Gen Z, including the social media channels they use, is often underestimated in terms of its relevance as a target group. When used correctly, platforms like TikTok are an important tool for sustainable image building. However, this requires a little knowledge about the users, an overview of current trends and, of course, good ideas. See what friends and acquaintances are up to, find out about current events or discover the latest food trends – we all use social media every day for a wide variety of purposes. But what actually drives Gen Z on social media? And how can you optimally use your user behavior for marketing purposes?