From makeup trends to social movements, the influence of Gen Z is undeniable.

As the first generation of true social media natives, Gen Zers are quick to turn to technology as a means of interaction, inspiration and personal expression. It’s no wonder that this group now accounts for 33% of all Tweets in the U.S., more than any other generational segment.1 During the first half of 2022 alone, Gen Z posted more than 2.5 billion Tweets.2

But most importantly, Gen Z is now a critical audience for brands. With these under-25s now entering adulthood, they are establishing their value as consumers—Bloomberg pegs their annual spending power at around $360 billion, and that figure is expected to rise as more Gen Zers enter the workforce.

Independent, diverse, socially conscious and always connected, Gen Z speaks a language of its own and expects brands to understand and speak it, too. So, what exactly are they talking about? Compared to millennials, Gen Z on Twitter significantly overindexes when discussing passion points like digital creators, music, gaming, celebrities, fashion and beauty.3

So, what makes Gen Z Tweet?

The details are in the data. Adweek partnered with The Twitter Conversation Report—Twitter's episodic content series featuring only-on-Twitter conversation insights for marketers—to read between the Tweets and help marketers understand how Gen Z currently connects with brands and what key opportunities exist to join the conversation.

From makeup trends to social movements, the influence of Gen Z is undeniable.

As the first generation of true social media natives, Gen Zers are quick to turn to technology as a means of interaction, inspiration and personal expression. It’s no wonder that this group now accounts for 33% of all Tweets in the U.S., more than any other generational segment.1 During the first half of 2022 alone, Gen Z posted more than 2.5 billion Tweets.2

But most importantly, Gen Z is now a critical audience for brands. With these under-25s now entering adulthood, they are establishing their value as consumers—Bloomberg pegs their annual spending power at around $360 billion, and that figure is expected to rise as more Gen Zers enter the workforce.

Independent, diverse, socially conscious and always connected, Gen Z speaks a language of its own and expects brands to understand and speak it, too. So, what exactly are they talking about? Compared to millennials, Gen Z on Twitter significantly overindexes when discussing passion points like digital creators, music, gaming, celebrities, fashion and beauty.3

So, what makes Gen Z Tweet?

The details are in the data. Adweek partnered with The Twitter Conversation Report—Twitter's episodic content series featuring only-on-Twitter conversation insights for marketers—to read between the Tweets and help marketers understand how Gen Z currently connects with brands and what key opportunities exist to join the conversation.

Gen Zers aren’t limited by the written word and often prefer to make use of Twitter’s full potential to communicate with images. 

When discussing their current K-pop favorites for example, they’re Tweeting a video clip from the music video. Not unusual for a group raised on emojis, but in doing so, they reflect a new era of visual expression and, per the Twitter Conversation Report analysis, are 21% more likely to Tweet with media such as images, videos and GIFs, than all other generations.4

Because Gen Z is so media-first, they expect and embrace communication with brands in that way, too. As such, the group turns to Twitter to watch content, accounting for 33% of all video views on the platform from June 2022 to Aug. 2022  across key areas of interest.5

Tweet the big picture
Prioritize video and visual-centric content to Tweet in a language that they naturally default to for a better chance of sparking a memorable connection and ultimately fostering loyalty.

Make every character count
To make your presence known among Gen Z, Tweet at them where they are. Address major moments in entertainment, stay in the loop with the latest in gaming news and recognize the influence of music on this generation. By showing you actively know and care about what they know and care about, your message will be that much stronger, relatable, and yes, retweet-able.

Meme what you say
It’s tempting to want to get in on the meme movement, as 30% of Gen Z Tweeters actively contribute to meme culture on Twitter.3 But be mindful. Brands can easily sound tone deaf to the conversation, as the “Silence, Brand!” meme demonstrates, or just plain cringy. Avoid these mishaps by making sure you fully understand not just the meme, but its surrounding context, so you can use it successfully and in the spirit intended.

Gen Zers aren’t limited by the written word and often prefer to make use of Twitter’s full potential to communicate with images. 

When discussing their current K-pop favorites for example, they’re Tweeting a video clip from the music video. Not unusual for a group raised on emojis, but in doing so, they reflect a new era of visual expression and, per the Twitter Conversation Report analysis, are 21% more likely to Tweet with media such as images, videos and GIFs, than all other generations.4

Because Gen Z is so media-first, they expect and embrace communication with brands in that way, too. As such, the group turns to Twitter to watch content, accounting for 33% of all video views on the platform from June 2022 to Aug. 2022  across key areas of interest.5

Tweet the big picture
Prioritize video and visual-centric content to Tweet in a language that they naturally default to for a better chance of sparking a memorable connection and ultimately fostering loyalty.

Make every character count
To make your presence known among Gen Z, Tweet at them where they are. Address major moments in entertainment, stay in the loop with the latest in gaming news and recognize the influence of music on this generation. By showing you actively know and care about what they know and care about, your message will be that much stronger, relatable, and yes, retweet-able.

Meme what you say
It’s tempting to want to get in on the meme movement, as 30% of Gen Z Tweeters actively contribute to meme culture on Twitter.3 But be mindful. Brands can easily sound tone deaf to the conversation, as the “Silence, Brand!” meme demonstrates, or just plain cringy. Avoid these mishaps by making sure you fully understand not just the meme, but its surrounding context, so you can use it successfully and in the spirit intended.

As they continue to grow in purchase power, Gen Z is talking about all things shopping. But as Twitter Conversation Report research discovered, much of their discussion is aspirational. In Gen Z’s world, they’re all their own main character—so no detail is too small when it comes to imagining and manifesting their desired personal aesthetic through social media.

Gen Z’s participation in the shopping conversation is beyond strong—48% are more likely to Tweet about apparel and accessories than any other generation.3   

In particular, the talk on Twitter reveals that Gen Z turns to the platform to share their shopping experiences—one in five shopping Tweets come from the demographic.3 But those discussions are often about what they want, not what they’ve purchased, and they’re using terms like “tempted” and “excited” with coveted items like “albums” and “phone.”3 They're also beginning to show an interest in flaunting their fashion know-how, opting for specific keywords like “floral” and “crop” to clarify their style goals and desired persona.7

Of course, their retail conversations don’t just revolve around clothing. In addition to apparel and accessories, Gen Z is more likely than other generations to Tweet about video games, online services, hospitality, beverages and dining.3

Cultivate a style
Gen Z has a passion for authenticity and wants to talk to and hear from others on the same journey. Pay attention to the aesthetic your content evokes. Does it match that of your target audience? At the same time, does it genuinely align with your brand? For Gen Z, an authentic aesthetic is a key part of their identity, so ensure your brand follows the same principle.

Match Gen Z energy
This is a generation that doesn’t want to just “be heard.” They want to hear back. Keep the conversation going by directly responding to Gen Z’s Twitter musings with equal enthusiasm, helpful details or, if the opportunity strikes, maybe even a collaboration proposal.

Answer the aspiration
In addition to understanding Gen Z’s current aesthetic, take the time to craft messaging that feeds their future wants, dreams and wishes.

Cultivate a style
Gen Z has a passion for authenticity and wants to talk to and hear from others on the same journey. Pay attention to the aesthetic your content evokes. Does it match that of your target audience? At the same time, does it genuinely align with your brand? For Gen Z, an authentic aesthetic is a key part of their identity, so ensure your brand follows the same principle.

Match Gen Z energy
This is a generation that doesn’t want to just “be heard.” They want to hear back. Keep the conversation going by directly responding to Gen Z’s Twitter musings with equal enthusiasm, helpful details or, if the opportunity strikes, maybe even a collaboration proposal.

Answer the aspiration
In addition to understanding Gen Z’s current aesthetic, take the time to craft messaging that feeds their future wants, dreams and wishes.

Gen Z takes pride in an extremely deep connection with causes ranging from reducing gun violence to promoting women’s rights and men’s health awareness.

A 35% growth in cause-driven keywords within the brand conversation come from Gen Z, which values social movements including March for Our Lives, Women’s Rights and NFL Protests.8 Far from silent supporters, the purpose-driven group has been Tweeting more brands involved in cause-driven conversation at a faster rate than millennials in the past year. Indeed, for Gen Z, loyalty is earned through practicing what you promise. 

As such, they demand brands of all backgrounds be trustworthy, transparent, and actively aligned with their values surrounding topics like inclusivity and sustainability—another reason it is crucial brands take the time to get to know them and what they care about.

But that effort must be authentic. Gen Z can see through marketing that might talk the talk but doesn’t walk the walk—and aren’t afraid to call those brands out.

Their cause-related brand Tweets are full of emotion, both positive and negative, compared to millennials. Gen Z is 3.2 times more likely to use the word “donates” and 1.7 times more likely to use “organic.”1 But when they call out brands negatively, they don’t mince words. They are 2.1 times more likely to use “transphobic” and 1.7 times more likely to say “horrible.”1

Gen Z takes pride in an extremely deep connection with causes ranging from reducing gun violence to promoting women’s rights and men’s health awareness.

A 35% growth in cause-driven keywords within the brand conversation come from Gen Z, which values social movements including March for Our Lives, Women’s Rights and NFL Protests.8 Far from silent supporters, the purpose-driven group has been Tweeting more brands involved in cause-driven conversation at a faster rate than millennials in the past year. Indeed, for Gen Z, loyalty is earned through practicing what you promise. 

As such, they demand brands of all backgrounds be trustworthy, transparent, and actively aligned with their values surrounding topics like inclusivity and sustainability—another reason it is crucial brands take the time to get to know them and what they care about.

But that effort must be authentic. Gen Z can see through marketing that might talk the talk but doesn’t walk the walk—and aren’t afraid to call those brands out.

Their cause-related brand Tweets are full of emotion, both positive and negative, compared to millennials. Gen Z is 3.2 times more likely to use the word “donates” and 1.7 times more likely to use “organic.”1 But when they call out brands negatively, they don’t mince words. They are 2.1 times more likely to use “transphobic” and 1.7 times more likely to say “horrible.”1

The good news is that much like their aspirations for themselves, Gen Z is starting to harbor a hopeful mindset when it comes to brands, using emerging keywords like “opportunities,” “potential” and “solution” when discussing the topic on Twitter.8

This unique behavior opens the door for brands to level up their support of causes Gen Z cares about with the knowledge that the group both anticipates this and applauds it.

Evoke hope
Brands that commit and take action on the same social causes that align with their brand values will find an open and enthusiastic audience on Twitter. Start by authentically selecting causes that align with your brand’s mission and core values, and that you know you can actively support.

Stay woke
Keep an eye out for injustice as it happens, even if it doesn’t directly affect your brand. Authenticity isn’t just a trend for Gen Z, it’s a way of being—online and offline. Make sure every person on your team reflects and practices company values, too.

Take action
Practice what you Tweet. And then, Tweet about what you practice. By actively demonstrating support for causes you care about, specifically investing time and funds, and regularly making that care known to Gen Z, you’ll be able to resonate with them in a way that feeds all their aspirations—not just aesthetic.

The good news is that much like their aspirations for themselves, Gen Z is starting to harbor a hopeful mindset when it comes to brands, using emerging keywords like “opportunities,” “potential” and “solution” when discussing the topic on Twitter.8

This unique behavior opens the door for brands to level up their support of causes Gen Z cares about with the knowledge that the group both anticipates this and applauds it.

Evoke hope
Brands that commit and take action on the same social causes that align with their brand values will find an open and enthusiastic audience on Twitter. Start by authentically selecting causes that align with your brand’s mission and core values, and that you know you can actively support.

Stay woke
Keep an eye out for injustice as it happens, even if it doesn’t directly affect your brand. Authenticity isn’t just a trend for Gen Z, it’s a way of being—online and offline. Make sure every person on your team reflects and practices company values, too.

Take action
Practice what you Tweet. And then, Tweet about what you practice. By actively demonstrating support for causes you care about, specifically investing time and funds, and regularly making that care known to Gen Z, you’ll be able to resonate with them in a way that feeds all their aspirations—not just aesthetic.

The Twitter Conversation Report is an episodic content series elevating only-on-Twitter pulse of the conversation insights for marketers. As the world’s largest focus group, the conversation on Twitter provides marketers a valuable window into what people are saying and what they care about. The world is changing fast. Leading with human insights helps customers understand and gain an edge to act when they’re looking to launch or connect.

Sources
1 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from July 1, 2021 - July 1, 2022. U.S. only
2 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from Jan. 1, 2022 - July 1, 2022. Gen-Z Users. U.S. only
3 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from July 1, 2021 - July 1, 2022. Gen-Z Users. U.S. only
4 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from July 1, 2021 - July 1, 2022. Gen-Z Users in comparison to all other generations. Excluding RTs. U.S. only
5 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from June 1, 2022 - Aug. 1, 2022. Gen-Z Users. U.S. only. Video MRC View
6 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from June 20, 2022 - Aug. 1, 2022. Gen-Z Users. U.S. only. Video MRC View
7 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Comparing tweet volume from Jan. 1, 2021 - July 1, 2021 to Jan. 1, 2022 - July 1, 2022. U.S. only
8 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Comparing tweet volume from Jan. 1, 2021 - July 1, 2021 to Jan. 1, 2022 - July 1, 2022. Cause driven keywords: inclusion, inclusive, charity, social cause, purpose-driven, sustainability. U.S. only

The Twitter Conversation Report is an episodic content series elevating only-on-Twitter pulse of the conversation insights for marketers. As the world’s largest focus group, the conversation on Twitter provides marketers a valuable window into what people are saying and what they care about. The world is changing fast. Leading with human insights helps customers understand and gain an edge to act when they’re looking to launch or connect.

Sources
1 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from July 1, 2021 - July 1, 2022. U.S. only
2 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from Jan. 1, 2022 - July 1, 2022. Gen-Z Users. U.S. only
3 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from July 1, 2021 - July 1, 2022. Gen-Z Users. U.S. only
4 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from July 1, 2021 - July 1, 2022. Gen-Z Users in comparison to all other generations. Excluding RTs. U.S. only
5 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from June 1, 2022 - Aug. 1, 2022. Gen-Z Users. U.S. only. Video MRC View
6 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Tweets from June 20, 2022 - Aug. 1, 2022. Gen-Z Users. U.S. only. Video MRC View
7 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Comparing tweet volume from Jan. 1, 2021 - July 1, 2021 to Jan. 1, 2022 - July 1, 2022. U.S. only
8 Twitter Internal Data (BizInsights). Age predicted based on statistical modeling (2022). Comparing tweet volume from Jan. 1, 2021 - July 1, 2021 to Jan. 1, 2022 - July 1, 2022. Cause driven keywords: inclusion, inclusive, charity, social cause, purpose-driven, sustainability. U.S. only