How Brands Can Effectively Connect With Gen Z: New Insights from Meta

Meta has released a new analytical report on the content habits of Gen Z and shared tips for brands aiming to better understand and engage this crucial and sizable audience. The research was conducted in partnership with BAMM Global, surveying young people aged 18–24 across Brazil, Germany, Japan, the UK, and the US.

Given that Gen Z is currently the largest generation in the world, brands simply can’t afford to ignore these trends. Here are the key takeaways from Meta that can help you tailor your marketing communication to this audience’s needs.

Video as a Love Language: Gen Z Speaks Through Content

One of the most striking insights is that 67% of Facebook and Instagram users from Gen Z share video content with their friends and family. This behavior is even more prevalent on Instagram, where reposts and shares are now a major factor in how the platform ranks content algorithmically.

Meta emphasizes that this behavior is more than just about entertainment—it’s about emotional connection. Young people send videos as a form of “intimate gift,” a way to show care, support, or share their mood.

This is essentially a new language of communication, and brands need to take notice. Gen Z actively looks for content that reflects their personal emotions and eagerly shares it with those they care about.

Tip for brands: Create emotionally resonant videos—ones that inspire, entertain, or make people feel seen. That’s the kind of content Gen Z wants to share.

Short-Form Video as the New Google

Another key finding: for Gen Z, short-form video is more than entertainment. They use it as a search engine to make daily life decisions—from recipes and travel tips to personal finance and self-improvement.

According to Meta, 81% of young Instagram users say they use the platform for self-development. Social media is no longer just a space for socializing—it’s a source of learning and practical value.

Tip for brands: Invest in short, meaningful videos that go beyond selling—teach something, offer insights, provide real value. This increases engagement and builds trust among Gen Z audiences.

Repeated Exposure Matters

Meta also highlights the power of repeated interactions with a brand. When users see your brand multiple times in their feed, it increases brand recognition and the likelihood of purchase.

Moreover, the study shows that 78% of Gen Z discover new brands through video, while 73% believe that personalized content (powered by AI) makes advertising feel more relevant and enjoyable.

Tip for brands: Build multi-format campaigns—use video, Stories, Reels, and creator collaborations to ensure your brand stays visible and memorable.

The Power of Algorithms, Video, and Creators

Meta notes that Gen Z’s connection to brands is now shaped by AI-driven recommendations, short-form video, and creator content. In the past, users followed brands directly. Now, they discover brands through recommendations, influencer partnerships, and engaging content.

This opens up opportunities for native advertising—where products are naturally integrated into users’ everyday content experiences.

Tip for brands: Collaborate with creators, adapt your messages to match the context, and create content that blends naturally into what users already consume.

Final Thoughts

Meta’s insights clearly show that Gen Z values emotion, usefulness, and authenticity. They want content that “speaks” to them and offers more than just a sales pitch. If your brand can become part of that experience, you’ll gain a loyal, appreciative, and active audience.

Want to know more? Check out Meta’s full “Generation Zeitgeist” report for more practical tips on connecting with Gen Z on a deeper level.

This article available in Ukrainian.