Capturing the attention of Gen Z has become a top priority for brands worldwide. Gen Z spends more time than any other age group consuming social media, especially short-form video content. Platforms like TikTok, YouTube Shorts, and Instagram Reels have skyrocketed in popularity, providing brands with a powerful way to connect with this audience. Here’s how to tap into this trend effectively and authentically.
The shift towards short-form content is undeniable. Gen Z craves immediate, engaging, and easily digestible information, favoring bite-sized content over lengthy videos or text-heavy posts. With platforms like TikTok offering videos as short as 15 seconds, this style of content meets Gen Z's need for quick and impactful content that can be consumed on the go.
To avoid being left behind, platforms like Instagram, YouTube, and Twitch have also embraced the short-form video trend, rolling out their own features like Instagram Reels, YouTube Shorts, and Twitch Stories. These platforms recognize the shift toward snackable, impactful content that resonates with Gen Z. However, it’s TikTok that remains the main hub for news, gossip, and trendsetting, with Gen Z spending significant time there and relying on it as a primary information source.
When used strategically, TikTok, Reels, and Shorts can be game-changers for influencer marketing. Here’s how brands and creators benefit:
By leveraging short-form content, brands can engage audiences effectively, maximize their reach and stay relevant in the fast-paced digital landscape.
For Gen Z, TikTok has evolved into much more than an entertainment app—it’s now a primary search tool and a go-to source for trends, products, and how-to advice. TikTok’s unique algorithm and visually engaging, digestible content make it ideal for quick information and discovery, positioning it as a critical platform for reaching and influencing Gen Z where they are most active.
Gen Z stands as one of the most tech-savvy and informed generations, navigating digital spaces with ease, discerning authenticity (or lack thereof) in advertising, and quickly adopting new trends, including phenomena like AI influencers. This generation’s shifting consumption habits are fundamentally reshaping the social media marketing landscape. To stay ahead, brands must closely monitor these dynamic trends, tailoring their strategies to stay relevant and genuinely connect with this highly influential generation.
Community management is vital when marketing on short-form video platforms. Engaging with comments, sharing user-generated content, and directly interacting with followers creates a strong, loyal community. Instead of just a series of one-off ad campaigns, brands should aim to build a fan base that interacts with and supports the brand long-term.
One of the most significant shifts in Gen Z marketing is the need to prioritize content over blatant advertising. Gen Z is highly perceptive and quick to notice inauthenticity; ads disguised as content often fall flat, while genuine, value-driven videos thrive. Instead of traditional ads, brands should focus on creating entertaining, educational, and relatable content that builds loyalty and trust, making the audience feel like part of the brand’s community rather than just potential customers.
What Does Good Creative Content Look Like?
Effective content that resonates with Gen Z doesn’t feel like an ad; it feels like a conversation, a story, or an inside look at something relevant and relatable. Think behind-the-scenes footage, how-tos, humorous takes on relatable situations, or stories highlighting a brand’s values. This type of content allows brands to communicate organically, providing value or entertainment first, and integrating product mentions or subtle brand cues within the story itself.
A typical ad placement in these videos often feels like a casual mention or product highlight rather than a hard sell. For example, instead of saying, “Buy our product now,” a creator might use the product naturally within their content, demonstrating its value in an authentic setting. This approach allows the audience to see the product in a relatable context, making it far more appealing and trustworthy.
If you want to learn more about creating content that converts, check out our article Content vs. Ads: Creating Campaigns that Click!. In this guide, we dive deeper into balancing content and advertising in ways that drive engagement and boost conversions.
For years, marketers segmented audiences by traditional demographics like age and location. However, with Gen Z, niche interests and fandoms are the new markers of identity. This age group organizes itself around communities—fandoms that often intersect and overlap. This approach creates a wealth of opportunities for brands, allowing them to reach diverse audiences by targeting intersecting interests rather than rigid demographic categories.
In Influencer Fandoms: Reaching Niche Markets Across Industries we examined these new groups. We explored how to connect with different fandoms and turn them into loyal customers.
To secure Gen Z’s loyalty, brands should aim to create a multifaceted brand experience. Brands should create a world of touchpoints—their own “brand fandom.” This is where Gen Z can explore, engage, and bond with a brand. By building a sense of community and interaction, brands can become more than just a service or product. They can become an important part of the consumer's digital experience.
Gen Z places high value on what their peers and favorite creators endorse. User-generated content (UGC) and influencer partnerships often perform better than direct brand messages because they feel more relatable and genuine. Authenticity is key here; brands should be transparent and use storytelling to convey their values and vision instead of pushing overt marketing pitches. This approach not only builds trust but also establishes a strong emotional connection with the audience.
Interactive content that invites comments, shares, or direct participation can significantly enhance engagement. Encouraging UGC allows consumers to feel like active contributors rather than passive recipients. Through interactive content, brands can create a community that feels personal, inviting, and inclusive.
A long-term strategy is crucial for engaging Gen Z effectively. Partnering with creators and establishing an active brand presence on platforms like TikTok and Instagram fosters trust. By maintaining ongoing collaborations, brands can create a lasting connection with their audience, staying relevant and top of mind for Gen Z consumers.
Participating in trends can undoubtedly boost visibility, but only if done with authenticity and purpose. Gen Z has a keen sense for inauthenticity and can spot opportunistic trend-hopping from a mile away. When brands jump onto a trend purely for exposure, it often backfires, damaging trust rather than building engagement. To succeed, brands should carefully select trends that align with their values and messaging, ensuring participation feels natural rather than forced and reinforces authenticity.
Examples of Common Trends and Their Influence
Popular trends like #OutfitOfTheDay (#OOTD) on Instagram allow brands, especially in the fashion sector, to showcase products in a natural, day-to-day context. Seasonal trends, like #Spooktober in October, allow brands to creatively engage with Halloween-related themes, creating fun and timely content. On platforms like Instagram, YouTube, and Twitch, these trends shape content by giving audiences timely, themed content that feels relevant and fresh.
Timing Influencer Marketing Campaigns for Maximum Impact
In influencer marketing, timing is everything. Certain events and trends—like “Subtember” on Twitch, where subscribers enjoy discounts on subscriptions—create unique opportunities for engagement. Campaigns launched during these periods can benefit from heightened audience interaction. Events like subathons, where streamers extend their live sessions based on viewer support, also offer high-visibility opportunities, particularly for brands partnering with streamers during these marathons.
By timing influencer marketing campaigns around these seasonal or temporary trends, brands can tap into Gen Z’s excitement in a meaningful, relevant way. Thoughtfully participating in these trends not only boosts visibility but also strengthens a brand's connection to its audience.
Mastering Gen Z marketing on platforms like TikTok, YouTube Shorts, and Instagram Reels requires a deep understanding of this generation’s unique online behavior. From short-form content and authentic engagement to interactive experiences and niche interest targeting, these strategies enable brands to resonate with Gen Z on a meaningful level. By focusing on community, authenticity, and long-term connections, brands can successfully position themselves as trusted, relevant, and memorable players in the Gen Z landscape.
