What is a micro-trend, and why does it matter to Gen Z?

Micro-trends are short-lived, concrete viral phenomena that emerge on platforms like TikTok, Instagram, or BeReal. They aren’t crafted by brands or born in marketing meetings, they happen organically: sparked by a meme, a soundbite, a quirky idea, or a spontaneous video.

While their lifespan may be brief, micro-trends offer powerful cultural insights. They reveal what Gen Z cares about right now, what they reject, and how they want to be spoken to. Brands and content creators who truly understand these signals have a unique opportunity to join the conversation in an authentic and meaningful way.

“A micro-trend that caught my attention recently is <<delulu is the solulu>>”, says our colleague Silvia. 'It's a relevant example of how Generation Z transforms irony and fantasy into a mechanism for adaptation and expression. It shows our need to find creative refuge in the face of everyday uncertainties.

The rise of spontaneous and authentic content and the rejection of traditional advertising

In 2025, authenticity and transparency have become key criteria for choosing digital content for Gen Z. In an online environment dominated by perfectly edited images and carefully constructed messages, this generation is looking for content that captures reality as it is- with imperfections, spontaneity, and honesty. This shift in attitude has profoundly influenced the way brands and content creators communicate. Instead of stiff and processed campaigns, Gen Z prefers authentic material, often filmed on mobile phones, that captures real and relatable moments.

According to insights from Social Champ, Gen Z spends on average about three hours a day on social networks, engaging in a wide range of activities, from gathering information and entertainment to shopping and expressing their identity. In this fast-paced, hyperconnected environment, authenticity is no longer optional. It’s instead a non-negotiable requirement for any brand that wants to stay relevant and credible in the eyes of a generation that quickly detects and rejects anything that feels staged or insincere. 

Silvia from our Sales Team emphasizes this: “A brand is authentic when its communication appears genuine and is not overly focused on sales. A perfect example is Ryanair, which employs a self-deprecating tone, creates culturally relevant content, and effectively connects with its audience through memes featuring the Ryanair plane”.

Mirela from our PR Team also embodies this: “A brand feels authentic when it doesn’t just say something, but also acts on it. I look for consistency between their messaging and what they actually do. When they’re transparent, engage genuinely with their audience, and stick to their values over time, that’s when I trust them”.

The most popular platforms among Gen Z in 2025

Gen Z’s platform preferences are anything but random because they reflect the core values that shape this generation’s digital behavior: authenticity, genuine connections, and quick access to information. In 2025, Instagram, TikTok and YouTube continue to dominate, each serving different needs and interests.

• YouTube, with over 2.53 billion global users in 2025, remains the most widely used social media platform among Gen Z. Nearly 96% of young people in this generation have a YouTube account, securing its place as a digital staple. Although often labeled as a more 'traditional' platform, YouTube stays relevant thanks to its vast content diversity, ranging from educational videos and tutorials to vlogs, podcasts, and music content;

• Instagram continues to be a key platform for Gen Z, with around 2 billion monthly active users. According to Cropink, 52% of users are part of Generation Z, highlighting their active presence on the platform. Instagram is mainly used for social interaction and direct messaging. Primarily used for social interaction and direct messaging, Instagram remains a vital channel for visual storytelling. Features like Reels and Stories support the trend of authentic, spontaneous content, resonating strongly with this generation’s desire for realness;

• TikTok, with more than 1.6 billion monthly active users, has established itself as the leading content discovery platform for Generation Z in recent years. According to the Sprout Social Index™ 2025, 82% of Gen Z users are active on TikTok. The platform is favored for product discovery (77%) and news consumption (63%). It's fast-paced communication style based on viral trends, spontaneity, and short storytelling, making it highly attractive to a generation seeking authentic and relatable content. Every scroll offers an opportunity to learn something new, enjoy a moment of humor or discover brands and creators that reflect their values. Also, from the perspective of older generations, a widely held general truth is that 'TikTok is the new Google for Gen Z', and our colleagues agree on it.

“Yes, it is, and not just for Gen Z. I’ve noticed that many people tend to use it to search for information. Personally, I don’t go there for news, but I do use it when I want genuine opinions about something I’m planning to buy. For example, if I’m looking to purchase a beauty product, I search for reviews from content creators who specialize in that niche. It feels more authentic and relatable than traditional search results”, shares Mirela. 

“Yes, to a large extent. When I'm looking for inspiration for restaurants, vacation ideas, or a quick explanation of a concept, I prefer TikTok. It's a source of visual information that's immediate and often perceived as more authentic than traditional search engines. Also, I recently discovered the 50/30/20 budgeting method on TikTok, explained in a clear and accessible way. It's fascinating how the platform manages to deliver quality educational content in a short and engaging format”, adds Silvia.

Trends that capture Gen Z’s attention in 2025

• Short and engaging video content. Platforms like TikTok and Instagram Reels dominate Gen Z’s attention with quick, engaging formats such as 'day in the life' vlogs or 'get ready with me' clips. These videos feel authentic and personal, exactly what Gen Z expects;

“A recent example is the trend with << me after doing the bare minimum and needing a 3-hour break. >> It's a humorous yet realistic portrayal of everyday fatigue. For us, Generation Z, humor functions as a common language that facilitates connection and validation of personal experiences”, highlights Silvia.

• Growing trust in micro-influencers. While celebrity endorsements still hold some sway, Gen Z is far more likely to connect with creators who seem approachable, genuine, and reflect their own reality. Collaborations with these influencers succeed best when rooted in shared values rather than just fame; 

• Social responsibility and activism. This generation is deeply engaged in societal issues and expects brands to do the same. Gen Z seeks companies that don’t just talk about change but actively contribute through tangible, measurable actions;

• Meme culture. For Gen Z, humor isn’t just entertainment; it’s a way to process the world and stay connected. In a digital culture where irony, relatability, and creativity go hand in hand, meme culture remains a powerful tool for communication.

“Memes are a great way to connect with people. They capture everyday struggles in a funny and relatable way, and that shared humor helps build real connection. I really like brands that use memes in their communication. Semrush is a great example, their memes feel very relatable, especially for people working in marketing”, concluded Mirela.

Why should businesses care about Gen Z marketing?

Understanding Gen Z is vital because they are no longer just a niche audience, but a driving force shaping the future of every industry. With a massive influence over consumer trends and an active presence across all major social platforms, these young digital natives are a market you can’t afford to ignore. They are informed, selective, and value authenticity, clever humor, and messaging that aligns with their principles.

Recent data shows that Gen Z already spends more per capita than any previous generation at the same age. By 2030, they are expected to contribute over $2.7 trillion to the global economy. Ignoring them in marketing strategies means losing touch with the future. Conversely, brands that invest smartly in understanding and adapting to Gen Z’s digital habits won’t just stay relevant; they will become industry leaders in a rapidly evolving marketplace.

We hope this overview provides clarity on what drives Gen Z, what inspires them, and why their voice is more influential than ever in today’s digital landscape. Now, ready, steady, and start creating content that speaks their language, with purpose, authenticity, and bold creativity!

You can count on us for the Marketing & PR outsource department you need to communicate your company news and stand out in the industry!