Meta this month published a guide for brands looking to connect with members of the largest generation on earth, Gen Z, the first generation to grow up on social media.

The publication, “Generation Zeitgeist: Taking the Social Pulse of Gen Z,” offers insights on Gen Z’s social media habits that come from surveys, conducted with BAMM Global, of Meta users 18 to 24 years old in the U.S., U.K., Germany, Japan, and Brazil.

One key finding involves how Gen Z users share content to bond with the people closest to them. Meta describes this with the word pebbling—like the animal act of offering small, meaningful objects to establish social bonds. “Sharing videos and memes has become a love language—an intimate gift for Gen Z to send loved ones throughout the day, letting them know they care,” the report says, noting that 67% of those surveyed have shared video content from Instagram or Facebook with family and friends.

“By leading with content that conveys their mood, Gen Z are able to start conversations in a more ambiguous and risk-averse way, avoiding sharing more direct, explicit perspectives,” according to the report.

This shift in how content is shared tips off brands about making meaningful, joyful content that users might be inclined to share with those close to them. Conversation-starting and inspiring posts can provide a way for brands to be top of mind if they’re sent via DM.

Another part of the report focuses on video. Meta points out that Gen Z’s “personal passions” are moving away from mass trends and broad, mainstream content to more niche, individual interests. The curation of Gen Z users’ feeds is becoming more conscious, aimed at ensuring they see only content that’s relevant to them—they won’t hesitate to hit that unfollow button.

“Short-form video also acts as a qualitative search engine Gen Z uses to make decisions about their lives. It’s where they go to look for everything from recipe ideas to investment tips to travel inspiration. 81% of Instagram users told us they use it for self-development, from picking up new skills to learning about finances and nutrition,” Meta’s report reads.

For the jewelry industry, this might look like jewelry care how-to videos, styling videos, and other informative content. Meta says to include subtitles in videos, because not everyone listens with sound, and suggests a range of content styles to appeal to wider audiences.

Finally, the report covers commerce and how Gen Z uses social apps to make purchases. For users in this age group, brand and product discovery via social media is huge, and access to customer service—via AI or otherwise—is important, says Meta.

“Gen Z are more concerned with achieving the quickest resolution possible, regardless of how it’s delivered. Better AI assistants will increasingly offer the simplest, fastest way to achieve this,” the report says. If you experience high sales volume with consumers, whether via social media or your website, consider implementing AI to help with frequently asked questions, returns, or exchanges.

Read Meta’s full “Generation Zeitgeist” report here.