As 2025 approaches, businesses are realising that utilising the Facebook Gen Z demographic is no longer optional. Despite the rise of newer platforms like TikTok and Instagram, Facebook remains a powerhouse for engaging younger audiences, especially Gen Z. With over 40% of global Gen Z users still active on Facebook, it’s clear that Facebook’s diverse features, from Groups and Stories to ads and social commerce, offer unparalleled opportunities for marketers.

But how do you actually engage this audience? In this article, we’ll explore 5 key strategies to help you tap into the Facebook Gen Z demographic in 2025. From creating personalised content to leveraging Facebook’s powerful ads and shopping features, these strategies will help future proof your social media marketing approach. Whether you’re already active on Facebook or just starting, these actionable insights will guide you towards building a stronger connection with Gen Z on one of the world’s largest social platforms.

Why Facebook Still Matters for Gen Z

While platforms like TikTok and Instagram may dominate the spotlight, Facebook remains an essential tool for connecting with Gen Z in 2025. Many marketers mistakenly believe that younger audiences have fully migrated to newer platforms. However, data reveals that over 40% of Gen Z still engage with Facebook regularly, particularly through Facebook Groups, Stories, and its growing social commerce features.

One of the key reasons Facebook is still relevant is its ability to offer a more diverse experience. Gen Z is increasingly using Facebook for community building within Groups, participating in social commerce via Facebook Shops, and interacting with brands through Stories. These features allow Gen Z to connect with businesses on a deeper level, beyond just content consumption.

Moreover, Facebook’s powerful advertising tools provide businesses with the opportunity to create targeted campaigns for Gen Z, leveraging Facebook’s advanced custom audiences, lookalike targeting, and detailed user data. These capabilities help brands cut through the noise and reach the right Gen Z audience with the most relevant content, making Facebook an indispensable platform for any digital marketing strategy.

For those looking to optimise their Facebook presence before diving into Gen Z marketing, make sure you check out our guide on How to Get Started with Setting Up Facebook Pages for Your Brand. It provides valuable tips on setting up your page to attract and engage all audiences, including Gen Z.

Key Strategy #1: Personalisation and Authentic Content

Gen Z craves personalisation and authenticity in their online experiences, and Facebook provides the perfect platform for brands to deliver just that. Unlike traditional marketing approaches, which often focus on broad messaging, personalisation involves tailoring your content to fit the specific interests, behaviours, and values of your audience.

For Gen Z, authenticity is key. They’re not interested in overly polished, corporate content. Instead, they prefer raw, real, and relatable content that feels human. In fact, research shows that Gen Z values authenticity over brand names or price when making purchasing decisions. Brands that are transparent, unfiltered, and open about their values are more likely to form deeper connections with this audience.

To engage Gen Z effectively on Facebook, focus on creating content that speaks directly to their interests. This could include behind the scenes content, user generated content, or real life stories from customers or influencers they follow. Highlighting real people and real experiences will foster trust and loyalty with this demographic.

A great example of this is Facebook Stories. They allow brands to share content that’s spontaneous, timely, and engaging, which resonates deeply with Gen Z. It’s not about perfection; it’s about being genuine and engaging.

By making your content feel personal and authentic, you’ll encourage stronger engagement and build lasting connections with Gen Z on Facebook.

To further enhance your efforts in reaching the Facebook Gen Z demographic, we recommend reading our guide on How to Grow a Facebook Page Organically and Increase Engagement. This resource will help you build an engaged community and increase your organic reach on Facebook.

Key Strategy #2: Facebook Ads Tailored to Gen Z

When it comes to utilising Facebook Gen Z demographic, Facebook Ads are an incredibly powerful tool. With the platform’s advanced targeting capabilities, businesses can create hyper targeted ad campaigns specifically designed to capture the attention of Gen Z. But to effectively reach this younger generation, your ads must resonate with their unique preferences and behaviours.

Gen Z is not interested in traditional, in-your-face advertising. They prefer creative, engaging ads that blend seamlessly into their social media experience. This could include short form video ads, interactive polls, or meme based creatives that speak directly to their sense of humour and values. The key is to make the ad feel natural and in tune with the content they’re already consuming.

Facebook’s ad platform offers robust tools to target Gen Z more effectively. By using Custom Audiences, you can tailor ads based on specific behaviours, such as shopping habits or interaction with previous content. Lookalike Audiences help you reach individuals similar to your most engaged Gen Z users, allowing you to scale your campaigns effectively.

Another great feature for utilising Facebook Gen Z demographic is Facebook’s Stories Ads, which are perfect for delivering short, impactful content that aligns with Gen Z’s preference for quick, visually engaging material. These ads can be as simple as a behind the scenes look, a fun product demo, or a limited time offer designed to create urgency.

By tailoring your Facebook Ads to the unique preferences of Gen Z, you’ll increase both your reach and engagement, driving better results from your ad spend.

Key Strategy #3: Leveraging Facebook Groups for Community Engagement

For utilising Facebook Gen Z demographic, Facebook Groups offer an incredibly effective way to build genuine connections with younger audiences. Unlike traditional brand pages or ad campaigns, Groups foster a sense of community where users can engage with one another and with your brand in a more organic, less transactional way.

Gen Z thrives in online communities, often preferring smaller, niche groups over broader social platforms. This is where Facebook Groups come in, they allow brands to create spaces where Gen Z can share experiences, ask questions, and discuss topics that matter to them. Whether you’re offering exclusive content, special deals, or behind the scenes looks into your brand, Facebook Groups are the ideal platform to create a loyal, engaged community.

Brands that successfully use Facebook Groups for community engagement tap into Gen Z’s desire for connection and authenticity. Instead of directly selling to them, you’re providing value in the form of peer led discussions, valuable content, and direct interaction.

To get started, consider creating a private Facebook Group for your most dedicated followers or customers. Encourage participation by sharing exclusive offers, events, and content that appeals to Gen Z’s interests. By building a community where they feel heard and valued, you’ll create a stronger, more lasting connection with this demographic.

Key Strategy #4: Facebook Stories and Live Streaming

For engaging the Facebook Gen Z demographic, Facebook Stories and Live Streaming are two of the most effective tools at your disposal. Gen Z is known for its desire for real time, unfiltered content, something that Facebook’s Stories and live features provide perfectly.

Facebook Stories are short lived, visual posts that disappear after 24 hours, and this format has become incredibly popular among Gen Z. Stories allow brands to share quick updates, behind the scenes content, polls, or promotions in an authentic, bite sized format. This appeals directly to Gen Z’s preference for fast, engaging, and ephemeral content that feels more immediate and personal.

In addition to Stories, Facebook Live has seen tremendous growth. Live streaming offers a unique opportunity for businesses to connect with Gen Z in real time, whether it’s through product launches, Q&A sessions, or live events. The interactivity of live streaming, where users can comment, ask questions, and engage with the content, is highly appealing to Gen Z, who value instant feedback and interaction with brands.

To make the most of Facebook Stories and Live Streaming, ensure your content is interactive and authentic. Ask questions, encourage comments, and provide content that feels fresh and spontaneous. This approach will help you connect with Gen Z on a deeper level, developing engagement and loyalty.

Key Strategy #5: Social Commerce on Facebook

For utilising Facebook Gen Z demographic, social commerce is an essential strategy that brands must embrace. Gen Z has grown up with social media, and they expect to not only engage with content but also shop directly through these platforms. Facebook’s growing social commerce features, including Facebook Shops and shoppable posts, allow businesses to seamlessly integrate shopping experiences into the social media environment Gen Z uses daily.

Gen Z values convenience and immediacy, so offering a smooth, frictionless shopping experience on Facebook is crucial. With Facebook Shops, brands can create a digital storefront directly on the platform, where Gen Z can browse and purchase products without ever leaving Facebook. This is particularly appealing to Gen Z, who prefer shopping online but want the process to be quick, easy, and integrated into their social experience.

Additionally, shoppable posts in Facebook’s News Feed and Instagram (owned by Facebook) allow brands to tag products directly in their posts. This makes it easy for Gen Z to learn about a product and purchase it in just a few taps. For brands, this is a great opportunity to tap into the purchasing power of Gen Z, who are more likely to make impulse purchases when the process is seamless and integrated into their daily social browsing.

By embracing social commerce, businesses can create a more direct, accessible shopping experience that resonates with Gen Z.

If you’re also looking to boost engagement with Facebook video content for Gen Z, be sure to check out our guide on How to Increase Video Views on Facebook and Engage More of an Audience. This article provides tips on creating engaging videos that capture Gen Z’s attention and increase views.

FAQ: Utilising Facebook Gen Z Demographic

Is Facebook still relevant for Gen Z in 2025?
Yes, despite the rise of TikTok and Instagram, Gen Z remains active on Facebook, particularly through features like Groups, Stories, and Facebook Shops. Facebook continues to be a key platform for community engagement and social commerce.

How do I create Facebook Ads for Gen Z?
To engage Gen Z effectively, your Facebook Ads should be creative, fun, and align with their values. Focus on authenticity, use short form video content, and incorporate humour or memes. Personalised, interactive ads that tap into Gen Z’s interests are key.

What type of content works best for engaging Gen Z on Facebook?
Authentic, real time content works best. Gen Z favours behind the scenes posts, user generated content, and Stories over highly polished, traditional ads. Make sure your content is relatable and provides value.

Can I build a community on Facebook with Gen Z?
Yes! Facebook Groups are ideal for creating communities. Encourage interaction, share exclusive content, and provide a space where Gen Z can connect and engage with your brand in a more meaningful way.