Top Social Media Platforms Gen Z Uses
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Where Gen Z Scrolls: The Social Media Platforms You Need to Know to Reach Gen Z Consumers

Screenshot from a long-form YouTube video featuring Gen Z influencers The McClure Twins doing a shop-along at Party City as part of an integrated Mother’s Day campaign. The twins are browsing themed party supplies, engaging with each other and the camera in a fun, family-friendly tone.

07 Oct Where Gen Z Scrolls: The Social Media Platforms You Need to Know to Reach Gen Z Consumers

Posted at 19:38h in Uncategorized by

If your brand wants to win the hearts (and thumbs) of Gen Z, it’s time to meet them where they are: on social media. But not all platforms are created equal—and if you’re still prioritizing Facebook in your 2025 marketing mix, Gen Z has probably scrolled far past your message.

At BSM Media and GenZInfluencers.com, we help brands build authentic connections with Gen Z consumers through strategic influencer partnerships. We know what works—and just as importantly, where it works.

So let’s answer the question: What social networks are most popular with Gen Z and why?

1. TikTok: The Epicenter of Gen Z Culture

TikTok isn’t just a social media platform—it’s a full-blown cultural engine. With over 60% of TikTok users under the age of 25, Gen Z has fully embraced the app’s short-form, unfiltered content style. They’re not just watching—they’re participating.

Why it works:

  • Gen Z craves realness. TikTok rewards authenticity over polish.

  • Trends move fast, and TikTok is where they start.

  • It’s not just entertainment—it’s search. Gen Z is using TikTok to discover products, how-tos, and even news.

  • Social commerce is exploding. TikTok Shop makes it seamless for users to discover and purchase products directly in the app—turning influence into instant conversion.

How brands can tap in:
Partner with TikTok creators who understand how to blend your brand into a trend, demo your product in an authentic way, or spotlight it via TikTok Shop. 

Screenshot of Gen Z influencer @froggycrossing on TikTok showcasing a trendy plush toy brand, with on-screen text and engagement metrics visible. The video features bright visuals and an authentic, playful tone that appeals to Gen Z audiences.

2. Snapchat: The Real Ones Know

Snapchat might not dominate headlines like it once did, but Gen Z never left. In fact, over 90% of 13–24-year-olds in the U.S. are on Snapchat. It’s where they go for quick chats, fun filters, and private story viewing.

Why it works:

  • It’s intimate. Snaps feel personal and direct.

  • It offers a break from the performative nature of other platforms.

  • AR filters and Bitmojis let users customize how they engage with content.

Marketing tip: Partner with influencers to create branded AR filters or exclusive Story takeovers that feel like an inside scoop.

3. YouTube: The Long-Form Trust Builder

YouTube isn’t new, but it’s still wildly relevant. For Gen Z, it’s the go-to for tutorials, reviews, vlogs, and entertainment. It’s where influencers turn followers into fans—and now with Shorts, they’re grabbing attention in under 60 seconds, too.

Why it works:

  • It offers depth. Longer videos let creators build trust and credibility.

  • It’s educational, entertaining, and endlessly searchable.

  • Gen Z uses it like a second screen for everything from beauty routines to unboxings.

  • YouTube Shorts is growing fast. As Gen Z’s appetite for short-form content expands, Shorts provides a TikTok-style experience—without leaving the YouTube ecosystem.

How to show up:
Partner with content creators who can deliver both long-form storytelling and punchy short-form content. Product reviews, unboxings, or challenges on Shorts can drive quick awareness, while longer videos build deeper trust and interest.

4. Instagram: Still a Visual Powerhouse

Instagram may not be the “it girl” it once was, but it’s still a major player—especially for shopping and inspiration. Gen Z still turns to Reels for entertainment, Stories for quick updates, and posts for ideas and inspiration.

Why it works:

  • Instagram is still a social resume. It’s curated, but increasingly casual.

  • Gen Z uses Reels as an alternative to TikTok.

Pro tip: Work with nano and micro-influencers who use Instagram authentically—they often outperform larger creators when it comes to engagement.

So… Which Social Media Platform Should You Focus On?

The answer? It depends on your product, goals, and audience—but most brands should be playing in at least two of these Gen Z-favorite spaces.  Being active in just one space means you’re missing key moments in the consumer journey.

And that’s where we come in.

At BSM Media, we’ve built a network of 30,000+ creators—including nano, micro, and macro influencers who actually influence Gen Z behavior. We don’t just match brands with creators – we craft platform-specific strategies that meet our clients goals.

Ready to Reach Gen Z Where They Scroll?

Let’s talk. Whether you’re launching a new product or trying to increase brand affinity with the next generation of buyers, we’ll help you create influencer campaigns that meet Gen Z exactly where they are.

📧 Contact us to get started or book a call today.