Content Marketing for Gen Z Audiences
Recently, our MD Lisa sat down with our resident Gen Z marketer, Mikaela, to ask the big questions about how to actually connect with Gen Z on social media.
If Gen Z is your target audience, understanding how they use social media is essential to building a content strategy that works. They’re the first generation to grow up fully immersed in digital platforms, as Content Science Reviews highlights, they spend an average of four hours a day on their phones. If you can learn how to engage them on social media, you're on the right track to earning their attention.
Gen Z don’t care about perfectly curated feeds
Millennials might love a beautifully curated Instagram grid, but Gen Z? Not so much.
They’re not here for pretty pictures; as HubSpot points out, they want content that doesn’t feel over-engineered. Instead of spending too much energy on how your grid looks, create content that feels natural and like they are being spoken to, not at. They’re drawn to real people, not polished graphics. If your content feels too staged or like an ad, they’ll scroll right past.
Hooks matter — cheesy or not
This may come as a surprise, but Gen Z actually love a cheesy hook (well, at least Mikaela does).
Whether it’s a stumble into the frame, throwing a box at someone (that never actually hits them), or dropping your phone, it works. It grabs attention fast, and in an over-saturated feed, attention is what counts.
You’ve got seconds to capture attention and make an impression. A gripping hook at the start can be the difference between Gen Z scrolling past or sticking around to watch your video.
Trends are great — if you’re early
Trend-based content can be gold, but only if you jump on it early and it feels natural to your brand.
Sprout Social highlights that Gen Z loves fresh trends and brands that stand out. If your brand is late to the party, or the trend simply doesn’t make sense for your brand, it just feels stale.
So, the takeaway: Keep an eye out for new trends, and before you jump on a new one, think, does this make sense for your brand? If the answer is no, it’s okay to give it a miss.
Instead of chasing old trends, be willing to experiment with new content ideas. Gen Z’s favourite brands on social media are the ones that show up regularly with fun, new content that stands out.
What works
To connect with Gen Z, your content should:
Feel real and human
Hook attention instantly
Be consistent
Jump on trends early — or start your own
Prioritise substance over polish
Final thought
Gen Z isn’t hard to reach; they just have a built in BS detector for overly staged content. They want brands that feel genuine and aren’t afraid to try something new.
Want to connect with Gen Z in 2026?