Gen Z—those born between 1997 and 2012—is now the largest consumer group globally, surpassing Millennials in terms of purchasing power and influence. With this new generation becoming the dominant demographic on social media, brands and marketers must understand how to effectively engage them. But what works when it comes to social media marketing for Gen Z, and what doesn’t? In this article, we’ll explore the key strategies that can help your brand reach Gen Z, while also highlighting the pitfalls to avoid.

The Power of Gen Z in the Digital Age

Before diving into social media marketing strategies, it’s important to understand why Gen Z is such a powerful force in the marketplace. As of 2024, Gen Z accounts for about 40% of all global consumers, and they hold over $143 billion in spending power in the U.S. alone. According to a report by Deloitte, over 60% of Gen Z prefers brands that align with their values, including sustainability, inclusivity, and authenticity. Their purchase decisions are often influenced by social media, especially platforms like TikTok, Instagram, and YouTube.

In addition, Gen Z is the first true “digital native” generation. They grew up with the internet, social media, and smartphones as an integral part of their lives. This gives them a unique set of expectations when interacting with brands online. Traditional marketing tactics that may have worked with older generations are no longer effective. Marketers must adjust to meet Gen Z’s preferences, values, and behavior patterns.

What Works for Gen Z: Strategies That Engage

1. Video Content is Key

Video content, particularly short-form videos, reign supreme among Gen Z. According to HubSpot’s 2023 State of Marketing Report, 68% of Gen Z reports that they prefer video content over other types of media. Platforms like TikTok, Instagram Reels, and YouTube Shorts are essential to building a presence with this audience. Gen Z loves bite-sized, authentic, and entertaining videos that align with their interests.

To capitalize on this trend, brands should:

• Create engaging, fun, and relatable videos that feel personal rather than overly polished.
• Focus on short-form videos (15-30 seconds) that deliver quick value or entertainment.
• Incorporate user-generated content (UGC) and interactive elements, such as challenges or polls.

When done right, video can establish a strong emotional connection with Gen Z, making them more likely to trust and engage with your brand.

2. Embrace Authenticity and Transparency

Gen Z values authenticity more than any other generation. They have grown up with an abundance of digital content and are adept at distinguishing between real and inauthentic marketing. Gen Z is drawn to brands that are transparent, socially responsible, and unafraid to show their human side.

Here’s how to build an authentic brand presence:

• Be transparent about your company’s values, including social responsibility and sustainability efforts.
• Share behind-the-scenes content that humanizes your brand, such as employee stories or the creative process behind your products.
• Avoid using overly scripted or staged advertising. Gen Z is more likely to connect with raw, unfiltered content.

A great example of a brand doing this well is Glossier, the beauty brand that promotes authentic customer feedback and user-generated content on its social channels. Gen Z loves to feel like they are a part of the conversation.

3. Prioritize Social and Environmental Impact

Gen Z is particularly attuned to social and environmental issues. They expect brands to take a stand on topics like climate change, diversity, and social justice. In fact, 72% of Gen Z consumers say they are more likely to purchase from a brand that supports a cause they believe in.

Incorporating social responsibility into your brand’s messaging is critical. Here’s how you can do it:

• Partner with or support causes that are important to Gen Z, like environmental sustainability or social equality.
• Share stories of how your brand is making a difference through charitable donations or green initiatives.
• Offer products that promote eco-conscious lifestyles, such as using sustainable materials or reducing waste in your supply chain.

Brands like Patagonia and Ben & Jerry’s have built loyal followings among Gen Z by aligning with causes that matter to this generation.

4. Leverage Influencer Marketing

Gen Z has a strong affinity for influencers—but not the traditional celebrities. Instead, they gravitate toward micro-influencers and nano-influencers, who have smaller, yet highly engaged audiences. According to Influence.co, micro-influencers have an average engagement rate of 7.1%, compared to just 1.6% for larger influencers.

Here’s how to tap into this trend:

• Collaborate with micro and nano-influencers whose values align with your brand.
• Allow influencers to create content in their own voice, rather than pushing scripted advertisements.
• Focus on long-term partnerships that build authentic relationships with influencers, rather than one-off sponsored posts.

By working with the right influencers, brands can generate trust and authenticity, which are essential for connecting with Gen Z.

5. Create Interactive and Participatory Content

Gen Z craves interaction. They want to participate in the content they consume, whether through polls, challenges, or user-generated content. Brands that make their followers feel like they are part of something bigger are more likely to drive engagement and loyalty.

Try these tactics:

• Launch hashtag challenges on TikTok that encourage users to create their own content.
• Use Instagram’s polls and quizzes to engage followers and encourage them to interact with your brand.
• Offer rewards for participation, such as discounts or exclusive content.

When you allow Gen Z to be co-creators of your brand experience, they feel more personally invested in your success.

What Doesn’t Work for Gen Z: Pitfalls to Avoid

While there are many effective strategies for engaging Gen Z, there are also several things that can turn them off quickly.

1. Avoid Overly Polished or Corporate Messaging

Gen Z despises anything that feels like an inauthentic sales pitch. Overly polished or corporate messaging comes across as disingenuous and fails to resonate with this audience. Avoid:

• Too-perfect images or ads that don’t reflect the messiness of real life.
• Language that feels too formal or scripted.

Instead, opt for a more relaxed, conversational tone that makes your brand feel approachable and human.

2. Don’t Ignore Mobile Optimization

Gen Z is mobile-first, meaning they use their smartphones for almost everything, from browsing the web to making purchases. If your social media content or website isn’t optimized for mobile, you’ll lose Gen Z’s attention.

Ensure your content is mobile-friendly by:

• Designing mobile-responsive websites that load quickly on smartphones.
• Keeping videos and images optimized for mobile viewing.

3. Don’t Rely on Traditional Advertising Techniques

Gen Z is immune to traditional advertising tactics, such as banner ads or pop-up ads. Instead of pushing hard-sell techniques, focus on creating experiences that resonate with their interests and values. This can be done through entertainment, education, or community-building activities.

Conclusion

Marketing to Gen Z on social media requires authenticity, creativity, and a willingness to embrace new trends and platforms. By focusing on video content, engaging influencers, and promoting social responsibility, your brand can build strong connections with this influential generation. However, it’s equally important to avoid over-polished messaging, neglecting mobile optimization, and relying on outdated advertising techniques. Keep it real, relatable, and responsive to the needs of Gen Z, and you’ll set your brand up for long-term success.