#5: Entertainment is Non-Negotiable
If there’s one thing Gen Z hates, it’s boring.
Whether they’re scrolling TikTok or watching YouTube, this generation expects brands to entertain, surprise, or make them laugh; and if you can do all three, you’re golden.
Entertainment is the ultimate hook for Gen Z behavior, and the brands that succeed are the ones that can weave fun into their marketing.
The Stats:
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Our research shows that Gen Z uses social media for entertainment more than any other purpose, outpacing Millennials, Gen X, and older generations.
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We also discovered that viral campaigns or funny, unexpected content is 3x more likely to gain their attention than traditional ads.
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They’re more likely to engage with brands that incorporate cultural moments, memes, or trending sounds.
What Works:
Embracing humor, pop culture references, and interactive formats. Whether it’s a clever tweet or a TikTok challenge, Gen Z connects with brands that don’t take themselves too seriously.
What Doesn’t:
Overly corporate or stiff content. Gen Z wants to laugh, engage, and feel like they’re part of the conversation, not just being sold to.
Proof in Action:
Duolingo’s TikTok account is a masterclass in Gen Z entertainment. Their mascot’s antics, memes, and playful content have made language learning unexpectedly fun, attracting millions of young followers.
