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Evolving SNS Marketing Trends Among MZ Generation: Insights from the Past Six Months

General Report May 11, 2025
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TABLE OF CONTENTS

  1. Summary
  2. Surge of Social Commerce
  3. Advertising Innovations on Major Platforms
  4. Gen Z & Millennial Behavior and Preferences
  5. Evolution of Influencer and Content Strategies
  6. Niche and Emerging Platforms for MZ Outreach
  7. Conclusion

1. Summary

  • In the period spanning from November 2024 to May 2025, the landscape of marketing directed at the MZ generation has undergone significant transformations, driven primarily by the acceleration in social commerce, innovative advertising strategies, and evolving consumer behaviors. Marketers have substantially increased their investments in **social commerce**, leveraging platforms like TikTok Shop, which has gained immense traction as one of the leading avenues for online shopping among younger consumers. By May 2025, statistics revealed that approximately one-third of young Americans, aged 18-34, were engaging in weekly purchases on social media, underlining a stark shift in buying behaviors catalyzed by TikTok's engaging shopping features. Moreover, Instagram and YouTube have launched experimental in-app shopping formats aimed at adapting to this trend, refining their platforms to enhance the purchasing experience while remaining competitive amid TikTok's rapid ascent in e-commerce. As brands strive to optimize their advertising strategies, new tools introduced by Meta during its NewFronts event, such as enhanced video ads on Instagram and Threads, are also responding to rising user engagement across these platforms. The integration of AI improvements in Google’s DV360 underscores the ongoing push toward data-driven marketing that aims to enhance targeting capabilities and customer engagement. In tandem with advancements in commerce, findings from recent surveys highlight that trust and authenticity are paramount for Gen Z and Millennials, with discerning consumers leaning towards genuine interactions and reliable information on platforms they frequent, particularly for health advice and financial decisions.

  • Additionally, the rise of **AI-driven** influencer strategies signals a pivotal evolution in how brands engage their audiences. The emergence of digital clones and virtual influencers is redefining traditional influencer marketing, achieving cost-effective and immersive advertising outcomes while simultaneously prompting discussions on ethical considerations within the industry. Concurrently, niche platforms such as Discord, BeReal, and emerging focuses within Snapchat showcase the strategic outreach opportunities brands are exploring to establish authentic connections with specialized communities. Emphasizing the importance of real connections over broad brand presence, the success of marketing on these platforms integrates community engagement, driving organic growth. The overarching trends illustrate a shift from broad-reach tactics to hyper-personalized content ecosystems where brands that interlace seamless shopping experiences with authenticity and credible partnerships stand poised to lead the market. In summary, the evolving landscape calls for marketers to continuously analyze data, iterate on creative strategies, and remain agile in their approach to adapt to shifting consumer preferences.

2. Surge of Social Commerce

  • 2-1. TikTok Shop’s rise and adoption rates

  • TikTok Shop has rapidly emerged as a dominant player in the social commerce landscape, with significant user adoption observed. By May 2025, one-third of young Americans aged 18-34 were reportedly making weekly purchases on social media, a behavior driven largely by the innovative shopping features of TikTok. The app not only allows for direct purchases through its platform but also enhances product discovery through its engaging video content. As of early 2024, TikTok had projected a tenfold increase to $17.5 billion in US e-commerce transactions, based on a model that had found success in the Chinese market with Douyin, where social commerce transactions surpassed $200 billion in 2023.

  • The monthly gross merchandise volume on TikTok Shop exceeded $1 billion consistently since mid-2024, with a notable spike during events like Cyber Monday, where sales reached $100 million in 2024, representing a 179% year-over-year increase. Moreover, the platform is seen as favorable for men aged 25-34, who are more inclined to make purchases through social media compared to their female counterparts.

  • 2-2. Instagram and YouTube commerce experiments

  • While TikTok leads, platforms like Instagram and YouTube are not lagging behind. Both have initiated various experimental features for in-app shopping, termed Commerce. Instagram has refined its checkout capabilities over the years, originally launching in 2019, and continues to adapt its user interface to enhance the shopping experience. Despite facing tough competition, Instagram remains a key player, particularly for influencer collaborations that drive product sales.

  • YouTube has also begun to explore the realm of social commerce through short-form video formats like Shorts, which allow creators to feature products directly. With its vast audience, brands utilize YouTube not only for advertising but also for direct sales through shoppable content, combining visual engagement with transactional capabilities.

  • 2-3. Pinterest as a shopping destination

  • Pinterest has positioned itself as a vital destination for the shopping preferences of Gen Z, as noted by their CEO, Bill Ready. The platform has witnessed a 16% increase in revenue in early 2025, boosted by enhanced shoppability and engagement strategies tailored to young shoppers who prefer visual search methods. Within the context of social commerce, Pinterest is effectively leveraging its users' intent to shop; many come seeking ideas that they can develop into actual purchases, making it a unique environment compared to more direct selling platforms.

  • The introduction of visual search capabilities, such as Pinterest Lens, has been particularly significant—this feature allows users to identify and shop for products simply by taking a picture of them. This ease of discovery is pivotal in positioning Pinterest at the forefront of social shopping for younger demographics adjusting to modern consumer behavior.

  • 2-4. Platform-driven retail partnerships

  • The social commerce phenomenon is further fueled by strategic retail partnerships across platforms. Brands are increasingly collaborating with social media giants to optimize their market reach, combining the extensive reach of social platforms with the personalized shopping experiences they offer. For instance, TikTok's partnerships with various merchants and influencers facilitate dynamic marketing campaigns that maximize exposure and potential sales.

  • These collaborations allow retailers to tap into the massive user bases of social media platforms, enhancing their product's visibility and driving sales through engaging and interactive content. As the industry continues to evolve, marketers must remain agile, adapting their strategies to not only utilize these partnerships effectively but also to engage consumers through authentic and transparent communications.

3. Advertising Innovations on Major Platforms

  • 3-1. Meta’s NewFronts ad tools on Instagram, Facebook and Threads

  • In May 2025, Meta introduced several innovative advertising tools during its NewFronts presentation, aimed at enhancing ad engagement across its platforms, including Instagram, Facebook, and Threads. The updates came in response to the growing user engagement seen on these platforms, particularly with Reels, which has shown considerable growth in usage and popularity. The company announced that it is rolling out new video ads on Threads, allowing advertisers to embed their campaigns seamlessly within user feeds. Such a strategy aims to leverage the increased engagement of Threads, which recently surpassed 350 million monthly active users and experienced a 35% rise in the time users spend on the app. Notably, advertisers will have options to test creative formats in multiple aspect ratios, enhancing their capacity to create visually engaging advertisements.

  • Additionally, Meta is launching trending placement options for Reels. This new capability enables advertisements to be positioned in conjunction with the most popular reels, capitalizing on existing viewer engagement to maximize ad visibility. In merging traditional ad formats with trending content, Meta seeks to mimic successful elements found in platforms like TikTok, reinforcing its competitive edge in the short-form video space. Moreover, advertisers will now have opportunities to sponsor content on Facebook Live, which marks a strategic revival of a previously abandoned advertising format, indicating Meta’s committed focus on diversifying revenue streams through enhanced user integration.

  • 3-2. Threads video ads and trending Reels placements

  • Alongside the new advertising tools, Meta has recently rolled out a video ad format on Threads that is designed to integrate organically with user-generated content. These ads are presented between regular posts, providing a non-intrusive viewing experience for users who can opt to skip or hide ads they find less relevant. This format is currently being tested by a select group of advertisers globally, and it substantially broadens the potential for ad reach on a rapidly growing platform.

  • Further continuing this trend, Meta has introduced trending placements specifically for Reels on both Facebook and Instagram, allowing advertisements to appear paired with high-engagement, popular creator content. This strategic placement not only enhances visibility but also targets viewers who are already engaged with specific topics, thus potentially improving conversion rates. Given the substantial increase in reshares of Reels (from 3.5 billion to nearly 4.5 billion daily), advertisers are seeing an opportunity to capitalize on this form of content that resonates strongly with audiences.

  • 3-3. Google’s AI enhancements in DV360

  • In line with recent trends in digital advertising, Google has emphasized its commitment to integrating artificial intelligence (AI) into its display and video advertising operations through the Display & Video 360 (DV360) platform. Announced during the NewFronts 2025 roster, these AI enhancements are poised to offer improved targeting capabilities, streamline ad operations, and optimize creative content for better audience engagement. Leveraging AI allows advertisers not only to reach desired demographics with greater precision but also to automate adjustments based on real-time audience interactions.

  • The integration of generative AI tools into DV360 signifies a broader trend within the advertising sector towards leveraging advanced technology to enhance campaign strategies. Advertisers utilizing this upgraded platform will benefit from predictive analytics, which aim to forecast user behavior and ad performance, thus allowing for data-driven decision-making processes. Continuous updates are expected as Google refines its AI capabilities, particularly in light of shifting market pressures and consumer expectations. This dynamic approach reflects the ongoing transformation within the advertising landscape where AI-driven solutions become increasingly essential for brands seeking to maintain competitive advantages.

4. Gen Z & Millennial Behavior and Preferences

  • 4-1. Social media as a source for health advice

  • In recent months, social media has emerged as a vital resource for health and wellness advice among Gen Z and Millennials. According to a report published by Mintel on May 9, 2025, 41% of US consumers now agree that social media influencers inspire positive life changes—a notable increase from 33% in 2022. This influence is especially pronounced among younger demographics, with 60% of both Gen Z (ages 18-28) and Millennials (ages 29-45) advocating for social media as a beneficial platform for health guidance. Notably, a third (34%) of Gen Z are inclined to trust social media for health advice, reinforcing the potential for brands in this sector to collaborate with health and wellness content creators to enhance their credibility and reach. Furthermore, nearly half (47%) of Gen Z learns about wellness products via social media, highlighting the critical role these platforms play in shaping personal healthcare decisions.

  • 4-2. Trust and transparency demands in finance

  • The expectations of Gen Z regarding financial institutions are currently reshaping the dynamics of the financial services industry. Insights from a May 8, 2025 report by KLA indicate that trust, transparency, and innovative service delivery are non-negotiable criteria for this generation. They demand seamless digital solutions and straightforward communication from financial brands, which stems from a tendency to remain financially cautious and skeptical of conventional banking practices. For example, 72% of Gen Z feel they need to be more careful with their finances than ever before, showing an inclination towards low-fee banking options and budget management tools. Moreover, a significant 56% prefer ongoing relationships with brands rather than one-time transactions, suggesting that financial institutions must cultivate meaningful connections that align with the values of this digitally savvy generation.

  • 4-3. Shift from Google search to TikTok, YouTube and Snapchat

  • A notable trend documented in a report from April 27, 2025, illustrates a substantial shift among Gen Z users, who are increasingly bypassing traditional search engines like Google in favor of social media platforms such as TikTok, YouTube, and Snapchat for information. This transition is indicative of their digital fluency and the evolving nature of information consumption. According to recent survey data, 70% of Gen Z and 65% of Millennials express skepticism regarding the accuracy of information they encounter online, which has prompted a search for alternative sources they find more relatable and trustworthy. The report suggests that this shift could have long-term implications for traditional search engines, which are now challenged by the rising dominance of platforms that deliver information in highly engaging formats.

5. Evolution of Influencer and Content Strategies

  • 5-1. Future trends in influencer marketing

  • As of 2025, influencer marketing is evolving dramatically. It is becoming an integral part of broader marketing strategies, largely driven by consumer behavior, technological advancements, and the proliferation of new social media platforms. One clear trend is the shift towards micro and nano influencers, who are increasingly recognized for their ability to foster authentic connections with niche audiences. Brands are expected to prioritize these smaller influencers over mega influencers, particularly as they tend to foster higher engagement rates and more genuine interactions with their followers, resulting in a greater impact on consumer purchasing decisions.

  • In addition, transparency and regulatory compliance are becoming paramount in influencer marketing. With growing scrutiny from regulatory bodies like the Federal Trade Commission in the U.S., brands and influencers must ensure that sponsored content is clearly labeled, which is crucial for maintaining audience trust. Brands that embrace these changes and forward-thinking practices are likely to remain competitive in the increasingly crowded digital marketplace.

  • 5-2. Rise of AI-driven digital clones

  • The emergence of AI-driven digital clones and virtual influencers is fundamentally reshaping advertising and marketing landscapes. These avatars, which can replicate human appearances and behaviors, are being leveraged by brands to create immersive marketing campaigns without the logistical challenges associated with human models. Fast fashion companies like H&M have recently adopted this approach, featuring AI-generated digital twins of real-life models in their advertising efforts.

  • This strategy not only reduces production costs but also accelerates campaign implementations. However, it raises ethical concerns around representation and the potential displacement of human talent in creative industries. As reported in 'Digital clones of real models are revolutionising fashion advertising', brands must navigate these complexities carefully to maintain consumer trust while utilizing these innovative marketing tools. The projected growth of the global influencer market to over USD 32 billion by the end of 2025 highlights the escalating demand for such transformative approaches in influencer marketing.

  • 5-3. Best practices for social media engagement and shares

  • Establishing an effective social media engagement strategy is essential as brands seek to navigate the evolving landscape of influencer marketing. By adopting best practices that focus on shareability, brands can significantly increase their online presence and consumer engagement. For instance, leveraging emotional storytelling and connecting with audiences through authentic narratives can enhance organic sharing of brand content. Additionally, utilizing formats that resonate with users, particularly short videos on platforms like TikTok and Instagram Reels, can amplify reach.

  • Encouraging user-generated content (UGC) also plays a critical role in enhancing brand visibility and engagement. The recent article 'Why social media shares matter in 2025 (+10 engagement tips)' outlines the importance of creating post formats that are visually appealing and valuable to the audience. By implementing clear calls to action (CTAs) and fostering community around brand narratives, companies can create an environment that encourages audiences to share content, thereby expanding their organic reach and demonstrating social proof.

6. Niche and Emerging Platforms for MZ Outreach

  • 6-1. Marketing opportunities on Discord, BeReal and Mastodon

  • The digital marketing landscape is increasingly recognizing the opportunities presented by niche social media platforms like Discord, BeReal, and Mastodon. These platforms cater to unique audiences seeking more intimate and engaging interactions than those typically found on mainstream networks. For brands, this represents a strategic shift towards building authentic connections with specialized communities that value real and relatable experiences. Discord originally gained traction as a platform for gamers, boasting around 150 million monthly active users as of now. Its evolution into a versatile community hub allows marketers to create branded servers that facilitate real-time discussions, Q&A sessions, and exclusive events. This engagement enables brands to foster a sense of belonging and community among users, turning casual participants into loyal brand advocates. BeReal, which emphasizes authentic and spontaneous content, has rapidly expanded its user base from 10,000 in 2020 to 25 million daily active users by 2022. This platform's focus on unfiltered moments presents brands with the chance to humanize their narrative, sharing genuine behind-the-scenes experiences that resonate with users seeking transparency and authenticity. Engaging with BeReal allows brands to tap into the desire for real, relatable content that promotes trust and loyalty in an increasingly skeptical digital environment. Mastodon distinguishes itself by offering a decentralized social network where privacy and community-driven interactions take precedence. With over 2.5 million monthly active users, this platform attracts audiences keen on niche topics and meaningful conversations. For marketers, engaging on Mastodon means aligning brand messaging with the interests of passionate communities, facilitating organic dialogues that enhance credibility and connection. By participating in relevant Mastodon servers, brands can introduce their offerings in a manner that feels less like advertising and more like a genuine contribution to community discussions.

  • 6-2. Snapchat’s new Gen Z-focused tools

  • In tandem with the emerging platforms, Snapchat is also enhancing its engagement with Gen Z through innovative tools aimed at authentic communication. As of May 2025, Snapchat has launched a new brand campaign titled 'Say it in a Snap,' which emphasizes the app's appeal as a space for spontaneous interactions among users aged 13 to 24. This campaign underscores Snapchat's commitment to developing advertising products tailored for performance-driven results. Key features of the campaign include the introduction of Sponsored Snaps, which allow brands to deliver messages directly from creators' handles, thereby enhancing the authenticity of engagements. Furthermore, Snapchat's AI-powered tools, such as Smart Bidding and Smart Budget, enable advertisers to optimize their spending and target actions like purchases or installs more effectively. By focusing on direct user engagement, brands have the opportunity to leverage Snapchat's large Gen Z audience—over 90% of whom are active users in certain locales—to deliver meaningful advertising that resonates. With nearly 15 million subscribers and substantial growth in its revenue streams from options like Snapchat+, the platform signifies an increasingly lucrative avenue for reaching younger demographics. The distinct user base of Snapchat, which features a significant percentage of individuals who do not engage with other major platforms daily, points to its vital role in niche outreach strategies.

Conclusion

  • The last six months illustrate a profound shift in SNS marketing targeted at the MZ generation, moving from generalized methods to more refined, platform-native commerce and hyper-personalized content strategies. Brands that effectively integrate seamless shopping experiences through TikTok Shop, Instagram Reels, and Pinterest—combined with an emphasis on authenticity and transparent communication—are likely to gain a competitive advantage. Furthermore, collaboration with credible influencers and harnessing data-driven insights will not only enhance brand storytelling but also foster meaningful relationships with audiences. As we advance into a future defined by rapid technological changes and evolving consumer behavior, marketers are encouraged to engage in iterative testing of various ad formats across key platforms, while also leveraging **AI tools** to cultivate engaging digital personas that resonate with users more personally.

  • Looking forward, the continuous analysis of data patterns and the implementation of agile creative strategies will be paramount for brands aiming to keep pace with the evolving capabilities of social media platforms and the behaviors of their audiences. This emphasis on **community-building**, trust, and authenticity in marketing will likely dictate the success of future campaigns, driving brands to adapt not just to platforms but also to the nuanced expectations of their consumers. As personal interactions increasingly take precedence in digital environments, businesses must prioritize building environments that foster community and engagement, ultimately transforming how they approach marketing in a multi-faceted, dynamic landscape.

Glossary

  • Social Commerce: A form of e-commerce that allows users to buy products directly through social media platforms. As of May 2025, platforms like TikTok Shop have gained significant traction, shifting consumer buying behaviors among younger demographics, particularly among those aged 18-34.
  • Influencer Marketing: A strategy that involves partnering with individuals who have influence over potential buyers to promote products or services. The trend is shifting towards micro and nano influencers, who are recognized for their ability to engage niche audiences authentically.
  • Ad Innovation: The introduction of new advertising formats and strategies to enhance user engagement. Meta's NewFronts in May 2025 showcased new ad tools aimed at improving ad placements and visibility across platforms like Instagram and Threads.
  • TikTok Shop: A feature of the TikTok platform that enables users to make direct purchases while browsing content. By May 2025, TikTok Shop reported high adoption rates, with a significant percentage of users making weekly purchases.
  • Digital Clones: AI-generated avatars that replicate human characteristics and behaviors for marketing purposes. Used by brands to create immersive campaigns, these digital entities raise questions about ethics and the future of influencer marketing.
  • AI Enhancements in DV360: Google's integration of artificial intelligence into its Display & Video 360 platform to improve targeting and optimization of digital advertising. This evolution reflects a broader trend towards data-driven marketing as of 2025.
  • Gen Z: Individuals born between 1997 and 2012, known for their digital fluency and distinct consumer behaviors. As of May 2025, Gen Z is increasingly turning to social media for health advice and financial information, impacting how brands communicate with this demographic.
  • MZ Generation: A combined term referring to Millennials and Generation Z, two demographic groups that marketers target collectively due to their shared digital habits and preferences as of 2025.
  • BeReal: A social media platform that emphasizes authenticity through spontaneous and unfiltered content sharing. As of May 2025, it has grown significantly, appealing to younger users who prioritize genuine interactions.
  • Community Engagement: Strategies focused on building relationships within specific social groups, enhancing trust and loyalty among users. This concept has gained prominence as brands leverage niche platforms for meaningful connections.
  • Health Advice on Social Media: The increasing reliance of younger generations on social platforms for health information. Reports indicate that, as of May 2025, a significant percentage of Gen Z and Millennials use social media to guide their health decisions.
  • Platform Shift: A transition observed in user behavior where younger individuals prefer engaging with content and products on social media rather than traditional search engines. As of 2025, this shift poses challenges and opportunities for marketers.

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