Meta Shares Insight Into How Brands Can Connect With Gen Z Audiences
As Gen Z starts to take ownership of the wider market, Meta recently published new insights on Gen Z social media consumption habits, offering insights for marketers aiming to connect with this demographic.
Meta collaborated with BAMM Global to research Gen Z’s social media engagement, specifically focusing on 18 to 24-year-olds based in Brazil, Germany, Japan, the U.K. and the U.S.
Here are some of the key findings from Meta’s research:
Platform Preferences: Gen Z predominantly uses Instagram, TikTok, and Snapchat, favouring platforms that offer visual and interactive content.
The Value of Sharing: 67% of Gen Z Facebook and Instagram users have shared video content in the apps with family and friends, focusing on the messaging of the content being helpful, hopeful, and joyful. In turn, these shares have created an impact on the over algorithmic rankings for engaged activity.
Content Consumption: Short-form videos, such as Reels and TikToks, are particularly engaging for Gen Z, which aligns with their preference for quick, digestible, and shareable content. With 78% of Gen Z stating that they discover new products or brands through videos, specifically through AI-recommendations and creator content.
Source: Social Media Today
What does this mean for Marketers?
When working with clients who are interested in engaging with Gen Z audiences the implementation of the following strategies can help to build better brand awareness, engagement, and connections:
Leverage Short-Form Video: Investing in the creation of engaging short-form video content will capture Gen Z’s attention and convey brand messages effectively.
Engage on Preferred Platforms: Focus marketing efforts on platforms where Gen Z is most active, Instagram and TikTok, tailoring content to fit the unique formats.
Utilize Influencer Partnerships: Collaborate with influencers who resonate with Gen Z to enhance credibility and reach within Gen Z.
Source: SocialMediatoday, 2025
