Photo (top): Photographer: Philippe Swiggers
1. Understand how Gen Z consumes content
Gen Z no longer follows the classic marketing funnel of 'attention > interest > desire > action'. They move through countless touchpoints: short videos, YouTube, Google Ads, content creators, and blogs. They want to be inspired, informed, and entertained. For your marketing and content plan, that means:
Trends, tips, and do’s & don’ts perform extremely well;
Inspiring content like “Top 5 wedding venues of 2025” or “The latest wedding dress trends” always does well;
Educational content also works well and is quick to create: set up a camera, answer frequently asked questions, and share your content;
Entertainment is crucial: 80% of Gen Z is on TikTok—instead of watching TV—between 7 PM and 11 PM.
2. Choose the right platform for your message
Different platforms create different expectations for their users. Tailor your content per platform:
Instagram: “What are my friends doing right now?” Focus on visual storytelling, behind-the-scenes, collabs, and highlights.
TikTok: “What are the latest trends and tips?” Focus on fast, creative content that combines entertainment and information.
Pinterest: a search engine for visual inspiration and trends.
Facebook: short, local news, events, and milestones.
3. Create creative content that gets shared
Gen Z wants to see exclusive content: behind-the-scenes, “a day in the life”, tutorials, storytelling, ... Above all, they want engaging content, such as:
Relatable scenarios: recognizable situations;
Raw and real content: not overly perfect or visibly “produced” videos, but authentic, fast clips;
Interactive content: polls, POVs (point of view), user-generated content created by users themselves;
Short videos: short, punchy videos of 20 to 30 seconds, with fast edits and compelling hooks that quickly convince people to watch.
4. What works on TikTok and Instagram Reels?
Good TikTok content follows the RRR method: Raw, Real, Relatable.
Raw: record spontaneous videos with your smartphone, instead of producing (or having produced) expensive content.
Real: be authentic—also show what can go wrong sometimes and how you solve it.
Relatable: show that you understand your audience’s situation.
In addition:
Use strong hooks in the first 3 seconds of your video, such as a visual and/or audio trigger.
Make your content SEO-proof: use keywords in your caption, text, and hashtags.
Use the right video format: include fast cuts, zooms, and no silences. TikTok usually calls for faster editing than Instagram Reels.
On Instagram Reels, you can present the same topic a bit more calmly: shots can last a little longer, and storytelling can build more slowly.
Add relevant sound effects or voice-overs on Instagram Reels that fit the platform.
Create series split into part 1, part 2, part 3, … to keep followers coming back.
Set up playlists so people stay on your profile longer.
5. Avoid pitfalls
Not everything works on TikTok and Instagram. These are common mistakes:
Too much repetition: no one wants to see the same message ten times.
Too sales-focused: Gen Z decides for themselves when they buy something.
No human touch: stock photos and stiff branding don’t perform.
6. How do you set up a social media strategy?
Research your audience: what are they searching for? What do they share? What do they save?
Look at your competition: how can your videos stand out during Gen Z’s hours-long scroll sessions?
Be consistent: two to three short videos per week is ideal.
Test and analyze: see what works and then adjust your strategy.
With this approach, you won’t just build a follower base—you’ll create a community of fans who will promote your brand on their own.
Good luck!
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