Unlocking Gen Z: New Meta Research Reveals Social Connection Strategy

The Content Handshake

For Gen Z, a well-timed meme has a greater impact than any greeting. A whopping 67% of these young folks are busy sharing Meta’s video content with their inner circles, turning what marketers might see as “content” into something far more intimate—digital gifts that say “I’m thinking of you” without actually saying it.

As Lucca from the US puts it, “I scroll through Reels and then send them to my friends and then we comment on them.” It’s their love language, plain and simple.

What’s particularly fascinating is how they’ll chat with the same person across multiple platforms. One minute they’re waxing philosophical on WhatsApp; the next they’re trading music recommendations on Instagram—all with the same friend!

Micro-Content: Bite-Sized and Tailor-Made

The days of watching the same TV shows or following the same celebrities are long gone. Gen Z has rewritten the rules, with 63% actively curating their social media feeds, making sure they only see content that aligns with their individual interests.

These short videos aren’t just entertainment—they’re life manuals. Whether they’re hunting for dinner inspiration or figuring out how to invest their first pay cheque, 81% of Instagram users are turning to the platform not just for laughs but for genuine self-improvement.

“I want to hear from creators that are actually adding something to my life,” Max explains, cutting right to the chase. And here’s the kicker: 71% don’t even need to follow these creators to value their content. In the algorithmic age, relevance trumps loyalty every time.

The Always-Open Shopping Cart

Is there a clear distinction between scrolling and shopping? For Gen Z, the line is almost invisible. These savvy consumers have shopping mode hardwired into their browsing experience, with 78% discovering new products through video content when they least expect it.

For brands looking to make an impression, persistence pays off. About 67% say they’re more likely to investigate a brand after seeing it pop up multiple times.

Unlocking Gen Z: The Bottom Line

If there’s one thing we’ve learnt from this, it’s that generation rewrites the rules; connecting with Gen Z isn’t rocket science—but it does require throwing out the old rulebook. Drop the corporate speak, embrace authentic diversity, and understand that in their world, every scroll might lead to a purchase if you play your cards right.