Gen Z, as you always heard, loves authenticity and can smell fake marketing from a mile away. Targeting Gen Z on social media may need a little bit of an approach that is more human so that messages sound real. We’re talking, hands down, the most internet-savvy, content-consuming generation yet. If you’re trying to reach them, you better bring your A-game.
Here’s how to get their attention:
1) Keep It 100% Real
Gen Z does not tolerate fake personas well. This is true for businesses, as they can sound too superficial or like they are trying hard to blend in, especially to act like a part of them.
So, ensure that you have no fake vibes. If your brand is trying too hard, Zoomers will call you out. Just be real.
Here are some tips:
- Uses casual, natural language (not corporate jargon).
- Acknowledges common frustrations (relatable).
- Shows openness to feedback (real engagement).
- Show behind-the-scenes mistakes, funny moments, and unfiltered content on TikTok or IG Stories.
- Use real people, not overly polished models or stock photos.
- Engage in comments like a real person, not with canned responses.
Do not forget to cancel any performative activism unless your brand can prove it. Or else, Gen Z’s got you on blast. For instance, vague statements like:
“We stand with [social cause]. We believe in equality, sustainability, and making the world a better place. Buy our product to support the movement!” It will sound like your brand is using social causes to gain profits.
Instead, be transparent, acknowledge your flaws, and invite engagement. It can sound like,
“We’re not perfect, but we’re making real changes. Here’s what we’re doing to reduce waste in our packaging by 50% this year. You can track our progress here: [link]. Got ideas? Drop them in the comments.”
For a bonus, show receipts that your brand supports the cause feature real people who are affected by the issue, and let them tell their stories. This way, it is authentic and attracts Gen Zers.
2. Work with Influencers (But Not Just Any Influencers)
Be picky and choose the right influencers for your brand. Popular influencers with a lack of engagement can appear to lack depth, and not many people relate.
Instead, choose micro-influencers over macro-influencers. They typically have smaller but more engaged audiences. They’re seen as more relatable and trustworthy.
Choose collabs over ads once in a while. Sponsored posts are cool, but organic shoutouts, challenges, and unboxing videos can hit harder.
Also, choose TikTok first as your platform. It is where the majority of them are. If your influencer marketing isn’t on TikTok, you’re already losing.
3. Make It Fun (or They’ll Scroll Past)
83% of Gen Z prefers video content. That means short-form, snackable, engaging videos. TikTok, IG Reels, or YouTube Shorts? You can pick one.
Have you ever seen a trying-to-be-cool meme? It can look like, “When you’re working hard and your team delivers a project on time—#Winning! 💼✨”
This disconnected humor can make your brand look like you are trying too hard. A casual humor that doesn’t take yourself seriously, like, “When you finally hit ‘post’ on that marketing campaign… but then your intern reminds you about the typo. 😅 #Relatable #Oops” can feel more human and authentic.
Also, remember to jump on trends really fast, or you are missing out on the hype. So if you’re still using a meme from two months ago… delete it. Timing is everything. It might need quick creative thinking, but it’s worth it.
4. Actually Care About Stuff
Gen Z cares a lot about how their purchases impact the environment. They are more likely to purchase a product if it is sustainable.
73% of Gen Z will pay more for sustainable products. If your brand is greenwashing, they’ll know.
They are unlikely to support brands that exaggerate or mislead customers about the environmental impact of their products or practices.
So if you are making an effort in targeting Gen Z on social media by being environmentally friendly, give them proof. Show them full transparency on processes and materials.
Also, make an effort to support what’s important. When a brand shows up about social issues, Gen Z will see this because they’re not just purchasing a product, but they’re buying into your values.
5. Build Community, Not a Following
UGC (User-Generated Content) works so well to give Gen Z a reason to create content for your brand. Whether it’s challenges, duets, or reposting their content, let them feel like they’re part of the brand.
The more they engage, the stronger your connection with them.
And if you are posting on social media, don’t just post and ghost, but reply to everything. Comments, or TikTok stitches, Gen Z expects a conversation, not a one-way promo. So, chat with them and make them feel heard!
6. Make Buying Easy-Like Really Easy
Social shopping is the future. If Gen Z has to leave Instagram or TikTok to make a purchase, they’re probably not going to bother. But if you have to, do it; keep it easy, and make that buy button one-click simple.
And let’s talk about how they are always on their smartphones 24/7, especially on TikTok platforms. 78% of Gen Z shops directly from their phones. So, if your website isn’t mobile-friendly, you’re seriously risking losing out on sales.
Make sure it’s optimized for mobile, or you might as well say farewell to those conversions.
Final Thoughts? Just Be Real.
Gen Z isn’t buying traditional marketing. If you want to win them over, targeting Gen Z on social media will require you to be authentic, entertaining, and values-driven. Keep up, stay relevant, and most importantly, don’t cringe.
