Gen Z — generally defined as those born between 1997 and 2012 — is the first generation to grow up entirely online with social media at their fingertips. From catchy TikTok dances to viral memes, this is how they connect. They value authenticity, speed and connection — they’ll “highkey” scroll past content that doesn’t resonate. And if your content doesn’t pass the “vibe check” in the first few seconds, it’s done. Reaching them requires more than just posting content and hoping it sticks — it starts with understanding their habits and expectations of social media.
How Gen Z is Different
Unlike Millennials or older generations, Gen Z grew up almost entirely with social media and smartphones. This constant connectivity shapes everything about how they consume content: they value originality over staged posts and look for brands that reflect their values — inclusivity, diversity and social responsibility are high on their list.
Although they’re often labeled as having “short attention spans,” the truth is that they are incredibly selective. They scroll past content that doesn’t grab them right away, but when something resonates, they’ll engage deeply — watching, sharing and even creating their own content around it.
So, the real question is: where does this selective generation spend the majority of their time online?
Gen Z Hangout Spots
To connect with Gen Z, you first need to start where they spend most of their time online. While every generation uses social media, Gen Z tends to gravitate toward several key platforms for content and product info:
- TikTok — With over 41 percent of Gen Z using TikTok as a search engine, it’s no wonder the platform is their go-to for trends, news and product info — a place where they spend much of their time not only consuming content but also creating it.
- Instagram — A favorite for Reels and Stories. Gen Z often uses it for visuals and inspiration while staying connected with friends, creators and brands.
- YouTube — A hub of entertainment and learning. Gen Z uses it for tutorials, lifestyle content and quick YouTube Shorts that rival TikTok’s fast-paced content.
Social Media Strategies for Targeting Gen Z
Knowing how Gen Z spends their time online is just the first step. The bigger challenge? Figuring out how to meet them there with content that actually sticks. Here are a few strategies that can make it happen:
- Authentic Content — Gen Z prefers content that feels real — think behind-the-scenes, raw clips or honest reviews. The less filtered it looks, the more likely it is to resonate.
- Short Videos — They make split-second decisions on whether to watch or scroll past. Try keeping your message concise and to the point.
- Memes & Trends — From viral jokes to trending sound bites, this is how they engage with peers — even with brands.
- Shared Values — Gen Z expects brands to reflect their values — inclusivity, diversity, social responsibility and community support.
Remember, speaking their language isn’t just about showing up— it’s also about telling your story in a way they’ll believe.
Don’t Just Post — Connect
Gen Z isn’t just looking for content — they’re looking for meaningful connections. Real, authentic connections matter more than overly polished advertisements. When your brand shows up with honesty and intention, Gen Z will take notice.
That’s exactly why Melon Local is the right choice for your business’ social media management. Our social media team — composed of Gen Zers — understands the important balance between trends and authenticity.
We create content that’s genuine, consistent and can speak Gen Z’s language. Whether it’s SEO-focused social content or eye-catching posts, our team is always working behind the scenes to make sure that your business shows up where Gen Zers — or whoever else is in your target audience — spend most of their time.
Want to see the Melon difference for yourself? Schedule a demo today and discover a fresher approach to social media marketing.