Gen Z is driving the rise of dark social
Gen Z’s shift to private, interest-driven platforms is upending the rules of engagement
Gen Z may still live online, but how they interact there is changing fast. The public-facing feeds of Instagram and TikTok are no longer where most of the real connection happens.
Instead, this generation is gravitating toward interest-based platforms like Tumblr, Reddit, and Pinterest, where identity and intimacy matter more than reach or likes.
This article explores the rise of dark social, the renewed appeal of anonymous, community-driven platforms, and what all of it means for brands trying to stay relevant. Marketers will need to unlearn broadcast-era instincts and instead show up as thoughtful members of the digital communities that Gen Z actually cares about.
Short on time?
Here is a table of content for quick access:
- What’s happening: from TikTok to Tumblr, the shift is real
- Why it matters: performative social is losing its edge
- What marketers should know
Patrecia Meliana
What's happening: from TikTok to Tumblr, the shift is real
Tumblr’s quiet resurgence is telling. With Gen Z now making up half of its monthly active users, the platform’s blog-style, interest-centric approach is striking a chord. It feels like TikTok’s introverted cousin, where people bond over memes, fandoms, and subcultures without worrying about algorithms or followers.
This growing preference for interest-first experiences reflects the broader rise of dark social. According to reports, around 53% of Gen Z users engage in direct messaging daily, nearly as often as they like or comment on posts. Instagram remains their go-to platform for DMs, but TikTok is quickly gaining ground as more sharing shifts into private conversations.
These private interactions often carry more emotional weight. A funny TikTok about Microsoft Word shared with a friend builds a deeper connection than a public story post about a trendy smoothie. This shift toward private, personal, and purposeful engagement is the new baseline.
Patrecia Meliana
Why it matters: performative social is losing its edge
Gen Z knows how marketing works. Many grew up as content creators themselves, managing their digital personas the way a brand would handle a product launch. Their posts are curated, their image is intentional, and their interactions are strategic.
But most Gen Z users aren’t influencers. They’ve evolved beyond chasing clout and now prioritize one-on-one engagement. Shared interests like #ecotourism or #booktok aren’t just hashtags, they’re identity markers that signal community and belonging.
That’s why platforms like Tumblr and Reddit are growing again. They offer space to explore specific passions without the pressure of looking cool or gaining followers. In these digital environments, what’s cool is being real.
Patrecia Meliana
What marketers should know
To truly connect with Gen Z, marketers need to rethink traditional playbooks. It’s no longer just about visibility or reach; success now depends on presence, tone, and cultural awareness. Here are some key mindset shifts every brand should adopt:
1. Act like a participant, not a promoter
It’s tempting for brands to speak loudly in public spaces, but Gen Z is listening in smaller rooms. A smart TikTok comment from the History Channel on a post about colonial-themed bachelorette parties hit the mark. It joined the joke rather than hijacking the moment.
Showing up like a community member builds trust. Forget polished ads. A well-timed, culturally aware comment can be more effective than a thousand impressions.
2. Get serious about community
Brands have spent years optimizing content for reach. Now it’s time to optimize for relevance. That means understanding the subcultures and micro-communities your audience actually belongs to.
Instead of pushing messages, brands need to pull up a chair. Lurking in a subreddit, joining a Tumblr thread, or even just listening in niche forums is a smarter long-term strategy than chasing the next trend.
Patrecia Meliana
3. Rethink metrics
If engagement is moving into DMs and closed communities, marketers will need to look beyond traditional metrics. Private sharing is harder to track, but it’s a signal of high emotional resonance.
It’s not about how many see the message. It’s about who shares it in the backchannel.
Dark social is not a problem to be solved. It’s a reality to be embraced. Gen Z’s move toward private, interest-first platforms is a challenge to the old ways of doing social media—but it’s also an invitation.
By showing up with curiosity and relevance, brands can earn a place in these new digital communities. Presence matters more than promotion. And in the next phase of social media, the most meaningful brand engagement might happen in a quiet DM, not a loud campaign.
