How Gen Z Are Using Social Media Platforms

Generation Z, or Gen Z for short, is the demographic cohort born between 1997 and 2012. They are the first generation to grow up with the internet, social media, and smartphones as part of their everyday lives. They are also the largest generation in history, with an estimated 2.5 billion people worldwide.

Gen Z is a powerful force in the global economy, with about $360 billion in disposable income. They are also influential consumers, who value authenticity, creativity, and social responsibility. They are not afraid to express their opinions, preferences, and identities online, and they expect brands to do the same.

But how exactly are Gen Z using social media? What platforms do they prefer, and what kind of content do they consume and create? How can marketers reach and engage with this generation effectively and ethically?

In this blog post, we will explore some of the latest trends, facts, and best practices for understanding and connecting with Gen Z on social media.

Gen Z’s Favorite Social Media Platforms

According to a 2022 survey by Morning Consult, the most-used social media platform for Gen Z is YouTube, with 88% of respondents spending their time on the app. YouTube is followed by Instagram (76%), TikTok (68%), and Snapchat (67%). Facebook (49%) and Twitter (47%) are less popular among Gen Z, as they are seen as more suitable for older generations.

Gen Z prefers social media platforms that offer video content, as they are more engaging, entertaining, and informative. They also like platforms that allow them to express their creativity, connect with like-minded people, and discover new trends and topics.

YouTube is the go-to platform for Gen Z to learn new skills, watch tutorials, vlogs, pranks, and other types of videos. Instagram is the place where Gen Z showcases their aesthetic, lifestyle, and personal brand. TikTok is the app where Gen Z creates and consumes short-form videos, often featuring music, dance, comedy, and challenges. Snapchat is the app where Gen Z communicates with their friends, using filters, stickers, and stories.

Gen Z’s Social Media Behavior and Preferences

Gen Z spends a lot of time on social media, with 54% of respondents saying they spend at least four hours daily on social media, and 38% spending even more time than that. Gen Z uses social media for various purposes, such as entertainment, inspiration, education, socialization, and activism.

Gen Z is a generation of content creators, who enjoy making and sharing memes, videos, photos, and other types of media. They are also a generation of content curators, who follow, like, comment, and share content from their favorite influencers, celebrities, brands, and peers. They are selective and savvy about the content they consume and create, and they value quality, relevance, and originality.

Gen Z is also a generation of social activists, who use social media to raise awareness, voice their opinions, and support causes they care about. They are passionate about issues such as climate change, racial justice, mental health, and LGBTQ+ rights. They are not afraid to challenge the status quo, and they expect brands to do the same.

How to Reach and Engage with Gen Z on Social Media

To effectively market to Gen Z on social media, brands need to understand their values, interests, and preferences, and tailor their strategies accordingly. Here are some tips to help brands connect with Gen Z on social media:

  • Be Authentic and Transparent: Gen Z can spot fake and dishonest content easily, and they will not hesitate to call out brands that are not genuine or consistent. Brands need to be honest and transparent about their products, services, values, and goals, and show their human side. They also need to admit their mistakes and take responsibility for their actions.

  • Be Creative and Innovative: Gen Z is a creative and innovative generation, and they appreciate brands that are the same. Brands need to create and share original, engaging, and high-quality content that showcases their personality, story, and value proposition. They also need to experiment with new formats, features, and trends, and adapt to the changing preferences and behaviors of Gen Z.

  • Be social and interactive: Gen Z is a social and interactive generation, and they expect brands to be the same. Brands need to communicate and interact with Gen Z on social media, using their language, tone, and style. They also need to listen and respond to their feedback, questions, and concerns, and show appreciation and recognition for their loyalty and support.

  • Be relevant and helpful: Gen Z is a relevant and helpful generation, and they seek brands that are the same. Brands need to provide and share useful, relevant, and timely information and solutions that address the needs, challenges, and goals of Gen Z. They also need to educate and inform Gen Z about their industry, niche, and topics of interest, and offer value-added content and resources.

  • Be responsible and ethical: Gen Z is a responsible and ethical generation, and they demand brands to be the same. Brands need to demonstrate and communicate their social and environmental responsibility and commitment, and show how they are making a positive impact on the world. They also need to support and collaborate with causes, movements, and organizations that align with their values and vision.


Gen Z is a generation that is reshaping the social media landscape, and brands need to keep up with their changing needs, expectations, and preferences. By following the tips and best practices we have shared in this blog post, brands can improve their social media presence and performance, and build trust, loyalty, and advocacy among Gen Z.

We hope you found this blog post helpful and informative. If you need help with your social media strategy, you can Contact Us, and we will be happy to assist you.

Social media marketing involves using social platforms to promote products or services. It’s vital for businesses to reach a wide audience, build brand awareness, and engage customers.

Platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest offer diverse opportunities for marketing, each catering to different demographics and business goals.

Success involves defining goals, understanding the target audience, creating compelling content, consistent posting, and engaging with the audience through comments and messages.

Content is the cornerstone, serving as a bridge between businesses and their audience. To create engaging content, businesses should focus on visuals, storytelling, and authenticity.

Yes, paid advertising on social media allows businesses to reach a targeted audience, increase brand visibility, and drive specific actions like website visits or product purchases.

Influencer marketing involves collaborating with individuals who have a significant following. Businesses can identify relevant influencers, build partnerships, and benefit from their credibility and reach.

Key metrics include engagement (likes, shares, comments), reach, click-through rates, conversion rates, and return on ad spend (ROAS) for paid campaigns.

Posting frequency varies by platform and audience. Consistency is key, with most businesses posting several times a week to keep their audience engaged.

Staying updated involves following industry blogs, attending webinars, and monitoring changes on social platforms. Networking with peers and participating in social media marketing communities is also beneficial

Businesses should respond promptly, address concerns publicly or privately, and demonstrate a commitment to resolving issues. Transparency and empathy are crucial in handling crises.

While social media can benefit various businesses, the suitability depends on the target audience and business goals. B2C businesses often find success, but B2B and niche markets can also thrive.

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