Meta has recently released valuable insights into the unique content consumption behaviors of Generation Z, emphasizing the need for marketers to adapt their strategies in order to enhance the effectiveness of their promotional and branding initiatives. Understanding these changes is crucial for brands aiming to connect with this influential demographic.

In partnership with BAMM Global, Meta conducted comprehensive surveys to gather insights regarding the social media habits and motivations of individuals aged 18 to 24 across several countries, including Brazil, Germany, Japan, the U.K., and the U.S. These findings have culminated in three significant conclusions that brands must take into account to effectively engage with their Gen Z audiences.

Given that Generation Z represents the largest generational cohort globally at this time, it’s imperative for brands to consider how these insights apply to their marketing strategies.

Here are the key findings from Meta’s extensive study.

First and foremost, the research indicates that an impressive 67% of Gen Z users on Facebook and Instagram have actively shared video content within these platforms with their friends and family.

This data reveals that the frequency of sharing activity on Instagram surpasses that of Facebook, which highlights the evolving algorithmic factors that Instagram now prioritizes, making shares and sends a more significant component of its ranking system.

Moreover, Meta emphasizes that this trend signifies a profound shift in how we interact with content:

“Sharing videos and memes has become a love language – an intimate gift for Gen Z to send loved ones throughout the day, letting them know they care. Perpetually seeking videos and memes that reflect their personal feelings in any given moment has invariably reshaped their relationship with content, and Gen Z has a more intimate connection with it in social media as a result.”

Meta advises brands to incorporate this understanding into their marketing strategies, as Gen Z consumers are actively on the lookout for content that is not only helpful but also joyful and shareable. This insight could significantly enhance your brand messaging and engagement levels.

Additionally, Meta points out that short-form video content serves as a critical qualitative search engine that Gen Z utilizes to make informed decisions about various aspects of their lives.

“It’s where they go to look for everything from recipe ideas to investment tips to travel inspiration. 81% of Instagram users told us they use it for self-development, from picking up new skills to learning about finances and nutrition.”

Grasping the various ways in which Generation Z engages with short-form video content can provide invaluable insights to help align your messaging effectively, ensuring that you reach this audience with relevant and targeted communications.

The research further highlights that repeated exposure to brand messaging plays a crucial role in consumer behavior:

According to Meta, this underscores the importance of attention within its platforms, as well as the necessity of utilizing multiple brand touchpoints to reinforce this potential impact.

“AI-driven recommendations, short-form video, and creator content are reshaping how Generation Z finds and connects with brands, making discovery a welcome part of their online experience. 73% believe active curation leads to more relevant advertising and – across all formats available in social media – 78% say they are most likely to discover new products or brands in video.”

Therefore, achieving that exposure through a video-focused approach can be effectively strengthened through integrated campaigns that span multiple digital surfaces.

Meta’s full report offers even more insights, providing additional strategies on how to leverage these findings to maximize engagement and connection with Generation Z consumers.

You can view the complete “Generation Zeitgeist” report here.