The Shift in Consumer Behavior with Gen Z
As Gen Z consumers gain purchasing power, their behaviors and preferences are reshaping marketing strategies.
This digital-native generation values interactive and experiential consumption, leading to significant changes in social media trends. Traditional platforms like Facebook are losing appeal, making way for newer, more dynamic social spaces.
A recent example is Japanese apparel brand UNIQLO, which announced its withdrawal from Facebook on March 1. This decision highlights shifts in marketing strategies and the evolving social media landscape, posing new challenges for brands.
Table of Contents
Why Did UNIQLO Leave Facebook?
Event Recap
Understanding Gen Z's Social Media Usage Trends
The Current State of Major Social Media Platforms
Why Gen Z Is Moving Away from Facebook
How Generational Habits Influence Marketing Strategies
The Influence of Social Media on Gen Z
Changing Marketing Trends: A Deep Dive into Gen Z’s Consumer Behavior
The New Social Media Battlefield: How Brands Should Adapt and What Lies Ahead
Why Did UNIQLO Leave Facebook?
Event RecapOn February 26, 2025, UNIQLO Japan announced that it would stop updating its official Facebook page starting March 1, marking the end of 14 years on the platform.
Industry experts speculate several reasons behind this move:
Declining Ad Effectiveness
Facebook's organic reach has dropped significantly, forcing brands to spend more on ads to maintain visibility.
Low Engagement Rates
Despite having 1.18 million followers, UNIQLO's posts rarely received more than 300 likes, indicating minimal user interaction.
Misalignment with Audience Demographics
In Japan, Facebook is used primarily for work-related networking, similar to LinkedIn, making it less effective for fashion brands.
Understanding Gen Z's Social Media Usage TrendsAccording to a 2024 study by CyberAgent, the most popular social media platforms among Japan's Gen Z users are:
YouTube (86.3%) – A cross-generational video platform
Instagram (74%) – A highly interactive, visually driven platform
X (formerly Twitter) (70.8%) – A fast-paced, real-time content hub
TikTok (54.8%) – The center of short-form video content
In stark contrast, Facebook's penetration rate among Gen Z is only 9.5%, ranking 11th.
Over the past two years, its adoption has dropped to 6.2%, far below Instagram and TikTok.
UNIQLO's decision reflects not just its internal strategy shift but also the broader perception of Facebook as a "platform for older generations."
Development of existing major global community platformsPlatform | Active Users | Ad Revenue | Key Features |
Facebook (Meta) | Nearly 3 billion | $129.2 billion | - The world's largest social media platform, but user growth is slowing down - Declining younger user base, static content, and low engagement |
Instagram (Meta) | 1.29 billion | $43.3 billion | - Primarily image and short video-based, popular among younger users - Part of Meta’s ecosystem along with Facebook |
X (Twitter) | 490 million | Not disclosed | - Real-time news and short text interactions - Strong influence in the U.S. and Japan - High uncertainty due to Elon Musk’s acquisition |
TikTok | 1.5 billion (2022) | $12 billion (2022) | - Short videos and algorithm-driven content distribution - Effective for viral marketing, brand exposure, and KOL collaborations |
850 million | Not disclosed | - Professional networking platform, ideal for B2B marketing - Not suitable for consumer brands but offers a stable user base |
Why Gen Z Is Moving Away from Facebook
How Generational Habits Influence Marketing StrategiesGenerational Lifecycle Differences
When Facebook entered Japan in 2008, the oldest Gen Z consumers were only 11 years old, making it unlikely for them to develop strong habits around the platform.
Meanwhile, Instagram (2013) and TikTok (2017) emerged at the right time, aligning with their social media growth phase.
Content Format Preferences
Gen Z favors instant interaction and short-form videos.
Facebook's static posts and algorithm-driven feed no longer align with their preferences.
Evolving Social Media Culture
Platforms like Instagram focus on aesthetics, and TikTok emphasizes entertainment and engagement.
Facebook, by comparison, feels overly formal, making it less appealing to Gen Z.
The Influence of Social Media on Gen ZGrowing up in the digital era, Gen Z relies heavily on social media, influencing everything from shopping habits to personal values.
However, despite having larger online communities, this generation also reports higher levels of loneliness due to tech-driven interactions.
This explains why Gen Z gravitates toward platforms that offer instant engagement and dynamic content (e.g., Instagram, X, TikTok), rather than static, text-heavy platforms like Facebook. As a result, brands must shift their strategies toward interactive, community-driven content instead of traditional one-way marketing.
Changing Marketing Trends: A Deep Dive into Gen Z’s Consumer Behavior
Social Media as the Primary Shopping Channel80% of Gen Z has purchased products through social media, highlighting the dominance of social commerce.
Brands should prioritize Instagram Shopping and TikTok storefronts to create seamless digital shopping experiences.
The Rise of Experiential ConsumptionGen Z spends more online than any previous generation.
They favor services like Netflix (70% subscription rate), food delivery, travel, and live events over traditional retail shopping.
Values-Driven PurchasesBrands need to engage Gen Z with value-driven content on highly interactive platforms.
Key areas to focus on include:
Sustainability & Ethical Consumption
80% of Gen Z is open to buying second-hand products.
64% are willing to pay more for sustainable products.
Brands should emphasize Environmental, Social, and Governance (ESG) initiatives to attract these consumers.
Brand Storytelling & Community Engagement
Gen Z values trust, authenticity, and social proof.
They prefer user-generated content (UGC) over traditional ads.
Brands should collaborate with influencers (KOLs) and create interactive community events to enhance engagement.
Corporate Social Responsibility (CSR)
With rising civic awareness, CSR has evolved from a "bonus" to a "must-have" for Gen Z consumers.
They actively seek brands that align with their values and social causes.
The New Social Media Battlefield: How Brands Should Adapt and What Lies Ahead
Facebook Still Holds Value—But Requires a Strategy ShiftFacebook is not obsolete, but its role in marketing has changed:
While Gen Z’s usage is low, the platform still holds a large adult user base (25-34 age group: 23.5%).
Brands should treat Facebook as an information hub rather than a primary engagement channel.
Future StrategiesUse Facebook for corporate updates, customer service, and official announcements rather than interactive marketing.
Invest in targeted ads rather than relying on organic reach, which has significantly declined.
Key Platforms for Gen Z MarketingTo reach Gen Z effectively, brands must focus on short-form video content and real-time engagement.
Top Three Social Media Priorities
Instagram – Leverage Reels, Stories, and Shopping features to build a strong brand presence.
X (Twitter) – Utilize real-time conversations and trending topics to engage audiences.
TikTok – Drive brand influence through viral challenges and influencer collaborations.
Emerging Social Media Trends
Brands should also explore new platforms designed for authenticity and niche communities:
BeReal, Lemon8, Gas, and Mastodon are gaining traction, focusing on genuine interactions rather than algorithm-driven feeds.
These platforms provide new opportunities for brands to experiment with fresh marketing strategies.
Conclusion
UNIQLO’s exit from Facebook is more than just a corporate decision—it reflects the shifting dynamics of social media marketing.
To stay relevant, brands must adapt to Gen Z’s preferences, embrace interactive content, and leverage platforms that align with their evolving digital habits.
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