As the first generation to grow up using smartphones daily, Gen Z naturally consumes media more fluidly. This can mean scrolling through short-form video feeds, playing video games, following creators and celebrities, or co-watching live events and movies with friends.
Today, 71% and 67% of 18 to 24-year-old Instagram and Facebook users, respectively, visit those apps specifically “to be entertained,” according to a recent study with market research firm BAMM Global. Additionally, 78% said they turn to Reels specifically for entertainment. But beyond just being entertained, Gen Z also expects the content they consume to be shareable, relatable, authentic and personalized.
Here’s how brands can give Gen Z what this young generation of consumers really wants.
Shareability: Look beyond calendarized moments
Sharing is central to Gen Z’s media consumption, with 67% having shared Reels from Facebook and Instagram with family and friends, according to BAMM. “They want content they can easily repost, remix and discuss with friends,” said Kelly Hushin, global solutions partner, entertainment, Meta. “For Gen Z, entertainment is not a solo experience; it’s about creating connections and communities around the content they consume.”
Trailers are being cut down into Reels, music is remixed and shared, games are now TV shows and memes, and generative AI is rapidly accelerating the speed and scale of those behaviors. All these activities and their output are increasingly interconnected.
As a result, Gen Z’s affinity for calendarized entertainment is less than that of older generations. Instead, they mark entertainment via unexpected moments that will lead the conversation for the weeks and months that follow. In fact, 83% of Gen Z expect short-form video on Facebook and Instagram to be shareable, with shareability ranking as the number one motivator for viewing Reels across Meta, according to BAMM’s research.
“Content increasingly acts as the new ‘hello,’ and entertainment companies must focus on formats and features that make sharing more seamless,” said Hushin.
