Gen Z and Social Media: The Generation Redefining High Expectations

Social media has taken over our lives. We spend 24 hours a day constantly exposed to social networks—a relentless flood of content that makes it increasingly difficult for brands to connect emotionally and authentically with their audiences. Given this reality, there’s only one way to break the mould: with great ideas.

Creativity and social media should be an inseparable duo, but are we actually achieving that?

How do I connect with myself?

I’ll tackle this complex dilemma from a dual perspective:

First, as an engaged spectator—viewing it through the eyes of a Gen Z member, constantly bombarded with social media content.

And second, as an advertising creative—someone responsible for generating ideas and content to bombard Gen Z on social media.

1. Trends lose their original appeal when a brand joins in.

More and more, brands seem to have an insatiable need to “be present,” to insert themselves into every aspect of our lives, and to jump on every trend. As a spectator, this often creates resistance. Gen Z doesn’t see the need for brands to be involved in everything they’re interested in or entertained by.

What truly makes a trend work is its spontaneous, organic, and authentic nature. Trends emerge naturally, and when a brand joins in, it usually does so with a clear goal: increasing visibility and, ultimately, boosting sales. However, when that “reason for being” becomes too obvious, the trend loses its authenticity—diluting the essence that made it appealing in the first place.

Social media is overflowing with overexploited content; what once felt authentic turns into a repetitive, uninspired formula. This phenomenon, known as “content fatigue,” leads to disengagement and transforms once-powerful trends into fleeting fads that quickly lose their impact.

2. The inevitable rise of the digital detox.

The newest trend in social media? Using it less.

The “infinite scroll” keeps us trapped in a constant spiral of content, continuously connected to an endless stream of stimuli, ideas, and opinions. This cycle not only distracts us but also diverts us from a clear purpose. We drown in a sea of information—some valuable, some harmful. In the midst of it all, we face the risks of misinformation, fake news, and, most concerning, mental health issues stemming from digital overexposure.

It’s no surprise, then, that more people are stepping away from social media, opting for an offline mode that allows them to reconnect with their well-being and surroundings.

In response to FOMO (Fear of Missing Out)—which urges us to stay updated on everything happening in the digital world—an opposing trend has emerged: JOMO (Joy of Missing Out). This shift promotes the satisfaction and well-being of voluntarily disconnecting from social media and rejecting the pressure to always stay informed.

JOMO encourages people to embrace calm and balance by stepping away from digital overload and focusing on real-life experiences. According to an IP Mark study, 56.5% of young people in Spain have considered a digital detox, and 6 out of 10 know someone who has adopted this lifestyle.

In this new landscape, the time users spend interacting with brands and content must be meaningful, valuable, and relevant—quality over quantity. The brands that adapt to this shift and offer authentic, purposeful experiences will be the ones that establish real connections with their audiences.

3. The “Everyone has a podcast” Phenomenon.

Today, the podcasting boom has taken over digital communication. In fact, it seems like every brand wants to jump on the bandwagon under the assumption that simply being present in these new formats guarantees relevance and virality.

But the reality is that not every brand belongs in the podcasting space—it’s not just about talking, but about having something authentic and meaningful to say.

What’s the point of launching a podcast if it doesn’t add anything genuine to the conversation? This kind of bandwagon approach makes us wonder: Are brands truly innovating, or are they just following trends without questioning whether they’re offering anything new—or just adding to the noise in an already overcrowded ecosystem?

The lack of originality is leading to a saturation of brands that repeat the same messages, in the same formats, with the same structure. This doesn’t just fail to connect—it makes brands invisible, especially to Gen Z, who increasingly feel overwhelmed and disengaged from what truly matters.

As Marketing News highlights, young people today are more critical and less loyal to brands that try to be everywhere without creating a genuine connection. More than following trends, we look for brands that are creative, original, and above all, authentic in their messaging.

Being present just for the sake of it is no longer enough. If brands don’t add something relevant and real to the conversation, they risk losing the attention of an audience that, despite being hyperconnected, is looking for authentic, meaningful, and purpose-driven content.

LESS following trends. MORE creating content that truly makes a difference.

So, what should creatives keep in mind?

1. How to maintain a trend’s freshness while leveraging it for a brand.

Speaking up at the right moment is crucial. Not everything happening in the world needs to be absorbed by brands. The key is identifying moments where they can add genuine value.

A perfect example of this is KFC’s campaign in Madrid: When a dust storm left cars covered in dirt, KFC capitalised on the moment by offering free chicken to people who signed their car windows with the brand’s name. It was the perfect mix of spontaneity and brand relevance—a smart activation that didn’t feel forced or overly corporate.

When following trends or viral moments, copy-pasting isn’t enough. Brands need to add a unique touch that transforms the generic into something memorable.

Take Good Rebels’ Valentine’s Day campaign for Domino’s Pizza—instead of giving away flowers, the brand gave away Margheritas. This move didn’t just tap into a real-time trend; it flipped it in a way that felt fresh and resonated with the audience.

2. In a world of digital detox, less is more.

IKEA’s latest campaign embodies this perfectly.

Rather than flooding audiences with meaningless messages, brands must focus on creating significant moments that people can truly relate to.

The key is timing. It’s not just about talking—it’s about talking when your audience is actually willing to listen.

IKEA did this brilliantly by targeting insomniacs—sending direct Instagram messages to people who were awake late at night, offering exclusive mattress discounts. A simple yet brilliant campaign that proves how purposeful messaging and perfect timing can generate a genuine, relevant connection.

3. Speak how we speak: connect authentically.

The real secret for brands? Speaking as naturally as you would to a friend.

Brands must communicate in human, unfiltered, and relatable ways. Because more than consumers, users are people—neighbours, friends, siblings.

A brand shouldn’t talk from the top floor of a glass skyscraper but rather face-to-face, in the streets and neighbourhoods where people live.

A clear example of how to leverage a format relevant to the brand is Tinder’s “Tarot” campaign.

By tapping into Gen Z’s growing fascination with astrology, Tinder embraced this trend in an innovative way, offering users a unique experience through a different format that connected with them directly and personally.

This demonstrates that, when done correctly, adapting communication to a specific format can transform a trend into a memorable interaction.

Creativity moves people.

To wrap up, I want to reaffirm the power of ideas—because that’s what I do.

In a digital world where content is increasingly fleeting and recycled, where trends quickly become obsolete, the real challenge is standing out and remaining relevant.

And that’s where a great idea makes all the difference.

While trends are temporary, creativity transcends time. A well-executed idea doesn’t just convince—it leaves a lasting impression in consumers’ minds.