Your browser does not support JavaScript!

Analyzing SNS Marketing Trends Among the MZ Generation: Key Insights from Early 2025

General Report May 10, 2025
goover

TABLE OF CONTENTS

  1. Summary
  2. Platform Preferences and Monetization Trends
  3. Emerging Content Formats Driving Engagement
  4. Marketing Strategies for Building Trust and Loyalty
  5. Demographic Shifts and Consumption Behaviors
  6. Conclusion

1. Summary

  • In recent months leading into May 2025, SNS marketing strategies targeting the MZ generation have Illustrated significant transformations, particularly in platform preferences and content engagement approaches. The MZ generation, encompassing both Millennials and Gen Z, has increasingly turned to social media platforms such as TikTok, YouTube, and Snapchat, rather than traditional search engines like Google, when seeking information. This shift indicates a fundamental change in how these users interact with content, with approximately 70% of Gen Z expressing skepticism toward conventional online information sources. Social platforms, providing visually engaging and curated content, have replaced conventional browsing, and as brands navigate this evolved landscape, they must pivot marketing strategies to resonate with these digitally savvy consumers.

  • Additionally, the decline in Facebook's relevance among younger audiences signals a need for brands to adjust their social media presence, facilitating more authentic interactions on platforms that hold greater appeal, such as TikTok and Instagram. Notably, about 23% of Gen Z users have started engaging with paid social media subscriptions, indicating a willingness to invest in enhanced social experiences. This trend represents a substantial shift toward monetized platforms, with expectations for seamless subscription management—a clear signal for marketers to innovate around service bundling and added value offerings.

  • Content formats have likewise evolved, with memes becoming central to digital communication and engagement strategies among younger demographics. This cultural currency not only enriches consumer connections but also propels brands into conversations effortlessly. In line with this, short-form and live video formats have surfaced as favored methods for content consumption. The preference for brevity and immediacy reflects the fast-paced lifestyles of the MZ generation, leading brands to harness these formats for dynamic engagement. Furthermore, the integration of virtual influencers presents a unique opportunity in marketing, enabling brands to cultivate impactful connections with tech-savvy consumers who are increasingly attracted to these digital personas.

  • Amid these transformations, brand trust emerges as an essential driver of consumer loyalty, underscoring the importance of authenticity and transparency in communication. As the MZ generation matures, they reflect evolving priorities that embrace stability, financial responsibility, and community values, marking a departure from earlier stereotypes. The implications for marketers are clear: incorporating data-driven insights with genuine storytelling will be vital for establishing lasting relationships with these discerning consumers.

2. Platform Preferences and Monetization Trends

  • 2-1. Gen Z’s shift from Google search to TikTok, YouTube, Snapchat

  • Recent trends indicate a significant shift in how Gen Z, individuals born between 1997 and 2012, accesses information, notably moving away from traditional search engines like Google and favoring social media platforms such as TikTok, YouTube, and Snapchat as alternative search engines. According to a report published on April 27, 2025, nearly 70% of Gen Z respondents indicated skepticism about the information available online, which has fostered a preference for these visually-driven platforms that often provide curated content in an engaging format. TikTok, in particular, has emerged as a primary source for not only social interaction but also trending news and product information, marking a paradigm shift in user behavior that challenges conventional internet navigation norms.

  • This transformation illustrates Gen Z's digital dexterity, leveraging platforms that combine entertainment with information dissemination. The phenomenon highlights the necessity for brands to adapt their marketing strategies, shifting emphasis toward these channels to connect authentically with younger audiences.

  • 2-2. Decline of Facebook usage among younger cohorts

  • Facebook, once the dominant social networking platform, is experiencing a marked decline in usage among younger demographics, particularly Gen Z. A report from April 15, 2025, indicates that this cohort largely prefers the dynamic, visual nature of newer platforms like TikTok and Instagram, relegating Facebook to a tool for specific functions, such as group communication or event coordination with a minimal presence otherwise. Privacy concerns and evolving social norms contribute to this decline, as younger users become increasingly wary of data privacy issues linked to Facebook and shy away from a platform perceived as outdated.

  • Consequently, brands targeting Gen Z must shift their social strategies to leverage these rising platforms, ensuring engagement through relevant content and establishing visibility where younger audiences congregate—a challenge requiring agility in marketing approaches.

  • 2-3. Emergence of paid social media subscriptions

  • In an intriguing development within the social media landscape, approximately 23% of Gen Z individuals are now purchasing subscriptions to platforms like Snapchat and X, as reported on April 15, 2025. This represents a significant increase from comparable age groups, indicating a shift towards a monetized social media experience. With this generation leading the way in the subscription economy, they display a willingness to pay for features that enhance their interactivity and social presence online.

  • Moreover, Gen Z demonstrates a penchant for bundled subscription services, often arriving through third-party providers like mobile carriers. This trend reflects their desire for efficiency and value in digital offerings; 55% of Gen Z respondents exhibited interest in having their subscriptions managed under a single umbrella, highlighting both a potential market for bundled services and a shift in user expectations. Consequently, companies may find new opportunities to engage this demographic through innovative subscription models that prioritize added value and convenience.

3. Emerging Content Formats Driving Engagement

  • 3-1. Memes as a core cultural unit for sharing and marketing

  • Memes have emerged as a potent cultural unit in the digital marketing landscape, particularly among younger demographics like the MZ generation. Recent statistics reveal that 55% of individuals aged 13-35 share memes weekly, with about 30% doing so daily. This cross-generational appeal is particularly pronounced among Gen Z, with 77% using memes as a means of communication. Brands that effectively leverage memes in their marketing campaigns have observed significant engagement, evidenced by a 19% click-through rate (CTR) that outstrips the average CTR of 6% for other marketing strategies. The essence of memes lies in their relatability and humor, making them powerful tools for generating interest and fostering brand loyalty. Additionally, the meme market is projected to grow from $2.3 billion in 2020 to roughly $6.1 billion by 2026, illustrating their rising significance in the marketing mix.

  • Memes not only provide entertainment but also serve as vehicles for advertising, encompassing various formats such as GIFs, images, and videos. Their viral nature enables them to traverse different social media platforms, predominantly Instagram, TikTok, and Snapchat, where usage for sharing memes is rampant. During early 2024, notable meme themes included relatable and humorous content that resonated deeply with audiences. Additionally, companies adopting meme marketing strategies are better positioned to spark conversations, generate buzz, and connect with consumers on a more personal level, thus enhancing brand visibility and loyalty.

  • 3-2. Rise of short-form and live social video formats

  • Short-form and live social video formats represent a critical evolution in content consumption habits, particularly among younger audiences who favor brevity and immediacy. Platforms like TikTok and Instagram Reels have capitalized on this trend, providing users with quick, engaging content that can be consumed on-the-go. This format aligns well with the fast-paced lifestyle of Gen Z and Millennials, who are increasingly abandoning traditional television in favor of on-demand, bite-sized video experiences. In 2025, it was reported that users are dedicating an average of six hours daily to media and entertainment, with social video content making significant inroads into that time frame.

  • Moreover, live video streaming has gained traction, thanks in part to its interactive capabilities that foster a real-time connection between creators and viewers. Brands tapping into these formats can exploit watch parties, live Q&A sessions, and simulations to enhance audience engagement and facilitate community building. According to recent data, consumers have shown a preference for live event formats, particularly for experiences such as sports and entertainment, further indicating a shift in viewing habits. Companies that craft compelling live content can harness these preferences to initiate conversations and create memorable brand experiences that resonate deeply with their target audience.

  • 3-3. Integration of virtual influencers and metaverse experiences

  • The rise of virtual influencers has heralded a new era in influencer marketing, particularly in Asia, where notable advancements in technology and consumer acceptance have paved the way for these digital entities. As of early 2025, virtual influencers accounted for a growing segment of the marketing landscape, especially among Gen Z and Millennials who view these constructs as relatable and engaging. With approximately 150 virtual influencers currently active in Asia, businesses are increasingly experimenting with these avatars for marketing campaigns due to their controlled and predictable nature. Notably, virtual influencers experience engagement rates nearly three times higher than their human counterparts, demonstrating their effectiveness in garnering consumer interest.

  • As the metaverse continues to garner attention, brands integrating virtual influencers into immersive experiences can establish deeper connections with consumers who increasingly value authenticity and relatability. These digital personas are not bound by the 'model risk' associated with human endorsers—scandals or personal controversies that could adversely affect brand perception. Consequently, the market for virtual influencers is projected to grow at an impressive CAGR of 37%, reaching significant milestones in revenue as companies seek innovative ways to attract and retain the MZ generation's attention. By embracing this technological shift, brands can foster community engagement and create interactive narratives that resonate with younger audiences more effectively.

4. Marketing Strategies for Building Trust and Loyalty

  • 4-1. Role of brand trust in social media marketing

  • Brand trust is a critical element within the realm of social media marketing, significantly influencing customer loyalty and purchasing decisions. According to research published in 'The Journal of Asian Finance, Economics and Business', social media marketing (SMM) is increasingly recognized as a vital tool for brands looking to foster trust and loyalty among consumers. Trust encompasses consumers' confidence that a brand will deliver the promised value, which is essential in establishing long-term relational bonds with customers (Morgan & Hunt, 1994; Delgado & Munuera, 2005). A positive brand trust not only elevates consumer expectations but also enhances emotional connections, leading to repeated interactions and purchases. As brands navigate this digital marketing landscape, especially with the MZ Generation, establishing trust via authentic communications and transparent marketing practices becomes pivotal.

  • 4-2. Meta’s insights into Gen Z content preferences

  • Meta's recent studies provide valuable insights into the content consumption habits of Gen Z, revealing essential shifts in how this demographic interacts with brands. Their research, which surveyed participants across Brazil, Germany, Japan, the U.K., and the U.S., found that Gen Z values personalized, relatable content that resonates with their emotions and life experiences. Notably, sharing videos and memes has evolved into a form of 'love language' among Gen Z, indicating that brands must produce content that strikes an emotional chord to foster connections. Furthermore, Meta highlighted that 81% of Gen Z users utilize platforms like Instagram for self-development, indicating a preference for content that educates or inspires them. This insight suggests that brands should tailor their messaging to be not only promotional but also enriching, also focusing on authentic storytelling that reflects the values and interests of Gen Z.

  • 4-3. Data-driven targeting and authentic storytelling

  • Leveraging data-driven insights to craft authentic narratives is crucial in effectively engaging Gen Z. The analytics derived from social media platforms provide actionable intelligence that allows brands to customize their messaging. According to insights from 'Zebracat', Gen Z is less responsive to traditional advertisements and more inclined towards content that displays honesty, vulnerability, and authenticity. 67% of Gen Z consumers express loyalty to brands that openly address social issues, indicating a significant shift in expectations. Brands must also recognize that 64% of this demographic engages with content created by peers or familiar creators rather than by branded accounts, underscoring the importance of incorporating user-generated content into marketing strategies. This emphasizes that storytelling must be genuine, inclusive, and reflective of the community's values, thereby fostering trust and loyalty among Gen Z consumers.

5. Demographic Shifts and Consumption Behaviors

  • 5-1. MZ generation aging into adulthood and evolving priorities

  • As of May 2025, the entirety of the MZ generation, encompassing Millennials and Gen Z, is now officially entering adulthood. This generational transition starkly reveals evolving priorities reflective of economic pressures and cultural shifts. A recent survey highlighted that many Gen Zers are not the stereotypical trend-chasers but are prioritizing stability, full-time employment, and financial security. For instance, approximately 74% of neo-traditionalists within Gen Z express a desire for stable careers, while 81% view homeownership as a key aspiration. This contrasts with earlier portrayals of Gen Z as solely focused on progressive, experiences-oriented values. This change of heart mirrors patterns seen in previous generations, where youthful ideals evolved into a pursuit of stability in adulthood. As Gen Z matures, they are drawn towards values traditionally associated with previous generations, leading many to reflect an increased preference for long-term relationships and community involvement. Marketers must note that the younger cohorts are not a monolith but encompass varied aspirations, often leaning towards familiar and traditional values amid the economic uncertainty defining their entry into adulthood.

  • 5-2. Cost-sensitive dining and sharing behaviors

  • Recent insights illustrate a marked shift in dining behaviors among the MZ generation, particularly in the context of rising costs. Generational trends indicate that as inflation impacts consumer spending, Gen Zers are increasingly adopting cost-conscious dining habits. A study revealed that over 77% of Gen Z consumers discover dining options via social media and 72% trust these online reviews, implying that digital platforms play a crucial role in shaping their dining experiences. Moreover, Gen Z is inclined to share entrées or opt for smaller plates, such as appetizers or kid's meals, to keep dining costs manageable. With prices surging across the restaurant sector—average prices rising by about 42% since 2020—this generation's approach is a blend of practicality and social engagement. Their choices reflect a keen awareness of value, leading them to seek creative dining solutions while still wanting to socialize. As highlighted in recent reports, many within this cohort also prefer lighter, low-alcohol beverage options, further indicating a shift towards healthier, budget-friendly choices in their social activities.

  • 5-3. Implications for SNS campaign timing and messaging

  • Given the changing preferences and behaviors of the MZ generation as they navigate adulthood, marketers must rethink their strategies to effectively engage this demographic. As young consumers age, the urgency to adapt message timing and campaign focus becomes paramount. Trends indicate that MZ consumers are moving towards a preference for authenticity and value in their interactions with brands. Brands will benefit from aligning their marketing narratives to reflect the evolving priorities of this demographic by emphasizing community and stability rather than fleeting trends. Acknowledging the cultural relevance of cost-sensitive behaviors, brands may find success by showcasing how their offerings fit into the lifestyles of young adults seeking both value and quality. Tailoring SNS campaign timings to align with moments of shared community and emphasizing sustainability and reliability can create stronger bonds with this intricately nuanced audience.

Conclusion

  • As of May 2025, the marketing landscape tailored for the MZ generation demands a comprehensive and agile approach. Brands must prioritize engagement within emerging social platforms and capitalize on relevant trends such as paid features, which resonate with Gen Z's preferences for interaction. Leveraging contemporary cultural formats—memes, short-form videos, and virtual influencers—simultaneously facilitates connection and engagement while catering to the preference for entertainment intertwined with information. This focus on relatability becomes increasingly pivotal as MZ consumers shift towards adulthood, emphasizing values of stability, authenticity, and community involvement.

  • Moreover, as this generation navigates economic pressures and evolving lifestyles, a strategic pivot towards cost-conscious messaging and campaigns that emphasize shared experiences rather than mere products could fortify brand loyalty. The need for precise targeting is imperative, considering their growing expectations for personalized content that speaks to their realities. By aligning marketing narratives with these insights and monitoring trends through continual data analysis, brands can foster deeper connections and ultimately enhance engagement, solidifying loyalty in an ever-competitive digital landscape.

  • Looking ahead, marketers will face not only the opportunity to seize the growing influence of the MZ generation but also the challenge of adapting strategies that honor their complexities and aspirations. By fostering environments of trust and support, and innovating around evolving consumer preferences, brands stand to thrive in this dynamic ecosystem, ensuring sustained growth and relevance as the MZ generation continues to shape their own identities and spend habits in the years to come.

Glossary

  • MZ Generation: The MZ Generation refers to the cohort that includes both Millennials (born approximately between 1981 and 1996) and Gen Z (born between 1997 and 2012). As of May 2025, this group is officially entering adulthood, reflecting evolving values such as financial stability and community orientation.
  • Gen Z: Gen Z is the demographic cohort following Millennials, born roughly between 1997 and 2012. Current trends show that as of May 2025, they are characterized by a digital-first approach, with many preferring social media platforms over traditional search engines for information.
  • Social Media: Social media platforms are online services that allow users to create and share content or participate in social networking. Platforms such as TikTok, YouTube, and Snapchat have become primary communication and information sources, particularly among the MZ generation as of May 2025.
  • TikTok: TikTok is a social media platform known for its short-form videos, which have become increasingly popular among younger demographics, particularly Gen Z. As of early 2025, TikTok has become a primary source for social interaction and product information.
  • Short-form Video: Short-form video formats are brief video clips, typically under one minute, that have gained popularity on platforms like TikTok and Instagram. As of May 2025, these formats are preferred by the MZ generation for their ability to deliver engaging content in a concise manner.
  • Memes: Memes are cultural units of information passed via the internet, often in humorous formats. As of May 2025, they serve as key communication tools among Gen Z, with brands using them in marketing campaigns to enhance engagement and relatability.
  • Virtual Influencers: Virtual influencers are computer-generated characters created to engage with audiences on social media. By May 2025, they have become increasingly prevalent in marketing, especially in Asia, due to their ability to achieve higher engagement rates compared to human influencers.
  • Brand Trust: Brand trust refers to consumers' confidence in a brand's ability to deliver promised value and maintain transparency. As of May 2025, establishing brand trust is crucial for fostering loyalty, especially among discerning consumers like the MZ generation.
  • Subscription Models: Subscription models are business strategies that allow consumers to access certain products or services for a recurring fee. Notably, as of May 2025, about 23% of Gen Z users have begun investing in paid social media subscriptions, indicating a shift towards monetized experiences.
  • Platform Shifts: Platform shifts refer to changes in where and how users engage with content online. As of May 2025, there has been a notable shift from traditional platforms like Facebook to newer, more interactive platforms such as TikTok and Instagram, particularly among younger users.
  • Content Engagement: Content engagement encompasses the interactions that users have with digital content, such as likes, shares, and comments. Current marketing strategies as of May 2025 focus on fostering higher engagement rates through culturally resonant formats like memes and short-form videos.

Source Documents