I’m subscribed to Archrival’s newsletter, and their latest study in collaboration with Tumblr provides invaluable insights into the next era of cultural influence, especially as it’s being shaped by Gen Z.

If your goal is to connect with young consumers, this study is relevant. But even if you’re targeting other audiences, it’s important to pay attention—Gen Z is increasingly at the forefront of cultural trends, influencing everything from marketing strategies to brand relevance.

Since I’m in the business of saving you time and giving you the goods served straight up here’s the summary, because it will affect your marketing efforts on social.

Method: They spoke with hundreds of Gen Zs and Millenials as well as 100 Brand Marketers to understand how Gen Z is disrupting the “industry of influence” as they call it.

Here are the key takeaways for Instagram-focused business owners like us:

Relevance Is Key: Gen Z is quick to label brands as outdated or “cringe” if they don’t stay relevant. Instagram content needs to be fresh, authentic, and aligned with the latest cultural trends to avoid being dismissed.

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Community Over Content Saturation: Simply posting frequently isn’t enough anymore. Gen Z wants to feel like part of a community, not just passive consumers. Business owners should focus on building meaningful engagement and fostering a sense of belonging on Instagram.

Create Engagement, Not Ads: Gen Z is more interested in interactions that feel personal and community-driven. Instagram strategies should center on engagement, conversations, and making followers feel connected to the brand rather than just pushing products or promotions.

Community-Building is Crucial: A strong community strategy on Instagram will be vital for future success. Brands that actively create and nurture online communities will thrive, while those who rely solely on content without engagement will struggle to keep up.

So what does this all mean for you? 

You should prioritize creating genuine connections and communities, moving away from traditional content-heavy marketing approaches. 

Just take a look at some of my most recent posts for inspo. I’ve already made the switch and will be doing more of it in my content.