Restaurants: ‘Humbling experience’: KFC on rejuvenating its social strategy to win over Gen Z

Why is the topic trending: 

• KFC's Shift in Social Strategy: The article discusses how a major fast-food chain, KFC, recognized the need to overhaul its social media strategy to better connect with Gen Z consumers.

• From Broadcast to Co-Creation: KFC's previous "broadcast" approach on platforms like Twitter (now X) was no longer effective with Gen Z, who crave short-form video content and engagement.

• Embracing Younger Perspectives: KFC believes that involving "younger people at the table" has been key to revitalizing their social media presence.

• Relevance in the Age of Short-Form Video: The article highlights the importance for brands to adapt their social media content to align with the preferences of younger audiences, particularly the demand for short-form video.

Overview:

The article details KFC UK and Ireland's head of brand and retail, Leo Sloley, discussing the fast-food chain's experience in rejuvenating its social media strategy to appeal to Gen Z consumers. Sloley spoke at Channel 4’s ‘Gen Z: Trends, Truth and Trust’ event on May 8, 2025, explaining how KFC, which once considered itself a "titan" on Twitter, had to recognize that its traditional "broadcast" approach to social media content was no longer relevant to younger audiences. Gen Z consumers now prioritize short-form video content, and KFC found it necessary to embrace co-creation and involve younger individuals in their social media efforts to effectively regain their attention and engagement. This shift reflects a broader understanding that brands need to move beyond one-way communication and adapt to the content formats favored by younger generations to succeed on social media.

Detailed Findings:

• KFC's Previous Strategy: Described as a "broadcast" approach, particularly on Twitter (now X).

• Loss of Relevance: By 2024, KFC's static social media content was no longer engaging Gen Z.

• Gen Z Content Preference: This demographic actively seeks short-form video content.

• Shift to Co-Creation: KFC believes involving "younger people to the table" has been crucial for their social media rejuvenation.

• "Humbling Experience": The process of recognizing the need for change and adapting was described as a humbling experience for the brand.

• Event Context: Leo Sloley shared these insights at Channel 4’s ‘Gen Z: Trends, Truth and Trust’ event on May 8, 2025.

Key Takeaway:

KFC had to significantly rethink its social media strategy to win over Gen Z consumers by moving away from a traditional "broadcast" model and embracing co-creation and short-form video content formats that resonate with this younger, digitally native audience.

Main Trend:

Brands Rejuvenating Social Strategies Through Co-Creation to Engage Gen Z

Description of the Trend (please name it):

The Gen Z Social Reboot

What is consumer motivation:

• Seeking authentic and relatable content from brands.

• Valuing engagement and interaction over one-way communication.

• Preferring short, dynamic video content that is easy to consume.

• Wanting to feel heard and represented by the brands they support.

• Finding entertainment and connection through social media platforms.

What is driving trend:

• The increasing influence and purchasing power of Gen Z consumers.

• The shift in media consumption habits towards short-form video platforms like TikTok and Instagram Reels.

• The ineffectiveness of traditional, static social media content in capturing the attention of younger audiences.

• Brands recognizing the need to foster genuine connections with Gen Z to build loyalty.

What is motivation beyond the trend:

• Basic need for information and entertainment.

• Desire to connect with brands that align with their values.

Description of consumers article is referring to:

• Age: Gen Z, those born between 1997 and 2012.

• Gender: Not specified in the article, likely includes all genders within the Gen Z demographic.

• Income: Represents a consumer group with growing spending power, making them a key target for brands.

• Lifestyle: Digitally native individuals who are heavy users of social media, particularly platforms focused on short-form video content, and who seek authentic and engaging brand interactions online.

Conclusions:

KFC's experience highlights a broader trend where established brands are realizing the need to overhaul their social media strategies to resonate with Gen Z by embracing co-creation and content formats that align with this generation's preferences for authenticity and short-form video.

Implications for brands:

• Need to move away from traditional "broadcast" style social media content.

• Should prioritize the creation of short-form video content.

• Should consider involving younger individuals in their content creation process (co-creation).

• Must focus on being relevant and engaging on platforms favored by Gen Z.

Implication for society:

Reflects the significant influence of younger generations on marketing and advertising strategies, driving brands to adopt more interactive and dynamic approaches on social media.

Implications for consumers:

Gen Z consumers are shaping the way brands communicate online, leading to potentially more engaging, authentic, and entertaining social media content.

Implication for future:

The trend of brands adapting their social media strategies to align with Gen Z's preferences is likely to continue and intensify as this generation's influence grows. Brands that fail to evolve risk losing relevance with a significant portion of the consumer market.

Consumer Trend (name, detailed description):

The Co-Creation Craving Gen Z: This trend describes Gen Z consumers' preference for brands to involve them in the creation of social media content, valuing authenticity and feeling more connected to brands that actively engage with their perspectives and ideas.

Consumer Sub Trend (name, detailed description):

The Short-Form Video Native: A sub-trend highlighting Gen Z's strong affinity for short, engaging video content on platforms like TikTok, Instagram Reels, and YouTube Shorts, making this format essential for brands wanting to capture their attention.

Big Social Trend (name, detailed description):

The Democratization of Content Creation and Brand Interaction: Social media has empowered consumers to become creators themselves and has fostered an expectation for brands to have a more interactive and conversational presence online.

Worldwide Social Trend (name, detailed description):

Global Shift Towards Short-Form Video Consumption: The popularity of short-form video content is a worldwide phenomenon, influencing how people consume information and entertainment across various platforms.

Social Drive (name, detailed description):

The Desire for Authenticity and Engagement in Online Interactions: Gen Z values genuine connections and authentic content from brands, preferring interactive experiences over traditional advertising.

Learnings for brands to use in 2025: (bullets, detailed description)

• Traditional "broadcast" social media strategies are losing effectiveness with Gen Z.

• Short-form video content is essential for reaching this audience.

• Co-creation and involving younger perspectives can significantly improve engagement.

• Relevance and authenticity are key to winning over Gen Z.

Strategy Recommendations for brands to follow in 2025: (bullets, detail description)

• Invest in creating engaging and visually appealing short-form video content.

• Explore opportunities for co-creation with Gen Z influencers and consumers.

• Actively listen to and incorporate the feedback and preferences of younger audiences.

• Be authentic and avoid overly corporate or out-of-touch messaging.

• Focus on building genuine connections and fostering a sense of community online.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

In 2025, "The Gen Z Social Reboot" demonstrates the critical need for brands like KFC to move beyond traditional social media approaches and embrace co-creation and short-form video to effectively engage with the influential Gen Z demographic.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands aiming to connect with Gen Z on social media should prioritize a shift towards co-creation by actively involving younger individuals in their content strategy and production. This includes leveraging the expertise and creativity of Gen Z influencers, collaborating with young consumers on content ideas, and focusing heavily on creating engaging and authentic short-form video content that aligns with the preferences and viewing habits of this digitally native generation, as exemplified by KFC's "humbling experience" and strategic pivot.

Final Note:

• Core Trend: Brands Rejuvenating Social Strategies Through Co-Creation to Engage Gen Z: Brands need to involve Gen Z in their social media content.

• Core Strategy: Prioritize short-form video, embrace co-creation with younger individuals, and focus on authenticity.

• Core Industry Trend: A significant shift in social media marketing towards interactive and short-form video content targeting younger demographics.

• Core Consumer Motivation: Seeking authentic engagement, relatable content, and short, dynamic video experiences.

• Final Conclusion: Engaging Gen Z effectively on social media requires brands to adopt a more collaborative and dynamic approach, prioritizing short-form video and involving younger perspectives in content creation to foster genuine connections and relevance.

Core Trend Detailed (Brands Rejuvenating Social Strategies Through Co-Creation to Engage Gen Z):

• Description: This core trend describes the increasing necessity for established brands to overhaul their social media strategies to effectively connect with the Generation Z demographic. Recognizing that traditional, one-way communication methods are losing relevance with this digitally native and highly engaged audience, brands are shifting towards more interactive and collaborative approaches. This involves actively involving Gen Z consumers in the creation and dissemination of social media content, fostering a sense of authenticity, community, and shared ownership in the brand's online presence.

• Key Characteristics of the Trend (summary):

  • Shift from Broadcast to Engagement: Brands are moving away from simply pushing out content to actively interacting with and involving their audience.

  • Emphasis on Short-Form Video: Recognizing Gen Z's preference for platforms like TikTok, brands are prioritizing the creation of concise and visually appealing video content.

  • Involving Younger Voices: Brands are seeking out and collaborating with Gen Z individuals, including influencers and everyday consumers, to shape their social media narrative.

  • Focus on Authenticity and Relatability: Gen Z values genuine content and brands that feel relatable, leading to a move away from overly polished or corporate messaging.

  • Building Community: Brands are aiming to create online communities where Gen Z consumers feel heard, represented, and connected to the brand and each other.

• Market and Cultural Signals Supporting the Trend (summary):

  • KFC's admission that its previous "broadcast" approach on Twitter was no longer effective with Gen Z, who crave short-form video.

  • KFC's belief that bringing "younger people to the table" has helped rejuvenate their social presence, indicating a direct link between co-creation and improved engagement.

  • The overall context of brands needing to adapt to the content preferences of younger audiences to maintain relevance on social media platforms.

• How the Trend Is Changing Consumer Behavior (summary):

  • Increased Expectation for Interaction: Gen Z consumers now expect brands to engage with them and value their opinions and contributions.

  • Greater Trust in Peer-Generated Content: They often place more trust in content created by their peers or relatable influencers than in traditional brand advertising.

  • Preference for User-Generated Content: Brands that feature and amplify user-generated content resonate more strongly with this demographic.

  • Higher Engagement with Authentic Brands: Gen Z is more likely to follow and interact with brands that present a genuine and transparent image online.

• Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):

  • For Brands and CPGs: Requires a significant shift in marketing strategy, investing in understanding Gen Z's online habits and preferences, and building genuine relationships with younger creators and consumers. Legal and ethical considerations around influencer marketing and user-generated content become paramount.

  • For Retailers: Need to create online and potentially in-store experiences that encourage Gen Z consumers to create and share content related to their brand. Leveraging platforms popular with this demographic and actively participating in relevant online conversations is crucial.

  • For Consumers: Gen Z consumers gain more influence over the content and messaging of the brands they engage with. They have the opportunity to see their own perspectives and creations reflected in brand communications, fostering a stronger sense of connection and ownership.

• Strategic Forecast: The trend of co-creation as a key strategy for engaging Gen Z on social media is expected to accelerate. As this generation's digital influence and spending power continue to grow, brands that fail to embrace collaborative approaches will likely struggle to maintain relevance and build meaningful connections.

• Final Thought: The rejuvenation of social strategies through co-creation is not just a fleeting tactic but a fundamental shift in how brands must approach their relationship with Gen Z. By bringing younger voices into the content creation process, brands can foster authenticity, build genuine connections, and ultimately win the loyalty of this crucial demographic.

Source: https://www.marketingweek.com/kfc-uk-social-media-gen-z/