10 Gen Z Brands That are Killing it on Social Media

For 16–24 year olds, social media is where brands get found. Our PION100 research shows 44% of young Americans discover brands through organic social content, 38% through paid ads and 34% through creators and influencers. No other channel comes close.

Being seen isn’t the hard part, though. Getting remembered is. Gen Z scrolls past hundreds of brands a day, and very few make it from the feed into their lives.

So we went back to an old favorite of ours and gave it a 2026 makeover. Every brand on this list is in the PION100 top 100, which ranks brands based on a "Love Score;" the percentage of Gen Zers that like or love the brand.

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1. Netflix (86% Love Score)

Netflix doesn’t just release shows. It turns them into events. Stranger Things Season 5 dropped in three parts, in late November, on Christmas Day and on New Year’s Eve, so fans were posting and theorizing for weeks. It went on to become the most-streamed title in the US for the first half of 2026.

The lesson: Spread the drop out and the conversation lasts longer.

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2. Nike (86% Love Score)

Nike wasn’t an official World Cup sponsor, but it kitted out 12 national teams and still got more World Cup conversation than Adidas, the brand that paid for the partnership. The athletes wearing the Swoosh did the talking on social.

The lesson: Gen Z remembers the brands they see around a cultural moment, not the ones whose logo is on the official badge.

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3. Spotify (82% Love Score)

Spotify Wrapped is basically a holiday on social media at this point. Every December, feeds fill up with personal listening stats, and every share is free advertising for Spotify. It works because it’s about the user’s taste first and the brand second.

The lesson: Make something people want to share because it says something about them.

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4. Walmart (87% Love Score)

Walmart took the top spot in this year’s PION100, and social played a part. It put real money into influencer-led content on its own marketplace, an area competitors have been slow to move into. It also relaunched its No Boundaries fashion line with Gen Z designers, with most pieces under $15.

The lesson: Let creators bring your products into the conversation, in the places people already shop.

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5. Wendy’s (80% Love Score)

Wendy’s has one of the sharpest voices on social. Its roasts, comebacks and yearly National Roast Day have made the brand’s X account something people actually choose to follow. Behind the jokes is a team that’s trusted to have fun with it.

The lesson: Gen Z can tell when a personality is forced. Give your social team room to be funny.

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6. Old Navy (#25)

Old Navy jumped from #63 to #25, the biggest affinity gain of any fashion brand in the top 10. Trend-led drops plus its “New Moves” campaign with Lindsay Lohan gave a value brand real cultural credibility on social. That’s a strong pattern in this year’s PION100: heritage brands getting rediscovered through the feed.

The lesson: Your history is something to show off, so build on it.

7. Dunkin’ (#37)

Dunkin’ was one of the first big brands to lean on a creator properly. Its drink with Charli D’Amelio, “The Charli,” turned an everyday order into a fan thing, and its celebrity tie-ins have kept the brand in the conversation since.

The lesson: The right creator partnership can make a regular habit feel like a cultural moment.

8. Crocs (#71)

Once a fashion punchline, Crocs is now a collab machine, with releases alongside musicians, fast-food chains and cult franchises that sell out and spread on TikTok. The PION100 shows comfort has become a cultural signal, and Crocs owns that space.

The lesson: Lean into what makes your brand divisive. Gen Z likes a bit of self-awareness.

9. Chipotle (#68)

Chipotle was early to TikTok. Its #GuacDance challenge became one of the platform’s biggest branded campaigns, and the brand has kept playing along with creator trends and menu hacks ever since.

The lesson: Show up early on new platforms, and let your fans make the content.

10. Burger King (#60)

Burger King is the one survivor from our original list. Its rule-breaking tone on social still lands with Gen Z because it doesn’t come across as corporate.

The lesson: Being a bit risky beats being forgettable.

What this means for your brand

The PION100 shows a clear pattern. Social sparks discovery, but loyalty gets built through real-world value and experiences. Six of this year’s top 10 brands are built around something physical, like a store, a restaurant or a sports bar.

The brands above don’t treat social as a billboard. They use it to start a relationship and then back it up with products, deals and experiences that make young people come back.

That second part is where Pion comes in. Student discount use has passed 50% for the first time, and 73% of young people are budgeting carefully. A well-placed offer is often what turns a follower into a customer. We help brands reach millions of verified young consumers on Student Beans and BeansiD and turn that social buzz into spending.

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