Gen Z is leading the charge of reshaping how we consume, create, and connect in the digital landscape. For brands and marketers, understanding this generation’s unique content diet is no longer optional—it’s essential. For most Gen Z, scrolling isn’t just an activity—it’s a cultural exploration.
Platforms like Instagram’s Explore Feed or YouTube Shorts recommendations reflect their individual personalities, feeding users with a mix of their core interests and the latest trends. Gen Z consumes content tailored to their niches: fitness, sneakers, or memes. Their feeds provide valuable insight: two users of the same age may experience entirely different content due to their unique vibes.
Brands need to recognize this diversity and tap into hyper-relevant subcultures rather than take a one-size-fits-all approach. Time and mood often dictate Gen Z’s scrolling habits. During mealtimes, they may seek out content that matches their cravings—funny takes on food choices, quirky snack hacks, or relatable jokes about never knowing what to order.
Nighttime? That’s when “self-sabotage” and melancholy content take over. Brands can shine here by staying close to trending themes.
It’s not just about knowing what’s viral—it’s about understanding why it resonates and crafting content that feels organic to that moment. For instance, Swiggy Instamart’s witty Hinglish videos set to trending audio are a masterclass in marrying relatability with timeliness. Unlike previous generations who were primarily passive consumers, Gen Z is actively shaping online culture—not just scrolling through memes—they’re making them.
This dual identity as creators and consumers demands a fresh approach from brands. To connect effectively, brands must adopt their language, embracing Gen Z lingo, regional dialects, and self-aware humor to genuinely feel part of the conversation.
Connecting with hyper-relevant Gen Z subcultures
Engaging with trends early is essential, but authenticity is key—Gen Z can easily spot a try-hard. Content must also cater to their short attention spans, delivering bite-sized, relatable, and punchy brilliance that keeps them coming back for more. While millennials craved aspirational content, Gen Z seeks representation.
They’re drawn to content that mirrors their reality—flaws, quirks, etc. This is why meme culture resonates so deeply; it’s a collective sigh of “same!” across timelines. For example, a fitness-focused brand like AJIO Active can connect by creating memes about skipping leg day or celebrating small gym wins.
Pair this with a Hinglish caption, and you’ve struck gold. To resonate with today’s audience, brands must focus on a few key areas: trends, relatability, representation, and relevance. Staying current with trends is essential, but these must align with the brand’s voice.
Content built around shared experiences, like office humor or exam stress, tends to strike a chord. Audiences want to feel seen through authentic depictions of diverse lifestyles, regional subcultures, and everyday struggles. Whether it’s tapping into their passion for street food or new dance trends, brands must cater to their audience’s core interests.
Gen Z craves infinite scrollability but engages only with content that truly resonates. For brands, this means focusing on quality over quantity. Serve them content that fits their vibe—relatable, humorous, and unapologetically real.
Gen Z isn’t just shaping the future of content—they are the future of content. Brands that understand this and adapt to their ever-evolving tastes will not only survive but thrive. It’s time to stop selling and start vibing.
