Today, Gen Z — those born between the mid-1990s and early 2010s — is the largest generation for jobs, and it is shaping worldwide customer habits. They’re coming of age with smartphones, Wi-Fi and social media, and they have a completely different frame of mind when it comes to content, branding and shopping than people who came before them.

For brands, there’s one thing to do: adapt or be left behind. When it comes to reaching Gen Z effectively on social media, you need more than just trendy posts. You need authenticity, and purpose, and strategy.” In this post, we’ll dissect what Gen Z is really up to — and what brands need to know to better connect with this generation, grow community and, hopefully, figure out how to convert social media followers into customers.

You Can’t Negotiate Authenticity

Gen Z is leery of traditional advertising. What they want instead? Real news, real people, real values.

What You Should Do:

Display your behind-the-scenes content.

Showcase your team and not only your products.

Repost user generated content and customer stories.

Tip: Imperfections, don’t be afraid to feature them — Gen Z can smell liars and loves authenticity more than perfection.

Feed Dominated by Short-Form Video

TikTok and Instagram Reels rule Gen Z’s screen time. Fast, fun, bite-sized videos are the best way to attract them.

Content Ideas That Work:

15–60 second how-tos or product tutorials.

Day-in-the-life videos.

Content that is funny, up-to-date and your own point of view.

Pro Tip: Utilize trendy audio or trending hashtag to increase discoverability.

Be Where They Are

Want to connect with Gen Z? In that case, you need to hang out where they hang out. And in 2025, their go-to sites are:

For edutainment and discovery.

Instagram for the visuals and to connect the brand.

YouTube to find more in-depth content such as reviews and how-tos.

Discord is for building your own brand spaces.

Snapchat for immediate, unfiltered contact.

Support Causes That Matter

Gens Z like brands that reflect their values. They care about climate change, social justice, diversity and mental health — and they want to see your brand have a point of view.

What This Looks Like:

Campaigns backing charities or social causes.

Disclosure of all sustainability practices.

Inclusive marketing and representation.

But remember—don’t fake it. False activist posturing is going to backfire.

Create Two-Way Conversations

Unlike prior generations, Gen Z doesn’t merely scroll — they are engaged. They want to be a part of the brand story.

Engagement Ideas:

Use polls, questions and quizzes in Stories.

Reply quickly to comments and DMs.

Show off user-generated content and shoutouts.

This goes a long way to deepen connection and make them feel heard—critical components of brand loyalty.

From Follower to Customer: Making it Easy

You’ve made a following of Gen Z — but how do you convert them to paying customers?

Here is how to turn social media followers into customers:

Employ in-app purchasing tools as Tinder Shop or Instagram Shopping.

Include CTAs such as “Shop now,” “Link in bio” or “Get yours today” on every p ost.

Share exclusive offers, promos or early access with your social followers.

Post testimonials and reviews to gain trust of people.

And finally – optimize for the mobile experience. Gen Z is buying straight from its phones, and its members won’t be patient with a slow or awkward website.

Micro-Influencers: Your Secret Weapon

Gen Z trusts creators who seem relatable — not like celebrities. Micro-influencers (1K – 100K followers) tend to have higher engagement and authenticity.

Why They Work:

They speak Gen Z’s language.

Their content is real, not overly polished.

They create more close-knit communities.

When micro-influencers match your niche, you have the opportunity for authentic, high-impact campaigns.

Conclusion

The theme of marketing to Gen Z is not merely splashy content or the dank new meme. It’s about connection, being present, being real. By being a real brand, building community and making it easy to buy, your brand can get big in the social spaces where Gen Z lives and breathes.