If you’ve ever tried marketing to Gen Z and felt like you were shouting into the void, you’re not alone. They’re a tricky bunch. Tech-savvy, values-driven, and not here for your overly polished ad campaigns. They can spot inauthenticity from a mile away, and if your content doesn’t hit the right notes, they’ll scroll right past it (or worse, roast it in the comments).

But don’t worry, we got you. As a digital marketing agency specializing in social media, we’ve cracked the Gen Z code so you don’t have to. This blog is your guide to creating content that actually grabs their attention and makes them want to engage with your brand, not just as followers, but as consumers.

Why Gen Z is Glued to Social Media

Before we dive into content strategies, let’s talk about why Gen Z spends so much time on social media (beyond just mindless scrolling).

Community & Connection – Gen Z doesn’t just use social media; they live in it. It’s their digital town square where they find people who “get” them, whether it’s through niche TikTok subcultures, Instagram meme pages, or Discord servers.

Identity & Self-Expression – Unlike older generations who used Facebook to stalk high school classmates, Gen Z uses social media to shape their personal brands. They curate their aesthetic, engage with movements they care about, and share their hot takes on everything from skincare to social justice.

Entertainment & Escapism – Let’s be real, Gen Z has grown up in chaotic times. Social media is their go-to for humor, lighthearted distractions, and short-form content that makes them laugh (or at least keep their attention for 10 seconds).

Education & Discovery – TikTok isn’t just for dance trends; it’s Gen Z’s version of Google. They use it to discover brands, learn new skills, and stay informed. If your brand isn’t offering some kind of value (education, humor, relatability), you’re missing out.

Now that we understand why Gen Z is so plugged into social media, let’s talk about what actually works when marketing to them.

Content Themes That Gen Z Loves

1. Authenticity Over Perfection

Gen Z can spot a fake brand persona faster than you can say “engagement rate.” Forget the overly polished, corporate-style content. They want real, unfiltered, and relatable brands.

🔥 What Works:

Behind-the-scenes content (show your process, your team, your personality).
Lo-fi, unedited videos (think BeReal energy).
User-generated content (aka, let your customers do the talking for you).

🚫 What Flops:

Stock photos that scream we are a business trying to sell you something.
Overly scripted influencer partnerships (if it doesn’t feel natural, it won’t land).
Trying too hard to sound like them (just… don’t).

Who Does It Well – Glossier

Glossier, a beauty brand, has built its reputation by showcasing real customers and their stories. They frequently repost user-generated content, celebrating diverse beauty standards and fostering a community feel. This approach resonates with Gen Z's desire for authenticity and relatability.

Glossier's Instagram features photos of real customers using their products, often with minimal editing, highlighting natural beauty.

2. Values-Driven Marketing

Gen Z doesn’t just buy products; they buy into brands. If your company stands for something whether it’s sustainability, diversity, or mental health advocacy, show it, don’t just say it.

🔥 What Works:

Highlighting real actions your company is taking (not just hopping on a trend).
Giving back or partnering with causes in meaningful ways.
Engaging in social conversations without being performative.

🚫 What Flops:

Rainbow-washing or greenwashing without any real initiatives.
Generic “We support [insert cause]” statements with no action behind them.
Trying to force a social stance just to be relevant.

Who Does It Well – Nike

Nike consistently aligns itself with social causes that matter to Gen Z. Their campaigns often highlight issues like racial equality, gender inclusivity, and mental health awareness. By taking a stand, Nike connects with Gen Z's values-driven purchasing decisions.

Nike's "So Win." campaign encourages athletes to embrace confidence, ambition, and individuality with the tagline "Whatever you do, you can't win. So win." The campaign champions inclusivity and empowerment. Two key values for Gen Z.

3. Interactive & Engaging Content

Gen Z doesn’t just want to see content; they want to be part of it. They’re the kings and queens of participatory culture so give them something to engage with.

🔥 What Works:

Polls, Q&As, and “choose your own adventure” style posts.
Branded challenges and interactive trends (Duolingo’s chaotic TikTok energy is a perfect example).
Gamification—think giveaways, interactive quizzes, and AR filters.

🚫 What Flops:

One-sided, static content with no call-to-action.
Posting just to post, without giving them a reason to care.

Who Does It Well - Duolingo

Duolingo, the language learning app, has gained a massive following on TikTok by creating humorous and interactive content. Their mascot often participates in trending challenges, and they engage with users through comments and duets, making language learning fun and relatable.

Duolingo's Instagram & TikTok feature their mascot in various comedic scenarios, often responding to user comments and participating in viral trends.

Beyond TikTok: How Gen Z Consumes Content Across Platforms

Yes, Gen Z loves short-form video, but that’s not the only thing that grabs their attention. Here’s how they engage across different platforms:

Instagram – Still huge, especially for aesthetic-driven brands, memes, and community building.
YouTube – Long-form content is not dead. Gen Z loves deep dives, storytimes, and educational videos.
Twitter/X & Reddit – Where they go for unfiltered opinions, real-time conversations, and discovering new brands.
Pinterest – Mood board central. If your brand has a strong visual identity, you need to be here.

Moral of the story? Don’t put all your eggs in the TikTok basket—think multi-platform.

Who Does It Well - Sephora

While TikTok is a hotspot for Gen Z, brands like Sephora successfully engage this demographic across multiple platforms. Sephora uses Instagram for visually appealing product showcases, YouTube for in-depth beauty tutorials, and its own Beauty Insider Community for peer-to-peer engagement. They also leverage interactive AR filters for virtual makeup try-ons, making beauty shopping an immersive experience.

Sephora’s Instagram features user-generated content, trend-driven makeup tutorials, and behind-the-scenes looks at new product launches. Their YouTube channel provides long-form beauty education, while the Beauty Insider Community creates a space for Gen Z to share tips, reviews, and experiences with fellow beauty lovers.

What Actually Makes Gen Z Buy?

You’ve got their attention. Now how do you turn that into action?

🔥 What Works:

FOMO & Exclusivity – Limited-edition drops, early access, and VIP perks create urgency.
Influencer & Peer Recommendations – Micro-influencers (aka, everyday people with a loyal following) hold way more sway than celebrities.
Seamless Shopping Experiences – Social commerce (buying directly from IG, TikTok, etc.) is second nature to them. Make it easy.
Brand Personality That Doesn’t Suck – Brands that feel like friends (fun, witty, not overly salesy) build loyalty.

🚫 What Flops:

Boring, generic product promos.
Slow or clunky shopping experiences.
Trying to be cool but missing the mark (hello, cringey brand tweets).

Who Does It Well - Gymshark

Gymshark, a fitness apparel brand, creates a sense of exclusivity through limited-edition product drops announced via social media. They collaborate with fitness influencers who resonate with Gen Z, and their seamless online shopping experience makes purchasing effortless.

Gymshark's Instagram Stories often feature countdowns to new product releases, building anticipation and encouraging immediate purchases upon launch. By analyzing these examples, it's clear that understanding and implementing strategies that prioritize authenticity, values, interactivity, and multi-platform engagement are key to capturing Gen Z's attention and loyalty.

Final Thoughts: The Future of Gen Z Engagement

Gen Z isn’t just looking for entertainment; they’re looking for value, authenticity, and purpose. Brands that understand this and create content that actually speaks to them will not just gain their attention but earn their loyalty.

So, if your brand wants to win over Gen Z, stop treating social media like a digital billboard and start treating it like a community space. Be real, be engaging, and most importantly, be worth their time.

Need help making that happen? That’s what we’re here for. Let’s make your social media strategy Gen Z-approved.

Get in touch with our team to get started!

Until next time,

The HM Team