How to Actually Connect With Gen Z (According to Meta)
Let’s talk Gen Z—because if your brand isn’t thinking about them yet, it probably should be. Meta just dropped a new study on how this generation is consuming content and how we (as marketers, creatives, and business owners) can better show up for them online.
They teamed up with BAMM Global and surveyed people aged 18–24 across the U.S., Brazil, Japan, the U.K., and Germany. The takeaway? Gen Z isn't just scrolling—they’re curating, connecting, and craving content that feels personal.
Here’s what stood out to me:
1. Sharing = Their Love Language
67% of Gen Z users on Instagram and Facebook share videos with family and friends. Not like a video—share it. That’s a big shift. For them, sending a meme or a reel is their way of saying, “Hey, I thought of you.”
So what does that mean for us? If your content isn’t something someone would want to send to a friend, it might not land. Think feel-good, funny, helpful, or super relatable content. That’s what spreads.
2. They Treat Short-Form Video Like Google
Forget heading to a search engine—Gen Z goes straight to Reels or TikTok when they want to learn something. From recipes to money tips to travel inspo, video is how they figure things out.
In fact, 81% of Instagram users in the study said they use the platform to grow. That’s wild.
So if you're not creating short-form video that teaches or inspires in some way, you're leaving connection (and conversions) on the table.
3. Repetition Works (but make it ✨intentional✨)
Gen Z doesn’t mind seeing your brand a few times—as long as it’s done right. Meta found that repeated exposure to your message, especially through video, builds familiarity and drives action.
Bonus points if you're using creators, short-form content, and AI-driven recommendations to show up consistently in their feeds.
Oh—and 78% said they’re most likely to discover new brands through video. So yeah, video again.
The Bottom Line
Gen Z isn’t ignoring ads—they just expect more. More relevance, more personality, and more value. If you’re creating content that educates, entertains, or just makes them feel seen, they’ll respond. And maybe even hit share.
Ready to show up for Gen Z? Make it scroll-stopping, make it real, and most importantly—make it worth sharing.
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Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.