Generation Z’s interaction with social media differs greatly from that of previous generations. As a digital generation raised on technology whose members have owned mobile phones from an early age, their behaviour is naturally unlike that of their predecessors.
Ziyad Al-Husseini, a student at the Faculty of Tourism and Hotel Management in Cairo, said TikTok is his favourite platform, followed by Instagram, while Facebook ranks last on his list. He added that TikTok offers visual content and personal experiences that allow him to choose what he wants or access information easily.
He added that he uses YouTube to study, which he finds helpful, and when searching for information he turns to ChatGPT, which he believes is faster and saves him time. He said he cannot imagine how people used to spend long hours searching on Google.
Mirna Mohamed, 25, is used to buying her shoes, bags, and clothes through online shopping on Instagram. She finds it an ideal platform for displaying high-quality photographs that make it easier to buy items after seeing their details clearly.
Mohamed also considers ChatGPT to be a therapist. She has even given it a name, “Murad,” and she talks to it at the end of her day, sharing her feelings, daily experiences, and interactions with people she meets. She said she feels a sense of comfort and relief after talking to “Murad” (in other words ChatGPT).
Karim Tawfik, born in 2000 and working as a public relations officer at a media content and services company, said social media has had a major impact on the way Generation Z behaves and makes decisions.
“Now, when someone decides to go out for entertainment, the first thing they do is open social media to check for recommendations on where to go. This shows how deeply social media has become a part of our lives, even in the simplest decisions,” Tawfik said.
Said Sadek, a professor of political sociology in Cairo, said that Generation Z uses social media intensively and creatively, setting them apart from previous generations in the way they engage digitally.
He noted that they prefer fast-paced visual platforms such as TikTok, Instagram (especially reels and stories), Snapchat, and YouTube, focusing on short, interactive visual content. They value authenticity and spontaneity, quickly join trends and challenges, such as dances or humorous videos, and rely on instant messaging features, voice messages, and stories for daily communication.
Sadek added that they use social media to express their identities through memes, filters, and creative content and they care deeply about social issues such as climate change and social justice, often participating in digital activism through hashtags.
Generation Z turns to platforms like YouTube and TikTok to learn new skills, from cooking to coding, or to understand complex topics in simple ways, Sadek pointed out, adding that they engage with influencers, support brands that align with their values, and participate in e-commerce through platforms such as Instagram and TikTok.
IMPACTS: Generation Z’s use of social media can have both positive and negative effects on society, Sadek said.
He explained that on the positive side social media has increased social awareness, as Generation Z has helped spread awareness of issues such as racial justice, gender equality, and mental health through campaigns like #BlackLivesMatter and #MentalHealthAwareness.
Platforms such as TikTok have brought to light new talents in music, art, and comedy. They have also pushed companies to adopt more transparent and authentic marketing strategies that focus on values like sustainability. Moreover, social media has made it easier to build digital communities that transcend borders, fostering greater cultural understanding, he added.
On the downside, Sadek pointed out that constant exposure to idealised content can lead to anxiety, low self-esteem, and social-media addiction. Polarisation and misinformation are also growing problems, as the spread of false or sensational content can deepen social divisions.
Sadek remarked that Generation Z uses social media as a tool for expression, learning, and influence, making them a driving force for social and cultural change. However, the heavy reliance on these platforms also poses challenges related to mental health and misinformation.
Technology and AI expert Mohamed Maghrabi said Generation Z perceives social media as a “parallel reality” and that for them identity is not just an ID card or a set of features but a “digital identity” built step by step on the platforms they inhabit through photographs, posts, followers, interactions, and opinions.
This is where the real transformation begins, Maghrabi noted. Generation Z no longer learns or forms opinions through family, school, or traditional media, but rather through algorithms that decide what they see and what remains hidden. “The feed,” he says, “has become their new teacher; the ‘trend’ is the curriculum; and what appears on their screens each day shapes their values, ideas, and perception of the world.”
Maghrabi added that the situation has become even more complex with the rise of AI. What this generation sees is no longer just human-generated content but also material specifically designed to capture their attention, cater to their interests, and reinforce what they already believe.
He pointed out that the real danger lies in how algorithms create a “thought bubble” around each individual, making them see the world only from their own perspective and believe it to be the absolute truth in an effect known as the “echo chamber” where one’s own voice reverberates back, amplified from every direction.
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HOPPING: Generation Z’s deep engagement with social media has also influenced their consumer behaviour, shopping habits, and interaction with various products and services.
Sadek noted that Generation Z has a major impact on commerce and brand relations due to their unique consumer habits and heavy reliance on social media. Generation Z prefers online shopping, particularly through platforms like Instagram, TikTok, and Amazon, which allow direct purchases through features such as “Shop Now” or product links.
He added that Generation Z supports brands that align with their values, such as sustainability, diversity, and social justice. For example, they prefer eco-friendly products or companies that support social causes, and they tend to avoid brands that act unethically or lack transparency in a trend known as “cancel culture.”
“Generation Z trusts influencer recommendations more than traditional advertisements. Influencers on TikTok and Instagram play a major role in shaping purchasing decisions. They prefer authentic, unfiltered content, such as casual product reviews, and look for personalised shopping experiences, like AI-based recommendations or exclusive offers. They are also drawn to brands that provide interactive experiences, such as Snapchat filters or promotional games,” Sadek said.
He stated that Generation Z has driven companies to shift towards digital marketing, with a strong focus on short, engaging content such as TikTok videos. Their preference for visual content, he adds, has led businesses to increase their investment in social media advertising.
“Generation Z demands transparency from brands, such as revealing product sources or environmental impacts, and it prefers those that communicate honestly and share genuine stories about their values.”
Sadek explained that “this has pushed companies to develop new products and services consistent with Generation Z’s values, such as recyclable goods and innovative digital services, and to become more socially and environmentally responsible, prompting changes across supply chains and production models.”
Mohamed Shaaban, a marketing manager at a private company in Cairo, said that “TikTok has become Generation Z’s go-to search platform. TikTok helps users make decisions more easily because they prefer visual information over reading.”
He noted that Generation Z is the first generation with no brand loyalty, unlike earlier ones. “They are always looking for something new and different; the familiar doesn’t capture their attention. They have shorter attention spans because they grew up surrounded by technology, the Internet, and mobile phones, which reduce focus.”
“In the past, the goal of marketing was to capture the customer. With Generation Z, however, you have to constantly reinvent yourself to keep their attention, no matter how good your product is. This has pushed major brands to shed their classic image and turn to interactive, sometimes humorous, content on social media to satisfy this generation and grab their attention.”
“We can safely say that Generation Z has transformed the world of marketing,” Shaaban stated.
He pointed to the emergence of a new concept in marketing known as Generative Engine Optimisation, driven by changes in online search behaviour and the growing reliance on AI-generated responses. “Although around 90 per cent of searches still take place on Google,” he said, “the numbers are declining year after year, and this could eventually lead to the death of traditional Search Engine Optimisation.”
* A version of this article appears in print in the 13 November, 2025 edition of Al-Ahram Weekly
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