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FUN FACT: Gen Z makes up around 30% of the world’s population.
Not-so-fun fact: 95% of brands have lower trust rates with Gen Z than with older generations.
Yep, you read that correctly – 95%. That’s almost all of them. Now, if you want to be in the lucky 5% that’s actually liked and trusted by this generation of young adults, you seriously need to rethink your marketing strategy.
What makes them so unique is the fact they are what we call digital natives. This means that they were born or brought up during the age of digital technology and so familiar with computers and the internet from an early age, as Oxford defines it.
So, how do you go about marketing to Gen Z?
That’s exactly what we’re here to answer! Stick around as we get into our best strategies, tips, and hacks for the task!
Let’s start by defining who’s who here.
Although there’s some debate over the exact years, most sources would agree that Gen Z was born between 1995/1996 and 2011/2012. Millennials, then, were the generation born between 1980 and 1995.
It might sound logical that these neighboring generations would have a lot in common, but the truth is that they have a lot of differences between them.
Here’s what they are and what you, as a marketer, need to keep in mind when targeting these demographics:
Both Gen Z and Millennials are all about authenticity, transparency, and social responsibility. They want to support brands that stand for something beyond just selling a product.
But, there are some differences – Millennials appreciate a good brand story, Gen Z is all about the raw, unfiltered truth. They can smell a fake a mile away, so if your messaging isn’t 100% genuine, it’s gonna fall flat.
They’ll know – like we said, this generation is full of digital natives who know exactly how to do their own research.
https://www.instagram.com/sephoralife/reel/C6EWiSdu1JM/
Millennials might be cool with ads that hit the mark in terms of their own values and aspirations, but Gen Z is on a whole different wavelength.
They’re way more skeptical of anything that smells like a sales pitch. So, if you’re targeting Gen Z, you need to lean into content that’s user-generated, funny, and relatable.
Think memes, TikToks, and real talk – no corporate jargon or buzzwords.
Gen Z has an average attention span of about 8 seconds, whereas Millennials might stick around for an ad for about 12 seconds.
What this means is that if you’re trying to catch a Gen Z viewer, your ad has to be fun and say what it wants to say in a short amount of time. It’s all about the immediate payoff – if they don’t see the value right away, they’re scrolling on.
Millennials grew up with platforms like Facebook and Instagram, but Gen Z is more into TikTok, Snapchat, and whatever’s new and trending.
A great example of this was BeReal – it reached the peak of its popularity in 2022, but the numbers quickly dwindled as users got bored.
A lot of advertizers scrambled to find ways to get on the platform, but its popularity was so short-lived that they didn’t have enough time to find a way to do so before it faded back into obscurity.
https://www.tiktok.com/@burgiemediafusion/video/7166653422400294186?q=bereal&t=1738432884794
This means your strategy needs to be adaptable to newer platforms and flexible enough to fit into whatever comes along.
Finally, let’s talk dollars.
Gen Z has grown up during some pretty unstable economic times, making them arguably the most financially aware generation yet. They’re not just buying into a brand because it looks cool; they’re doing their research.
So, if you want to win them over, be ready to back up your claims with real value.
Alright, now that we’ve discussed what makes Gen Z stand out from their predecessors, let’s get down to some actionable stuff.
In this section, we’re going to be talking about strategies you can use to get attention from a Gen Z audience.
We already talked about this before, but it can’t be overstated – Gen Z can tell when you’re faking it. You have to make sure every piece of content feels genuine and relatable.
It’s not enough to just push out content; you need to listen to what your audience is saying. Engage in live Q&As, respond to comments, and take feedback seriously. When customers feel heard, their loyalty skyrockets.
Another thing you can do is share behind-the-scenes looks so your audience can see a little bit of your brand’s personality.
Here’s how Gucci does it, despite being a luxury brand:
https://www.tiktok.com/@gucci/video/7418621834599435552
With their eyes glued to their screens, Gen Z loves visual content.
But keep in mind that their tastes change very quickly. For example, this particular style of graphic design is considered modern by many companies, but Gen Z is already over it.
Invest in high-quality videos, snappy graphics, and interactive elements that draw them in instantly. This includes stuff like short, punchy TikToks or Instagram Reels that are fun, informative, and easy to digest.
This generation trusts content from their peers more than corporate ads.
So, to appeal to that side of them, encourage your community to share their experiences with your brand. UGC not only builds trust but also gives your brand a more authentic, human feel.
One of the best ways to get to UGC is to host contests and challenges. This way, people will be more inclined to share their photos and videos.
https://www.tiktok.com/@kane_foster/video/6783500161810255109?q=starbuckschallenge&t=1738436269962
Despite the fact that this creator didn’t end up liking his order, he still posted it, and people saw it. This ties back into that authenticity we mentioned – Gen Z would rather see a negative but honest review than a polished, professional ad.
UGC isn’t your strong suit? That’s okay! UGC Factory can produce that kind of content for you from start to finish.
Gen Z isn’t buying products; they’re buying into causes. They want to support brands that are actively making a difference in the world.
It can be anything from sustainability and social justice to mental health awareness; just make sure your brand is clear about its values and is taking real action.
Share behind-the-scenes stories about how your products are made or how your team is involved in community initiatives.
Make sure to show your values in your marketing. Focus on your ads, your social media posts, and your website – these are all places you can use to let your audience know how your product or service benefits people, communities, or the environment.
https://www.tiktok.com/@benandjerrys/video/7436787453299592479
Keeping Gen Z’s short attention span in mind, your ads and posts need to hit hard and fast.
We said that they have an 8-second attention span on average, but getting them to stay and watch your content depends on the hook. Whether it’s a meme, a quick tip, or a shocking statement, the key is to deliver value within those first few seconds.
Use entertainment to dissolve the skepticism viewers naturally have towards ads. When you mix in humor and creativity, it feels less like a hard sell and more like a regular post you see online.
https://www.tiktok.com/@drspf/video/7457365023652973854
We all know the basics: post regularly, use the right hashtags, and keep your feed fresh & cohesive.
But if you really want to stand out and get Gen Z’s attention, you need to dig deeper.
Here are some tips:
It’s not 2011 anymore; we don’t have to pretend that memes are some novel thing that’s just for the youth. They’re a staple of internet culture, which means that they have an important role to play in digital marketing.
Many top brands have seen massive success by tapping into meme culture. But there’s a catch: if your memes feel forced or corporate, you’ll automatically be labeled as cringe.
Netflix does it best – they use this tactic to build up hype for upcoming shows and seasons. Another cool thing they do is that they make memes about characters from their shows, so it all feels like an inside joke and taps into the audience’s sense of community.
https://x.com/netflix/status/1885553676489470168
No matter who your target demographic is, the fact is that we’re cycling through trends faster than ever.
But, hey, we get it – you’re running a whole brand, and you likely don’t have time to keep up with what the kids are up to. If you don’t have the bandwidth to scroll through social media, don’t be afraid to ask that new intern or your niece what they find funny.
It’s better to ask for advice than to post something outdated and have it fall flat.
Take a look at how Tanguy Michel, a French fashion designer, took advantage of a viral moment. Even if he sells 0 of these silly designs, the engagement he got on this one post was still worth the effort.
https://www.tiktok.com/@tanguymichel/video/7465365493713521962?lang=en
Gen Z is a skeptical bunch. They don’t just take a brand’s word for it; they want proof that what you’re selling is legit. If you can position your brand as a genuine problem-solver and a reliable source of info, you’ll start to break down those barriers of distrust.
There are a few things you can do to achieve that:
Focus your strategy on the platforms Gen Z actually uses, like TikTok, Instagram, and Snapchat, but stay flexible enough to pivot as trends evolve.
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