Gen Z continues to favor video-first platforms but is increasingly fatigued by overt advertising. Peer recommendations, memes, and creator reviews influence buying decisions more than traditional banner ads.
Platforms like TikTok, Snapchat, and BeReal successors compete for attention, but TikTok still leads for entertainment and product discovery in many markets.
What Gen Z expects from brands
- Humor and cultural awareness without forced slang
- Transparent values and labor practices
- Fast customer support in DMs and comments
- Short, mobile-native content — not TV ads reposted vertically