Gen Z: they’re the generation that’s rewriting the rules of social media, shaking up digital marketing, and reshaping how brands connect with consumers. If your brand isn’t already focusing on this dynamic group, you’re missing out on a powerful audience that values authenticity, creativity, and innovation.

At Melbourne Social Co, we work with clients every day to help them understand and connect with Gen Z. Here’s why we believe they need to be a central part of your social media strategy.

1. Gen Z is the Future of Consumer Spending

Let’s start with the numbers: Gen Z (born between 1997 and 2012) is quickly becoming a driving force in the global economy. They’re entering the workforce, making their own purchasing decisions, and influencing their families’ spending habits.

If you’re not engaging Gen Z now, you’re not just missing out on today’s sales—you’re losing out on building long-term brand loyalty with tomorrow’s biggest spenders.

Tip: Start by understanding what matters to Gen Z and tailor your messaging to align with their values. Don’t underestimate the impact of building relationships with them early on—they’re likely to stick with brands that resonate with their ideals.

2. Authenticity is Everything

Gen Z doesn’t just want to buy products—they want to buy into values. Unlike older generations, who might respond well to polished, aspirational branding, Gen Z craves authenticity and realness. They’re not interested in perfectly curated ads or traditional marketing tactics; they want to see brands that are transparent, socially conscious, and real.

This generation is skeptical of anything that feels too “salesy” or staged, and they’re quick to call out brands that don’t align with their values. Whether it’s social justice, sustainability, or mental health, they expect brands to take a stand on the issues they care about—and to do it in a genuine way.

Tip: Make sure your brand’s messaging is authentic and transparent. Share your values, show behind-the-scenes content, and most importantly, live up to the promises you make.

3. TikTok is Their Playground (and Brands Should Play Too)

If there’s one platform that defines Gen Z, it’s TikTok. With its raw, unpolished content and endless stream of trends, TikTok has captured the attention of Gen Z in a way no other platform has. It’s not just about watching content—this generation is creating and engaging with it on a massive scale.

What does this mean for brands? It’s time to get on board. TikTok offers a unique opportunity for brands to connect with Gen Z in a fun, creative, and highly engaging way. It’s not about traditional ads—it’s about becoming part of the conversation through authentic, viral content.

Tip: Get creative on TikTok! Use challenges, trends, and authentic storytelling to engage with Gen Z where they’re already spending their time.

4. They Value Community and Connection

For Gen Z, social media isn’t just a place to consume content—it’s where they build and participate in communities. This generation values connection and wants to engage with brands that foster a sense of belonging. They’re looking for two-way conversations, not one-way advertising.

Brands that want to resonate with Gen Z need to focus on building community and offering value beyond just products. Whether it’s through interactive content, user-generated campaigns, or meaningful collaborations with creators, creating a sense of community is key to winning their loyalty.

Tip: Make sure your social media strategy isn’t just about broadcasting—it’s about engaging. Encourage user participation, respond to comments, and build a community around your brand.

5. Short Attention Span, Big Expectations

Gen Z has grown up in a world of instant gratification, and their attention span reflects it. Studies show that you have about 8 seconds to capture their attention online, so your content needs to be quick, engaging, and to the point. But here’s the thing: once you’ve got their attention, Gen Z is incredibly loyal to the brands that deliver value.

This means that your social media strategy needs to focus on high-impact, visually engaging content that resonates right away. Whether it’s a short, snappy TikTok video or a bold Instagram Story, your content has to be eye-catching and meaningful in a very short time frame.

Tip: Focus on bite-sized, impactful content that immediately grabs attention. Don’t be afraid to experiment with new formats like short-form video and interactive posts to keep your audience engaged.

Gen Z isn’t just another generation—they’re a cultural force that’s transforming how brands connect with consumers. Their values, preferences, and behaviours are reshaping the future of marketing, and brands that want to stay ahead need to start incorporating Gen Z into their social media strategies now.

By focusing on authenticity, embracing platforms like TikTok, building communities, and creating content that resonates, brands can build long-lasting relationships with this powerful generation.

If you’re not already targeting Gen Z, now is the time to start. 

Reach out to our team today and we can assist with a social media strategy for your brand.