Anatomy Of A Gen Z Tweet: How Brands Can Cultivate An Authentically Contemporary Voice

Twitter may have rebranded to X, and some users have migrated to Bluesky or even Meta’s version with Threads, but that doesn’t mean Gen Z has abandoned the platform altogether. With 28% of Gen Z’s online interactions in June 2024 being on Twitter, the essence of a classic Gen Z tweet (is it still even called a tweet?) remains unchanged. Innovative vocabulary, snarky attitude, and a niche reference will always be the secret to going viral among the Gen Z consumer base.

So, can brands crack the code and master the art of the Gen Z tweet? Absolutely—but only if they’re willing to drop try-hard marketing and embrace the organic, self-aware humor that fuels online culture for those under the age of 27.

The iPad Kid Effect: Why Gen Z Tweets Differ 

Gen Z is the first generation of true digital natives—with many scrolling on iPads before eating solid food. This makes their generation highly attuned to internet culture, meme cycles, and the unspoken rules of social media engagement.

Unlike older generations, they don’t just consume media; they make it their own. From editing sounds to repurposing pictures, the unique takes are one of the keys to creating a Gen Z tweet–or a dupe of that for marketing purposes. 

When it comes to marketing to this cohort, brands shouldn’t treat them like a rare bird that requires a special call (or ‘rizz’) to lure in. Instead, they should play the same game Gen Z does: being quick, clever, and culturally aware.

In the first six months of 2022 alone, Gen Z posted an average of 2.5 billion tweets [Bizinsights]. Couple that with their spending power of $360 billion annually (according to the BBC), and it’s clear why brands should be paying attention.

Crafting a Gen Z Tweet in Your Brand’s Voice

So, what goes into the anatomy of a Gen Z tweet? Here’s what you need to keep in mind:

1. Embrace the Power of Visuals

Gen Z is highly visual, so a tweet without an image, meme, or short-form video is just begging to be scrolled past. Whether it’s a reaction meme, a TikTok-style edit, or a cleverly edited infographic, visuals can make or break your tweet’s success.

2. Meet Them Where They Are

Your brand’s corporate Twitter page isn’t the first place Gen Z is going to look for content. They live in highly curated online spaces and tend to stay within their digital echo chambers. That means brands need to insert themselves into these spaces organically.

Take a page from Duolingo’s playbook. They’ve amassed a fan base of people who don’t even care about learning a new language, simply because their social media team knows how to play the internet game. Their tweets blend humor, relatability, and just the right level of unhinged energy to keep Gen Z entertained. It’s this intoxicating recipe that’s needed for making the perfect Gen Z tweet. 

3. Master the Art of Niche References

Gen Z tweets are often niche and, just like the generation’s humor a bit chaotic. If a brand wants to resonate with this audience, they need to tap into internet inside jokes—but carefully. Over-explaining a meme is the fastest way to kill it.

A prime example? Brands like Wendy’s, which have successfully incorporated chaotic, self-aware humor that mirrors the way Gen Z tweets. Think less "limited-time offer!" and more "we know our fries are better than theirs, and we’re not afraid to say it."

4. Be Self-Aware (And a Little Unhinged)

The fastest way to lose credibility with Gen Z? Sounding too polished or corporate. This generation has a finely tuned BS detector and will instantly clock inauthenticity. The best approach? A self-aware, slightly chaotic tone. This is already similar to how Gen Z interacts online, when a brand steps into this tone the humor only increases (and so do their sales!)

Fast food chains like Taco Bell and Slim Jim have mastered this, often leaning into absurdity, satire, and a tongue-in-cheek acknowledgment of their own marketing tactics…making them seem honest, relatable and more down to earth. 

5. Time It Right—And Keep It Short

Timing is everything. A tweet about a viral pop culture moment posted three days too late is the quickest way to say your brand is old. The trick is staying agile and reacting in real time—whether it’s a trending meme, a viral video, or a breaking news story that aligns with your brand’s tone.

And let’s not forget: brevity is key. If your tweet isn’t short, snappy, and to the point, Gen Z is already onto the next thing.

What Not To Do: The Cringe Factor

For every brand that nails the Gen Z voice, there’s one that completely fumbles the bag. Some common mistakes include:

• Overusing Gen Z slang: If you’re forcing words like “rizz” or “no cap” into your tweet, it’s already too late. If it doesn’t sound natural, don’t use it. The only time this can work, is when employing the viral TikTok trend of having a Gen Z employee write the script and an older employee read it off. 

• Trying too hard to be relatable: If a tweet reads like an adult desperately trying to fit in at the cool kids’ table, Gen Z will roast it into oblivion–but then, is any press bad? 

• Ignoring meme culture cycles: A brand using a meme months after its expiration date is an instant engagement killer.

The Future of the Gen Z Tweet

While Twitter (sorry, Elon) may not be the most popular platform the way Gen Z tweets and interacts with written words is here to stay—and it’s spilling over into every corner of social media. Whether on TikTok, Instagram, or even LinkedIn (yes, Gen Z humor is making its way into professional spaces), brands that understand this digital dialect will have a major advantage.