How to make sure you’re marketing to Gen Z the right way

For some brands, marketing to Generation Z can seem like a daunting task.

The reality though? Figuring out how to make your marketing click with a younger crowd is easier than you think.

Let’s look at the characteristics of this generational group also known as “digital natives.” Gen Zers are progressive, more racially and ethnically diverse than the generations before them, and on track to be the best educated generation. This generation also avoids labeling themselves, is radically inclusive and takes time to evaluate all of their options before committing to a purchase.

Understanding what makes this younger generation tick is a must if marketers want to take advantage of Gen Z’s massive spending power. And having a pulse on what young consumers want not only opens brands up to new business but also ensures they aren’t missing out on key social media trends.

10 social strategies for marketing to Gen Z

Historically, marketing to younger customers has been tricky.

Demographic data can be difficult to track. Marketing trends come and go.

That said, the outspoken and chronically online nature of Gen Z makes learning their buying behavior much less of a guessing game.

Treating Gen Z like a singular block is a surefire way to come off as out of touch. It’s also key that brands learn to bridge the gap between Gen Z and other generations, including Millennials. For all the similarities the two generations share, connecting with members of Gen Z starts with understanding their distinct online behaviors and social preferences.

With that, let’s dive in!

1. Emphasize eye-catching, visual content

When it comes to social media, 81% of Gen Z say Instagram and YouTube are their preferred social networks of choice. And when asked which networks Gen Z wants to see brands use more of, 56% said Instagram while 38% pointed to YouTube.

Given Gen Z’s appetite for short-form video content, marketers should consider incorporating visual platforms into their strategies and developing bite-sized content like Instagram Stories.

Short-form video that uses overlays, visual effects and music has proven to be marketing gold for influencers and brands alike. Look no further than the recent boom of TikTok as evidence of this phenomenon. With over 680 million users worldwide and 25% of TikTok users in the US between the ages of 10-19, TikTok is a vital component of any brand’s strategy to connect with Gen Z. 

Video and stylized visual content should be a top priority for catching the eyes of younger customers. In the wake of so many new apps, social features and creative filters, anything that’s considered static or “boring” won’t stand a chance with “Zoomers.”

2. Experiment with interactive content

When it comes to capturing Gen Z’s attention on social, research suggests using a combination of creativity and interactivity.

In other words, younger customers want to do something—tap, swipe, click—when they land on your posts.

Anything you can do to encourage interaction or conversation on social is a plus. For example: consider using interactive features like polls that do double duty of learning about customers and winning their attention, too.

A Twitter poll is a quick and easy way to encourage engagement among your followers and also inspire new ideas for future content.

Instagram features like polls, stickers and sliders can provide additional interactive pizzaz to your Stories and in-feed posts.

Interactive content is also helpful in encouraging customers to make purchasing decisions. Brands like Topshop, that share a significant Gen Z and Millennial customer base, feature quizzes on their sites to help shoppers identify the styles that speak to their personality. The combination of interactivity and personalization is key when speaking to younger shoppers who want to support brands that value them as individuals.

3. Tap in their FOMO with time-sensitive posts

When marketing to Gen Z, consider how you might tap into your audience’s fear of missing out (FOMO).

Instagram Stories, for example, allow brands to drive time-sensitive engagement and become a constant fixture in their followers’ feeds via notifications. In addition to Stories, Instagram released a new feature called Drops, helping brands create buzz for upcoming launches that are available only for a limited amount of time.

4. Leverage tags for engagement

Tagging also plays an important role in marketing to members of Generation Z. For example:

• Encouraging followers to share user-generated content (e.g. customer photos) coupled with a branded hashtag
• Enabling customers to tag themselves at a brand’s physical location
• Asking customers to tag their friends and family to invite new potential followers to a brand’s social feed

Uniqlo, for example, has a dedicated Instagram Stories highlight that shows off customers who use the hashtag #Uniqlo or #LifeWear.

Brands with a physical location can capitalize on Gen Z’s desire to be seen “in the wild.” This speaks to the importance of not only having a hashtag for followers to promote but something on-site worthy of snapshotting. For example: Disney Springs has a constant flood of customer photos to promote to their followers, thanks to their variety of hashtags.

Even something as simple as asking for a tag is enough to encourage a meaningful response from younger consumers. As part of its promotional strategy, North Coast Festival in Chicago shared a tag-a-friend post giving followers a chance to win a three-day general pass.

5. Showcase your brand’s sense of humor

This might sound like a no-brainer, but the majority of Gen Z want to support brands that they see as “fun” and “cool.”

That could explain why humor and meme-centric social content is so popular among the younger crowd.

 

 

The challenge for brands here is keeping up with the speed of the internet. Brands trying to post a months-old meme risk coming off as out of touch. Similarly, not all industries have the benefit of being able to play the role of a comedian.

What matters most is for brands to have a distinct voice, showcasing the human side of their social presence through authentic interactions that don’t sound like something totally suit-and-tie. When interacting with customers, brands should strive to be organic and unpredicted, rather than templated.

6. Respond to followers in a timely manner

Giving Gen Z followers your undivided attention goes hand-in-hand with boosting brand loyalty. And considering 47% of consumers define a best in class brand as one that offers strong customer service, timely responses are an essential part of any brand’s social strategy.

A brand’s responsiveness doesn’t just nurture customer loyalty; it also supports financial goals. Sprout research shows that 41% of Gen Z consumers say they would buy from a brand that delivers timely, responsive customer service over a competitor. With tools like social listening, brands can ensure they never miss a keyword mention or meaningful customer interaction online.

7. Amplify your brand’s beliefs and values

Data from our Brands Get Real report shows consumers have high expectations when it comes to brands taking stances on social issues. This is particularly true among Gen Z consumers, who are three times as likely as other generations to say a brand’s purpose is to service communities and society.

From championing diversity to raising awareness for social issues and beyond, brands are increasingly wearing their beliefs and values on their (social) sleeves.

Brands taking bold stances is becoming more of an expectation rather than an exception to the rule. This boldness seems to correlate with Gen Z’s desire to be heard and express their beliefs. Of course, brands should always be mindful of how they present their stances on social issues and do so in an appropriate manner.

8. Embrace customer feedback and reviews

Sometimes the best thing a brand can do to encourage purchasing behaviors is to say nothing at all. According to Sprout’s Digital Natives Report, 82% of Gen Z shoppers will buy from a brand after reading reviews from other customers on social media.

Incorporating customer testimonials into your social strategy can help build your brand’s online reputation, educate potential new customers and strengthen credibility through social proof. Five Guys, for example, often shares user-generated content and reviews from happy customers on their timeline.

To encourage reviews, consider reaching out to customers you already know enjoy your products or creating feedback templates to send after a purchase or experience. Make it as easy as possible for customers to leave feedback and don’t be afraid to respond to a review, whether it’s positive or negative. To simplify the process further, a review management tool like Sprout enables you to manage and monitor reviews across multiple business pages and platforms.

9. Meet your audience where they live

The latest Sprout Social Index™ revealed in the past year alone, 78% of Gen Z consumers have increased their social media usage. With a social commerce strategy, brands can capitalize on impulse buyers and meet young consumers directly on the platforms and apps they already use. Patagonia, for example, uses its Product Pin boards to serve as a product navigation tool for potential buyers, giving customers the option to click through to make a purchase.

Equally impactful is livestream shopping, or the buying and selling of products during a broadcast. While this ecommerce strategy is fairly new to the U.S., brands with a presence on platforms like Facebook, Instagram or TikTok may want to look into how they can leverage their livestreams to support business goals.

10. Give consumers what they really want

Above all, Gen Z shoppers want brands to demonstrate they really understand customers’ wants and needs. Data from the Index shows 50% of Gen Z consumers are more likely to buy from brands that communicate this understanding over a competitor.

For brands, this could be as simple as letting consumers know their voices are heard, or as significant as releasing a new product, experience or piece of content based on consumer feedback.

A social listening tool can help brands more easily discover the trends that captivate Gen Z consumers, eliminating any guesswork and ensuring every post is bound to resonate. With the data and insights gleaned from social, marketers are well positioned to create content that’s guaranteed to keep followers engaged and strengthen customer relationships.

How are you marketing to Generation Z?

Marketing to younger customers might require a bit of finessing, but doing so isn’t reserved only for the “hip” brands on social media.

More visual content? More authenticity? More back-and-forth conversations with customers?

Hey, those all sound good to us.

By taking the time to learn about Gen Z’s preferences and what makes them unique compared to other generations, brands stand to build valuable relationships that benefit all parties involved.

Ready to take your Gen Z marketing strategy to the next level? Download the Digital Natives Report today to learn more about the needs, interests and values of this young, social media savvy audience.

How to Make Sure You Are Marketing to Gen Z the Right Way

Gen Z, the generation born between the mid-1990s and early 2010s, is a powerful and influential demographic that brands cannot afford to ignore. With their digital-first mindset, short attention spans, and demand for authenticity, marketing to Gen Z requires a strategic and tailored approach. To effectively engage and convert this audience, businesses need to understand their values, preferences, and behaviours. Here’s how you can ensure your marketing strategy resonates with Gen Z the right way.

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1. Understand What Drives Gen Z

Gen Z consumers are vastly different from previous generations. They prioritise authenticity, inclusivity, and social responsibility. Unlike millennials, they grew up in a fully digital world and are highly influenced by social media, peer recommendations, and social justice movements.

Key drivers for Gen Z:

• Authenticity and transparency
• Social and environmental responsibility
• Instant access to information and gratification
• Personalisation and interactivity

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2. Prioritise Authenticity and Transparency

Gen Z can spot inauthenticity from a mile away. They value brands that are open about their values, sourcing, and business practices. They prefer honest, relatable content over polished advertising.

How to implement:

• Use user-generated content to build trust and credibility.
• Share behind-the-scenes content to humanise your brand.
• Address mistakes openly and show your commitment to continuous improvement.

Example: Brands like Patagonia and TOMS are popular with Gen Z due to their transparency regarding ethical production and sustainability initiatives.

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3. Leverage Social Media Wisely

Gen Z lives on social media platforms such as TikTok, Instagram, YouTube, and Snapchat. Traditional advertising methods don’t appeal to them; instead, they prefer brands that engage them through entertaining and relatable content.

Effective social media strategies:

• Invest in short-form video content on TikTok and Instagram Reels.
• Partner with micro-influencers who align with your brand values.
• Create interactive content such as polls, challenges, and live Q&A sessions.

Example: Nike effectively uses TikTok challenges to encourage user participation and promote their brand in an organic way.

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4. Emphasise Social Responsibility and Inclusivity

Gen Z expects brands to take a stand on social and environmental issues. They support companies that align with their values and advocate for causes they care about, such as diversity, mental health, and sustainability.

What you can do:

• Be vocal about your support for social movements.
• Implement eco-friendly practices and highlight them in your marketing.
• Celebrate diversity in your content by showcasing real, diverse customer stories.

Example: Brands like Ben & Jerry’s and Glossier focus heavily on social justice and inclusivity, which resonates well with Gen Z audiences.

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5. Create Engaging and Interactive Content

Gen Z prefers content that allows them to participate and engage rather than passively consume. Gamification, quizzes, interactive polls, and AR filters are great ways to keep them involved.

Ways to engage Gen Z:

• Use Instagram and Snapchat filters to promote brand interaction.
• Host interactive contests and giveaways.
• Implement gamification elements like reward points and challenges in your marketing campaigns.

Example: Starbucks’ rewards program with challenges and badges is an example of successful engagement tactics.

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6. Optimise for Mobile and Instant Gratification

Gen Z is mobile-first and expects seamless experiences across devices. Slow-loading websites or complex purchasing processes can deter them instantly.

How to optimise:

• Ensure your website is mobile-friendly and loads quickly.
• Implement one-click purchasing and instant customer support options.
• Use chatbots and AI-driven services to provide immediate responses.

Example: Brands like ASOS and Sephora offer smooth mobile experiences with one-tap purchases and personalised recommendations.

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7. Personalise the Experience

Gen Z expects personalised experiences tailored to their interests and preferences. They are more likely to engage with brands that understand their unique needs.

Ways to personalise marketing:

• Use AI and data analytics to offer customised product recommendations.
• Address them by name and personalise email campaigns based on their shopping behaviour.
• Create segment-based content to target different interests within the Gen Z audience.

Example: Spotify’s personalised playlists and recommendations cater perfectly to Gen Z’s desire for unique experiences.

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8. Use Memes and Pop Culture References

Gen Z loves humor and pop culture references. Incorporating memes and trending topics into your marketing can make your brand more relatable and appealing.

Best practices:

• Stay up to date with current trends and viral content.
• Use memes that align with your brand voice without appearing forced.
• Engage in relevant internet challenges to connect with younger audiences.

Example: Fast-food brands like Wendy’s and Taco Bell frequently use memes and witty social media posts to engage Gen Z.

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9. Focus on Video-First Strategies

Video content is the most consumed format by Gen Z. Whether it’s short TikTok clips, Instagram Stories, or YouTube vlogs, brands need to leverage video to capture attention.

Effective video strategies:

• Create bite-sized educational content related to your products.
• Invest in storytelling through video to make an emotional connection.
• Use behind-the-scenes content to show authenticity.

Example: Gymshark frequently posts fitness-related videos and challenges that encourage community participation.

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10. Encourage Peer Recommendations and Reviews

Gen Z heavily relies on peer reviews and word-of-mouth recommendations before making purchasing decisions. They trust real opinions over brand messaging.

How to leverage peer influence:

• Encourage satisfied customers to leave reviews and testimonials.
• Run referral programs that reward users for bringing in friends.
• Feature customer stories on social media.

Example: Glossier’s marketing strategy focuses heavily on customer testimonials and word-of-mouth referrals.

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Conclusion

Marketing to Gen Z requires a shift from traditional advertising to an approach rooted in authenticity, engagement, and social responsibility. By understanding their values and behaviours, you can create meaningful connections and build long-term brand loyalty.

Key Takeaways:

• Be real, transparent, and socially responsible.
• Engage through interactive and visual content.
• Offer a seamless mobile and personalised experience.
• Leverage social media platforms where Gen Z spends their time.

By aligning your strategies with these insights, you’ll be well on your way to successfully capturing the attention and loyalty of Gen Z consumers.