Gen Z is completely reshaping how brands do content marketing and social commerce in 2025—and it all comes down to three things they care about most: authenticity, short-form video, and real connection through micro-influencers.
First off, they don’t want perfect. Highly polished, scripted ads just don’t land the way they used to. Gen Z prefers content that feels real—think behind-the-scenes clips, unfiltered stories, and brands that actually stand for something. If it feels too “salesy,” they scroll right past.
Then there's short-form video, which is basically the new default. TikTok, Reels, and Shorts have trained this generation to expect fast, engaging content—often in under 30 seconds. So brands have had to shift. Now, it’s all about grabbing attention in the first 3 seconds, designing for mobile-first (vertical video!), and keeping it tight.
And when it comes to influence, they trust micro-influencers—not big-name celebrities. These smaller creators (with maybe 10k–50k followers) feel more relatable, more honest, and way more influential when it comes to buying decisions. They’re also a huge driver of social commerce now, with product tags, affiliate links, and even live shopping baked right into their content.
Bottom line? Gen Z wants real, fast, and personal. Brands that lean into that—by being authentic, embracing short-form content, and partnering with creators who actually connect with their audience—are the ones winning the game right now.