Marketing to Gen Z is different from targeting any other generation. They represent a new era in brand-consumer relationships, where authenticity and relevance are paramount.
Gen Z, born from the late 1990s to early 2000s, are both highly connected and socially aware. As the first generation of digital natives, they have always been surrounded by advertising, making it easy for them to ignore it.
This makes the Gen Z buyer persona challenging to pinpoint. So, how do you market to those who are often resistant to marketing?
To find out, we spoke with Aleks Stojanovic, Head of Social Media & Content Strategy at Trndsttrs, an agency that connects brands to Gen Z consumers. Stojanovic, who is part of Gen Z himself, has a proven track record of creating engaging social strategies.
In this guide, we share some of Stojanovic’s top tips on marketing to Gen Z and explain the nuances marketers need to understand to connect with this unique audience.
Why Marketing to Gen Z is Unique?
Each generation forms an identity distinct from those before it. What sets marketing to Gen Z apart is that they are the first true digital natives. Their earliest memories include internet games and viral social content. Many took notes in school on personal computers or tablets. Today, more than half spend over four hours daily on social media.
They understand that while the content they consume is free, it’s funded by advertising.
“My generation is hyper-aware of when we’re being sold to,” says Stojanovic. “We grew up surrounded by lifestyle advertising, celebrity endorsements, and event sponsorships. Brands still use these tactics, but it’s harder to make an impression now because we’re so used to it.”
Brands must break the mold to connect with Gen Z effectively. Otherwise, they risk wasting time and resources on campaigns likely to fail.
10 Social Media Tips for Marketing to Gen Z
Breaking the mold isn’t easy, but these foundational tips can help make your next idea grab Gen Z’s attention.
1. Create Like a Creator
Stojanovic advises brands to approach social media like content creators. This means producing platform-specific content that prioritizes entertainment or education over direct conversions. “Gen Z needs attention-grabbing content,” says Stojanovic. Once they trust the source, whether it’s a brand or a creator, they are more open to brand promotions.
To adopt a creator mindset:
– Go lo-fi: Lean into the gritty, DIY nature of creator-driven content rather than overly polished visuals.
– Find your niche: Experiment with content for specific communities until you find where it resonates best.
– Engage authentically: Infuse personality into your responses to comments and questions for genuine interactions.
2. Avoid Immediate Selling
“The worst thing you can do is sell, sell, sell right off the bat,” says Stojanovic. Establish yourself as educational and entertaining first. Use conversion-optimized influencer marketing to support sales-focused content elsewhere. Over-relying on paid ads can hurt community building.
3. Utilize the Comment Section
Engage with your audience in the comments, especially on platforms like Instagram and TikTok. Comments can be just as engaging as the posts themselves and can increase brand visibility and reach.
4. Enhance Social Customer Care
Gen Z values accountability. Avoid negative feedback by collaborating closely with customer service teams. Integrated systems between social media management and helpdesk tools can provide context and prevent issues from escalating.
5. Meet Your Audience Where They Are
Gen Z frequents various niche, community-driven social spaces. Evaluate new social media platforms to see if they align with your target audience and goals before establishing a presence.
6. Amplify Your Brand’s Values
According to The Sprout Social Index™ 2022, 73% of Gen Z consumers think it’s important for brands to take a stand on sensitive issues. Your content should be timely, inclusive, and sincere to resonate with them.
7. Build Meaningful Influencer Partnerships
Gen Z values influencer marketing but seeks relevant partnerships. Define your influencer marketing goals clearly to find partners who align with your brand.
8. Leverage User-Generated Content
User-generated content (UGC) builds trust with Gen Z. Repurpose reviews and feedback as part of your content strategy to show authenticity and transparency.
9. Tap into FOMO with Time-Sensitive Posts
Use Instagram and TikTok Stories to drive engagement through time-sensitive content like behind-the-scenes footage, promo codes, and exclusive offers.
10. Experiment Often
Social media trends evolve rapidly. Balance long-term strategic thinking with agility to adapt to new trends and features. Keep your plans flexible to accommodate last-minute changes and experiments.
How Are You Marketing to Gen Z?
Gen Z may be hard to impress, but with the right approach, you can create content that captures their attention, builds loyalty, and turns them into lifelong fans.
Ready to enhance your Gen Z marketing strategy? Download the Digital Natives Report to learn more about this young, social media-savvy audience.
Marketing to Gen Z FAQs
How is marketing to Gen Z different from marketing to other generations?
Gen Z grew up fully immersed in digital advertising and finds common marketing tactics easy to spot and ignore. They are harder to impress compared to Millennials, Gen Xers, and Baby Boomers.
What do Gen Z consumers want from brands?
Gen Z looks for authentic, engaging content that prioritizes entertainment over conversions. They appreciate posts that break the mold and challenge expectations from brands and creators.
