How to market content to Gen Z in 2025

Are you trying to connect with Gen Z but unsure how to grab their attention? Do you wonder what makes this generation tick and how your content can stand out in their fast-paced, digital world? Gen Z is changing the way brands tell their stories. Marketing to Gen Z in 2025 means understanding their unique preferences, behaviors, and the platforms they trust.

Let’s break down actionable strategies to create content that resonates with Gen Z. From leveraging their favorite platforms to aligning with their values, here's everything you need to know.

What are Gen Z’s social media habits?

Gen Z’s social media habits center around spending hours daily on platforms like TikTok, Instagram, and YouTube. Research from Later (2024) shows that 73% of Gen Z spends over three hours a day on social platforms, with Instagram, TikTok, and YouTube being the most visited. TikTok leads as the most-used platform, with 73% of Gen Z engaging with it daily for trends and entertainment.

To market to Gen Z effectively, brands should prioritize short, impactful content on TikTok and Instagram Stories. For longer, detailed messages like tutorials or reviews, YouTube remains critical. Snackable, visually engaging, and educational content resonates most with this generation.

How does Gen Z respond to influencers?

Gen Z responds to influencers by trusting them for entertainment and recommendations. About 58% of Gen Z follows influencers primarily for fun, while 49% rely on them for discovering new things (Later, 2024). Authenticity is key—forced brand collaborations or scripted ads fail to connect.

Influencers often recommend practical tools that cater to Gen Z's digital-first lifestyle.These tools, such as ExpressVPN Chrome extension provide added privacy and security, which resonate with a generation conscious of their online safety, especially when streaming, shopping, or gaming.

Popular influencers like MrBeast, Charli D’Amelio, and Bretman Rock succeed because their content aligns with Gen Z’s values of transparency and individuality. Brands should partner with creators who share their mission and can naturally showcase products. Effective partnerships feel organic, not promotional.

What are Gen Z’s shopping preferences?

Gen Z’s shopping preferences revolve around convenience, values, and social media influence. This generation prioritizes brands that demonstrate real efforts toward sustainability, inclusivity, and ethical practices. Brands like Patagonia, Fenty Beauty, and Allbirds excel by aligning their products and actions with these priorities.

Online shopping is Gen Z’s default, with social media playing a crucial role in product discovery. To appeal to them, brands should offer seamless online experiences, personalized recommendations, and purchasing options directly integrated into platforms like Instagram and TikTok.

What are Gen Z’s fashion trends?

Gen Z’s fashion trends focus on individuality, sustainability, and social media-driven styles. Gender-neutral collections and upcycled clothing have gained popularity as they align with the generation’s values of inclusivity and environmental consciousness. Platforms like Depop, known for secondhand fashion, are favorites among Gen Z shoppers.

To stay relevant, brands should explore collaborations with creators promoting these trends. Offering customizable options and showcasing eco-friendly practices in campaigns can further strengthen connections with Gen Z. This generation’s love for unique styles ensures that “one-size-fits-all” approaches won’t work.

How does Gen Z consume content differently from millennials?

Gen Z consumes content differently from millennials by prioritizing short-form, visual media like TikTok videos and Instagram Reels. While 51% of millennials might use LinkedIn regularly, only 13% of Gen Z does the same, according to research from Later (2024). Platforms like TikTok, Instagram, and YouTube are essential for marketing to this audience.

Gen Z places less emphasis on brand loyalty and more on shared values. If a brand’s actions don’t align with Gen Z’s beliefs, they’ll quickly move on. Effective content for this audience is short, engaging, and purpose-driven, reflecting their desire for authenticity.

Why is Gen Z drawn to user-generated content?

Gen Z is drawn to user-generated content because it feels real and relatable. This generation trusts content created by peers more than traditional advertisements. Platforms like TikTok and Instagram thrive as hubs for user-driven creativity, and brands like Starbucks excel by highlighting real customer experiences.

Encouraging Gen Z to create and share content about your brand fosters a sense of community and loyalty. Campaigns that showcase authentic customer stories, like Airbnb’s Made Possible By Hosts initiative, are particularly effective in winning Gen Z’s trust.

What role do values play in Gen Z’s decisions?

Values play a significant role in Gen Z’s decisions, from shopping to brand loyalty. Over half of Gen Z expects brands to take a stand on social issues like climate change, racial justice, and LGBTQ+ rights (Snapchat Study, 2022). For example, 64% of Gen Z is willing to pay more for sustainable products, and 25% will stop supporting businesses they view as unethical.

Brands like Fenty Beauty have set a benchmark by championing inclusivity and representation, resonating deeply with this generation. To connect with Gen Z, brands must prioritize transparency and align their actions with their messaging.

Why Is short-form video crucial for Gen Z?

Short-form video is crucial for Gen Z because it matches their preference for quick, visually engaging content. Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate their screen time. Informative, entertaining videos often have the most impact, whether they teach a new skill or highlight a product.

Brands like Adobe Express succeed by creating tutorials tailored to Gen Z’s learning style. To capture attention, content must grab interest within seconds and remain concise while delivering value.

Gen Z is rewriting the rules of how brands connect with their audience. With their unique values and habits shaping the future, this generation offers exciting opportunities for marketers willing to adapt and innovate. Stay curious, experiment with new approaches, and keep your message authentic—because for Gen Z, authenticity isn’t optional; it’s everything.

FAQs

How can brands build trust with Gen Z?Brands can build trust by being authentic, transparent, and consistent in their actions. Supporting social causes and using real customer stories are effective strategies. Avoid exaggeration and ensure campaigns align with your brand values.

What content formats work best for Gen Z?Short-form videos on platforms like TikTok and Instagram Reels work best for Gen Z. User-generated content and visually engaging posts also resonate well. Focus on creating entertaining and educational material tailored to their interests.

Why does influencer marketing work for Gen Z?Influencer marketing works for Gen Z because they value relatable and authentic endorsements. Partnering with influencers who align with your brand values helps create genuine connections with this audience.

How can brands use social media to engage Gen Z?Brands can engage Gen Z on social media by creating platform-specific content that is interactive, visually appealing, and value-driven. Encourage participation through polls, questions, and user-generated content campaigns.

What’s the key to marketing success with Gen Z?The key to marketing success with Gen Z is understanding their values, preferences, and behaviors. Prioritize authenticity, align with social causes, and create content that is short, engaging, and relevant to their lives.