In social media, staying ahead of platform shifts is key to meeting your audience right where they are. Today, Gen Z is swiping through TikTok for bite-sized entertainment, while Millennials find comfort in the curated visuals of Instagram. Meanwhile, platforms like Threads and BeReal are tapping into demand for more authentic, unfiltered connections. So, how can brands adapt their strategies to keep up? Let’s break down the shifts—and what they mean for your brand.

1. TikTok: Where Gen Z Rules with Realness

TikTok is Gen Z’s digital playground, where authenticity and humor thrive. Short-form videos, user-generated content, and trending challenges are the currency of TikTok’s massive reach, and brands are tapping in with a creative, informal approach. Think Duolingo’s quirky mascot videos or Chipotle’s viral recipe hacks—these brands know TikTok isn’t the place for polish but for personality.

Tip: If you’re targeting Gen Z, don’t overthink it. Bring humor, jump on trends, and give your brand a relatable, human side. The best content on TikTok often looks less like an ad and more like an inside joke.

2. Instagram: The Millennials’ Modern Scrapbook

Instagram remains a favorite among Millennials who value aesthetic storytelling and aspirational visuals. While Stories and Reels keep the platform dynamic, the main feed still emphasizes polished imagery. Brands targeting Millennials can use Instagram to showcase aspirational content, behind-the-scenes looks, and immersive storytelling. Take Glossier, for example—they use soft, curated visuals that speak to the Millennial desire for authentic, approachable beauty.

Tip: Use Instagram to give your brand a visually pleasing and authentic presence. Integrate Reels for reach, but keep your Stories and posts in line with your brand’s aesthetic to engage the Millennial audience.

3. BeReal and Threads: Authenticity as a Trend

Platforms like BeReal and Threads are pushing social media back to its roots: authentic connection. With BeReal’s time-limited daily snapshots and Threads’ conversational focus, these platforms cater to users tired of filters and edits. Brands like Chipotle and Nike are already experimenting with BeReal’s unfiltered format to engage users without the pressure of perfection.

Tip: If your audience values transparency, consider leveraging BeReal or Threads for real-time insights, team takeovers, or unpolished product demos. It’s a chance to drop the glossy façade and invite your audience behind the scenes. Everyday get a notification to share a genuine glimpse into your real life with the people you care most about.

As social media continues to shift, so should your brand’s approach. Meeting your audience where they are means understanding the platforms they love and adapting your voice, tone, and content style to fit. At Brand Poets, we know that staying current isn’t just about presence—it’s about relevance. Because if you’re not reaching your audience where they are, someone else is.