Gen Z consumers are slowly moving away from traditional social media. They now prefer inward-facing community online spaces more because they are more private than feed-based social media platforms like Facebook.
Gaming brands are among the companies that understand this well. Many now promote offers like no deposit bonuses outside the UK to Gen Z through community-focused platforms such as Discord. After all, this generation grew up with the internet in all its forms — and that has made them embrace digital spaces built around community.
The Problem with Big Platform Feed
Reinforcing communication with the group is crucial to Gen Zers. Whilst most of the large social media platforms claim to promote a sense of community, they are not well-positioned to meet Gen Z’s expectations. Take X for example. Since Elon Musk took over, X has minimised the safeguards that discouraged misinformation.
Facebook is another big platform that has had to deal with privacy scandals in the past, notably the Cambridge Analytica Scandal, which saw user data improperly harvested and used for political targeting. And those are some of the reasons curated communities now seem to appeal more to Gen Z than big platforms. In essence, they don’t focus on reach but relationships.
What Does This Mean for Brands?
Brands need to engage with these communities if they want to capture Gen Z’s attention. As a brand, making community a part of your marketing strategy can help you build a loyal fan base around a product or service.
The truth is that Gen Zers want brands that understand them and uplift their voices. They don’t want brands to view them as an audience to market to. In that case, using modern development tools can help brands build interactive spaces and problem-solving-focused communities where Gen Z users can connect and find support with products or services. This approach not only fosters trust but also empowers Gen Z to take an active role in shaping their experiences with the brand.
Online Places Where You Can Find Gen Z
The quest for meaningful digital interactions has increased among the Gen Z demographic, and it’s because the vast majority of this generation want safe places that echo their authenticity and passion. Here are some of the online spaces that actually make Gen Z feel welcome:
Discord
When Jason Citron and Stan Vishanevskyi launched Discord in 2015, they aimed to provide a communication platform for gamers. But Discord has since evolved into a versatile platform for Gen Zers to create and join communities focused on other shared interests beyond gaming.
Users join servers, private or public, which are communities dedicated to specific groups or topics. Excellent examples include gaming clans, book clubs, or crypto investor communities with specific rules, vibe, and culture.
Twitch
Away from video game streams, Twitch hosts content across a wide range of interests, including sports, music, and art. Twitch has channels that act as micro communities where Gen Zers bond over shared interests. Gen Zers particularly resonate with Twitch communities because they don’t have to talk while inside these communities – lurking is perfectly acceptable there.
Moreover, Twitch moderation tools help creators maintain safe, positive, and inclusive communities, especially for marginalised viewers who are often anxious or overstimulated by social media performance culture. In a similar way, digital tools for responsible gambling are designed to protect users by promoting healthier online habits and offering support in high-risk environments. As online spaces continue to grow, integrating these kinds of protective features is becoming a standard part of responsible digital design.
Subreddits
Reddit consists of hundreds of thousands of communities called subreddits where people engage in various topics and discussions. These niche communities help Gen Zers find authentic, real-life advice from other participants, rather than generic content.
Reddit puts community first, which allows participants to upvote, downvote, and share opinions in the comment section. The truth is that a Gen Z gamer is more likely to trust fellow Redditors’ recommendations, simply because they value real-world advice and recommendations over polished influencer content or paid sponsorships that feel inauthentic.
How to Engage Gen Zers
Self-expression is very valuable to Gen Z. It makes them more confident when using community-focused apps like Discord. In that case, you can captivate them with authentic content around trending topics that they resonate with. So, as a brand, you must also participate in trends. Look for resourceful ways to provide informative content. The goal is to be a trusted source of information and inspiration to them.
Final Thoughts
Online spaces that actually appeal to Gen Z are those that listen, amplify, respect identity, invite participation, and accept “messiness”. This generation has a strong sense of community, fairness, and authenticity. They grew up with the internet in all its forms, which exposed them to many cultures and identities, unlike the generations before them. Apart from the community, they also want to be heard. That’s why brands and companies alike need to create online communities beyond consumerism, aimed at allowing people to join rather than just make purchases.
