What Gen Z Wants: Social Media Habits Brands Must Follow!

This article offers an in-depth guide on What Gen Z Wants, exploring their preferences, behaviors, and expectations. For a comprehensive analysis and actionable insights, continue reading on for extensive information and advice.

Gen Z is not just another group of people at whom popular memes and dance challenges can be aimed. Gen Z comprises people born between 1997 and 2012, and they do not just know how to use technology; they were born digital. There is no such thing as an existence without computers, social media, or fast internet for them. They are also changing how brands interact with people online.

Gen Z doesn’t just consume content like older generations did; they also make, curate, and question it. To connect with them, brands need to know how their values, habits, and tastes change over time.

We’ll review what Gen Z does online and how your brand can connect with this relevant audience in a way that lasts.

Let’s explore it together!

Table of Contents

Millennials grew up with Facebook, but Gen Z thinks it’s outdated. They like platforms that put short-form, visual, and real-time material first, such as

TikTok is the best app for having fun, finding new things, and learning.
Instagram is still one of the best places to find reels and stories.
YouTube is a must-have for how-to movies, tutorials, and long-form stories.
Snapchat is popular for fast, private messaging
BeReal is becoming increasingly popular because it puts authenticity first.
Reddit and Discord are niche sites where people can connect and talk about specific topics.

According to Sprout Social’s Gen Z data, over 76% of Gen Z users use Instagram daily. TikTok’s popularity among 16–24-year-old users is also still increasing. Gen Z values entertainment and creativity more than polished, brand-heavy material.

Choosing authenticity over looks

When brands try to reach Gen Z, there’s one rule they should follow: be real or get ignored.

Gen Z is very good at spotting fictional things. They are sick of perfection that has been over-filtered and organized connections with influencers. Instead, they like producers and brands that are honest, open, and easy to connect with. Being yourself is more important than being perfect, which is why TikTok and BeReal have become so successful.

Even with this strong push for authenticity, the dynamics of established platforms like Instagram still heavily factor in engagement metrics. For those looking to grow their presence, learning how to get Instagram likes with SocialBoosting can remain a key consideration in a comprehensive social media strategy.

Some of the things that Gen Z thinks of as real are-

Content from behind the scenes
Images that aren’t polished and honest descriptions
Real people rather than celebrities
Brands that speak out (but do what they say)

This is exactly what brands like Duolingo and Ryanair have done with their TikTok strategies: they use self-aware humor, user-generated content, and quirky brand personalities to great effect.

“Entertainment meets education” (Edutainment): Gen Z isn’t just mindlessly browsing. They want to learn something, have fun, or get ideas. “Edutainment,” which is a mix of educational and entertaining content, does very well.

For example, a skincare business can’t just sell products and expect to be successful. Instead, they could make short TikToks that show how to use real skincare routines from people with different skin types or explain the difference between AHAs and BHAs.

Camphouse’s analysis of Gen Z trends shows that “learning through content” is on the rise, especially in areas like mental health, tech, fashion, and work tips.

Promoting Equity and Representation

There are more types of people in this generation than ever before, and they want brands to show that. Gen Z doesn’t just want to see ads that include them; they also want to know that businesses do what they say they will do.

Gen Z doesn’t use buzzwords like “diversity,” “equity,” and “inclusion.” They broke the deal. Gen Z can tell which brands are truly inclusive—and which are just trying to be by looking at things like impartial marketing, accessible product lines, and connections with voices that aren’t often heard.

For example, look at Fenty Beauty. A lot of Gen Z customers supported it because it specialized in a wide range of skin tones and was committed to inclusive marketing.

Gen Z likes brands that pay attention.

Gen Z doesn’t just want to be promoted to; they want to be a part of the discussion. Sprout Social says that more than 60% of Gen Z customers are more likely to buy from brands that interact with them on social media marketing.

In other words:

Commenting on things (even mean ones)
Make questions, AMAs, or Q&As.
Sharing material made by users
Rewarding fans who stay with you
Getting involved builds trust. And trust makes people loyal.

Awareness of mental health affects their time online.

Gen Z is more open about talking about mental health than older generations. They choose what to see on social media based on how it makes them feel, not just what looks good. Too much negativity, unrealistic beauty standards, or ads all the time? They’ll quickly stop following.

This has caused some clear changes in behavior.

Pick creators who encourage self-care and happiness
They like material that doesn’t make them feel like they need to “keep up.“
When you feel overwhelmed, taking an internet detox
Keeping up with mental health champions and health brands

Instead of using overbearing pressure, brands that show empathy and make emotionally safe places will connect with this audience more deeply and for a longer time.

How Gen Z Makes Purchases in the Digital Times

Gen Z doesn’t just use social media to get ideas; it’s also where they shop. They use TikTok to find out about new goods, Instagram to do research, Reddit to read reviews, and the platforms themselves to make purchases. Some popular ways that people shop with others are below. For B2B sales teams targeting Gen Z-led startups or digital-first buyers, tools that let you find someone’s phone number can help turn social signals—like Reddit threads or TikTok comments—into real conversations with qualified decision-makers.

Trusting creators over ads
Depending on “day in the life” or “unboxing” videos
Looking for coupon deals through influencers
Buying things from the TikTok Shop or the Instagram Store

It’s much more likely that brands will make sales when they make shopping easier on social media sites while still staying loyal to themselves.

What Brands Should Learn

Brands want to get Gen Z’s attention and trust. What does this mean for them?

To stand out, do these things-

Be Real

Use a style that is fun, relatable, and real. Quit using a businesslike tone.

Get on the Right Platforms

Pay attention to Reddit, Instagram Reels, TikTok, and YouTube Shorts. And Online video platform like Netflix and Prime video. That’s where Gen Z lives.

Prioritize Video

Video should come first. Short, vertical videos are the best. From the very beginning, make sure it’s either useful or fun. To make a video both fun and useful, you can seek 2D video animation services from a skilled company and get a video that is engaging yet educational.

Take part in the story.

Gen Z should be able to help make things through challenges, notes, duets, and user-generated content (UGC). Use platforms like Outgrow to co-create content experiences with your audience. A personalized quiz, ROI calculator, or style selector can feel like a game but also drive serious engagement and conversion when shared on Instagram Stories.

Make a Statement

Gen Z likes names that stand for things like mental health, social justice, the environment, and inclusivity.

Keep it real.

People who aren’t real are quickly called out. Be steady with what you say and how you act.

Increase searchability

These days, big search engines are sites like TikTok and YouTube. Title your content and keywords in a way that Gen Z would look for them.

Educate Them

Gen Z may be digital natives, but they still face unique cybersecurity risks. That’s they cyber security awareness training specifically designed for Gen Z employees, delivered in a format and tone that actually speaks their language.

Tools like ReferralCandy streamline referrals, affiliates, and influencer programs, automating rewards and growing your brand through peer recommendations, perfect for Gen Z’s trust-driven purchase habits.

Conclusion:)

To market to Gen Z, you need to do more than just follow trends. You need to understand them. Perfection and empty promises are not what this group wants. They want to be real, be creative, and connect with others.

Your business can not only stay relevant but also earn the respect of the next generation of customers by being open and honest, listening carefully, and going where Gen Z already is.

Read also:)

Have thoughts on how your brand connects with Gen Z audiences? We’d love to hear your insights, experiences, or questions—drop them in the comments below and join the conversation!

How things have changed on social media