If your brand is trying to win over Gen Z, listen up — Meta just dropped some fresh insights that could completely shift your marketing game.
In partnership with creative agency BAMM Global, Meta conducted an in-depth study across Brazil, Germany, Japan, the UK, and the US to better understand how 18–24-year-olds use social platforms — and what really drives them to engage. Spoiler: it’s not just about likes and follows anymore.
Here’s the big takeaway: Gen Z isn’t just scrolling — they’re curating, sharing, and using platforms like Instagram and Facebook as personalized tools for expression, decision-making, and discovery. If your brand isn’t part of that journey, you’re already behind.
According to Meta’s research, 67% of Gen Z users on Instagram and Facebook regularly share videos with friends and family. This isn’t just a passive action — it's become a new form of emotional expression.
“For Gen Z, sending a meme or a short video is like saying I’m thinking about you — it’s a digital love language,” Meta notes.
So what does that mean for marketers? Create content worth sharing. Think humor, authenticity, relatability. Think about how a Gen Z user might send your post to their best friend at 2 AM.
Example: Brands like Duolingo and Ryanair have nailed this with chaotic, meme-driven TikToks and Instagram Reels that feel more like group chat content than ads.
Remember when people Googled things? Gen Z now heads straight to Reels.
Meta found that short-form video has evolved into a primary tool for discovery and learning. A whopping 81% of Instagram users aged 18–24 use the platform for personal growth — whether that’s learning to invest, cook, or improve their mental health.
“They’re not just watching — they’re searching, exploring, and transforming,” Meta says.
Think about it: YouTube taught Millennials how to fix a sink. TikTok teaches Gen Z how to optimize their Roth IRA. If your brand has valuable insights, package them into bite-sized videos with educational flair and aesthetic appeal.
Want to stay top of mind? Make your message echo.
Meta’s data reveals that consistent, repeated exposure across different formats — stories, reels, posts, and ads — strengthens brand recall and engagement. This is especially effective when fueled by AI-driven recommendations.
73% of Gen Z users say curated content leads to more relevant advertising.
78% say they’re most likely to discover new products through video content.
Pro Tip: Don’t silo your campaigns. Instead, think ecosystem — run synchronized content across Instagram, Facebook, and even Threads to maximize impact. Create stories that evolve across touchpoints and make each format work together like pieces of a puzzle.
This isn’t about selling to Gen Z — it’s about connecting with them. That means showing up with content that feels relevant, fun, useful, and worth sharing. Lean into short-form video, embrace AI-powered targeting, and don’t be afraid to get a little weird (in a good way).
After all, Gen Z doesn’t want to be “marketed to.” They want to be part of something that gets them.