From TikTok to Substack: Where Gen Z is Paying Attention and What That Means for Brands

By Ava Lund

From TikTok explainers to deep-dive newsletters on Substack, Gen Z’s (1997-2012) attention is gravitating toward platforms that feel more personal, immediate, and relevant than traditional media.

As platforms evolve and attention spans shift, it’s essential for PR and marketing professionals to understand how Gen Z gets their information and, more importantly, how to show up where this generation is paying attention. Below, we explore three key platforms—TikTok, Instagram, and Substack—and how brands can effectively engage Gen Z on each.

TikTok Is No Longer Just for Dances. It’s Where Gen Z’s Attention Lives

What started as a social media platform for dance challenges and lip-syncing has grown into a powerful space for breaking news, popular trends, and social commentary. Recent data from Pew Research Center  found that “39% of adults under 30 say they regularly get news there.” The platform provides visual, fast-paced, and highly personalized content, but with speed comes risk. Misinformation spreads quickly. This is why TikTok creators who offer clarity, context, and accuracy have become trusted voices in Gen Z’s media diet.

Strategy for Brands: It’s okay to participate in trends that align with your brand, but avoid forcing it just to keep up. Instead, focus on creating engaging, relatable, and values-driven content that showcases your brand’s point of view. Consider partnering with TikTok creators who already have credibility with Gen Z to help ensure your message lands authentically.

Instagram Remains a Visual Hub 

Instagram continues to be a cornerstone for Gen Z, serving as a go-to space for visual inspiration, personal expression, and brand discovery. According to a report by Opeepl, a market research agency, Gen Z spends almost two hours on Instagram every day, reinforcing the platform’s role as both a cultural hub and a powerful tool for discovery and self-expression. More than just a social network, it plays a significant role in shaping culture and curating the aesthetic-driven content this generation values, whether it’s from moodboards, influencers or niche communities.

Strategy for Brands: Use Instagram to reinforce your brand identity through thoughtful visuals and storytelling. Features such as Carousels are great for education, Reels for trends or behind-the-scenes, and Stories for quick updates or polls. Focus on content that sparks saves, shares, or conversation, not just likes.

Substack Offers Space for Meaningful Storytelling

Once a niche space for independent voices, Substack has quickly become a favorite tool for brands looking to connect more personally with their audiences. With no ad clutter, the platform allows brands to build trust and connection through direct communication.

Younger audiences are taking notice. Gen Z in particular values content that feels personal and purposeful, and Substack delivers just that. According to recent research from Archrival, a youth culture agency, only 5% of Gen Zers say they’ve paid for a Substack subscription — yet 72% say they would subscribe to a creator they already follow on social media. This curiosity signals a big opportunity for brands to engage this audience in a more meaningful way.

Brands like American Eagle, Hinge, and Rare Beauty are already using the platform to reach Gen Z with curated newsletters, real stories, and cultural commentary that feels more like a conversation than a campaign.

What makes Substack different is its focus on quality writing and community. As some younger audiences look to move beyond the endless scroll of TikTok and Instagram, the platform offers a refreshing alternative. It’s a slower, more thoughtful space where curated content takes the lead. 

Strategy for Brands: Substack is not a place for promotional blasts but for content that informs, inspires, and builds real connections. Use the platform to share thoughtful, long-form content that reflects your brand’s values, behind-the-scenes stories, expert insights, or cultural commentary that feels authentic and engaging. 

The Key Takeaway: Relevance Over Reach

Gen Z is not passively consuming content. They are questioning it, discussing it, and sharing it. To earn their attention, brands need to offer more than just posts—they need to show up with value, voice, and vision.

Choose platforms that make sense for your brand and audience. Show up consistently. Offer insights, not ads, and wherever possible, empower creators and community members to help tell your story in their own language.

Curious about how Gen Z is reshaping the way we think about media and audience engagement? Reach out to the Double Forte team to learn how we’re helping brands stay relevant in a rapidly evolving landscape.