The Digital Generation

Through the Eyes of Gen Z & Millennials

Social media is an integral part of everyday life for Gen Z and Millennials — it’s their living space, marketplace, and a reflection of cultural identity.

In the DACH region, these two generations — aged between 11 and 44 — make up around 40% of the total population. On social media, they represent over 80% of all active users — and on platforms like TikTok, their share exceeds 90%.

They play a key role in shaping which content, products, and brands matter today — and which no longer do.

But how can these target groups truly be reached? Here you’ll find essential facts, insights, and data on the digital generation — starting with the most relevant platforms, key audience characteristics, and practical recommendations for a contemporary and effective approach.

Essential Platforms

Twitch (The World’s #1 Live Streaming Platform)

• The most important platform for live content — including gaming, events, and IRL streams.

• High levels of community engagement and interaction thanks to real-time chat.

• A key hub for audiences interested in gaming, entertainment, and live events.

• The leading platform in esports — and the place where brands can authentically become part of the community through genuine creator collaborations.

YouTube (The #1 Video Platform)

• The world’s largest video platform — more relevant than ever for both target groups.

• Gen Z: Entertainment, Shorts format, creator-driven communities, and strong identification with influencers.

• Millennials: Tutorials, reviews, long-form content, and information gathering.

• The second-largest search engine after Google — essential for SEO and brand positioning.

Instagram (The Visual Inspiration Platform)

• A key platform for social commerce, brand presence, and influencer collaborations.

• Gen Z prefers Stories, Reels, and direct messaging.

• Millennials engage with feed content and informative Stories.

• A go-to destination for visual communication and brand building.

TikTok (The #1 Trend Platform)

• Dominated by short, viral content — trends, challenges, and memes.

• Essential for brand communication and high viral potential among Gen Z.

• Strong influence on pop culture, trends, the music industry, and consumer behavior.

• Extremely fast trend cycles — ideal for agile brands with an authentic presence.

Reddit (The #1 Community Platform)

• A key platform for authentic, user-generated discussions around specific interests.

• Niche communities offer deep insights into highly targeted audiences and interest areas.

• Growing in relevance among Gen Z — valued for honest, unfiltered opinions and "real talk."

• Relevant for targeted market research, authentic community insights, and topic monitoring.

Cross-Platform Synergies

Successful social media marketing thrives on distributing content across multiple platforms and collaborating with influencers, content creators, and their networks and communities.

The following is a practical example of how it can be applied:

Twitch

• As a central source for authentic live content, Twitch delivers unique streaming moments, clips, and highlights straight from the community.

YouTube

• Popular Twitch clips and streams are published on YouTube as highlights, uncut videos, or "best of" compilations — making them accessible for long-term viewing.

Instagram & TikTok

• Ideal for increasing reach through short-form highlights with viral potential, repurposed from Twitch livestreams.

Reddit

• Reddit serves as a central community hub where users actively discuss streams, clips, and viral moments, critically reflect on them, and spark new ideas for further content.

This approach enables the scalable growth of reach, relevance, and impact — while positively influencing algorithms, increasing visibility, and benefiting all parties involved.

Key Characteristics and Needs of the Target Audiences

Generation Z:

• Digital natives with a strong focus on mobile and visual content

• Authenticity and transparency are essential

• High identification with micro-communities and subcultures

• Strong affinity for user-generated content (UGC)

• Deep social engagement and strong awareness of diversity

• Consciousness of algorithms and how to "train" them

Millennials:

• Tech-savvy generation bridging the gap between analog and digital

• Brand loyalty built on shared values

• Strong desire for self-fulfillment and flexibility

• Trust in well-researched information, long-form content, and storytelling

• Affinity for communities built around shared interests

• Consumers with higher purchasing power and a more conscious approach to consumption

The characteristics of these target groups reveal the specific demands placed on social media marketing.

Key Factors in Social Media Marketing

Successful brand communication in the digital space is constantly evolving. It requires a clear understanding of current trends and audience needs to achieve lasting success.

Social Commerce

• Direct purchasing decisions via social media — platforms like Instagram and TikTok are evolving into fully-fledged sales channels.

Micro-Communities

• Small, tightly connected groups with high loyalty offer ideal opportunities for targeted communication and niche products.

Social Listening

• Actively analyzing comments, sentiments, and conversations on social media enables better strategies, product development, and crisis prevention.

User-Generated Content (UGC)

• User-generated content builds trust and authenticity — especially effective with younger audiences. Brands should actively encourage and integrate UGC into their strategies.

Influencer & Content Creator Marketing

• Credibility, reach, and a close connection to the target audience — the right content creator can serve as a bridge between the brand and their community.

Mental Health & Social Responsibility

• The digital generation expects accountability — brands are called to take a stand and contribute positively to online culture.

Trends & Rapid Change

• Platforms like TikTok set a pace that often surpasses traditional campaign planning. Flexibility and timing are becoming key factors for success.

Gaming as a Cultural Phenomenon

• Gaming is more than just entertainment — it’s a social space, an expression of digital identity, and an integral part of pop culture. Digital platforms serve as central hubs for communication and connection.

Effective Target Audience Engagement

For communication to be truly effective, it must be precisely tailored to the audience. The right content, authentic language, and an active community are key to reaching target groups sustainably and building lasting brand loyalty.

Content Formats

• Short, visual content for Gen Z — in-depth, explanatory content for Millennials.

Language

• Casual language, cultural fluency, and realness shape how brands speak today.

Community Building

• Strong connections are built through dialogue, belonging, and interaction — not reach alone.

Authenticity

• Brands need to be credible, consistent, and relatable — polished appearances alone are no longer enough.

Success Factors

• Campaigns are effective when they align with the audience, the platform, and the moment — not because of budget, but because of relevance.

Modern communication must meet the expectations of the digital generation. Only those who understand their values, platform habits, and forms of expression can create relevance and build trust. Authenticity, genuine interaction, and audience-specific messaging are no longer optional — they are the foundation of lasting brand loyalty.