New research from Meta and BAMM Global reveals how Gen Z’s social media habits are reshaping connection, culture, and commerce across five major markets. The study examines the behaviors of 18-to-24-year-olds in Brazil, Germany, Japan, the UK, and the U.S.
Digital Content as Social Currency
For Gen Z, content sharing functions as a form of social bonding. According to the research, 67% have shared video content from Meta platforms with family and friends, using videos and memes as a “love language” to maintain daily connections.
“I scroll through Reels and then send them to my friends, and then we comment on them,” says Lucca, a U.S. participant in the study.
This generation moves fluidly between platforms based on mood and context, often maintaining different conversations with the same person across multiple apps simultaneously. Meta’s research shows this behavior necessitates a cross-platform approach for brands, with Instagram and Facebook delivering incremental Gen Z reach across all markets studied.
Curated Culture Through Short-Form Video
Gen Z actively shapes their online experience, with 63% reporting they curate their Instagram and Facebook feeds to ensure relevance. This shifts away from mass trends toward niche, interest-driven engagement.
Short-form video has become a decision-making tool, functioning as a qualitative search engine for everything from recipes to investment advice. This aligns with findings from GRIN’s recent report, which showed that Instagram (30.4%) and TikTok (23.2%) now outpace Google for product discovery among Gen Z consumers.
Micro-creators play a central role in Gen Z’s content ecosystem; with 71% open to content from niche creators they don’t follow. Temple University research supports this preference for smaller-scale influencers, indicating Gen Z finds micro-influencers more credible and engaging than celebrity endorsers.
Commerce Integration and Discovery
The research identifies how Gen Z has integrated shopping behaviors into social media consumption. According to Meta, 78% of Gen Z say they are most likely to discover new products or brands in video content, while 73% believe active feed curation leads to more relevant advertising.
This demographic exists in a near-constant “consideration” mode, blurring traditional boundaries between in-market and out-of-market consumers. Meta’s findings indicate that 67% want to learn more about brands after seeing content or advertising multiple times on their platforms.
Post-purchase, speed of response is key. Nearly 60% worry about slow responses when messaging businesses, while 71% are comfortable with AI-generated replies, prioritizing quick resolution over human interaction.
The research concludes that marketers must adapt to Gen Z’s expectations by delivering human-centered creative, embracing platform diversity, and building for aggregate attention across multiple touchpoints to engage this influential demographic effectively.
New research from Meta and BAMM Global reveals how Gen Z’s social media habits are reshaping connection, culture, and commerce across five major markets. The study examines the behaviors of 18-to-24-year-olds in Brazil, Germany, Japan, the UK, and the U.S.
Digital Content as Social Currency
For Gen Z, content sharing functions as a form of social bonding. According to the research, 67% have shared video content from Meta platforms with family and friends, using videos and memes as a “love language” to maintain daily connections.
“I scroll through Reels and then send them to my friends, and then we comment on them,” says Lucca, a U.S. participant in the study.
This generation moves fluidly between platforms based on mood and context, often maintaining different conversations with the same person across multiple apps simultaneously. Meta’s research shows this behavior necessitates a cross-platform approach for brands, with Instagram and Facebook delivering incremental Gen Z reach across all markets studied.
Curated Culture Through Short-Form Video
Gen Z actively shapes their online experience, with 63% reporting they curate their Instagram and Facebook feeds to ensure relevance. This shifts away from mass trends toward niche, interest-driven engagement.
Short-form video has become a decision-making tool, functioning as a qualitative search engine for everything from recipes to investment advice. This aligns with findings from GRIN’s recent report, which showed that Instagram (30.4%) and TikTok (23.2%) now outpace Google for product discovery among Gen Z consumers.
Micro-creators play a central role in Gen Z’s content ecosystem; with 71% open to content from niche creators they don’t follow. Temple University research supports this preference for smaller-scale influencers, indicating Gen Z finds micro-influencers more credible and engaging than celebrity endorsers.
Commerce Integration and Discovery
The research identifies how Gen Z has integrated shopping behaviors into social media consumption. According to Meta, 78% of Gen Z say they are most likely to discover new products or brands in video content, while 73% believe active feed curation leads to more relevant advertising.
This demographic exists in a near-constant “consideration” mode, blurring traditional boundaries between in-market and out-of-market consumers. Meta’s findings indicate that 67% want to learn more about brands after seeing content or advertising multiple times on their platforms.
Post-purchase, speed of response is key. Nearly 60% worry about slow responses when messaging businesses, while 71% are comfortable with AI-generated replies, prioritizing quick resolution over human interaction.
The research concludes that marketers must adapt to Gen Z’s expectations by delivering human-centered creative, embracing platform diversity, and building for aggregate attention across multiple touchpoints to engage this influential demographic effectively.
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