initiation

TikTok and Instagram remain the big players, no question about it. But anyone who wants to connect with Gen-Z in the long term must not just look at the obvious. Platforms such as BeReal, Snapchat and pinterest continue to play a decisive role in Gen-Z's everyday digital life, even though they are often underestimated. 2025 is the perfect time to use these channels strategically. In this blog, we'll show you how to cleverly use Snapchat and Pinterest to build brand loyalty, generate reach and create real added value, whether for content, recruiting or sales.

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1. BeReal — An unembellished look behind the scenes

What is BeReal?
An app that allows exactly one post a day — unposted, unfiltered, in real time. Users post a photo from the front and rear cameras at the same time when prompted by the app.

Why relevant?

‍BeReal stands for pure authenticity, a value that is at the top of the list for Gen-Z. Companies that were active there early on were able to establish real proximity. BeReal can be exciting, especially in employer branding; employees share their everyday lives unscripted, approachably and honestly.
Tip: Use BeReal internally as an employer tool or experiment with screenshots of the created BeReal's on other channels to create reach.

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2. Snapchat — The direct connection to Gen-Z

A messenger, story platform and AR playground in one and has been doing so for over 10 years. Snapchat is particularly strong at Gen-Z. According to Statista, around 65% of 16-24 year olds the app regularly. The company thus offers a strong platform to reach the young target group directly and authentically.

Why relevant?

‍Snapchat is not perceived as an advertising platform, but as a private space. That is precisely where the potential lies. With native ads, sponsored AR lenses or mini stories, you can appear there without being intrusive and receive attention and interaction in return.
‍Tip: Use Snapchat especially for Hyper-local recruiting, event promos or creative brand experiences with augmented reality. Ideal for educational marketing or retail brands with young target groups.

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3. Pinterest — visual search engine with planning potential

What is Pinterest?
Pinterest is less of a social network, more of a visual search engine. Users save ideas, trends and products, from furnishings to recipes to career tips.

Why relevant?‍

Pinterest is great for long-term visibility. Unlike TikTok or Instagram, content does not disappear in the feed, but appears in searches over months. Particularly exciting, Pinterest is growing in Gen-Z, which is the platform for Inspiration and life planning uses.
Tip: Use Pinterest for evergreen content with added value, such as career guides, application tips, inspiration for everyday work, or product use. Combine visual quality with SEO-strong texts.

“TikTok and Instagram remain relevant, no question about it. But anyone who really wants to understand Gen Z should broaden their horizons. Platforms such as BeReal, Snapchat or Pinterest offer underestimated opportunities for proximity, relevance and long-term impact.”

What does that mean for your brand?

While everyone is on TikTok and Instagram, you can build relevance on BeReal, Snapchat, and Pinterest. Both platforms offer you clear opportunities for strategic advantage provided that you speak the language of the respective community.

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Our conclusion:

In 2025, it will be crucial not only to focus on the big players. Using new emerging platforms helps to build visibility, trust and conversions over the long term. Be present where others are still hesitating and seize the moment.

In the mood for a platform strategy with vision?

‍We develop a setup for you that works whether for young talents or new sales.