In the digital era, content format has become a pivotal factor influencing consumer engagement, particularly among Generation Z users in India who are highly active on social media platforms like Instagram, YouTube, and Snapchat. This study explores how different content formats, such as videos, carousels, reels, and text posts, shape consumer perception and influence subsequent consumer behaviors, including liking, sharing, commenting, and purchase intention. Drawing on the Elaboration Likelihood Model (ELM), the research conceptualizes content format as a peripheral cue that influences consumer attitudes and decisions through affective engagement and visual appeal, especially when consumers are not engaging in deep cognitive processing. A quantitative research design was employed, with data collected via a structured questionnaire from 400 Gen Z respondents aged 18–25 who regularly use social media. Constructs including content format, consumer perception, and consumer behavior were measured using validated scales and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that content format significantly affects consumer perception (β = 0.62, p < 0.001), which in turn influences consumer behavior (β = 0.59, p < 0.001). A direct but weaker relationship was also observed between content format and consumer behavior (β = 0.18, p = 0.001), confirming the mediating role of perception. These insights offer theoretical contributions by integrating ELM into digital marketing research and highlighting the importance of peripheral cues in online persuasion. Practically, the study suggests that marketers should prioritize visually rich and interactive formats to maximize consumer impact. Despite its contributions, the study is limited to Indian Gen Z users and uses a cross-sectional design, suggesting avenues for future research to explore generational differences and longitudinal effects. Ultimately, the study affirms that “influence by design” is central to shaping perception and behavior in today’s visual-centric digital ecosystems.