Why Social Media is a Non-Negotiable for Brands (Sincerely, Gen Z)

It is no secret that my generation lives on social media. According to Sprout Social 89% of Gen Z is on Instagram, 84% on Youtube, and 82% on TikTok. So if you’re a brand scratching your head wondering, “How do I reach Gen Z?” … I think you already know the answer.  

For us, social media isn’t just entertainment, it is where we discover trends, decide what to buy, and figure out which brands we like. And if your brand is not part of that conversation, you’re invisible to us. 

The New First Impression 

Advertising is not what it used to be. Back then, people discovered brands through TV, radio, newspapers, and magazines. Today? We discover you on social media. And if you’re not there, we move on without a second thought. 

Think of social media as the front door to your business. It’s the first thing we see, and it sets the tone for whether we’ll stick around. Make it inviting. Make it fun. You have every opportunity to show us who you are. If you’re a non-profit, educate us and share your mission – we’ll listen. If you are an aesthetics office, show us the personality behind your work. Overall, just make it authentically you. 

At the end of the day, social media is just a digital version of walking into your business. If someone came through your actual door, you wouldn’t just ignore them. You would talk to them, learn what they need, and connect with them. Do the same on social media, and you’ll win us over. 

Social Media Makes Brands Feel Personal 

We love brands that follow trends. It feels like you’re in on the inside joke with us. That makes us want to follow you and keep coming back, because clearly, you get it. When I am constantly seeing your content, or better yet, when other people are talking about your content, it makes me more likely to buy. Why? It’s because after being fed your content, that will pop up on my feed since you are following trends, your brand becomes top of mind. That’s when the purchase becomes second nature. 

Some may call it manipulation. I call it smart social media marketing. 

To us, brands are not just businesses. They’re personalities. And when it feels like your brand is my friend, I will pick you every time over the competition. That personal connection is what keeps us loyal. But here’s the key: you have to actually know your audience and speak their language. 

Take 7 Brew, for example. They know their audience is mostly young adults, so they weave in shows we watch, music we listen to, and the jokes we laugh at. Their posts feel personal, almost like they are one of us. One of my favorite examples?  Their Instagram Reel that highlighted three different trends they can post on October 3rd, showing they really understand their audience.  

Social Media Creates Demand 

One of the most powerful things about social media is how it convinces us we need something we didn’t even know existed five minutes ago. We do not always go online searching for products – most of the time, the products find us. For example, I wasn’t planning on buying Stanley’s viral Quencher cup, but after seeing it all over TikTok, it instantly felt like a must-have. That’s the magic of social: it drives impulse in a way no other platform can. 

Targeting That Actually Works 

One of the biggest advantages of social media is how precisely you can reach your target audience. Selling boats? Your ads aren’t just plastered everywhere, they show up directly for people who have already expressed interest in boating. You’re not wasting time trying to catch the attention of people who will never be interested by posting on social media. 

The level of precision is what makes social media advertising so powerful, and it’s something no other form of targeting can match. This type of precision is powered by social media algorithms. These algorithms analyze what users like, share, and engage with to predict what they’ll respond to next. That means your content isn’t just reaching people – it’s reaching the right people. 

Sincerely, Gen Z

Social media isn’t just “marketing,” it’s how we figure out who you are and if we can trust you. If your brand is not speaking our language, we won’t even think twice- we’ll just move on. Be present. Be authentic. Stay in the loop. Because you know where we are: on social media. So come join the conversation. We’re listening and would love to hear from you.