5 tips for connecting with Gen Z audiences on social media

Raised amid a technology boom, Generation Z consumers are no strangers to social media. As digital natives, they use social platforms more than any other generation. Because Gen Z has such a prominent online presence, it is vital for brands to reach this demographic. Keep reading for five ways to connect with Gen Z on social media.

1. Select the right kind of social media?

Generation Z loves video content. YouTube, Instagram and TikTok, the audience’s preferred social media platforms, reflect this inclination. From Instagram Reels to TikTok CapCuts, motion attracts Gen Z.

?A major step in connecting with this generation is incorporating its medium preferences. If possible, utilize video on one of Gen Z’s favored platforms. This approach both reaches and appeals to this audience segment. For example, Duolingo, the educational language company, came to TikTok. Using comedy and TikTok trends, the company has connected with Gen Z audiences and acquired over 4 million followers on the platform.

2. Differentiate Gen Z social media users from millennials

?To reach Gen Z, you must discern this generation from millennials. First, the two generations use social media for different reasons. While millennials reportedly use social media to connect with friends, Gen Z uses media as a source of entertainment. As a brand, this understanding will help you curate content to Gen Z. Chiefly, keep them interested.

?Another important distinction is the style of content the generations engage with. Gen Z appreciates humor and authenticity, while millennials value more personalized content. In terms of visualization, millennials interact with both visual and textual social media; however, Gen Z prefers shorter, extremely visual content. While these stylistic elements may seem small, they play a significant role in attracting the two audiences online.

3. Emphasize brand beliefs on social media?

?Gen Z audiences appreciate when a company speaks up. A 2023 study by Sprout Social found that 73% of Gen Z participants thought companies should have an opinion on relevant issues. Social media provides an avenue to support different causes. For example, Starbucks shows support for the LGBTQ+ community in representation on Instagram. One post features Taki, a Starbucks manager who is gay.

4. Incorporate mental health awareness posts

?Similar to Gen Z expecting companies to take stances on social issues, mental health is a? cause this generation wants brands to talk about. One study found that 71% of Gen Z participants appreciate when companies incorporate mental health messaging.

?PR practitioners seeking to reach Gen Z audiences should incorporate mental health into their brand’s social media strategy. For example, Kate Spade has advocated for mental health on Instagram, even establishing a Social Impact Council.

5. Utilize user-generated content to reach Gen Z

?User-generated content helps Gen Z audiences better engage with social media. From comment section buzz to customer testimonials, these tactics have been proven to entice this generation. One study found Gen Z audiences enjoy UGC more than any other content category.

?Facilitate UGC on Gen Z’s preferred platforms. As previously mentioned, these channels include YouTube, Instagram and TikTok. Possessing high-profile influencers and engaging comment sections, these platforms are ideal spheres for UGC.

Influencer partnerships are one great strategy. You can repost videos of creators with your company’s products, as well as publish joint posts. One example of this approach is Chipotle’s partnership with influencers on TikTok during its #LidFlipChallenge campaign. Surrounding the flipping of Chipotle lids, the campaign was extremely successful and strengthened by influencers such as David Dobrik.

?Another effective strategy is to ask for user responses in your company’s comment section. For example, Chobani recently launched four new coffee creamer flavors. In its Instagram kick off post, the brand asked audiences to comment on what flavor they wanted to try most. This question generated user engagement, including comments and tagging of other accounts.??

Gen Z may show differing social media preferences than previous generations. However, your brand can connect with this integral demographic through these strategies and continued research.

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