Marketing Tactics That Work For Gen Z

When it comes to marketing, one of the most popular and influential generations is Gen Z. Born roughly between 1997 and 2012, this generation is shaping trends, driving consumer behavior, and influencing digital landscapes. When it comes to marketing to Gen Z, you need to use a different approach. Unlike millennials or Gen X, Gen Z is tech-savvy, socially conscious, and has grown up with content always readily available. Understanding how to connect with them can make all the difference in your marketing.

In this blog post, we’ll explore effective marketing tactics that will help your business attract and engage Gen Z.

1. Leverage Social Media Platforms

Gen Z spends a most of their time on social media, but their preferences differ from those of other generations. While platforms like Facebook and Twitter have lost some of their popularity to younger audiences, Instagram, TikTok, Snapchat, and YouTube remain their go-to platforms.

What to do:

• TikTok: The powerhouse of short-form video content. TikTok has become a space where Gen Z expresses their creativity, follows trends, and discovers new brands. By participating in viral trends, challenges, and authentic content, you can build a strong connection with Gen Z.

• Instagram Stories & Reels: These features are perfect for behind-the-scenes content, influencer partnerships, and promotions. Gen Z loves instant gratification, and Stories/Reels provide a quick and engaging way to stay in mind.

• Snapchat: While it's not as dominant as it once was, Snapchat still plays a role, particularly in specific niches. It's useful for sharing exclusive content, sneak peeks, and interactive experiences.

2. Create Authentic, Relatable Content

Gen Z can spot inauthenticity from a mile away. They are driven by authenticity and are quick to not choose brands that feel out of touch or overly commercial.

What to do:

• Be transparent: Show the human side of your brand. Behind-the-scenes content, real-life stories, and unfiltered posts build trust with Gen Z.

• User-generated content (UGC): Encourage your audience to create and share content that showcases your products in real-life settings. This type of content resonates deeply because it feels more authentic.

• Avoid over-polished content: Perfection isn’t the goal. Gen Z prefers raw, unpolished, and spontaneous content over slick ads that feel like a hard sell.

3. Champion Social and Environmental Causes

Gen Z cares about social issues, environmental sustainability, and ethical business practices. They are more likely to support brands that align with their values and take meaningful action on causes that matter to them.

What to do:

• Align with values: Whether it’s environmental sustainability, social justice, or equality, make sure your brand stands for something. Share how you’re making a positive impact, whether through your products, services, or corporate responsibility initiatives. Make sure you are being honest though. 

• Be genuine in your efforts: Gen Z is wary of “greenwashing” or brands that pretend to care without taking real action. Ensure your sustainability or social efforts are integrated into your business model and are not just marketing tactics.

• Collaborate with influencers on causes: Partner with influencers or creators who are vocal about causes Gen Z cares about. This can help reinforce your commitment to those values while reaching a wider audience.

4. Make Shopping Seamless and Mobile-Friendly

For Gen Z, shopping isn’t just an activity, it’s an experience. They want it to be easy, fast, and seamless. This generation is mobile-first, so your e-commerce experience must be optimized for smartphones.

What to do:

• Mobile websites and apps: Ensure your website is easy to navigate on mobile, with quick loading times and a smooth checkout process. 

• Social commerce: Platforms like Instagram and TikTok now allow users to shop directly within the app. Gen Z loves to shop in a way that feels integrated into their social experience, so make sure you’re taking advantage of social commerce features.

• Payment flexibility: Offering multiple payment options, like Apple Pay, Google Pay, or Buy Now, Pay Later, can make the purchasing process faster and more convenient.

5. Engage Through Interactive Content

Gen Z isn’t just passive consumers of content. They want to engage, interact, and co-create with brands. Offering interactive experiences can keep them interested and invested in your brand.

What to do:

• Polls and quizzes: Use polls and quizzes on social media or your website to engage your audience. Not only is this content fun, but it also provides you with valuable insights into your customer’s preferences and behavior without offering things like surveys.

• Rewards: Turn shopping or brand interactions into games. Whether it's through rewards programs, challenges, giveaways, or interactive experiences, rewards increase engagement and makes users feel more connected to your brand.

6. Incorporate Influencer Marketing (But Keep It Real)

Influencer marketing is a great tool when reaching Gen Z, but authenticity is key. Unlike traditional celebrity endorsements, Gen Z trusts influencers who align with their values and have built a genuine, relatable connection with their followers.

What to do:

• Micro and nano-influencers: Instead of focusing on mega-influencers, consider working with micro or nano influencers who have highly engaged audiences. These influencers often have stronger, more authentic connections with their followers.

• Allow influencers to be creative: Let the influencers create content that feels natural for their platform and audience, instead of forcing them to stick to scripted messages. 

• Focus on long-term relationships: Building long-term partnerships with influencers can be more effective than one-off promotions. Gen Z is more likely to trust influencers who consistently support the same values over time.

The Bottom Line

Gen Z is an exciting generation to market to, but they are also a challenging one. By focusing on authenticity, using the right platforms, focusing on social causes, and offering interactive experiences, your brand can build genuine connections with this generation.

Remember, Gen Z wants brands that are real, responsible, and responsive. By showing up for them in meaningful ways, you’ll not only win their business but also their loyalty for years to come. So, take these tactics and start connecting with the next wave of consumers today! 

Still need help with your marketing? Send us a message or email so we can help build your brand’s strategy!