Social media marketing for Gen Z : A New Ad Era

Generation Z, born between 1997 and 2012, is the first generation to have never known a life without the internet or social media. Unlike past generations, on and offline worlds are combined for Gen Z instead of separated. Social media is part of their daily routine, shaping their opinions on all aspects of life. 

Making up 30% of the world's population, it is crucial that this new online generation is seen by advertisers, and advertisers understand what type of content they actually want to consume. 

HOW SOCIAL MEDIA IS ESSENTIAL TO GEN Z LIFE

Social media was made for two main purposes: communication and entertainment. However, a new study finds that 46% of Gen Z now prefer using social media over Google when searching for a product or finding information. Platforms like TikTok and Instagram are not just for entertainment, but also tools for research and websites for shopping as well. 

With this, the need for traditional search engines is declining. Social media apps have been reshaped into an all-in-one app, where information, shopping, and entertainment can happen in just one scroll.

THE BIGGEST GEN Z SOCIAL MEDIA PLATFORM

When advertisers are looking into which platforms they should invest in to use in social media marketing for Gen Z, TikTok leads the way and shows no signs of slowing down. The Pew Research Center reports that four-in-ten U.S. adults use TikTok, but one-in-five U.S. teens report being on the app “constantly.”

Instagram follows at a close second, projected to have over 10 million more Gen Z users than TikTok by 2029. 

However, more social media apps are catching on to the trend of short-form video content. Gen Z attention spans are becoming shorter, so similar features are being introduced to other popular apps. With the launch of Instagram Reels and Youtube Shorts, it is becoming harder to stand out and capture the attention of social media users. 

With the rapid speed that social media apps are growing, marketers should also always be on the look out for up and coming social media apps to get a head start. 

SHORT-FORM VIDEO CONTENT TAKEOVER

With the rise of social media marketing for Gen Z comes the rise in short form video content. TikTok, originally known for its viral dance videos and challenges, has over the years changed into a platform for a variety of content, ranging from educational videos to lifestyle vlogs.

YouTube Shorts and Instagram Reels followed shortly after, making vertical short-form video a trailblazer when it comes to marketing online content. 

Short-form videos are successful because they fit Gen Z’s preference for quick, easy to digest content to a T. The content must be engaging and entertaining within the first couple seconds, or the video is at risk of being skipped. Users are also more likely to like and comment if the content is entertaining and fast paced. 

AUTHENTICITY RULES

Brands were always looking to be picture perfect until Gen Z stepped into that picture. Younger audiences are more likely to trust a creator with acne and a messy room rather than a multi-millionaire model with a perfect life.

Transparency within brands is another key to authenticity when social media marketing for Gen Z, since 70% of Gen Z consumers prefer it when brands showcase their values. 

The desire for transparency also includes being upfront about business practices, taking a stance on social issues, and responding to consumer engagement. Brands who do not implement these values are at risk for appearing inauthentic. 

An example of authentic social media marketing for Gen Z on TikTok would be Strawberry Milk Mob, a bikini brand with 2.4 million followers. When taking a first glance at the company's account, you would never know that it is connected to selling swimsuits, and that is exactly what makes it so popular.

Most of the videos are of founder Georgia Costello talking about relatable topics, such as relationship problems and what recipes she is working on. 

Costello’s unfiltered, unedited content is what draws Gen Z viewers to keep coming back and check out her products. These types of videos make the account feel more like a community and a friend, rather than a brand. 

ABSURDITY IS AUTHENTIC

Another branch of authenticity that Gen Z-ers flock towards is absurdity. The thought of making an advertisement so ridiculous is incredibly scary, and that's exactly why it works. 91% of consumers want their advertisements to be funny, but only 5% of companies are willing to take that risk. 

A brand that is taking absurd social media marketing for Gen Z to the next level is Duolingo. With an impressive 16.9 million TikTok followers, the seemingly innocent green bird is popping up on For You pages everywhere in situations completely unrelated to a language learning app, such as Charli XCX and Troye Sivan’s SWEAT tour in summer 2024. 

Another brand leaning into unhinged absurdity is Ryanair. Currently at 2.7 million followers on TikTok, they show no signs of slowing down. Along with posting ridiculous content, they respond to comments with the same sassy tone that is found in their videos. 

This meme centered content aligns with Gen Z’s humour, which usually values self-awareness and irony over corporate messages. 

WHAT THIS MEANS FOR MARKETERS

Marketers should never take an off day when it comes to social media marketing for Gen Z. Missing just one day online is enough to fall behind when it comes to online trends. Marketers should be willing to try new content styles and engage with their community, even if the outcome is far from corporate. 

The rise of social media marketing is ever changing and shows no sign of stopping, especially for Gen Z audiences. Short-form video is the go-to content when trying to reach these audiences, and it should be compelling and authentic. 

To summarize, brands that want to rise to the top when it comes to online marketing for Gen Z must make content that is aware of its surroundings while also being relatable and fun. 

🪽 Written by Juliana Logli