The Gen Z or zoomers are not only changing how brands communicate—they are reshaping the entire digital marketing ecosystem. According to the report “Generation Z in the Era of Digital Information” by Statista, this generation lives in a reality curated by algorithms, where brand messages only survive if they are authentic, relevant, and visually appealing.
But how do you move from simple brand awareness to becoming a constant presence in Gen Z’s feed? Getting in is tough. But staying there… is even harder.
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Why does the feed matter so much?
The social media feed is the new storefront for brands. But it’s not a static showcase—it’s ruled by unpredictable algorithms and hyper-personalized habits. On platforms like TikTok, YouTube Shorts, or Instagram Reels, content shows up because the algorithm deems it relevant to that specific user, based on interactions, past views, searches, and general behavior.
For Gen Z, the feed is their digital world: they discover products, get educated, find entertainment, and form opinions there. Getting into that space means overcoming filters, expectations, and levels of skepticism never seen before.
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Step 1: Think social before search
One of the most striking findings from Statista’s report is that 46% of Gen Zers begin their research on social media, while only 24% start with search engines like Google.
The lesson for brands? Stop thinking about SEO and start focusing on “social search optimization.”
That means:
- Optimizing your content for TikTok, Instagram, and YouTube’s internal searches
- Using strategic but authentic hashtags
- Writing catchy captions that spark curiosity
- Adapting your storytelling to visual micro-narratives
Step 2: Let the creators speak
Gen Z has little trust in brands. The report shows that less than 22% of young people in the United States say they trust major brands, while influencer-created content has a much bigger impact on their buying decisions.
This isn’t just about hiring macro-influencers. In fact, micro and nano creators often have better engagement rates because their communities perceive them as more authentic. The key is for content to feel like a genuine recommendation, not a paid campaign.
✦ On platforms like TikTok, 40% of young users look for gift ideas, 40% for beauty content, and 38% for recipes and food. All these categories are dominated by creators.
Step 3: Be helpful first, sell later
Generation Z isn’t looking for products: they’re looking for solutions, experiences, belonging, and content that adds value to their day. To get the algorithm to expose them to your brand, you need content that answers these questions:
- Is it entertaining?
- Is it informative?
- Is it inspiring?
- Is it actionable?
Only after answering “yes” to one (or more) of these should you think about selling.
A practical example:
Instead of posting “Check out our new sustainable sneakers,” create a 15-second video where a creator shows how they style three outfits with those sneakers for different occasions, set to trending music.
Step 4: Align with their values (or don’t post at all)
The report states that 39% of Zoomers prioritize brands with eco-friendly packaging, 34% prefer those committed to animal welfare, and 31% care about fair labor practices. Plus, they’re willing to pay more if a brand aligns with their causes.
This means that every piece of content must pass a values-consistency filter. If you post an environmentalist video but your brand lacks sustainability certifications, the algorithm might show it… but public scrutiny will take it down.
Step 5: Use AI, but be transparent
Although 53% of Gen Z use artificial intelligence to search for information and 66% use it for writing, they don’t blindly trust it. The report shows that over 70% believe AI-generated news is lower quality, and they only accept its use when it’s communicated clearly and responsibly.
In social media content, you can use AI to create drafts, animations, or A/B tests—but make sure the human touch is present and communicated honestly.
Final tips to enter and stay in Gen Z’s feed
- Algorithmic adaptability: test, measure, repeat. What works today might not work tomorrow.
- Visual culture: the first three seconds are everything.
- Native language: memes, trending sounds, aesthetic codes. Everything matters.
- Genuine interaction: reply to comments, create duets, use user-generated content.
- Consistency without saturation: be present without being invasive.
