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Amol Ghemud Published: September 8, 2020
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You’ve probably heard the news: Gen Z (people born after 1995) can be a tough nut to crack: attention spans are shorter; their access to information is wider, they don’t check their email as often and they prefer doing most things entirely online.
But there’s no need to panic. Every generation, from Baby Boomers to Gen X to Millennials have posed their own unique set of marketing challenges, and marketers found a way to adapt and cater to their needs. So all you need to do is craft your marketing message keeping in mind the differentiators. Gen Z is tech-savvy, and the good news is, you have access to the same technologies as them, making it easier to reach out. Here are 5 strategies to help you get your Gen Z marketing right!
1. Visually Appealing, Interactive Content FTW
Thanks to being born in the era of smartphones, a changing customer persona can be seen in Gen-Z, where they have somewhat of an addiction to eye-popping imagery. Create images, slideshows (for Instagram), and videos to grab their attention. The meteoric rise of TikTok is proof that short-form video marketing is the way forward: with over 500 million users, a huge chunk of that being Gen Z, the platform represents a unique gateway into their minds (and pockets) for marketers. Instagram stories are a great way to showcase a little behind-the-scenes action from your brand with simple videos. And, since both TikTok and Instagram stories have the benefit of effects and overlays, it is a goldmine for influencers and brands.
Gen Z-ers also crave interactive content – they want to be able to do something, take some sort of action, with the content before them. Anything from simple tagging and commenting to polls (on Instagram and Twitter) is a good way to pull them in; once they are engaged, you can gently nudge them towards taking another kind of action, namely, purchasing your product or service.
2. Invest In Video
TikTok and YouTube are proof that the future is all about video. Both these platforms should be used in millennials marketing and Gen Z marketing. In fact, YouTube is one of the most popular websites in the world, making it one of the most powerful marketing tools.
A survey from Google has some impressive Gen Z stats: it indicates that YouTube is where this group turns when they are in need of entertainment or cheering up. The survey goes into more detail, highlighting how 70% of shoppers, especially Gen Z men, say online video has helped them learn more about an auto product they’ve had their eye on. 75% of shoppers polled admitted to using a Google product like Maps, Search, and YouTube to help with their shopping. Teenagers actively use the platform, with 80% using it to expand their knowledge, 68% to improve skills or gain new ones, and others say they use it to take a break – and that’s just some of the reasons why Gen Z is on YouTube.
It can serve as an effective marketing tool if you package your videos the right way. Cosmetics brand Glossier, which targets Gen Z women, has 150k+ subscribers, and regularly uploads videos of celebrities and influencers sharing their makeup and skincare routines – along with plugging some of Glossier’s products. Energy drink Red Bull has a whopping 8 million subscribers and collaborates with vloggers to post lifestyle and adventure videos. So, the key takeaway is – if you’re going to invest in a marketing channel, make it video!
3. Don’t Take A Blanket Approach With Social Media
Social media is where Gen Z turns to for a variety of things, from social interaction to news to discovering new products and services and even tutorials, and if statistics are to be believed, they check their accounts on an hourly basis.
As a marketer, social media is a tool you must use to your benefit – but in the right manner. Each social media offers something unique to the user, and you need to tailor your content and approach to fit it. Facebook is generally seen as a platform where one can get information. Instagram is image-centric and allows brands to showcase their aspirational selves, while Twitter is great for updates, polls, and chats. Create content that speaks to each channel and each type of user; there is no one-size-fits-all approach when it comes to social media. So craft effective content marketing strategies and post them on the right platforms.
Some of the biggest influencers of our time are the Kardashian-Jenners, Cristiano Ronaldo, Ariana Grande, and Selena Gomez. But getting them to post about your product isn’t exactly possible. Instead, try to tie up with micro-influencers – people with a following between 1k and 100k. Why? Not because it may be easy to get them on board, but because studies show that once the 100k mark is crossed, engagement levels tend to drop. Micro-influencers drive 60% more engagement, which means that by tying up with them, you are getting more eyeballs on your brand.
5. Engagement Is Key
We spoke about engagement and how it helps drive more people to your brand. Well, one thing Gen Z expects in return is the same level of engagement from the brand itself – or else, you could face the wrath of bad reviews. Gen Z wants an interactive experience when they communicate, and they expect brands to respond and reply to comments, queries, and feedback. Here again, it should be more than just a smiley or thank you – if you have received positive feedback, reply with a genuine message that speaks to the user. And negative feedback simply CANNOT be ignored. Take the time to understand what the problem is and make followers understand that you are acknowledging the issue and doing what you can to resolve it. Giving Gen Z followers your undivided attention goes hand-in-hand with boosting brand loyalty.
Now that you have an idea about what to focus on, you’ll be able to tailor your campaigns to suit the tastes and preferences of your Gen Z audience. What approach will you start with? Let us know in the comments below!
FAQ:
1.What are the benefits of video marketing?
Video marketing benefits both the brand and the customer. The brand gets more eyeballs and engagement, and for the customer, it helps establish a greater level of trust with the brand. Here are some other benefits of video marketing.
Video boosts conversion rates
It boosts the open rates of your email marketing campaigns – studies indicate that subscribers are more likely to open emails with video in the headline
It boosts your search engine rankings
It encourages social shares, increasing your engagement levels on social media
It builds trust and credibility among your audience
2. What are content marketing types?
Content marketing is defined as a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand, but is intended to stir interest in its products or services. Some of the most common content marketing types are:
Blogs
Videos
Infographics
Podcasts
Email newsletters
Ebooks
Visual content like posters and GIFs
In addition, there are other long-form content pieces like case studies and whitepapers which delve a little deeper into a brand’s products, services and success studies. Social media posts also count as content marketing, especially given the different kinds of platforms there are – LinkedIn and Medium for writing and sharing thoughts, Instagram and TikTok for video, Facebook for a combination of all three.
3. What is content marketing?
It’s the buzzword for every brand out there, but when we get down to it, what is content marketing? To put it in simple terms, content marketing is defined as a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not directly promote a brand, but is intended to pique interest in its products or services.
It is a strategic marketing approach focused on creating and distributing valuable, relevant, informative and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
4. What is social media in simple words?
By design, social media is internet-based and gives users quick electronic communication of content.” It consists of websites and apps that allow users to share content quickly, efficiently, and in real-time. This can range from text to images and GIFs to video and audio clips. It is a digital tool that allows users to share information and opinions with their followers and/or the general public.
5.What is social media in simple words?
Well, according to Investopedia, “Social media is computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of virtual networks and communities.
What makes it unique to traditional media is that it remains largely uncensored and is broad in terms of the topics, interests and content found on it.
6. What is social media used for?
So, what is social media used for? To put it across in one word – sharing. But there’s a LOT more to it than that. Social media is used to share opinions, inform, educate and communicate.
On a personal level, social media is used to keep in touch with friends and family. Some people will use various social media applications to network and scout out new career opportunities, some will use it to find people across the globe with similar interests, others may use it to share their thoughts, feelings, insight, and emotions. For brands, social media is a great way to market their products and services.
You can showcase your products and services, share videos and how-tos on how to use them, share blog posts and updates about the behind-the-scenes workings of your company, and engage with customers in real-time, take feedback, and solicit opinions.
For Curious Minds
Gen Z expects a seamless fusion of entertainment, interaction, and information, a stark contrast to the passive content consumption of previous generations. Your marketing must be visually driven and participatory to cut through the noise. This means creating content that aligns with their inherent digital fluency by focusing on:
Visual-first storytelling: Utilizing eye-popping imagery and short-form video on platforms like TikTok and Instagram.
Interactive elements: Integrating polls, Q&As, and comment prompts to foster a two-way conversation.
Authentic formats: Showcasing behind-the-scenes content that feels genuine rather than overly produced.
This approach acknowledges that while 75% of shoppers use Google products like YouTube for research, as one survey shows, their initial engagement is won through captivating, snackable content. Explore how brands like Glossier master this balance in the full article.
The core principles are authenticity, interactivity, and value exchange, delivered through visually compelling formats. A successful message feels less like an advertisement and more like a contribution to their digital world. You should build your strategy around these pillars: prioritizing creator-led content over corporate messaging, using interactive features to give them a voice, and creating content that is entertaining or educational. For instance, energy drink brand Red Bull has built a following of over 8 million on YouTube by focusing on lifestyle and adventure videos, not direct product ads. Given that 80% of teens use YouTube to expand their knowledge, providing value is non-negotiable. Uncover more about building an authentic brand voice in the complete guide.
Both platforms are essential but serve distinct strategic purposes for engaging Gen Z. TikTok excels at building rapid awareness and cultural relevance through trends, while YouTube is unparalleled for deeper education and influencing purchase decisions. When allocating resources, consider that TikTok is for capturing initial attention with ephemeral content, whereas YouTube builds long-term authority. A Google survey found 70% of Gen Z men used online video to learn about an auto product, highlighting YouTube's role in consideration. A brand like Glossier uses YouTube for in-depth tutorials, reinforcing its credibility. A balanced strategy uses TikTok for top-of-funnel discovery and YouTube for mid-funnel education. Find out how to create a synergistic video strategy in the full post.
Glossier succeeded by transforming its YouTube channel into a community hub built on authentic, user-centric content rather than just product showcases. Their strategy focuses on relatability and value, featuring influencers and celebrities sharing their personal routines. Key lessons from their approach include:
Feature relatable creators: Collaborate with influencers who Gen Z trusts to present your products in an authentic context.
Focus on education and tutorials: Provide genuine value that helps viewers learn a new skill.
Integrate products naturally: Weave product mentions into larger stories instead of creating hard-sell advertisements.
With over 150k subscribers, their success proves this model works. Since 80% of teens use YouTube to improve skills, this educational approach is highly effective. Learn more about their community-building tactics in the complete analysis.
Red Bull's strategy teaches that successful Gen Z marketing is about selling a lifestyle and an identity, not just a product. Their channel is an entertainment destination, proving that brands can become content creators that people actively seek out. Any brand can adapt this model by: associating their product with a broader passion or value system, collaborating with vloggers and creators to produce high-octane, aspirational stories, and consistently investing in high-quality video that provides entertainment value. A Google survey shows 80% of teens use the platform to expand their knowledge or skills, so creating content that fulfills this need is a powerful way to connect. Discover how to apply these lifestyle marketing principles to your own brand by reading on.
The goal for a new brand is to build a community by being both discoverable and interactive from the very first post. A focused, three-step plan can establish a strong foundation.
Step 1: Create platform-native, short-form content. Focus on behind-the-scenes action, simple how-to videos, and user-generated content features that feel authentic to Instagram Stories and TikTok.
Step 2: Embed interactive calls to action. Regularly use polls, Q&As, and comment-based questions to encourage participation and make your audience feel valued.
Step 3: Partner with micro-influencers. Collaborate with creators who have a genuine connection with their niche audience to build initial trust and reach.
This community-first approach builds loyalty. Given that 75% of shoppers use a Google product like YouTube for research, as noted in one survey, seeding interest on short-form platforms can drive deeper exploration later. Get more detailed implementation tips in the full article.
The key is to use interactive features to create a genuine dialogue, making followers feel like active participants in your brand's story. This process builds trust that can be gently guided toward a conversion. A strategic approach involves:
Using polls for low-stakes engagement, asking for opinions on new designs or content ideas.
Hosting Q&A sessions with brand insiders or experts to establish authority and address customer questions directly.
Creating challenges that prompt comments or tags to organically expand your reach.
Once a user consistently engages, you can introduce a subtle call-to-action, such as a link in a story that follows a popular poll. This method transforms passive scrolling into active participation. For instance, after a poll, a brand like Glossier could link to the winning product. Explore more advanced engagement funnels in the complete guide.
The future of advertising to Gen Z is participatory, ephemeral, and entertainment-driven. Polished, high-production commercials are being replaced by content that feels native to their social feeds. To succeed, brands must shift their creative process to operate more like a media company than a traditional advertiser. This requires: producing content that is less polished and more authentic, actively participating in real-time trends using platform-native features, and featuring real customers or relatable influencers. Since a Google survey found 80% of teens use YouTube to improve or gain skills, your content must offer tangible value. Brands like Red Bull embody this shift by creating content people choose to watch. Discover how to adapt your creative workflow in the full article.
Unprecedented information access makes Gen Z inherently skeptical and less loyal by default; they can verify claims and read reviews in seconds. Trust is no longer built through clever campaigns but through radical transparency and consistent value. To build lasting relationships, marketers must:
Prioritize user-generated content and authentic reviews in their marketing mix.
Communicate openly about company values and business practices.
Create genuinely helpful content, like the educational videos from Glossier that help users learn new skills.
This aligns with data showing 80% of teens use YouTube to expand their knowledge, proving they reward brands that empower them. Building trust is an ongoing commitment, not a one-time effort. Learn more about fostering authentic brand connections in our complete post.
A blanket approach fails because it ignores the distinct cultures, formats, and user expectations of each platform, making a brand appear lazy or out of touch to savvy Gen Z users. They use TikTok for quick entertainment, Instagram for visual inspiration, and YouTube for in-depth learning. The solution is a platform-specific content strategy that respects these nuances. For example: create short, trending videos for TikTok, post high-quality photos and behind-the-scenes stories on Instagram, and develop longer tutorials or vlogs for YouTube. A brand like Red Bull understands this, with content perfectly tailored to YouTube's format. A Google survey found 75% of shoppers use its products to help with shopping, proving presence must be purposeful. Read the full article to master a tailored social media plan.
To connect with an email-averse audience, brands must build community and drive action on Gen Z's home turf: social media and video platforms. The solution is to shift from one-way broadcasting to continuous, two-way dialogue directly within these apps. Prioritize these tactics:
Engage directly via DMs and comments on Instagram and TikTok to provide customer support and build rapport.
Use interactive Story features like polls and Q&As to maintain an ongoing conversation.
Leverage influencer partnerships to deliver messages through trusted voices.
Red Bull, with its 8 million YouTube subscribers, built a massive community with minimal reliance on email. This strategy proves that value-driven content on the right platform can be more powerful than any newsletter. Discover more ways to bypass the inbox in the complete article.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
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