The internet, and what one can use it for, has developed so rapidly in recent years that the entire way we think about the “internet” today has shifted. The term now encompasses platforms like Google and Safari, with earlier ties to platforms like Internet Explorer, which was slowly being phased out even when I was a child years and years ago. But when thinking about how the term “internet” is defined today, many Gen Z audiences, and those even younger, associate it with social media because of the popularity of platforms like TikTok, Instagram, and Snapchat. Many of my peers even use apps like TikTok as their search engines, particularly if they’re looking for restaurants, locations in the city, or events.

With so many users on these platforms and the usefulness they offer for being able to find practically anything in any niche (TikTok) and curate the perfect image for a brand or individual (Instagram), these platforms have seen a steady increase in younger generations than their target audience using them. While this alone is problematic, it also means that content creation is more popular than ever before. 

Since Gen Z has made these social media platforms their domain and is the primary target audience for their usage, brands have begun to use them to draw consumers into whatever they’re advertising. This has been exacerbated by hiring social media interns who are primarily Gen Z, interacting with other Gen Zs via a brand’s social media account.

For example, the Duolingo social media accounts (primarily their TikTok one, which has amassed over 16 million followers), have grown so widely known that they have become something of a meme—it’s very common to see the account making pop culture references and interacting with all kinds of influencers and celebrities. These interactions with a social media audience alone have built up their brand, arguably far more than any other marketing strategies or techniques to encourage people to download the language lessons app. They have even grown large enough to generally appeal to TikTok’s different communal niches, partly thanks to the company’s knowledge of social media trends. Duolingo is only one example of many, and it does help that the company is over a decade old, but by effectively utilizing social media they have expanded in markets that they might not have otherwise reached. This is why consistent brand outreach is key.

It can oftentimes be difficult to begin working on producing content for social media channels because of the fears of not being able to reach an audience, fears about content being ‘cringe’ or ineffective, or a combination of these and other concerns. And while these are all reasonable obstacles, the rewards of using social media platforms to grow your brand and build a following outweigh brief fears. For one, it’s very low-cost to begin making content. In working for a brand, or just making content as an individual to grow a personal audience, the first initial pieces of content don’t need to be overly complex. Using the space to talk about your interests or feelings, or weigh in on ongoing larger cultural conversations (Duolingo is another prime example of this), is the best starting point. This fosters growth, as you’ve already established a solid foundation.

Posting and interacting on social media also brings you closer to opportunities that you may not have had otherwise. For example, if you are an individual interested in posting about skincare and makeup, countless beauty brands use platforms like TikTok and Instagram to seek out people using their products. This could then lead to them noticing you, or perhaps even offering you a sponsorship deal. If it works for so many influencers, then it can work for you too. For brands, the sentiment is the same but in reverse. By actively seeking out individuals who can contribute to your brand’s growth, and working with them to establish further relationships and connections, you can build a larger following.

But with the pros of content creation come the cons. Working up the courage to start producing content is harder than one might imagine, but coupled with the fact that you may not see results makes it even trickier. It can feel as if you’re just throwing things out into the void waiting for something to stick—sometimes it does and sometimes it doesn’t. With so many creators across multiple platforms, the sheer volume of people can make it difficult for one individual person or brand to stand out. Making your brand unique is incredibly difficult if you don’t bring something particularly new or exciting to a specific niche or community. Not to beat a dead horse with my Duolingo example, but there’s a reason they’re one of the first language learning apps you think about when you hear the subject (they’re also the one that brings in the most money according to a 2024 report). They’ve curated their social content to reach many audiences, particularly Gen Z, with their humour. Other language learning apps like Babbel or Memrise simply can’t compete with their marketing strategy.

It’s also worth noting that over 50 per cent of new content creators make less than $100 a year, so money cannot always work as a motivator once you begin. When an audience has been built for your brand, monetization can be used, but not before. This is why it’s best to start making content using your personal interests, because at least it will benefit you, rather than what you think will bring in an audience. After all, there are no guarantees.

There are other benefits and obstacles to start making content, but the process of starting itself is more important than any of these. Where and when you decide to start can also make a difference. Making sure your environment is comfortable and stimulating can serve as a nice backdrop to whatever content you’re making, and can inform how you continue to make that content.



For example, during the COVID-19 pandemic, Capsul Studio served as an open studio space for creators to thrive in a quiet and isolated environment, in line with pandemic restriction requirements. Giving this space to individual creatives to work on their craft and produce content was a way to keep the Toronto creative scene active and to provide the individuals using the space a suitable environment to use amidst the uncertainty. Today, Capsul does something similar, providing a space for ideas to grow.

As a whole, social media is perhaps one of the most effective ways to market yourself or your brand to reach a wider audience, particularly with TikTok. And while the app has exploded in popularity, especially for Gen Z and the myriad of ways they can use it, it is worth, as a final note, mentioning how dangerous it and other social media platforms can be. Since so many young people use these apps, they become influenced by what they see on them. That means all these influencers and organizations trying to expand their brand outreach inevitably make their way to these younger audiences, altering the way they see the world and themselves. It’s why so many young girls still in elementary school have begun making social media accounts and posting GRWMs, for example, as a direct result leading them to want expensive beauty products they see their favourite influencers wearing, then going to purchase them at Sephora. There are multiple problems with this scenario specifically, but it’s backed by this same idea.

Social media has always been a helpful tool, and what it can do and how it can be utilized by Gen Z audiences, and future ones too, will constantly be evolving. Whether it is used for content creation, brand promotion, a new kind of internet search tool, or all three, is reliant upon how this technology continues to advance and how we as a society choose to interact with it. Including how much of our lives and time it deserves.