. Contact our team today to learn more about how we can help improve your social media campaigns for younger generations.