Meta Releases Gen-Z Audience Social Habits Report

Meta has released a new report exploring how brands can better connect with Gen Z audiences, revealing key shifts in how young users engage with content online. Conducted in partnership with BAMM Global, the research surveyed 18 to 24-year-olds in five countries – the U.S., U.K., Brazil, Germany, and Japan – to better understand their behaviours on platforms like Instagram and Facebook.

The full report, named the Generation Zeitgeist report, dives into some important specifics about how Gen-Z uses social media, both as a way to share content and explore new interests or niches.

According to Meta, 67% of Gen Z users on these platforms regularly share videos with friends and family, with sharing rates notably higher on Instagram. This behavior isn’t just social – it reflects a deeper emotional connection with content. “Sharing videos and memes has become a love language,” Meta notes, highlighting how Gen Z uses content to express care and maintain personal connections.

The study also identifies short-form video as a dominant medium for decision-making and self-development. Meta found that 81% of Gen Z Instagram users turn to the platform for personal growth, whether through learning new skills, exploring financial advice, or finding meal inspiration. This makes video content not just entertaining, but educational and influential in shaping daily choices.

Another key insight centers on brand visibility. Meta emphasizes the importance of repeated exposure, noting that Gen Z users are more likely to discover new products through video content than any other format. AI recommendations and creator-driven content further contribute to this discovery process, making personalized advertising feel more relevant.

The findings suggest that brands aiming to reach Gen Z should invest in emotionally resonant, shareable video content and utilize multiple touchpoints across Meta’s platforms to maintain visibility and relevance.