Gen Z News Hack: TikTok & Instagram

The front page has gone vertical. For Gen Z, news isn’t found in newspapers or TV broadcasts. Instead, it scrolls, swipes, and loops on TikTok and Instagram.

A 2024 Pew Research Center report shows that 43% of adults under 30 now get their news regularly from TikTok. This is a significant increase from just 3% in 2020. Instagram follows closely behind, while traditional media use among this age group continues to decline.

“Social media has become the gateway to everything — from fashion to trends to breaking news,” said Ziad Ahmed, CEO of JUV Consulting, in an interview with Axios. “If you want to reach young people, you have to meet them where they already are.”

The Rise of the Scroll-First Newsfeed

Filipino Gen Z audiences mirror this global trend. The Philippines now boasts over 90 million social media users. The average Filipino spends more than 3 hours a day online, according to Meltwater’s 2025 Digital Report. Most individuals report that they first learn about social or political issues through social platforms rather than TV or print.

Experts suggest that this shift isn’t merely about preference; it’s cultural. TikTok’s algorithm surfaces stories through humor, trends, and creator commentary. “Gen Z doesn’t want to be lectured to; they want to relate,” noted TeamAsia’s 2025 youth marketing insight.

What This Means for Brands

For companies and media organizations, this behavioral reset carries clear lessons:

Go Visual and Concise

Reels, Stories, and short-form videos are now the default format for news discovery. Brands must adapt to this visual-first approach to capture attention.

Use Authentic Voices

Partner with credible creators or employees who can humanize messages. Authenticity resonates with Gen Z, making it essential for brands to connect on a personal level.

Localize the Tone

Culturally relevant storytelling performs better than corporate-style updates. Tailoring content to local contexts enhances engagement and relatability.

Build Credibility

In an age of algorithmic feeds, transparency and verified sources boost trust. Brands must prioritize accuracy and honesty to foster a loyal audience.

The Opportunity Ahead

As AI tools accelerate personalized content, short-form “micro-news” will dominate how young audiences consume information. The brands that thrive will be those that blend insight with storytelling. They will translate complex topics into content people want to watch.

“News is no longer just reported; it’s performed,” says digital strategist Rachel Tobac. “Brands that understand that dynamic will win the next generation’s attention.”

Embracing Change

In this fast-paced digital landscape, adaptability is crucial. As business leaders and executives, we must recognize the importance of evolving our strategies. Engaging with Gen Z means more than just posting on social media; it requires a deep understanding of their preferences and behaviors.

Understanding the Landscape

The shift to social media as a primary news source is not a fleeting trend. It reflects a fundamental change in how younger generations interact with information. This shift poses both challenges and opportunities for brands aiming to connect with this audience.

Crafting Engaging Content

To effectively engage Gen Z, brands must focus on creating content that is not only informative but also entertaining. This means leveraging humor, creativity, and relatability. By doing so, brands can foster a stronger connection with their audience.

The Role of Technology

Technology plays a pivotal role in shaping how news is consumed. With the rise of AI and data analytics, brands can tailor their content to meet the specific needs of their audience. This level of personalization enhances user experience and drives engagement.

Looking Ahead

As we look to the future, it’s clear that the landscape of news consumption will continue to evolve. Brands must stay ahead of the curve by embracing new technologies and adapting their strategies accordingly. The goal is to create a seamless experience that resonates with Gen Z and beyond.

Conclusion

In conclusion, the way Gen Z consumes news is transforming rapidly. TikTok and Instagram are at the forefront of this change. Brands must adapt to these platforms and engage with their audience authentically. By doing so, they can build trust and foster lasting relationships. The future of news is here, and it’s time for us to embrace it.

References:

• Pew Research Center (2024). More Americans Are Regularly Getting News on TikTok, Especially Young Adults. — Pew Research Center

• Axios (2024). How Gen Z gets its news. — Axios

• Meltwater / We Are Social (2025). Digital 2025: The Philippines – DataReportal. — DataReportal – Global Digital Insights

• TeamAsia (2024). How to Do Gen Z Marketing in the Philippines. — Team Asia