How to Engage Gen Z on Social Media: What Businesses Need to Know

The digital world is rapidly evolving as new technologies emerge. To adjust, companies must grasp techniques for appealing to Gen Z, those born from 1997 through 2012. This demographic values responsibility, adeptness with technology, and authenticity. Gen Z favors specific social networking platforms distinct from those of their previous generations. In today's world, Generation Z tends to use TikTok, Snapchat, and Instagram rather than Facebook and Twitter for their social activities. A Pew Research study finds that seven in ten American youth actively use Instagram, with about sixty-two per cent harboring an account on Snapchat. TikTok's substantial growth can be attributed to its appeal to young people because of its brief, engaging content. Here are some important actions a company should take to focus on and keep the interest of this demographic. 

1. Short videos: reels, TikTok, shorts, and more.

   

   
   
   
   

   - Short videos are the bread and butter of Gen Z’s social media consumption. Platforms like TikTok and Instagram Reels thrive because they serve up bite-sized, visually driven content that caters to Gen Z’s short attention span. According to a 2022 Statista study, TikTok users spend 95 minutes per day on the app, with Gen Z making up 60% of the user base.

   
   

   - Take Duolingo, for example. Their TikTok account (@duolingo) stars Duo the Owl in funny, self-deprecating skits that make you laugh—and maybe feel a little bad for not practicing Spanish today. Duo doesn’t just ask nicely; he “threatens” users to finish their lessons in viral videos that say, "Learn or else!" With trending sounds, memes, and a dash of chaos, Duolingo turned an owl into a social media rockstar, because even mascots can be main characters. By using trending sounds, memes and challenges, Duolingo has turned its mascot into a social media celebrity and increased brand awareness among Gen Z.

2. Interactive content: polls, quizzes, and more

• Interactive content is like the ultimate group chat: everyone gets to weigh in. And Gen Z? They live for it. A 2022 HubSpot survey found that 67% of Gen Z crowd want brands to let them co-create content—because why consume when you can also create?

  
  

  

  
  

• Enter Starbucks, the pumpkin spice overlords. They use Instagram Stories to post polls like, “Which drink are you in the mood for?” and “What’s your fall flavor?” Translation: “Help us take your money and you’ll love every minute of it.” When the Pumpkin Spice Latte came back, Starbucks polled the people and it was like they were releasing a new Marvel movie. Spoiler alert: it worked and the PSL season is still unbeaten.

3. Memes and relatable humor

• Memes are the language of Gen Z. They’re short, shareable and funny and often reference cultural or social trends. According to a YPulse study, 55% of Gen Z follow meme accounts on Instagram. 

  
  

• Netflix’s social media accounts are filled with memes that reference their popular shows and movies. When “Stranger Things” Season 4 dropped, their social media team went meme crazy. One of the fan-favorite memes was Eleven and a caption about binge-watching that got millions of likes. It was a PSA: “Stop everything and stream now.” Memes like these don’t just make you laugh – they create FOMO so intense you’ll stay up all night to catch up.

4. Authenticity and Social Responsibility

• Gen Z values transparency and authenticity. According to a 2022 Edelman Trust Barometer study, 73% of Gen Z believe that businesses should take a stand on social issues. They’re more likely to support brands that reflect their values and demonstrate social responsibility. 

  
  

• Patagonia’s commitment to environmental sustainability has made it a favorite among Gen Z. In 2022, the company announced that its profits would go toward fighting climate change. This move resonated deeply with Gen Z, generating widespread praise and positive social media engagement. Additionally, Patagonia’s campaigns often feature real stories about environmental activism, further enhancing their credibility.

5. Influencer Marketing

• Gen Z trusts influencers more than traditional celebrities. According to Morning Consult's 2023 findings, 72% of Gen Z followers monitor influential social media celebrities, and 52% of them have purchased items endorsed by such an influencer. 

  
  

• Gymshark teams with fitness-focused influencers who share the same view on improving physical strength and taking care of one's health. Collaborating with modest social media personalities assists the company in garnering an increased number of admirers and fosters a welcoming community. Inspire individuals to establish health and wellness objectives, fostering increased involvement and enhanced affinity with the brand. 

  
  

• For the most impactful endorsement campaigns, companies should aim for genuine collaborations with endorsers whose individual or career ethos resonates with their own brand values. 

  
  

• Utilize key figures that truly employ and vouch for your item to bolster the genuine and relatable nature of your marketing efforts. 

  
  

• Aerie's campaign that promotes body appreciation, named AerieREAL, shows true-size models who value themselves and variety, attracting younger buyers.

6. Data-driven personalization

• Personalization is what Generation Z is anticipating. McKinsey's 2023 report declared that 71 per cent of Gen Z consumers identify those companies as favorable that yield offers around personal recommendations sharing topics in their interest. Data analytics tools are instrumental in crafting appropriately targeted campaigns tailored to Gen Z's peculiar requirements.

  
  

  

  
  

• Spotify Wrapped, on the other hand, is an excellent illustrative case: a personalized summary after each year based on one's particular listening preferences throughout the year, shareable and hence essentially viral each December campaign in 2022 resulted in roughly 60 million shares across social platforms. By capitalizing on their unique nostalgia and tastes, Spotify ensures user loyalty but then simultaneously attracts a big number of new subscribers.

7. User-Generated Content

• One compelling way to foster authenticity is through user-generated content (UGC), where you encourage users to share their product experience. This practice not only unites and strengthens the community but also solidifies trust. Not only does UGC show social proof, but it also demonstrates to potential customers the product's real-life utility.

  
  

• Glossier, as a beauty brand, is exemplary in reposting reviews and pictures of its customers, thereby cultivating a loyal and engaged community.

  
  

• For instance, their #glossier tag features millions of Instagram posts where customers discuss which products they like and showcase makeup looks. This builds trust and free public relations materials.

8. Interactive and Engaging Campaigns

• Introducing gamification elements in social media promotions can energize and motivate Gen Z users. Gamification is the practice of integrating game-like elements such as challenges, incentives, and rankings into marketing promotions. 

  
  

• Gamification encourages active participation and creates feelings of accomplishment and competition. 

  
  

• The Nike Run Club app utilizes gamification by allowing users to set goals, perform challenges, and gain badges. This approach not only increases user engagement but also fosters a sense of community among fitness enthusiasts. Campaigns such as "Run for the Planet" have further aligned Nike’s brand with social responsibility, appealing to Gen Z.

9. Augmented Reality (AR)

• Augmented Reality (AR) technology offers new ways to interact with Gen Z. Social media platforms like Instagram and Snapchat use AR filters and effects to let the user interact with brands in a fun way.

  Brands can create branded AR experiences that let the user try their product or service and document their experience. 

  
  

• Sephora’s Virtual Artist for instance lets users try on makeup products virtually, both as a way to drive engagement and sales. 

  
  

• Snapchat has been a pioneer in AR marketing and their lenses are used in many campaigns. 

  
  

• Taco Bell created a branded AR lens that turned users’ faces into tacos and got over 224 million views in one day. 

  
  

• This playful interactive experience not only increased brand awareness but also encouraged users to share the experience and get organic reach.

10. Behavioral Insights

• Gen Z is a digitally native generation known for being highly active on social media platforms like TikTok, Instagram, and Twitter. Their online activity provides critical behavioral insights into their preferences, values, and purchasing habits. 

• Observing user activity on social networking websites provides clues about what excites Gen Z. Being aware of their preferences, likes, and online trends enables businesses to tailor their advertising campaigns to meet this generation's expectations. 

  
  

• Social media analytics and sentiment analysis are utilized to monitor trends and gauge marketing campaign success. 

  
  

• Brands like Zara monitor social media analytics to track emerging fashion trends and customer feedback. By analyzing real-time sentiments, Zara adjusts its product launches and inventory, leading to 85% of products being sold at full price and reducing excess stock. 

  
  

• Additionally, Gen Z heavily supports sustainability. Patagonia leverages sentiment analysis to understand conversations around environmental issues. This data helps the brand fine-tune its campaigns, like the “Don’t Buy This Jacket” initiative, which urges consumers to think about consumption. The campaign not only boosted awareness of Patagonia's values but also increased revenue by 30% in the following quarter.

Influencing Gen Z on social media requires a multi-faceted approach that combines authenticity, creativity, and social responsibility. From short videos to interactive content, memes, and influencer partnerships, businesses have numerous tools at their disposal. However, authenticity and a commitment to social responsibility are non-negotiable. By staying relevant, adaptable, and data-driven, brands can build meaningful connections with Gen Z, ensuring long-term loyalty and success.

Want to make your brand Gen Z’s favorite?

From viral short videos to interactive content and influencer collaborations, we help brands connect authentically with the digital-native generation. At BEING, we craft engaging, trend-driven content that resonates with Gen Z—building awareness, loyalty, and conversions.

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