7 effective strategies to captivate generation Z
Generation Z transforms the landscape of marketing. It represents 20 % of the American population, or 65 million people in 2025, with an estimated purchasing power of $ 360 billion . You must understand that this generation favors online purchases, where 75 % of them use their smartphone, surpassing the average cybecher. It requires marks that they actively engage in social and environmental causes, which shows its growing influence.
There are many challenges. For example, this generation is early in the luxury market, buying its first product at 15 years old. His expenses have been multiplied by six in just six years. You must therefore adapt your strategies to meet its specific expectations and maximize your impact.
Key points
Know that generation Z likes what is true. Brands must show their values to create a link.
Use Tiktok and Instagram to talk to this generation. These apps are important to attract their attention and discuss.
Works with small influencers. Their sincere link with their fans helps to trust your brand.
Put social and ecological ideas in your plans. Generation Z wants brands that help the planet and people.
First think of phones. Make your site and your pubs 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: a commitment rate greater than 8 % in 16-24 year olds and +24 % spontaneous notoriety on co-created products.
📚 Source: Tiktok Business Success Stories, 2023
Generation z and social networks: an essential lever
Tiktok and Instagram: key platforms
Social networks play a central role in the life of generation Z. You should know that this generation uses these platforms not only to have fun, but also to learn and discover products. Tiktok and Instagram stand out like the most influential social networks to capture their attention.
Tiktok is experiencing dazzling growth, with 41 % of users from generation Z. About 25 % of them spend more than six hours a week on this platform.
Instagram , on the other hand, remains the favorite network of 16-25 year olds, with 76 % of them using it regularly.
These platforms are not only communication tools. They have become spaces where generation Z is looking for visual, authentic and aligned content on its values. To succeed, you have to adapt your strategy to these specificities.
Gary Vaynerchuk (CEO of Vaynermedia)
“Gen Z does not trust advertisements. It trusts creators, communities and authentic values. »
📚 Source: interview, web summit 2024
Create authentic and engaging content
To captivate generation Z, you have to bet on authenticity. This generation favors marks that reflect its values and which communicate in a sincere way. Too perfect or artificial content no longer works.
73 % Young people promote brands that share their convictions.
71 % reject advertisements that show an idealized life.
80 % prefer authentic content to traditional endorses.
To succeed, use visual formats like short videos, which quickly capture attention. Remove from trends on Tiktok and hires conversations with your audience. For example, interactive campaigns or viral challenges can strengthen your link with this generation.
💡 Tip : speaks their language without trying to be too "cool". Sincerity and creativity are your best allies to establish a lasting connection.
Generation z and influence marketing
Collaborate with micro-influencers
To capture generation Z, you must understand the importance of micro-influencers. Unlike celebrities, these content creators have a more targeted audience and an authentic relationship with their subscribers. This makes them particularly effective to engage this generation.
60 % higher commitment rate compared to large stars. Their content is often seen as more sincere and less commercial. By collaborating with them, you can establish a direct connection with your target audience. For example, 33 % of generation Z members bought a product recommended by a micro-influencer in the last three months.
To maximize the impact, choose micro-influencers that share the values of your brand. Their authenticity will strengthen the credibility of your campaigns and increase the probability that your audience will take action.
💡 Tip : Privileged long-term partnerships with micro-influencers. This allows you to build a lasting relationship and retain your audience.
Examples of campaigns that have marked
Some campaigns have captivated generation Z through strategic collaborations with influencers . Here are some examples that illustrate their impact:
Campaign | Brand | Impact (EMV) | Views | Commitment |
|---|---|---|---|---|
Bitumen queen | File x girl | 2K € | N / A | N / A |
Sojasun and Léa Camilleri | Sojasun | € 42.12K | 275K | 6.38K |
#Cuprakoaliticreatchallenge | Cupra x jordi koalitic | N / A | 6.7m | N / A |
These campaigns show that the association with creative and aligned influencers on the values of the brand can generate a strong commitment. For example, the Sojasun campaign with Léa Camilleri reached more than 275,000 views and 6,380 interactions, proving the effectiveness of an authentic and targeted approach.
To succeed, inspire these examples and adapt your collaborations to the specific expectations of the Z generation. Mut forward visual and interactive content which captures their attention quickly.
Forrester Research
“65 % of Gen Z members prefer to interact with brands via social networks rather than email or telephone. »
📚 Source: Forrester Report - Consumer Technographics, 2023
Generation z and strong values
You should know that generation Z attaches capital importance to the social and environmental values of brands. These young people are looking for companies that act concretely for the good of the planet and society. They are not satisfied with beautiful words. They want tangible evidence.
One in two young people would refuse to join a company without active policy in favor of sustainable development or diversity.
To capture this generation, you must integrate Social Responsibility Initiatives (CSR) in your strategy. For example, adopts sustainable practices, supporting social causes or collaborating with charitable organizations. These actions strengthen the credibility of your brand and create an emotional link with your audience.
💡 Tip : forward your commitments to your social networks and in your marketing campaigns. Transparency and authenticity are essential to gain their confidence.
Case studies: brands aligned with their values
Some brands have been able to align with the values of the Z generation and make a strong impact. Nike is an excellent example. The brand supported the Black Lives Matter movement by denouncing racism and making a donation of $ 40 million. She also chose Colin Kaepernick as an ambassador, an American football player known for her commitment to police violence.
The Nike slogan, "believe in something. Even if it requires sacrificing everything. », Illustrates perfectly his alignment with the values of this generation. This campaign not only strengthened young consumers' loyalty, but it also positioned Nike as a committed and courageous brand.
You can take inspiration from these examples to align your mark on causes that resonate with your audience. Choose initiatives that sincerely reflect your values and communicate them transparently.
Jason Dorsey (Z generation Z specialist)
“To capture the Gen Z, you must first understand it: it is the most skeptical generation, but also the most committed when it feels understood. »
📚 Source: Keynote Gen Z Research Report, Center for Generational Kinetics
Generation z and interactive experiences
Augmented and virtual reality
The augmented reality (RA) and virtual reality (RV) transform the way you can engage in generation Z. These technologies offer immersive experiences that capture their attention quickly and meet their need for personalization. For example, 57 % of consumers prefer to buy from brands using RA, and 40 % are ready to pay more for customizable products via this technology.
Generation Z shows a marked interest in these innovations. About 90 % of young people want to explore purchases based on RA, and 82 % already use this technology. Retailers who adopt the RA note a 19 % increase in customer engagement. These figures show that RA and RV are not only entertainment tools, but also powerful levers to stimulate interaction and sales.
💡 Tip : integrate the RA into your e-commerce site to allow your customers to view products in real situations. This can increase their commitment and satisfaction.
Examples of immersive experiences
Some brands have already exploited the potential of immersive experiences to capture the Z generation. For example, Tiktok Shop allows users to buy directly after seeing a product in action. This approach convinced 59 % of young people to purchase.
The content generated by users (UGC) also plays a key role. It is up to four times more persuasive than classic brand content. A notable campaign is that of Sparkle X Jean Paul Gaultier, which has generated more than 10 million impressions and a click rate of 0.4 %, twice the average of the luxury sector.
To succeed, inspire these examples. Creates interactive experiences that allow generation Z to participate actively, whether via competitions, challenges or personalization tools. These initiatives strengthen their commitment and their loyalty to your brand.
Harvard Business Review
“Generation Z enhances the social utility of a company 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 consumption habits of generation Z. These dynamic and rapid formats perfectly meet their need for immediacy and simplicity. Tiktok, for example, revolutionized the way young people interact with brands thanks to his videos of a few seconds. This format allows them to discover products, follow trends and engage in online conversations.
80 % Young Americans prefer short videos to learn and participate in the discussions.
59 % of the members of this generation watch long versions of videos discovered on applications like Tiktok.
On average, 13-35 year olds spend 47 minutes a day watch videos on their mobile.
These figures show that short videos are not only an entertainment tool. They are also a powerful lever to capture attention and encourage commitment. If you want to touch this audience, you have to integrate this format into your content strategy.
Advice to capture attention quickly
To seduce generation Z, you have to capture their attention from the first seconds. Here are some practical tips :
Put on customization : use data to create videos adapted to the interests of tone audience. This strengthens their commitment and their loyalty.
Collaborate with influencers : creators respected by this generation, such as YouTubers or Tiktkers, can amplify your message.
Be authentic : avoid too commercial messages. Coherence and sincerity in your speech are essential to gain their confidence.
Use hard-hitting visuals : bright colors, dynamic transitions and subtitles can make your videos more attractive.
By applying these strategies, you will increase your chances of capturing this demanding and connected generation.
Case study: Duolingo
Context: Duolingo adopts a humorous and absurd tone on Tiktok.
📊 Result: more than 4 million subscribers and a record commitment of the GEN Z, without direct media budget.
📚 Source: Adweek - “How Duolingo Became A Tiktok Star”,
Generation z and co-creation
Involve the community in creation
Co-creation is a powerful strategy to initiate generation Z. It allows you to transform your audience into an active partner in the development of your brand. These young people appreciate the marks that give them a voice and imply 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 via surveys or online workshops.
Discussion and feedback platforms : creates spaces where consumers can share their ideas and assess your products. This strengthens their feeling of belonging.
Challenges and Content Competition : organizes challenges on social networks to encourage the creation of content around your brand. These initiatives increase visibility and commitment.
By involving your community, you can not only improve your products, but also build a lasting relationship with this demanding generation.
💡 TIP : Mut forward the contributions of your community in your campaigns. This values their involvement and strengthens their loyalty.
Examples of participatory campaigns
Some brands have already exploited the co-creation successfully. Here are some 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 the Z generation to share their experiences on social networks, thus strengthening commitment.
Co-creation workshops : Insperience.co agency organized workshops with children from 7 to 11 years old to generate innovative ideas.
These initiatives show that co-creation can transform your brand into a collaborative platform. By involving your community, you can not only capture their attention, but also retain them in the long term.
Generation Z and mobile communication-ear
Optimization for smartphones
To captivate generation Z, you have to prioritize a mobile-first strategy. This generation spends an average of 4.5 hours a day on its smartphone, and 65 % of their online time takes place on mobile . In addition, 92 % of this time is devoted to applications. These figures show that mobile is at the heart of their digital daily life.
To meet their expectations, make sure your website is responsive. This means that it should adapt automatically to all screen sizes, offering fluid and intuitive navigation. Marketing emails must also be optimized for mobiles. Clear content, visible action buttons and fast loading times are essential to hold their attention.
💡 Tip : simplifies the user experience. For example, incorporates mobile payment options and features such as "Click-to-Call" to facilitate interactions.
Examples of campaigns adapted to mobile
Some brands have already demonstrated the effectiveness of a mobile-first approach. Here are some inspiring examples:
Starbucks Rewards : an intuitive application that allows you to order, pay and combine loyalty points. This strategy has attracted generation Z thanks to its simplicity and efficiency.
La Redoute : With the Tiktok challenge #Laredoutechallenge, the brand has generated nearly 300 million views. This interactive format encouraged young people to participate actively.
Adidas : By collaborating with the influencer Lena situations for the #Stepintoyou campaign, Adidas has strengthened her link with this generation.
These examples show that campaigns well designed for mobile can not only capture attention, but also encourage commitment and loyalty.
💡 Tip : use social networks like Tiktok or Instagram to launch interactive campaigns. These platforms are ideal for touching generation Z, which spends 44 % of its online time there.
To captivate generation Z, you have to apply these seven key strategies: social networks, influence marketing, strong values, interactive experiences, short content, co-creation and mobile communication. These approaches make it possible to improve several essential performance indicators:
Scope
Conversion
Campaign feeling analysis
Authenticity remains your best asset. Adapts your actions to the identity of your brand and dare to experience. By innovating, you can create lasting links with this demanding and connected generation.
FAQs
How to identify important values for generation Z?
You can use surveys or market studies to understand their priorities. Analyzes their interactions on social networks and observes 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. Uses viral challenges, popular trends and humorous content. Avoids too commercial advertisements and favors a sincere and engaging tone.
Why favor micro-influencers?
Micro-influencers have a targeted audience and an authentic relationship with their subscribers. Their content is perceived as sincere, which increases commitment. Collaborating with them allows you to directly touch the Z generation.
How to integrate augmented reality into a marketing strategy?
Offers interactive tools such as virtual products of products. For example, allow your customers to view a piece of furniture in their living room via an application. This improves their experience and stimulates sales.
What social networks are the most effective in reaching the Z generation?
Tiktok and Instagram dominate their digital habits. These platforms offer visual and interactive formats that meet their expectations. Adapts your content to their preferences to maximize your impact.
