What is Gen Z? 

Gen Z, born between 1997 and the early 2010s, is the first truly digital-native generation. They’ve grown up with smartphones, social media, and constant internet access. 

This group follows Millennials and precedes Generation Alpha. Gen Z makes up about 20% of the US population. 

Some key traits of Gen Z: 

  • Tech-savvy 
  • Diverse and inclusive 
  • Socially conscious 
  • Value authenticity 
  • Prefer visual communication 

On social media, Gen Z gravitates toward platforms like TikTok and Instagram. They’re known for their preference for bite-sized content. 

Many Gen Zers are entering the workforce now. They bring fresh perspectives on work-life balance, social issues, and digital innovation. 

How does Gen Z use social media? 

Gen Z spends a lot of time on social media. Many use it for 4+ hours daily. They like platforms with short videos and visuals. 

TikTok is very popular with Gen Z. They enjoy its quick, creative content. Instagram is another favorite for sharing photos and stories. 

Gen Z uses social media to: 

  • Connect with friends 
  • Follow trends 
  • Express themselves 
  • Learn new things 
  • Support causes 

They value authenticity from brands on social media. Gen Z wants to see real people and diverse voices. 

Memes are a big part of Gen Z’s online culture. They use them to communicate and share jokes. 

Gen Z grew up with smartphones. This makes them skilled at using social apps and creating digital content. 

Why is Gen Z important for brands? 

Gen Z is a key demographic for brands to understand and engage. Born between 1997 and the early 2010s, this group has grown up with technology and social media as part of daily life.

Gen Z’s buying power is set to reach $120 trillion globally by 2030. They’re reshaping consumer trends and demanding more from companies.

This generation values authenticity and social responsibility. Brands need to align with Gen Z’s concerns about climate change, diversity, and social issues to gain their trust.

Gen Z prefers “digital campfires” – intimate online spaces for connecting in small groups. Brands must adapt their social media strategies to reach Gen Z in these environments.

As true digital natives, Gen Z responds to visual content and interactive experiences. Brands should create engaging, purpose-driven content that resonates with Gen Z’s values and communication style.

How can brands engage Gen Z on social media? 

Gen Z loves social media, so brands need to meet them there. Authenticity is key. Don’t try too hard to be cool – Gen Z can spot fakeness a mile away.

Use platforms Gen Z likes, especially TikTok. Over 70% of Gen Z uses TikTok to search for stuff. Short, fun videos work best.

Team up with influencers who match your brand values. Micro-influencers with smaller but loyal followings can be great for building trust.

Ask for user-generated content. Gen Z wants to be part of the conversation, not just marketed to. Run contests or challenges to get them involved. 

Support social causes Gen Z cares about. Be inclusive in your messaging and imagery. Show how your brand makes a positive impact. 

Personalize your content. Use data to create targeted ads and offers. Gen Z expects brands to understand their unique interests and needs.