As of early 2024, there were 5.04 billion active social media users globally—that’s 62.3% of the world’s population. For brands, this presents massive opportunities to reach audiences and drive awareness. However, we’re witnessing something unexpected: Gen Z, the most digitally native generation, is fundamentally changing how social media works.
We’re not talking about a decline in Gen Z social media usage—they’re spending more time online than ever. What’s changing is how they use these platforms, what they trust, and what they expect from brands. Understanding these shifts is crucial for businesses aiming to engage this influential demographic that will represent $12 trillion in spending power by 2030.
So what’s really happening with Gen Z and social media in 2025?
Understanding Gen Z in 2025
Gen Z, born between 1997 and 2012, now ranges from 13 to 28 years old and makes up approximately 30% of the global population. They’re the first generation to never know life without smartphones and social media.
They’re characterised by their demand for authenticity, social consciousness, and digital fluency. But there’s a fascinating contradiction we’re observing, particularly around data privacy.
As Paula Ferrai, our Gen Z marketing expert, notes: “We’re seeing what we call the ‘data privacy paradox’ with Gen Z. Research shows 81% are deeply concerned about data privacy, yet 88% willingly share their personal information for personalised experiences. They’re not hypocrites—they’re pragmatists. They understand the trade-off and want transparency about how their data is used, not necessarily to stop sharing it altogether.“
This paradox defines much of Gen Z’s relationship with social media: they’re savvy, sceptical, yet deeply engaged.
How Gen Z’s social media behaviour has evolved
According to The 2025 Sprout Social Index, Gen Z’s platform preferences show clear hierarchies: 89% use Instagram, 84% use YouTube, and 82% use TikTok. But the real story isn’t which platforms they’re on, it’s how they’re using them.
Gen Z uses social media for two distinct purposes: entertainment and communication. For entertainment, 68% of their time is spent on TikTok and YouTube, treating these platforms as their version of television. For private sharing and communication, they’ve gravitated toward Discord, Snapchat, BeReal, and Instagram Stories, which account for 19% of their time.
Here’s what’s fundamentally different in 2025: social media has replaced search engines for Gen Z. A staggering 46% now prefer using social platforms over Google for finding information. TikTok and Instagram aren’t just entertainment—they’re discovery engines, research tools, and shopping destinations all rolled into one.
| Platform | Primary Gen Z Use | Usage Rate |
| Visual content, shopping, customer service | 89% | |
| YouTube | Long-form content, product research | 84% |
| TikTok | Entertainment, product discovery, news | 82% |
| Snapchat | Private communication | 63% |
Interestingly, whilst Gen Z is spending more time on social media than before, with half spending at least 4 hours daily, they’re posting significantly less. The high competition from algorithm-backed influencer and brand marketing has made them more selective about what they share publicly.
The data privacy paradox and mental health awareness
Paula sees this tension playing out in fascinating ways: “Gen Z wants personalisation but demands transparency. They’ll share data with brands they trust, but that trust must be earned through authentic communication and clear privacy policies. The brands winning with Gen Z are those treating data privacy as a feature, not a compliance burden.”
The mental health dimension adds another layer. Research from National Geographic reveals that 63% of Gen Z planned social media detoxes in 2024, the highest of any generation. They’re acutely aware of concepts like “brain rot“—the cognitive decline associated with excessive social media consumption. Studies show that frequent short-form video consumption is directly linked to diminished cognitive function.
Yet they continue scrolling. Why? Because social media isn’t optional for them, it’s infrastructure. It’s where they find jobs, discover products, stay informed, and maintain relationships.
For brands, this means walking a careful line: be present where Gen Z is, but respect their boundaries and contribute value, not just noise.
Content that resonates with Gen Z in 2025
Short-form video continues to dominate, but authenticity has become non-negotiable. Gen Z can spot manufactured content instantly, and they’ll skip it just as fast.
User-generated content (UGC) vastly outperforms polished brand content. Gen Z trusts peer reviews and real user experiences over traditional advertising. In fact, 69% cite user comments and ratings as deciding factors in purchases, whilst 74% follow at least one relatable micro-influencer.
Interactive content is gaining traction: 43% of Gen Z actively engages with polls, quizzes, and Q&As, whilst over 30% participate in interactive livestreams. They don’t want to be passive consumers—they want to participate, comment, and co-create.
The content characteristics Gen Z values most are authenticity, entertainment, and reliability. Paula observes: “Gen Z doesn’t want to be sold to—they want to be included in a conversation. The most effective content we see treats them as collaborators, not targets.“
How brands must adapt their strategies
Here’s the uncomfortable truth: the traditional marketing funnel is broken for Gen Z.
For decades, marketers relied on a linear path—awareness, interest, desire, action. But research from Vogue Business and youth culture agency Archrival shows that Gen Z’s path to purchase is now an infinite loop of inspiration → exploration → community → loyalty. They don’t follow a predictable journey. They discover products through entertainment, research obsessively across multiple platforms, seek community validation, and only then might make a purchase. And the purchase isn’t the end—it’s often when the real research begins, with 50% of consumers admitting they research brands after buying.
What does this mean practically?
Create multiple touchpoints across the journey. Gen Z might discover you on TikTok, research you on YouTube, validate you through Reddit, and purchase via Instagram. Your brand needs to show up authentically in each space.
Prioritise community over promotion. Build spaces where Gen Z can connect with each other around shared interests, not just your products. Discord communities, creator partnerships, and user-generated content campaigns work better than traditional ads.
Be transparent about values and data use. Gen Z expects brands to take clear stances on social issues they care about—sustainability, diversity, mental health. And they want to know exactly how you’re using their data. Vague privacy policies won’t cut it.
Partner with micro-influencers, not just celebrities. Authenticity beats reach. Gen Z trusts relatable creators with 10,000 engaged followers more than celebrities with millions. Focus on genuine partnerships where creators actually use and believe in your products.
Become educators, not just advertisers. With Gen Z treating social media as a search engine, there’s an opportunity to create genuinely helpful content. Product guides, behind-the-scenes looks at your process, educational content about your industry—these build trust whilst providing value.
What’s coming next
Gen Z’s influence on social media will only intensify. We’re already seeing their behaviours influence older generations—67% of all consumers say Gen Z has impacted how they buy things online.
Looking toward 2026, expect to see Gen Z demand even more transparency around AI-generated content (55% are already uncomfortable with AI-generated models in ads), more sophisticated privacy controls, and continued growth of community-driven platforms over traditional social networks.
For entrepreneurs and business leaders, the message is clear: Gen Z isn’t killing social media—they’re evolving it. The brands that will succeed are those willing to abandon outdated playbooks, embrace authentic community-building, and respect this generation’s intelligence and values.
Understanding Gen Z’s social media behaviour isn’t just about reaching one demographic. It’s about preparing for the future of digital marketing itself. Ready to rethink your social media strategy for Gen Z? The old rules don’t apply anymore—but the opportunities are bigger than ever.
