Gen Z isn’t just another consumer group; they’re a force shaping the future of social media, marketing, and brand-consumer relationships. They don’t just scroll; they engage. They don’t just follow trends; they set them. And if your brand isn’t speaking their language, you’re missing out on one of the most influential and digitally savvy audiences.
Traditional marketing doesn’t work on Gen Z because they don’t want to be sold to—they want to connect with brands honestly and personally. They scroll past traditional ads, block pop-ups, and ignore anything that feels overly polished or salesy. Instead, they trust influencers, creators, and real customer reviews over brand messaging. They value authenticity, meaning they’re more likely to engage with raw, behind-the-scenes content rather than highly produced commercials.
Gen Z also expects brands to be interactive and relatable. They don’t want one-way advertising; they want a two-way conversation. They engage with brands through social media comments, DMs, and even co-create content. More importantly, they support brands that align with their values—sustainability, inclusivity, or social justice. To reach Gen Z, brands must shift from traditional marketing to a more organic, community-driven approach and the latest social media trends that feel genuine, engaging, and value-driven.
At Global Upscale, we work with brands to help them connect with Gen Z in a way that feels real, relevant, and impactful. This generation craves authenticity, values creativity, and expects innovation. They can spot a fake from a mile away and won’t hesitate to call it out. But when do brands get it right? Gen Z becomes their biggest champion.
So, why should Gen Z be at the heart of your social media strategy? Let’s break it down.
Gen Z’s Social Media Behavior – Why Brands Must Adapt
Gen Z is redefining how brands engage with social media, making it essential for companies to evolve their strategies. With nearly 90% of Gen Z saying a brand’s social media presence influences their trust, brands must go beyond just following social media trends—they need to establish a unique and authentic digital identity. This generation expects content that feels personal, interactive, and aligned with their values. Generic, overly promotional, or AI-generated content often fails to resonate with them.
Adapting to Gen Z’s social media habits isn’t just an option—it’s a necessity.
With a global population of over 2.5 billion, Gen Z isn’t just a niche audience—they’re a dominant force in the market. They’re active users and influential consumers, with a projected spending power of $12 trillion. Brands that earn their trust today are positioning themselves for long-term success.
At Global Upscale, we specialize in helping brands craft Gen Z-focused social media strategies that go beyond traditional marketing tactics.
- Creates unique, engaging content that aligns with Gen Z’s expectations.
- Leverages influencer marketing to build trust and credibility.
- Uses short-form videos and interactive experiences to boost engagement.
- Implements data-driven personalization to offer relevant and meaningful content.
Top Gen Z Social Media Trends in 2025 & How Global Upscale Maximizes Their Impact
With over 2.5 billion people globally and trillions in spending power, GenZ’s influence on brands, trends, and buying behavior is undeniable. Unlike previous generations, Gen Z doesn’t just consume content; they engage, create, and expect brands to meet them on their terms.
To connect with this audience, businesses must ditch outdated marketing tactics and embrace a fast, authentic, and interactive digital strategy. Brands that adapt will build lasting relationships than those that don’t will struggle to stay relevant.
- Short-Form Video Content Dominance (Reels, Shorts, 30 Second-Videos)
Short-form videos are non-negotiable for reaching Gen Z. Trending social media platforms like Instagram Reels and YouTube Shorts dominate their attention. Gen Z spends over 85 minutes a day watching short-form content. These quick, engaging videos cater to short attention spans and the demand for fast, entertaining, and informative content.
Top brands leading the way.
- Nike – Uses high-energy, user-generated content to showcase athletes and trends.
- Chipotle – Launched viral challenges like #GuacDance and #LidFlip, driving millions of interactions.
- NBA – Shares game highlights, funny moments, and player stories through snappy, engaging clips.
We craft trend-driven, engaging, short-form videos that stop the scroll, boost brand recall, and drive action.
- Authenticity Over Perfection (Real-life, Unfiltered Content)
Gen Z values realness over polish. Traditional, overly curated brand messaging doesn’t work anymore. Instead, raw, behind-the-scenes content, casual storytelling, and user-generated content are what capture their attention.
53% of Gen Z consumers reveal that they are less likely to buy products with negative consumer sentiment and reviews.
Brands that get it right
- Glossier – Built its brand on customer-driven content rather than traditional ads.
- Dunkin’ – Partnered with influencer Charli D’Amelio, embracing her authentic love for their coffee.
- Fenty Beauty – Showcases diverse, unfiltered beauty content featuring real customers.
We help brands create real, relatable content that fosters trust and long-term engagement.
- The Rise of the Influencer & Creator Economy (Micro-influencers matter more than ever)
Gen Z trusts influencers and creators over traditional advertising. But here’s the twist: they prefer micro and nano-influencers (10K-100K followers) over celebrities. These smaller creators feel more relatable, authentic, and engaging.
Brands leveraging influencers successfully.
- Gymshark – Built its empire through fitness influencers, not big-budget ads.
- Fenty Beauty – Uses micro-influencers for authentic product reviews and tutorials.
- Aerie – Launched the #AerieReal campaign with real customers and influencers, promoting body positivity.
We connect brands with authentic influencers to drive engagement, trust, and conversions.
- AI & Personalization in Content (Custom experiences = More engagement)
Personalization is no longer a bonus—it’s an expectation. 64% of Gen Z want social media content tailored to their interests based on past interactions. AI-driven content, hyper-personalized recommendations, and interactive experiences are key to keeping them engaged.
Brands leading the way.
- Spotify – Spotify Wrapped turns user data into viral, shareable content yearly.
- Netflix – Uses AI to suggest customized content recommendations.
- Nike – Allows customers to customize their sneakers, adding a personal touch.
We use AI-powered insights and personalized content strategies to create highly relevant campaigns that resonate with Gen Z.
- Memes & Digital Humor Rule (Gen Z loves a brand with personality)
Memes are the new marketing language. Gen Z loves humor, sarcasm, and self-aware brands that don’t take themselves too seriously. Brands that use memes successfully boost engagement, virality, and cultural relevance.
Brands nailing meme marketing.
- Duolingo – Their quirky mascot and viral meme-style videos have skyrocketed their following.
- Wendy’s – Famous for hilarious Twitter roasts that keep fans engaged.
- Ryanair – Uses Gen Z humor and self-deprecating jokes to dominate Instagram.
We create fun, shareable meme content that aligns with your brand’s voice while keeping it relevant to Gen Z humor.
- Social Commerce & In-App Shopping Boom (Buying directly from social media is the new norm)
Shopping has gone beyond websites and stores—Gen Z is making purchases directly through social media. Platforms like Instagram Shops and Snapchat AR shopping turn social feeds into instant buying experiences.
Brands leading the way.
- Kylie Cosmetics – Uses Instagram Shopping for seamless, direct product purchases.
- Nike – Pioneered Snapchat’s AR try-on feature, boosting engagement and sales.
- Sephora – Uses Instagram Checkout to drive product discovery.
We integrate seamless, high-converting social commerce strategies that turn engagement into real sales.
Winning with Gen Z needs more than just showing up. It is about understanding their digital behaviors, speaking their language, and creating experiences they want to be part of. From short-form video dominance to influencer trust, AI-driven personalization, and social commerce, this generation expects brands to be relatable, innovative, and seamlessly integrated into their online world.
How Global Upscale Solves Gen Z Marketing Challenges
Marketing and following the latest Gen Z social media trends has unique challenges. This generation, raised in the digital age, rejects traditional advertising and favors authentic, socially responsible, and highly interactive brands. Unlike older generations, they don’t just passively consume content; they participate, create, and expect brands to engage with them meaningfully. If brands fail to meet these expectations, they risk being ignored or called out publicly.
Global Upscale recognizes these challenges and provides brands with a data-driven, engagement-first approach that builds credibility and long-term loyalty. Here’s how we help brands navigate.
- Prioritizing Brand Authenticity & Social Responsibility
Gen Z doesn’t just care about what a brand sells—they care about what it stands for. Over 70% prefer to buy from brands that align with their values, whether sustainability, diversity, or ethical business practices. They can quickly detect performative activism or insincere marketing, so brands must demonstrate real action rather than just talking about change.
Companies like Patagonia have successfully integrated sustainability into their core mission, proving that purpose-driven branding leads to stronger customer loyalty. Similarly, Ben & Jerry’s has made social activism an essential part of its identity, addressing climate change and racial justice through tangible initiatives.
- Creating Engaging, Community-First Content for Maximum Impact
Gen Z thrives on interactive and community-driven content. Traditional ads no longer capture their attention, but social-first experiences that invite participation do. Whether it’s user-generated content, gamification, or real-time conversations, brands must go beyond static content and engage their audience.
Glossier built its empire by fostering a strong online community where real customers share their experiences and beauty routines. Starbucks engages users with gamified loyalty programs and social media campaigns that encourage participation. At Global Upscale, we design strategies that help brands turn their audiences into active communities, ensuring long-term engagement rather than one-time interactions.
- Tapping into Viral Trends & FOMO to Drive Brand Engagement
Gen Z expects brands to be agile and jump on trends at the right time—not too late, and not in a forced way. Being part of the conversation is crucial, whether viral challenges, trending memes, or reactive marketing that boosts social media engagement.
Chipotle’s viral campaigns, like the #GuacDance challenge, are prime examples of how brands can use trending moments to drive engagement. Netflix also excels in reactive marketing, capitalizing on meme culture to keep its content fresh and relevant. Global Upscale helps brands stay ahead of the curve, effectively identifying emerging social media trends in real-time and integrating them into their marketing strategies.
- Building a Unique, Relatable Brand Identity That Stands Out
Gen Z connects with brands that have a strong, unique personality. They favor companies that feel human, approachable, and culturally in tune rather than those that maintain a traditional corporate image. A relatable brand voice can make a huge difference in how Gen Z perceives and engages with a company.
Brands like Duolingo have mastered this by transforming their mascot into a social media icon, using humor and cultural references to keep their content engaging. Wendy’s Twitter strategy, known for its witty and sarcastic tone, has also made the brand highly relatable to younger audiences. Global Upscale helps brands develop a distinct, authentic voice that resonates with Gen Z while maintaining a professional and strategic approach.
- Using Data & AI to Optimize Engagement and Conversions
Gen Z expects highly personalized digital experiences. AI-driven content recommendations, predictive analytics, and real-time engagement are key to keeping them interested. Brands that use data smartly can create hyper-relevant content that increases conversions and strengthens brand loyalty.
Spotify’s Spotify Wrapped campaign is a perfect example of turning user data into viral, personalized content. Nike leverages AI to offer customized sneaker recommendations, enhancing the online shopping experience. Global Upscale incorporates data-driven insights and AI tools to optimize social media campaigns, ensuring brands connect with Gen Z most effectively.
Future-Proof Your Gen Z Strategy with Global Upscale
Winning over Gen Z isn’t just about showing up on the right platforms—it’s about understanding their mindset, values, and digital behaviors. They demand authenticity, social responsibility, real engagement, and seamless digital experiences. Brands that embrace these elements will earn their loyalty, while those that rely on outdated marketing strategies will struggle to make an impact.
At Global Upscale, we help brands build a strong, Gen Z-focused digital strategy that drives real engagement and conversions. Whether creating authentic messaging, community-driven campaigns, or leveraging data for smarter content, we ensure your brand reaches Gen Z and truly connects with them. Contact us to learn more about how we can assist with a social media strategy for your brand.
