Lessons from Gen Z Targeted Social Media
In today’s social media world, people aren’t just scrolling, they’re connecting, discovering, and deciding which brands feel worth their time. Some brands make their presence known, especially when it comes to capturing Gen Z’s attention. Through my recent research, I took a deep dive into four standout brands: Function of Beauty, Bubble, Little Words Project, and BarkBox, that are absolutely dominating the Gen Z space with visual storytelling, smart design, and trend-driven content.
As a digital designer and content creator, I’m always studying what makes certain brands stick. These four are not just active, they’re intentional. Every post, video, and email tells a story that reflects who they are and why they matter. And that’s something I bring into my own creative work too.
“Gen Z gravitates toward brands that are authentic, visually compelling, and socially aware, they want stories, not sales pitches.”
-(Sprout Social)
That quote from Sprout Social couldn’t be more accurate, and it’s exactly what these brands are getting right.
Designing with the Platform in Mind
One of my biggest takeaways is that successful brands don’t post the same thing everywhere. While Function of Beauty and Little Words Project may repurpose content across Instagram and Facebook, they know how to tweak the tone and visuals to match the vibe of each platform. On Instagram, it’s all about Reels, influencers, and trend-friendly visuals that feel approachable. TikTok, on the other hand, thrives on humor, storytelling, and authenticity, and brands like Bubble get that.
This is what I love about content strategy, it’s really just thoughtful design. You’re considering who your audience is, where they are, and what kind of content they want to engage with. When creating for social, its important to balance aesthetics and user behavior.
Visual Branding That Speaks Volumes
Each of these brands has a distinct look that tells you exactly who they are. Function of Beauty leans into soft, pastel visuals that feel personalized and calming. Bubble is bright, bold, and full of Gen Z energy. And Little Words Project brings in color, positivity, and a kind of handmade warmth. These choices aren’t random, they’re rooted in strong brand systems.
From a designer’s perspective, this kind of consistency is powerful. It’s not just about looking good, it’s about feeling familiar. If someone sees your post and immediately knows it’s you before they read your name, that’s design doing its job.
Carrying the Story Beyond the Feed
What really impressed me is how well these brands carry their visual storytelling into email marketing. Bubble sends weekly themed blasts with bold visuals and fun educational content. BarkBox keeps things playful with dog-filled graphics and clever copy that makes you smile (and maybe click “Buy Now”). They aren’t just sending updates, they’re extending the personality of their social channels into your inbox.
This kind of cross-platform cohesion is necessary when working on brand systems in order to accomplish digital storytelling effectively.
Where There’s Room to Grow
Even strong brands have areas they could improve and that’s part of what makes this space exciting.
For example, Pinterest is a huge opportunity for brands like Function of Beauty and Little Words Project, but their presence there is either inactive or underused. With the right kind of visual strategy, such as candid, “lived-in” photos that feel real, these brands could extend their reach and create even more shareable content.
Why This Matters
For designers and creators, the takeaway is simple: the best content doesn’t just look good, it makes people feel something. These four brands are doing more than riding trends. They’re telling stories that reflect who their audience is and what they care about. That’s what creates lasting impressions.
If you’re curious to see the full breakdown of my research on these brands, you can check it out here. It dives deeper into what makes each one unique, and how smart design choices drive social success.
As someone who bridges design and strategy, I believe good content should always do more than fill a feed. It should connect, communicate, and make people want to come back for more, and that’s exactly what I aim to do in my work!
Hey, I’m Ashley!
I am a graphic & interactive designer passionate about creating purposeful, fun, and engaging design. Whether it’s a brand identity, a responsive website, or a social media campaign, I love connecting ideas with strategy to make work that’s not only beautiful, but effective.
