7 effective strategies to captivate generation Z
Generation Z is transforming the marketing landscape. Representing 20% of the US population, or 65 million people by 2025, with an estimated purchasing power of $360 billion , this generation prioritizes online shopping, with 75% of them using their smartphones—surpassing the average online shopper. They demand that brands actively engage in social and environmental causes, demonstrating their growing influence.
The challenges are numerous. For example, this generation enters the luxury market early, buying their first product at 15. Their spending has increased sixfold in just six years. You must therefore adapt your strategies to meet their specific expectations and maximize your impact.
Key points
Keep in mind that Generation Z appreciates authenticity. Brands need to showcase their values to build a connection.
Use TikTok and Instagram to speak to this generation. These apps are important for capturing their attention and engaging in conversation.
Work with smaller influencers. Their genuine connection with their fans helps build trust in your brand.
Incorporate social and environmental considerations into your plans. Generation Z wants brands that help the planet and people.
Think about phones first. Make your site and ads easy to use on mobile , because Generation Z is often connected.
Case study: Nike & TikTok
Context: Nike used TikTok to promote its campaigns with micro-influencers.
📈 Result: An engagement rate exceeding 8% among 16-24 year olds and a 24% increase in spontaneous brand awareness for co-created products.
📚 Source: TikTok Business Success Stories, 2023
Generation Z and social media: an essential lever
TikTok and Instagram: key platforms
Social media plays a central role in the lives of Generation Z. You should know that this generation uses these platforms not only for entertainment, but also to stay informed and discover new products. TikTok and Instagram stand out as the most influential social networks for capturing their attention.
TikTok is experiencing explosive growth, with 41% of users coming from Generation Z. Approximately 25% of them spend more than six hours a week on this platform.
Instagram , meanwhile, remains the preferred network for 16-25 year olds, with 76% of them using it regularly.
These platforms aren't just communication tools. They've become spaces where Generation Z seeks visual, authentic content that aligns with their values. To succeed, you need to adapt your strategy to these specific characteristics.
Gary Vaynerchuk (CEO of VaynerMedia)
"Gen Z doesn't trust ads. They trust creators, communities, and authentic values."
📚 Source: Interview, Web Summit 2024
Create authentic and engaging content
To captivate Generation Z, you need to focus on authenticity. This generation favors brands that reflect its values and communicate sincerely. Content that's too perfect or artificial no longer works.
73 % Young people favor brands that share their beliefs.
71% reject advertisements that show an idealized life.
80% prefer authentic content to traditional endorsements.
To succeed, use visual formats like short videos, which quickly capture attention. Stay tuned to trends on TikTok and engage in conversations with your audience. For example, interactive campaigns or viral challenges can strengthen your connection with this generation.
💡 Tip : Speak their language without trying too hard to be "cool." Sincerity and creativity are your best allies for building a lasting connection.
Generation Z and influencer marketing
Collaborating with micro-influencers
To captivate Generation Z, you need to understand the importance of micro-influencers. Unlike celebrities, these content creators have a more targeted audience and an authentic relationship with their followers. This makes them particularly effective at engaging this generation.
60% higher engagement rates than major celebrities. Their content is often perceived as more authentic and less commercial. By collaborating with them, you can establish a direct connection with your target audience. For example, 33% of Gen Z members have purchased a product recommended by a micro-influencer in the last three months.
To maximize impact, choose micro-influencers who share your brand's values. Their authenticity will strengthen the credibility of your campaigns and increase the likelihood that your audience will take action.
💡 Tip : Prioritize long-term partnerships with micro-influencers. This allows you to build a lasting relationship and foster audience loyalty.
Examples of campaigns that have made an impact
Some campaigns have successfully captivated Generation Z through strategic collaborations with influencers . Here are a few examples that illustrate their impact:
Campaign | Brand | Impact (EMV) | Views | Commitment |
|---|---|---|---|---|
Queen of the Asphalt | Lime x Girl | €2,000 | N / A | N / A |
Sojasun and Léa Camilleri | Sojasun | €42.12K | 275K | 6.38K |
#CupraKoaliticCreativeChallenge | CUPRA x Jordi Koalitic | N / A | 6.7M | N / A |
These campaigns demonstrate that partnering with creative influencers who align with brand values can generate strong engagement. For example, Sojasun's campaign with Léa Camilleri garnered over 275,000 views and 6,380 interactions, proving the effectiveness of an authentic and targeted approach.
To succeed, draw inspiration from these examples and adapt your collaborations to the specific expectations of Generation Z. Highlight visual and interactive content that quickly captures their attention.
Forrester Research
“65% of Gen Z members prefer to interact with brands via social media rather than email or phone.”
📚 Source: Forrester Report – Consumer Technographics, 2023
Generation Z and strong values
You should know that Generation Z places paramount importance on the social and environmental values of brands. These young people are looking for companies that take concrete action for the good of the planet and society. They aren't satisfied with empty promises. They want tangible proof.
One in two young people would refuse to join a company without an active policy in favor of sustainable development or diversity.
To captivate this generation, you need to integrate corporate social responsibility (CSR) initiatives into your strategy. For example, adopt sustainable practices, support social causes, or collaborate with charities. These actions strengthen your brand's credibility and create an emotional connection with your audience.
💡 Tip : Highlight your commitments on your social media and in your marketing campaigns. Transparency and authenticity are essential to gaining their trust.
Case studies: Brands aligned with their values
Some brands have successfully aligned themselves with Generation Z's values and made a significant impact. Nike is a prime example. The brand supported the Black Lives Matter movement by denouncing racism and donating $40 million. It also chose Colin Kaepernick, an American football player known for his activism against police brutality, as an ambassador.
Nike's slogan, "Believe in something. Even if it means sacrificing everything," perfectly illustrates its alignment with the values of this generation. This campaign not only strengthened the loyalty of young consumers, but it also positioned Nike as a committed and courageous brand.
You can draw inspiration from these examples to align your brand with causes that resonate with your audience. Choose initiatives that genuinely reflect your values and communicate them transparently.
Jason Dorsey (Generation Z Specialist)
"To connect with Gen Z, you first have to understand them: they are the most skeptical generation, but also the most engaged when they feel understood."
📚 Source: Keynote Gen Z Research Report, Center for Generational Kinetics
Generation Z and interactive experiences
Augmented and virtual reality
Augmented reality (AR) and virtual reality (VR) are transforming how you can engage Generation Z. These technologies offer immersive experiences that quickly capture their attention and meet their need for personalization. For example, 57% of consumers prefer to buy from brands using AR, and 40% are willing to pay more for products that can be personalized using this technology.
Generation Z shows a strong interest in these innovations. Approximately 90% of young people want to explore AR-based shopping, and 82% are already using this technology. Retailers who adopt AR see a 19% increase in customer engagement. These figures demonstrate that AR and VR are not just entertainment tools, but also powerful levers for boosting interaction and sales.
💡 Tip : Integrate AR into your e-commerce site to allow your customers to visualize products in real-life situations. This can increase their engagement and satisfaction.
Examples of immersive experiences
Some brands have already harnessed the potential of immersive experiences to captivate Generation Z. For example, TikTok Shop allows users to buy directly after seeing a product in action. This approach convinced 59% of young people to make a purchase.
User-generated content (UGC) also plays a key role. It is up to four times more persuasive than traditional branded content. A notable campaign is that of Sparkle x Jean Paul Gaultier, which generated over 10 million impressions and a click-through rate of 0.4%, twice the luxury sector average.
To succeed, draw inspiration from these examples. Create interactive experiences that allow Generation Z to actively participate, whether through contests, challenges, or personalization tools. These initiatives strengthen their engagement and loyalty to your brand.
Harvard Business Review
“Generation Z values a company’s social utility more than its financial performance.”
📚 Source: Harvard Business Review – “The Gen Z Effect on Branding”,
Generation Z and short content
The impact of short videos
Short videos dominate Generation Z's content consumption habits. These dynamic and fast-paced formats perfectly meet their need for immediacy and simplicity. TikTok, for example, has revolutionized how young people interact with brands through its short videos. This format allows them to discover products, follow trends, and engage in online conversations.
80 % Young Americans prefer short videos to stay informed and participate in discussions.
59% of members of this generation watch longer versions of videos discovered on apps like TikTok.
On average, 13-35 year olds spend 47 minutes a day watching videos on their mobile phones.
These figures show that short videos aren't just a form of entertainment. They're also a powerful tool for capturing attention and encouraging engagement. If you want to reach this audience, you need to integrate this format into your content strategy.
Tips for quickly capturing attention
To appeal to Generation Z, you need to capture their attention from the very first seconds. Here are some practical tips :
Focus on personalization : Use data to create videos tailored to your audience's interests. This strengthens their engagement and loyalty.
Collaborate with influencers : Creators respected by this generation, such as YouTubers or TikTokers, can amplify your message.
Be authentic : Avoid overly salesy messages. Consistency and sincerity in your message are essential to gaining their trust.
Use impactful visuals : Bright colors, dynamic transitions, and subtitles can make your videos more engaging.
By applying these strategies, you will increase your chances of captivating this demanding and connected generation.
Case study: Duolingo
Context: Duolingo adopts a humorous and absurdist tone on TikTok.
📊 Result: Over 4 million followers and record-breaking Gen Z engagement, without a direct media budget.
📚 Source: Adweek – “How Duolingo Became a TikTok Star”,
Generation Z and co-creation
Involving the community in the creation
Co-creation is a powerful strategy for engaging Generation Z. It allows you to transform your audience into active partners in your brand's development. These young people appreciate brands that give them a voice and involve them directly in their projects.
You can use several approaches to integrate co-creation into your strategy:
Product co-creation initiatives : Invites Generation Z to participate in the design of new products through surveys or online workshops.
Discussion and feedback platforms : Create spaces where consumers can share their ideas and rate your products. This strengthens their sense of belonging.
Content challenges and contests : Organize challenges on social media to encourage content creation around your brand. These initiatives increase visibility and engagement.
By involving your community, you can not only improve your products, but also build a lasting relationship with this demanding generation.
💡 Tip : Highlight your community's contributions in your campaigns. This values their involvement and strengthens their loyalty.
Examples of participatory campaigns
Some brands have already successfully leveraged co-creation. Here are a few inspiring examples:
Crunch (Nestlé) : In 2015, the brand launched a crowdsourcing campaign to invite Generation Z to participate in the creation of creative concepts.
Interactive loyalty programs : Young people take selfies with products in stores and share them on Facebook to earn loyalty points.
Brand ambassadors : Programs allow members of Generation Z to share their experiences on social media, thereby strengthening engagement.
Co-creation workshops : The agency Insperience.co organized workshops with children aged 7 to 11 to generate innovative ideas.
These initiatives demonstrate that co-creation can transform your brand into a collaborative platform. By involving your community, you can not only capture their attention but also build long-term loyalty.
Generation Z and mobile-first communication
Smartphone optimization
To captivate Generation Z, you must prioritize a mobile-first strategy. This generation spends an average of 4.5 hours a day on their smartphones, and 65% of their online time is spent on mobile . Furthermore, 92% of that time is dedicated to apps. These figures show that mobile is at the heart of their digital lives.
To meet their expectations, make sure your website is responsive. This means it should automatically adapt to all screen sizes, offering smooth and intuitive navigation. Marketing emails should also be optimized for mobile devices. Clear content, visible call-to-action buttons, and fast loading times are essential for capturing their attention.
💡 Tip : Simplify the user experience. For example, integrate mobile payment options and features like "click-to-call" to facilitate interactions.
Examples of mobile-friendly campaigns
Some brands have already demonstrated the effectiveness of a mobile-first approach. Here are a few inspiring examples:
Starbucks Rewards : An intuitive app that lets you order, pay, and collect loyalty points. This strategy has appealed to Generation Z thanks to its simplicity and efficiency.
La Redoute : With the TikTok challenge #LaRedouteChallenge, the brand generated nearly 300 million views. This interactive format encouraged young people to actively participate.
Adidas : By collaborating with influencer Léna Situations for the #StepIntoYou campaign, Adidas has strengthened its connection with this generation.
These examples show that well-designed mobile campaigns can not only capture attention, but also encourage engagement and loyalty.
💡 Tip : Use social media platforms like TikTok or Instagram to launch interactive campaigns. These platforms are ideal for reaching Generation Z, who spend 44% of their time online.
To captivate Generation Z, you need to implement these seven key strategies: social media, influencer marketing, strong values, interactive experiences, short-form content, co-creation, and mobile-first communication. These approaches help improve several essential performance indicators:
Scope
Conversion
Analysis of rural sentiment
Authenticity remains your greatest asset. Align your actions with your brand identity and dare to experiment. By innovating, you can create lasting connections with this demanding and connected generation.
FAQs
How to identify the values that are important to Generation Z?
You can use surveys or market research to understand their priorities. Analyze their interactions on social media and observe the causes they support. This will allow you to align your brand with their expectations.
What types of content work best on TikTok?
Short, authentic, and creative videos capture their attention. Use viral challenges, popular trends, and humorous content. Avoid overly commercial ads and favor a sincere and engaging tone.
Why prioritize micro-influencers?
Micro-influencers have a targeted audience and an authentic relationship with their followers. Their content is perceived as genuine, which increases engagement. Collaborating with them allows you to directly reach Generation Z.
How to integrate augmented reality into a marketing strategy?
Offer interactive tools such as virtual product trials. For example, allow your customers to visualize a piece of furniture in their living room using an app. This enhances their experience and boosts sales.
Which social media platforms are most effective at reaching Generation Z?
TikTok and Instagram dominate their digital habits. These platforms offer visual and interactive formats that meet their expectations. Adapt your content to their preferences to maximize your impact.
