Reaching Gen Z on Facebook in 2025 requires a strategic approach. While many people associate Facebook with older demographics, Gen Z still engages with the platform, though their habits and preferences are distinct from other age groups. To successfully target this younger audience, marketers must adapt their content and messaging to fit their unique characteristics. In this post, we'll explore effective ways to engage Gen Z on Facebook and provide practical tips to make the most of your campaigns.
Understanding Gen Z on Facebook in 2025
In 2025, Gen Z represents individuals born between 1997 and 2012. Unlike previous generations, they are digital natives who grew up with smartphones and social media. According to a 2024 report by Statista, nearly 80% of Gen Z use Facebook at least once a week. However, they use the platform in a different way compared to older generations. They prefer visually engaging content, short videos, and interactive features like polls or live streams. Understanding these preferences is crucial when designing campaigns for this group.
Emphasize Authenticity in Your Content
Gen Z places a high value on authenticity. They are quick to spot overly polished or fake content, and they prefer brands that are real and transparent. When targeting Gen Z on Facebook, your messaging should reflect this desire for honesty. Avoid overly scripted ads or content that feels too promotional. Instead, focus on stories, user-generated content, and behind- the-scenes videos. These types of posts resonate well with Gen Z because they offer a genuine glimpse into the brand's culture.
One successful example is how clothing brands like Aerie have embraced body positivity and authenticity in their marketing. By showcasing real people instead of models, they have earned the trust of Gen Z. This approach can be replicated in your Facebook campaigns to make your brand appear more relatable and trustworthy.
Create Interactive and Engaging Content
Gen Z thrives on engagement. They don't just want to consume content; they want to interact with it. To catch their attention on Facebook, create posts that encourage them to get involved. Interactive content, such as polls, quizzes, or challenges, is highly effective. Facebook’s Stories feature, with its various interactive stickers, offers an excellent opportunity to engage with this audience. You can use polls to gather opinions, or host Q&A sessions to encourage real-time interaction.
Another way to engage Gen Z is through live streaming. According to a 2023 report by HubSpot, 72% of Gen Z watch live videos on social media platforms. By hosting live events or product launches on Facebook, you can engage with your audience in real-time, answer questions, and create a sense of exclusivity.
Leverage Short-Form Video Content
Short-form video content is one of the most popular types of content among Gen Z, particularly on platforms like TikTok and Instagram. However, Facebook is also embracing this trend. In 2025, Facebook's Reels feature has gained significant traction, providing an opportunity for brands to reach Gen Z with quick, snappy videos.
To succeed with short-form videos, keep them fast-paced and visually engaging. Use humor, trends, and music to capture attention, and make sure your videos are optimized for mobile viewing. Gen Z tends to have a short attention span, so make the first few seconds count. Use creative editing, eye-catching visuals, and a clear message to make your content stand out in their crowded feed.
Collaborate with Influencers
Influencer marketing continues to be a powerful tool for reaching Gen Z, and Facebook is no exception. Collaborating with influencers who align with your brand can help you tap into their engaged audience. However, when choosing influencers to work with, focus on those who share your values and have an authentic connection with their followers.
Rather than opting for big-name influencers, consider micro-influencers with smaller but highly engaged audiences. According to a 2024 report from Influencer Marketing Hub, micro-influencers tend to have a higher engagement rate than their more famous counterparts. By partnering with these influencers, you can create more personalized and impactful campaigns that speak directly to Gen Z's preferences.
Focus on Mobile Optimization
Gen Z is constantly on the go, and their primary device for accessing Facebook is their smartphone. In fact, studies show that over 90% of Gen Z's social media usage is done through mobile devices. This means your Facebook ads, posts, and content must be optimized for mobile viewing.
Ensure that your website, landing pages, and ads are mobile-friendly. Pay attention to the load speed, formatting, and usability of your content on small screens. Additionally, use mobile-first designs for your creative assets, such as square images or vertical videos, to make them more appealing to this audience.
Highlight Social Causes and Values
Gen Z is a socially conscious generation that cares about the world around them. They are more likely to support brands that take a stand on important social issues and reflect their values. Whether it's climate change, diversity, or mental health awareness, Gen Z expects brands to align with causes they care about.
Facebook allows businesses to showcase their values through posts, ads, and live events. You can highlight your brand's commitment to social issues through campaigns that demonstrate real impact. For example, Patagonia has gained Gen Z’s loyalty by championing environmental causes and being transparent about their efforts to reduce their environmental footprint. Aligning your brand with social causes is a powerful way to connect with Gen Z on Facebook.
Use Data and Analytics to Fine-Tune Your Approach
Targeting Gen Z on Facebook in 2025 isn’t a one-size-fits-all strategy. To ensure you're reaching the right audience, use Facebook's advanced analytics tools. Monitor key metrics such as engagement rates, click-through rates, and conversion rates to evaluate the performance of your campaigns. This data will help you understand what works and what doesn’t, allowing you to adjust your approach for maximum impact.
Additionally, Facebook’s targeting options allow you to refine your audience based on age, location, interests, and behavior. Make sure to experiment with different targeting settings and test various content formats to see which ones resonate best with Gen Z.
Conclusion
In 2025, targeting Gen Z on Facebook is all about understanding their preferences and habits. By creating authentic, engaging, and interactive content, you can capture their attention and build a strong connection with this digitally native audience. Focus on short-form video, influencer collaborations, mobile optimization, and socially responsible messaging to make your campaigns stand out. With the right strategy and an eye on the latest trends, your brand can successfully engage Gen Z on Facebook and drive meaningful results.