Generation Z, often referred to as "digital natives," represents the generation born between the late 1990s and the early 2010s. Being among the earliest to experience the development of the internet, Generation Z is characterized by their curiosity about the digital world, proficiency in using technological tools, and being highly effective users of online platforms. When examining Generation Z's experiences with social media, it becomes evident that social media plays a significant role in shaping their self-presentation. This generation has grown up during a period of rapid advancement in digital technology, leading them to view social media platforms as an integral part of their daily lives. For brands aiming to engage with Generation Z, social media marketing is a crucial weapon in their arsenal. Generation Z utilizes social media platforms for both personal and commercial purposes, expecting brands to provide authentic, honest, and engaging content. Generation Z places great importance on having a seamless mobile experience and prefers to interact with brands while also providing feedback. In the marketing world, Generation Z is a consumer segment that is gaining increasing importance and influence. Brands targeting this generation must tailor their social media marketing strategies to align with their unique expectations. Brands catering to digital native customers should, therefore, create genuine, authentic, and mobile-friendly messages. They should also enable Generation Z to generate and share their own content, encouraging interaction with the brand and community expansion through the use of interactive content. This study delves into the relationship between Generation Z and the prominent social media platforms in the digital landscape, while also investigating the impact of brands that effectively utilize social media marketing on Generation Z.