Engaging Gen Z through social media marketing.

Generation Z, is a generation that has grown up with the internet and social media, and which is now between mid 1990s to early 2010s. The ability to market to this generation through S. M. M. has become important for those brands seeking to continue appealing to customers in this generation. Due to this, the present research seeks to analyze the current social media usage of Gen Z in terms of their use of brands on social media platforms, contents and the utilization of influencer marketing. An online quantitative survey with 48 participants was used to measure how much time young people use social media, which platforms they use, how much they trust influencer recommendations and what type of content engages them with brands. According to the study, 71% of Gen Z cares about the ethical position of brands; 61% choose fun or informative content; and 72% tend to interact more with the influencer’s they deem sincere. Furthermore, it also exposed short videos, heavy text posts as becoming important reasons among participants for unfollowing brands. The results of this study are beneficial for the brands that are aiming at achieving the best results from the interaction with the fully mobilized generation of Gen Z on social networks, by providing recommendations on the creation of topic-based, engagement-focused, and value-based content, as well as the use of influencer marketing that will be synergistic with the expectations of this generation.