Meta has released a new set of insights into how Gen Z consumes content online and how brands can evolve their strategies to build stronger connections with this influential generation. Partnering with BAMM Global, Meta conducted surveys across five major markets – the U.S., U.K., Brazil, Germany, and Japan – focusing on individuals aged 18 to 24. The findings reveal three essential behaviors marketers must understand in order to effectively resonate with this audience reportedly.
Gen Z currently represents the largest generational group globally, making these insights especially important for any brand hoping to stay competitive in the digital landscape.
One major takeaway is the strong inclination among Gen Z users to share video content on platforms like Facebook and Instagram. According to the study, 67% of Gen Z users on these apps have shared video clips with friends or family. This behavior is even more prominent on Instagram, influencing the platform’s decision to give more weight to shares and sends in its content ranking algorithm.
Meta interprets this as a broader shift in how young users communicate and engage online. Sharing content – especially videos and memes – has become an emotional gesture, a way for Gen Z to express affection and maintain social bonds. Their constant search for media that mirrors their feelings has created a deeper, more personal connection to social content.
For marketers, this presents an opportunity. By creating helpful, relatable, and joyful content, brands can encourage Gen Z users to engage and share – naturally amplifying their message through authentic interactions.
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Another critical insight from the study shows that short-form video now plays a central role in how Gen Z gathers information and makes decisions. From recipes and travel tips to financial advice and self-improvement, these quick videos act as informal search tools. In fact, 81% of Instagram users in the study said they turn to the platform for self-development purposes – whether it’s acquiring new skills or improving their understanding of wellness and money management.
This behavioral trend underscores the need for brands to design content that not only entertains but also informs, helping Gen Z viewers find value in their social media experience.
The research also emphasizes the importance of repeated brand exposure across multiple touchpoints. Meta highlights that the combination of AI-driven recommendations, creator-led content, and short-form videos is changing how Gen Z discovers and connects with products and brands. With 78% of Gen Z respondents saying they’re most likely to discover new brands via video content, and 73% believing that curated experiences lead to more relevant ads, it’s clear that integrated, multi-channel campaigns are key to building familiarity and trust.
These findings reinforce the importance of consistent and strategic engagement. To succeed with Gen Z, brands should focus on being discoverable through meaningful video content, creative storytelling, and value-driven messaging across all social platforms.
Meta’s full report offers further guidance for marketers looking to adapt their strategies and make a lasting impact on this increasingly dominant demographic.
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