Using Social Media To Attract, Engage And Educate Gen Z

The world of social media is constantly changing, and for Gen Z, it's their number one form of communication.

As brands and youth marketers, it's vital that you keep up with the pace of Gen Z and the social media landscape in order to build and grow communities and convert browsers into shoppers.

But how can you build out these communities, make the most of your social media networks, develop smart marketing strategies, and create content that really stands out from the crowd? Well, great news: we, and our team of industry leaders at our Youth Marketing Strategy LDN, are here to help.

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Social media marketing and higher education 

Getting student marketing right is hard.

The social media landscape is constantly developing and young people's wants and needs are always adapting to accommodate their surroundings. So what's the secret to success? Risk taking.

Taking risks on social media to attract your target audience

Social media moves fast, and by the time you receive approval to post something, the content may not be relevant and impactful anymore. A mix of reactive content and more planned out pieces works best to maintain both social relevance and brand awareness.

Matt Horne, Head of Digital Media at Newcastle University, shared his insights on building brand awareness through social media with Pion.

"I'm not talking risks like dropping sassy replies in the comments, but risks like experimenting with new placements, content types, campaign hooks, and messaging. Be bold, experiment, measure and learn, then start taking new risks." Matt Horne, Head of Digital Media at Newcastle University

You can hear more from social media marketing experts like Matt Horne at YMS LDN 2026.

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How Apple reclaimed its "cool tech" title with a bold strategy

Young users scrolling on social media are only interested in content that feels organic and doesn’t try to sell them anything. So, how do you sell them your product?

To promote the new MacBook Neo, Apple wiped its TikTok feed and began posting intentionally chaotic, low-fi content designed to mimic Gen Z internet humor. 

The brand turned the Mac Finder icon into a mascot, posted surreal videos like a MacBook stuffed into a denim pocket, and allowed open comment sections where audiences debate and interpret the content. 

Instead of emphasizing product specifications, Apple is positioning the MacBook as a lifestyle and cultural product. By embracing “brain rot” humor and platform-native content, Apple takes a risk in experimenting with their marketing in Gen Z courting attempts.

Young consumers love unexpected content, so don't be scared of throwing out the rulebook and experimenting.

This campaign highlights exactly how Apple continues to be a lifestyle leader for young consumers today, garnering a 75% "Love Score" in our PION100 study.

We surveyed over 2000 16-24s on their feelings towards 1000+ brands (do they love, like, are indifferent, dislike, or hate the brand?) and combined the "love" and "like" answers to create a "Love Score."

Want to know where you rank?

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Engaging and reaching Gen Z on social media

So we know that social media is the place to engage Gen Z, but how can you make sure the connections are real and result in long-term loyalty and spending? And why is diversity so important when it comes to connecting with these young communities online?

Diversity, Gen Z, and social media

At YMS LDN 2026, we'll be joined by a number of Gen Zers who'll be sharing their thoughts and feelings on all things social media.

One of our previous young panel speakers, Millie Finch, describes online diversity as "critical."

"Gen Z are a diverse generation and will notice if they are receiving untailored content that doesn't recognise the nuanced nature of their reality", she told Voxburner. Millie Finch, Gen Z panellist

Ensuring that your social media marketing is diverse and representative of your audiences, from the organic content you share to the creators you work with, is an absolute must if you want to create the ultimate Gen Z marketing campaign.

Which social media channels are Gen Z favouring?

Audrey Madden, Senior Creative Strategist at Huel, chatted with Pion about her go-to platform for engaging Gen Z.

"It's short form and entertaining which definitely speaks to Gen Z. We find our audience on TikTok skews slightly younger than our other platforms and as a result, we do see content inspired by trends from Gen Z perform well." Audrey Madden, Senior Creative Strategist at Huel

But the future isn't all virtual - events certainly still have a place in Gen Z's world!

"I think events would be key to reaching [Gen Z] too. The majority of Huel's advertising just happens online for us at the moment." Audrey Madden, Senior Creative Strategist at Huel

So whilst a significant amount of budget should be saved for the virtual world, don't forget about the real one just yet.

Who are the creators catching Gen Z’s eye? 

Influencer marketing is a fantastic way of engaging your young audiences and communicating with them in a relatable, accessible way. Big-time macroinfluencers like Emma Chamberlain, Molly-Mae Hague, and Bretman Rock are undoubtedly popular amongst young people, and are the faces of international marketing campaigns.

But it’s not just international influencers who are making a difference. The creator landscape is constantly evolving, and creators with smaller audiences and close-knit communities can offer young people the authenticity and engagement that macro influencers cannot. In fact, 46% of Gen Z believe having less than 20,000 followers makes you more trustworthy.

Make sure you check out Pion Creators to find out how you can run leading multi-channel campaigns, tap into the student network and grow your brand!

So there you have it: a round-up of the key ways Gen Zers are engaging with social media and some actionable takeaways to help youth marketers attract (and convert) those all-important young spenders!

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Want to better understand young consumers today?

Don't miss out on your copy of the PION100 report for more insights, and find out what makes young consumers love vs actually spend on your brand.

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