GEN Z DECODED: Digital Trendsetters Shaping Social Media and Shopping

The following is part three of a five-part Pavone Group series about Gen Z. See part one for an in-depth look at who Gen Z is and what they want.  

Gen Z are the new digital trendsetters, shaping the future of social media, content, and search. No surprises there. With preferences and habits that differ significantly from those of previous generations, Gen Z’s digital behavior requires brands to think creatively and act authentically. 

In this article in Pavone Group’s five-part series about Gen Z, we take a closer look at Gen Z’s social media and digital habits—and what they mean for marketers aiming to capture this savvy generation’s attention.

PLATFORM PROFICIENCY: CONNECTING ACROSS MULTIPLE CHANNELS

Gen Z spends an impressive amount of time on social platforms, averaging around four hours daily and navigating an average of seven social media platforms each month. Unlike older generations who might favor one or two primary channels, Gen Z moves seamlessly between TikTok, Instagram, Snapchat, and emerging platforms like Discord and BeReal. 

This multiplatform usage requires brands to think cross-channel and to deliver cohesive yet adaptable messaging. Each platform should have a unique content approach that aligns with its strengths, from TikTok’s fast-paced trends to Instagram’s curated visuals.

SHORT-FORM CONTENT: BREVITY IS KEY

When it comes to content, Gen Z values brevity. Short-form videos on TikTok and Instagram Reels are ideal for delivering quick, direct communication, aligning with Gen Z’s fast-paced consumption habits. 

The audience is adept at skipping over content that doesn’t capture their attention within seconds. Brands hoping to engage Gen Z must embrace storytelling through concise, visually captivating content that provides immediate value—whether entertainment, information, or a memorable brand impression.  

EVOLVING SEARCH PREFERENCES: TIKTOK AS A SEARCH ENGINE

When Gen Z wants information, they’re increasingly turning to TikTok and Instagram as their search engines, favoring visual, real-time content over traditional text-heavy results. TikTok’s story-style, user-driven videos allow Gen Z to discover products, learn tips, and get insights from real people’s experiences, often in under a minute. 

This shift is significant for brands that rely on search-based marketing strategies. A presence on TikTok with high-quality, informative, and engaging video content can be as powerful as ranking on Google, giving brands a chance to influence Gen Z’s purchasing decisions directly at the point of search.

ENTERTAINMENT AND ENGAGEMENT: SOCIAL MEDIA AS THE NEW TV

For Gen Z, social media isn’t just a pastime, it’s the new entertainment hub. With streaming on YouTube, TikTok, and other platforms taking precedence over traditional TV, this generation’s engagement is interactive and immersive. 

Brands can tap into this trend by creating entertainment-driven content that invites participation, such as challenges, polls, and interactive video content. The key is to view social media not only as a place for marketing but as a channel for creating culturally relevant experiences that reflect and respond to Gen Z’s interests.

Gen Z’s digital landscape is dynamic and the generation’s preferences are constantly evolving. By understanding their behaviors across platforms, their desire for authenticity, and their unique search and consumption habits, brands can meet Gen Z where they are and build connections that are relevant, engaging, and impactful.