Logging onto TikTok or Instagram these days can feel more like an escape than a way to stay connected. In fact, a 2024 Harris Poll found that 69% of Gen Z users open social media just to pass time or fight boredom. Since Gen Z makes up the majority of social media users, their habits are reshaping how brands need to generate content. What used to be a place to share updates and announcements has evolved into a space for entertainment and humor.
So, if the majority of social media users is trying to escape, how can businesses and organizations still get their informative messaging across and achieve their goals of fostering social media engagement?
That's what we're looking into today.
Meeting Audiences Where They Are
More brands, particularly in industries where we work (like transportation), are rethinking how they present information by meeting audiences where they already are. People are scrolling for a dopamine rush when they open TikTok and Instagram, not for formal and predictable brand-safe posts.
What used to be a simple construction update or project milestone post is now being transformed into something more relatable and engaging. Even organizations you wouldn’t expect are getting it right. Take @UtahTransportation on Instagram. They’ve turned routine road-closure updates into shareable, meme-worthy moments (like this one). It’s funny, self-aware and, most importantly, it still conveys critical information in the caption, allowing people to learn more.
By embracing humor, they’re proving that even government and infrastructure agencies can stand out on social media. The message still gets across - it just does it in a way people actually want to see.
At MurphyEpson, we’ve adopted this same mindset in our work with Blueprint Columbus, using humor and storytelling to make complex topics more engaging.
In a recent Instagram post on @BlueprintCbus, a cartoon cat explains how pervious pavers work as part of the program’s green infrastructure initiative. While the video might just seem silly at first, the spike in average engagement speaks volumes. The data showed that audiences are more likely to stop their scrolling and learn when information is delivered with creativity and personality.
This approach reinforces what we’ve seen across industries: the brands that win are the ones that make their audiences laugh, feel surprised or intrigued for a moment before they keep swiping.
Avoiding “Check-the-Box” Content
Too many organizations fall into the pattern of just checking boxes and posting what fits the plan rather than what fits the moment. But audiences don’t engage with content that feels routine. They engage with content that feels real. At the same time, we know you have metrics and mission statements. While you need to have an eye on those things, you can't do everything in a silo – you have to watch the conversation and join it.
The secret sauce is finding balance: staying informative while participating in trends that make sense for your brand. The best posts hit both goals – they share important information and reflect what’s happening online right now.
Your Takeaway
Gen-Z users are redefining which posts are successful on social media. First and foremost, posts are measured by how they connect with the audience, not how well they capture your strategic plan. The brands willing to take risks, try trends and add personality will be the ones that thrive. Because when you stop checking boxes and start creating content people actually enjoy, you stop posting for algorithms and start posting for humans.
