Get the inside scoop of understanding how the typical Gen Z mind works on social media with tailored preferences for social search and how to leverage these preferences to market to them.
Social media is a hive mind with a constantly evolving atmosphere. As marketers continue to target the biggest spenders, Gen Z, they’re beginning to rebel and change the status quo of what’s the standards versus the new norms.
Gen Z, a generation born between 1997-2012, are fluent in being chronically online. As the last generation who knew what life was like without screens in their face, they evolved alongside the biggest tech evolutions and learned to adapt their routines to these changes in the social space.
Compared to other generations, 35% of Gen Zers spend over four hours a day using social media. They’re known to be the generation that prioritizes self-expression, community building, and entertainment. Social media platforms like TikTok and Instagram allow them to have the space to do just that.
Today, marketers need to be asking themselves: how is it possible to reach Gen Z when everyone is trying to do the same? There’s an oversaturated demand for winning trust with Gen Z to reach into their pockets, but it takes more than just a measly copy and paste trend as an ad to get their attention. So here are some tips and tricks for getting on Gen Zers radar for 2025.
Gen Z Are Identity Shapeshifters
Gen Zers are the most adaptive generation to date. This needs to be recognized front and center at the start of implementing a marketing strategy. If a brand is too focused on their own identity, they’re missing out on bigger opportunities to land on For You pages. The news is out, subcultures are dead. Gen Z is all about remix culture and partaking in aesthetics over having a shared value/skillset in a subculture. Brands often feel like their culture and identity are frozen in time because it’s difficult to create something entirely new for the world to see.
While it’s possible to still do so, remixing what already exists is its own form of “something new.” They’re pros at hot potato, they always have one foot in and then one foot out on the latest trends, fads, and aesthetics. Remember, social media platforms play such an important part of their lives – community building and sharing interests are instrumental pieces in building identities. Brands who fall behind on what’s in will miss out on opportunities to connect with their target audiences on a deeper level.
Gen Z Prefers Visual Search Over Anything
If brands haven’t heard already, Google Search is dying. As TikTok continues to rise to the top of the most downloaded platform amongst Gen Z, the habit of searching for a product remains in TikTok’s search bar. Gen Zers aren’t only chronically online but they also have short attention spans. Browsing through blue links and word-after-word long sentences just isn’t appealing anymore.
Now, it’s all about visual search. Brands must be recognizable and eye-catching when pushing out organic content to appeal to Gen Z. Whether it be product reviews, recipes, or unboxing videos, Gen Z consumers stand out from traditional advertising methods that push for search online. Video content is actively changing Gen Z’s spending habits, shifting traditional advertising efforts.
If brands have a product or service to sell, their best bet is utilizing Instagram and TikTok to push content out where it not only tells a story, but adds shock value on a level that captures the attention of Gen Z’s infinite swiping “For You” page.
Gen Z Craves Connections and Relatability
As harsh as it sounds, Gen Z isn’t as easy to trick as marketers think. They’re a generation that’s quick to recognize when something is a measly sales pitch or ad. Product placement videos prompt an immediate swipe, and when all a brand does is talk about themselves, they swipe away, too. What about the product will make Gen Z stop and listen to brands? Marketers fail to realize that they need to talk to Gen Z, not talk at them.
When creating organic content, anything that falls within the scope of being relatable prompts connection building and relationships. Why? Because the brand is seen less as a character and more as a person. When we take a look at brands like Duolingo, aka the Mascot King of TikTok, their strategy involves being as unhinged and unexpected as possible. From savage comments to generating content out of viral trends and cultural moments, their strategy speaks to the hearts of Gen Z.
Gen Z Emphasizes Certain Values
If Gen Z differs from the “traditional” audience, what key things should be kept in mind when marketing to them? There are 4 key things to consider when creating a marketing strategy specifically targeting Gen Z audiences to appeal to their taste (and high expectations).
Authenticity
Though it holds the second most popular spot for Gen Z use, Instagram’s days are numbered – unless marketers can break away from the “Instagram” aesthetic. It reads as presentational to this age group – and boring. When brands refuse to show behind-the-scenes content in favor of perfectly polished feeds, it immediately gives Gen Z cause to distrust and distance themselves.
The same goes for user-generated content – choosing the right people to act as influencers and create content on your brand’s behalf makes a world of difference, as those that lean on the side of “Instagrammable” are not taken seriously. The best influencer marketing content looks and feels exactly like the rest of the content seen on their feeds, rendering ads undetectable – just how Gen Z likes them.
Understanding
Each platform Gen Z frequents is different from the next – but one thing remains consistent – chaos is imminent. Gen Z has an extremely distinct sense of humor, and they view social networks as entertainment hubs, expecting brands to understand their unique digital language. If advertising campaigns aren’t hitting the mark with storytelling and plot twists, they’re going to fall prey to Gen Z’s short attention span – or worse, come across as cringy.
Accessibility
As Gen Z’s attention span worsens, their demand to reach things easier and faster increases. Their consumer behavior is molded by platforms like TikTok where search is faster and simpler. Instead of reading long articles that take too long to get to the point like recipe websites, visual search sums everything up in just a few seconds, thanks to their 2x speed. TikTok shop as well makes it easier to shop in app versus through brand websites, driving social commerce sales – Gen Z are 3.2 times more likely to make a purchase on the shop than any other adult.
Accountability
An interesting Gen Z marketing trend almost entirely unique to them. As the most diverse generation yet, Gen Z is drawn to businesses that have strong beliefs they unflaggingly adhere to. Be it LGBTQ+ visibility, righting racial injustice, or environmental awareness, this age group loves to see brands take a stance – not without condition, of course. Tying back into the authenticity key, Gen Z can tell when brands suddenly tout activism for clout, and will expose them for it. If you plan to get vocal for a cause, Gen Z better see that from you year-round.
Keep These Tips in Mind as You Perfect Your Marketing Strategy for Gen Z
- Go where the wind blows. Move alongside the crowd with Gen Z. If they’re fanning over something, it’s for good reason. Keep an eye out for what catches theirs and maybe you can remix what they already know to be in the know.
- Treat them like you know them. Their purchase power is strong, going far and wide determining the success of your brand. Be sure to back your content with well-thought out strategies. In the clerb, we all fam. If you know you know.
- Don’t overcomplicate it. If you’re easy to reach and pretty to look at, kudos to you. Within their range of Gen Z’s high expectations, they expect ease and simplicity when choosing where to put their minutes. Time is of the essence – content that feels like a waste of time to one person can feel the same way to others.
- Be real. Not like the popular social app, but with the same concept in mind – Gen Z wants to see what’s on the front-facing and back-facing camera. Take them backstage to see your processes, show them the unfinished work, and convey humanity always. Authenticity reigns supreme with this group.
- Partner with folks that care. Genuine reviews from good people mean everything.
- Keep it on the DL. If you can’t tell that an ad was even running in the content uploaded, you can consider it done correctly. The more organic you can make Gen Z marketing campaigns, the better!
And perhaps most importantly, remember that all this is subject to change. As Gen Z takes the stage from Millennials, Gen Alpha waits in the wings – and with the rise of AI, they’re ready to lead us all into wholly uncharted territory.
