A visualization of the brand content Gen Z engages with most on TikTok ranked. Short-form video fills all top three spots.
Brand content Gen Z engages with most on Instagram ranked, led by short-form video
Though Gen Z ultimately consumes all content on most platforms, the key is understanding the nuance and culture of each platform. That doesn’t mean completely recreating posts from scratch—and overtaxing your team’s bandwidth. It means, as Lewis illustrates, charting multiple points of distribution and connection, and prioritizing the platforms argentina business email list that matter most to this generation.
Upfront warning: This is not a trends listicle that will inspire specific content ideas (for that read our top social media trends article).
As Gen Z has matured (the oldest members of the generation are in their late 20s) and they’ve spent more time under marketers’ microscope, throughlines have emerged that give us insight into how they think about social and its future. Brands are beginning to understand that keeping up with a lightning pace trend culture is not the key to their lasting loyalty, and Gen Z consumers want a break from being chronically online too (kind of).
These trends map out the future of Gen Z’s social media habits, and give clues that reveal what it takes to build lasting brand resonance.
A list of top Gen Z social media trends
Growing trust in influencers and creators
According to The 2024 Influencer Marketing Report, influencer trust is holding steady but growing in some pockets—especially among young consumers. Nearly 40% of Gen Z consumers trust influencers more than they did a year ago.
This surge in trust isn’t necessarily because Gen Z finds influencers and creators more authentic. Only 35% rank authenticity as a top trait they care about. For Gen Z, authenticity at face value can seem performative. Instead, they look for other signs of credibility, like follower count, posting frequency and long-term brand affinity.