If you’re a health & wellness brand, wondering about Gen Z social media trends in the GCC, stop asking: “Should I be on TikTok?” or “Should I just follow viral trends?”
Because here’s the truth:
Gen Z is not a platform…
Gen Z is not a viral trend…
Gen Z is not a strategy…
The better question is:
“What value does my brand offer that Gen Z will actually care about, enough to trust, share, and act on?”
Because Gen Z isn’t just about where they are. It’s about what they’re doing there, why they’re doing it, and whether your brand feels relevant enough to be part of that moment.
Q1. Who is Gen Z? and why should brands care?
Gen Z refers to those born between 1997–2010, this generation grew up with the internet, smartphones, and social media integrated into daily life… They are the first true digital natives.
But here’s why they matter specifically for health & wellness brands in the GCC:
- They’ve lived through global health disruptions like COVID-19, making health, wellness, and self-care non-negotiables.
- They see wellness holistically; not just fitness and nutrition, but also mental health, emotional resilience, and body care, they consider it all.
- They don’t consume passively! They research, compare, and share.
Read more: The Best Way to Get More Traffic for Your Website
Q2: What are Gen Z’s behaviors on social media around health & wellness?
Here’s where most brands get it wrong. They think Gen Z is a “fun, light audience.” In reality, they’re hyper-curious and value-driven:
- Social media as a Search Engine → They don’t “Google it.” They “TikTok it.” Social platforms are their first stop for product discovery, ingredient checks, and reviews.
- Transparency First → Vague claims like “all-natural” or “organic” don’t work. They expect brands to explain what’s inside, why it matters, and how it fits into their lifestyle.
- Influencer & celebrities → They trust micro-influencers and UGC (real people) over polished celebrity ads.
- Intense sharing behavior → Their sharing activity is massive, through private chats, DMs, and close friends lists. Content that feels personal and relatable spreads fast within their circles.
These behaviors are driving the latest Gen Z social media trends in the GCC, and they demand that brands show up with credibility, authenticity, and content worth sharing.
Read more: Digital Marketing Trends 2025: A Q&A Guide for Health and Wellness Brands
Q3: What are the top social media platforms for Gen Z in the GCC?
One of the clearest Gen Z social media trends in the GCC is that they prefer video-first and mobile-native. But that doesn’t mean brands should rush straight to TikTok! Each platform plays a very different role in their daily lives:
- TikTok & Instagram Reels → Fast discovery, entertainment, trend-based health content.
- YouTube → In-depth reviews, tutorials, and explainer videos (yes, Gen Z still watches long-form).
- Snapchat (especially Saudi Arabia) → content that feels authentic and personal.
- Discord & Reddit → Honest communities where health topics are discussed without filters.
Note: Gen Z doesn’t split platforms by category. They use each for a different purpose. Brands that adapt content to the platform purpose win.
Read more: Social Media Marketing Services in Dubai
Q4: What type of content resonates most?
Forget polished campaigns that feel like ads. Gen Z is looking for:
- Authenticity & Purpose → Real users, real stories, and clear brand values.
- Shareable Content → Memes, relatable moments, or useful “hacks” that people want to send to their friends.
- Community Engagement → They resonate most with content that feels participatory, personal, and purposeful! something they can create with, interact with, and share as part of their identity.
Note: “Going viral” isn’t the goal. Being worth sharing is.
Read more: Digital Marketing of Supplements in Saudi Arabia: Trends and Best Practices
Q5: Do influencers still matter for Gen Z?
- Influence of Creators: Influencer marketing is extremely effective in the region, but Gen Z values authenticity and relatability over celebrity status. Micro-influencers with genuine connections to their local audience are often more trusted and effective.
- User-Generated Content (UGC): Gen Z in the GCC are both consumers and creators. Brands that encourage and integrate user-generated content and build strong online communities around their products are more likely to succeed with this demographic. They also respond well to brands that use memes and viral trends appropriately, as long as it’s genuine and not forced.
Read more: UGC vs Influencer Marketing: Which is Better for Health & Wellness Brands?
Q6. What should health & wellness brands do next?
Before launching a Gen Z social media marketing campaign, pause and ask yourself:
- Does this feel authentic and credible?
- Would Gen Z actually share this with their friends?
- Am I speaking their language? visual-first, interactive, and transparent?
If the answer is “no,” don’t post it. Stop. Rethink. Redesign.
Conclusion
Generations will keep changing. But your brand’s foundation should always stay the same: authentic, real, and valuable.
Stop guessing… Start by understanding generational behavior then build strategies that adapt, resonate, and last.
At Eureka, a multi-award-winning digital marketing and e-commerce agency, we build strategies aligned with the latest Gen Z social media trends in the GCC, helping health & wellness brands lead their markets.
