Engaging younger consumers on social media is proving to be a significant challenge for brands. According to Tumblr’s State of Community Report, while 55% of marketers believe their ads resonate with Gen Z, only 42% of Gen Z agree. In fact, 70% of Gen Z struggle to find brands and products that genuinely interest them, and 68% can’t recall the last time a brand’s marketing truly impressed them.

So, what’s really going on here?

Gen Z is overwhelmed with content

As the report points out, social platforms have transformed into media-saturated environments filled with ads, influencer endorsements, and promotional content, which hinder meaningful social interactions. For 62% of Gen Zs, when it comes to social media, there is too much media and not enough social. A substantial 56% feel overwhelmed by the volume of content flooding their feeds.

Ads are disrupting experiences

75% of Gen Z feel excessive ads disrupt their ability to connect with others. Instead of fostering relationships, these ads add to the digital clutter, making it harder for Gen Z to engage authentically. This constant overload leaves them frustrated and erodes their trust in brands.

Influencers are losing their influence

Gen Z’s sharp ability to spot inauthenticity has left many traditional influencers struggling to maintain their credibility and influence. This generation is turning away from overhyped products and insincere endorsements, seeing influencers as another layer of advertising noise. Less than a third of Gen Z considers influencer content relevant, and the rise of trends like #deinfluencing, with over 1.4 billion TikTok views, underscores their frustration with disingenuous promotions.

Gen Z craves community

It’s out with fakery and shallow interactions—Gen Z places a premium on community, belonging, and authentic connections. As mainstream platforms like Instagram, TikTok, and X struggle to meet these needs, Gen Z is shifting towards more intimate and private spaces such as Discord servers, Slack channels, Patreons, Substacks, and group chats. Interestingly, Gen Z also craves real-world interactions. In fact, 62% believe the online communities they engage with should also offer in-person experiences.

Who holds the influence?

Gen Z is drawn to authentic, relatable voices that foster genuine connections. For them, it’s not about follower counts or polished content; it’s about realness, trust, community, and shared values.

Influencers who can build meaningful relationships and cultivate communities across online platforms and in the real world—are the ones who resonate deeply with this generation.

Peer recommendations hold immense sway, with 72% of Gen Z trusting their peers over traditional marketing or influencer content.

Authentic voices within brands—from low-level employees to CEOs—also carry weight. Their behind-the-scenes insights, expertise and real-life experiences resonate more with Gen Z than any polished ad or celebrity endorsement.

The report also emphasizes the growing influence of nano and micro-influencers, with 92% expressing greater trust in them than traditional ads or celebrity endorsements.

These smaller influencers are seen as more authentic, often promoting products they truly believe in rather than just chasing a paycheck. Those who have nurtured tight-knit communities are especially impactful, fostering genuine connections beyond superficial, transactional exchanges.

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