In April 2025, Meta unveiled its comprehensive ‘Generation Zeitgeist’ report, offering deep insights into the social media habits of Gen Z users aged 18 to 24 across the U.S., U.K., Brazil, Germany, and Japan. This research, conducted in collaboration with BAMM Global, provides valuable information for marketers aiming to engage authentically with this influential demographc.
1. Sharing as an Expression of Connection
Meta’s study reveals that 67% of Gen Z users on Instagram and Facebook regularly share videos with friends and family. This behaviour, termed “pebbling,” signifies a shift where sharing content becomes a primary mode of expressing care and maintaining personal connections.
2. Personalized Content Consumption
Gen Z users are curating their social media feeds to align with personal interests, moving away from mass trends towards niche content. Approximately 63% of Gen Z users tailor their Instagram and Facebook feeds to ensure relevance and purposeful engagement. Moreover, 81% utilize Instagram for self-development, seeking content that aids in skill acquisition and personal growth.
3. Short-Form Video as a Decision-Making Tool
Short-form videos serve as a qualitative search engine for Gen Z, aiding in decision-making processes ranging from meal choices to financial planning. This demographic values content that is informative, concise, and visually engaging. Brands should focus on producing short-form videos that provide value and cater to the specific interests of Gen Z users.
4. Commerce and AI-Driven Interactions
Gen Z integrates shopping seamlessly into their social media experience. With 78% discovering new products through video content, the line between browsing and purchasing is increasingly blurred. Additionally, 71% are comfortable receiving AI-generated responses for customer service inquiries, emphasizing the importance of quick and efficient communication channels.
5. Authenticity Over Perfection
Gen Z prefers authentic, relatable content over polished, corporate messaging. They are more likely to engage with brands that showcase genuine stories and values. This preference underscores the importance for brands to prioritize authenticity in their content strategies.
Strategies for Marketers
- Create Shareable Content: Develop emotionally engaging content that encourages users to share with their networks.
- Embrace Niche Interests: Focus on specific topics that resonate with Gen Z’s diverse interests.
- Utilize Short-Form Video: Produce concise videos that provide value and align with Gen Z’s consumption habits.
- Implement AI Solutions: Incorporate AI-driven tools to enhance customer service and streamline interactions.
- Prioritize Authenticity: Showcase genuine brand stories and values to build trust with Gen Z audiences.
By understanding and adapting to Gen Z’s unique behaviours and preferences, brands can build meaningful connections and foster loyalty within this dynamic demographic.
