What brand content does Gen Z engage with?

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On their top two most-used channels, Instagram and TikTok, Gen Z is most likely to engage with brand posts that include short-form video or static images, per The 2024 Social Media Content Strategy Report. What’s interesting is that they’re also most likely to watch long-form video on YouTube, their third most-used channel.

Lewis suggests all these channels and formats could be interconnected. “We all have short attention spans to go along with our preference for short-form video. But it’s interesting to see Gen Z podcasters uploading one to singapore mobile database two hour-long episodes. Then they slice and dice, and upload videos across short-form platforms.”

A visualization of the brand content Gen Z engages with most on TikTok ranked. Short-form video fills all top three spots.
Brand content Gen Z engages with most on Instagram ranked, led by short-form video
Though Gen Z ultimately consumes all content on most platforms, the key is understanding the nuance and culture of each platform. That doesn’t mean completely recreating posts from scratch—and overtaxing your team’s bandwidth. It means, as Lewis illustrates, charting multiple points of distribution and connection, and prioritizing the platforms that matter most to this generation.