Gen Z and Social Media: What Marketers Need to Know

Introduction

As the first true digital natives, Gen Z’s social media habits and preferences are shaping the future of online marketing. Now more than ever, this generation is redefining how brands interact with their audiences. 

With this in mind, the question begs; How does a brand or business stay relevant in 2024? The first step involves marketers learning to understand and adapt to Gen Z's unique digital behaviours. This article will explore key strategies to implement when engaging with Gen Z on social media, along with case studies of brands who have successfully reached this eccentric demographic.

Social Media Habits of Gen Z

Gen Z lives and breathes social media, but their preferences differ significantly from previous generations. They gravitate towards platforms that offer quick, visually rich, and authentic content. TikTok and Instagram dominate their social media landscape, while platforms such as Snapchat and YouTube remain popular for their dynamic and engaging content formats.

Authenticity is key for Gen Z. They prefer content that feels real and relatable, often created by their peers or influencers who reflect their values. They are also more likely to engage with brands that support social causes and are transparent about their practices. This generation values diversity and inclusion, and they expect the brands they support to do the same.

Effective Strategies for Engaging Gen Z on Various Platforms:

TikTok

When it comes to short-form video content, TikTok is Gen Z’s go-to platform. Brands can effectively engage their audience through creative, trend-driven content that leverages popular challenges, hashtags, and music. Infact, most brands find success in not taking themselves too seriously on the platform. By appearing more relatable this amplifies a brand’s authenticity, a trait highly regarded by this digital generation.

Instagram 

While Instagram continues to be a staple for Gen Z, its appeal lies in Stories, Reels, and Instagram Live. Brands should focus on visually appealing, behind-the-scenes content that showcases authenticity. Interactive features such as polls, Q&A sessions, and user-generated content can drive deeper engagement.

YouTube

Long-form content still holds a place in Gen Z's hearts, particularly when it comes to tutorials, vlogs, and cause-driven campaigns. Brands can create informative and entertaining content that educates or inspires, often in collaboration with YouTube creators who resonate with Gen Z’s interests.

Effective Brand Campaigns That Reached Gen Z

1. Nike: Nike’s "Dream Crazy" campaign featuring Colin Kaepernick resonated deeply with Gen Z, who value brands that take a stand on social issues. The campaign was a bold statement on social justice, demonstrating Nike’s alignment with Gen Z's values of activism and inclusivity.
2. Fenty Beauty: Rihanna’s beauty brand has set a new standard for inclusivity in the beauty industry. By offering a wide range of shades and celebrating diversity in its marketing, Fenty Beauty has earned the loyalty of Gen Z consumers who prioritise representation and inclusivity.
3. Glossier: Glossier’s success can be attributed to its community-driven approach. The brand engages directly with its audience on social media, often using feedback to inform product development. This transparent and inclusive approach has made Glossier a front runner when it comes to understanding your primary audience. 

Conclusion

As Gen Z continues to mature into the primary consumer demographic, understanding their social media habits and preferences is crucial for brands aiming to stay relevant. Marketers must embrace authenticity, inclusivity, and creativity to effectively engage with this generation. 

How We Think Digital Can Help

At We Think Digital, we specialise in crafting tailored strategies that resonate with target audiences to ensure your brand stays relevant and ahead of the curve. 

‍Contact our team today to start building your strategy.