Marketing To Gen Z: A Guide
Marketing to Gen Z, the new generation of marketing and branding

If your business is targeting Gen Z, here are some things to know….

In this blog post, we’ll delve into effective strategies for marketing to Gen Z., focusing on authenticity, influencer relationships, proper social media usage, short-form video content, and user-generated content (UGC).

In the fast-paced world of marketing, staying ahead of the curve is essential.

With Gen Z now emerging as a significant consumer demographic, understanding their preferences and habits is crucial. Did you know that
when you influence Gen Z, you actually influence an entire household? Because a vast majority of Gen Z still live with their families (Pew Research Center). The most influence over household spending is in regards to Food & Beverage (77%) and Furniture (76%) (Gen Z Brand Relationships)

Here are some ways that you can be more authentic in your marketing and advertising…

Sell Through Authenticity

Gen Z has grown up in a world inundated with advertisements. From billboards, smartphone ads, and television ads. They’ve become desensitized to advertisements, and adept at filtering out inauthentic messaging. In other words, they know who is just trying to sell them something. Moreover, to capture Gen Z’s attention, it’s imperative to be genuine and relatable. Platforms like TikTok have gained immense popularity because they champion and push authenticity. 

Showcase the Human Side of Your Company

Sharing behind-the-scenes glimpses, using real people in your advertisements, and being transparent about struggles can forge a powerful connection with Gen Z, and make you relatable and authentic. 

Build Influencer & Creator Relationships

In today’s day in age using influencers and creators in your marketing strategy is crucial. In general, Gen Z trusts the opinions and recommendations of influencers because they feel a connection and a sense of trust in the influencer. There are many kinds of influencers, for all marketing budgets. Having a micro influencer’s sponsor for your product can be just as impactful as a “big” influencer. The most important part of influencer marketing is choosing an influencer who….

  • Aligns with your brand values.
  • Has a high engagement percentage with their audience. 

High engagement means that the influencer has built a real community online and is a signifier that the audience trusts that specific influencer. 

Be Less Serious on Social Media

Gen Z is known for having a big sense of humor. Younger audiences in general love when brands or companies can match their energy. In fact, they look forward to it! Brands like Duo Lingo and Wendy’s have excelled in this regard. Duo Lingo and Wendy’s are always engaging and making funny remarks in the comments section of their own channels, and with other users. In doing this they’ve not only established a presence but have also mastered the art of engaging with their audience in a way that feels natural and entertaining. Brands like Wendys and DuoLingo prioritize entertainment and engagement, over-selling which will benefit them more in the long run.

32 Hilarious Twitter Roasts By Wendy’s That Will Make You Think Twice Before Posting

Utilize Short-Form Video Content

In the era of short form content, attention spans have become fleeting. Attention spans are the new gold. Creating concise, engaging, and visually appealing short-form videos is key to capturing consumers interest, and to be pushed on social media algorithms. When creating content, focus on hooking in the consumer within the first two seconds, and provide value! Value can come in educational value or entertainment value. 

Embrace User-Generated Content (UGC)

Gen Z craves a sense of community and belonging. Encouraging some of your customers to create content related to your brand not only provides authentic endorsements but also fosters a sense of involvement. Gen Z craves seeing real people; They value connection more than the prior generations. By showcasing real people, and “normal people” it builds trust and credibility within your brand. 

Wrapping It All Up….

Marketing to Gen Z requires a shift in approach from traditional methods. 

Embracing authenticity, using influencer partnerships, understanding social media etiquette, prioritizing short-form content, and incorporating UGC can set your brand up for success. By aligning with Gen Z’s values and preferences, you can establish a genuine connection that transcends mere consumer-brand interaction. Remember, it’s not just about selling a product; it’s about fostering a community and authentic connection.

BY: Jude Abboud, Social Media Manager & Strategist

Daphne Rothlisberger, Fractional CMO

As a Chief Marketing Officer, Daphne is a seasoned leader who has successfully navigated companies through various phases of growth and development for over 20 years. With her deep understanding of strategic planning and team dynamics, she has delivered transformative results that have reshaped organizations’ trajectories and improved their bottom lines. Having worked with top-tier agencies such as Leo Burnett and Arc Worldwide, Daphne has collaborated with several iconic brands, including Coca-Cola, McDonald’s, Intel, American Express, Allstate Insurance, Starbucks, and many more. She is passionate about driving business growth and specializes in overhauling organizations at their core by crafting comprehensive plans that optimize operations and set them up for long-term success. Her collaborative leadership and relentless pursuit of excellence make her impact enduring and profound. Above all, Daphne is dedicated to revolutionizing businesses’ digital marketing landscapes. She champions strategic innovations that amplify team productivity, elevate brand visibility, and integrate robust, strategy-driven methodologies to drive performance.