Creating Ads for Gen Z: What Works and What Doesn’t

It’s evident in our ideals, cultural concepts, and even our language that with each new generation comes monumental change. Just as the clock turns its hands past 12 twice a day, we can expect the younger generation to challenge expectations and set new standards as they grow into young adults and engrave their place in society.

However, you shouldn’t be surprised by this!

So, if you are an advertiser who is trying to connect with this new generation, especially Gen Z, using strategies from a decade ago will undoubtedly not work. Your goal must be to reach out and make an impact, and stale strategies simply won’t go as planned.

Gen Z craves authenticity. They are dedicated subscribers to niche subcultures and shape their identities around their passions. More importantly, Gen Z is digital-first and well-versed in traditional advertising techniques.

So, how can brands and advertisers, both large and small, effectively reach Generation Z? This blog aims to explore just that. Let’s dive into the enthralling world of curriculum from the top Advertising and PR Courses.​

Understanding Generation Z Values

Based on research from the Interactive Advertising Bureau (IAB), nearly 80% of people support an open-source, ad-supported internet. However, the right approach to advertising is important at this point.

Above all, the average Gen Zer seeks authenticity. They want brands to offer real value and communicate with sincerity. Think of it as a two-way dialogue between friends—it’s not about talking down or talking to, but talking with your audience.

This means adapting strategies to target specific groups. Instead of addressing Gen Z as a whole, focus on unique subcultures that align with your brand identity.

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Causes and interests are also pivotal for this generation. Gen Z is radically inclusive and often doesn’t distinguish between online and offline friends. Having grown up with connected devices, Gen Z lives and breathes the internet.

This high level of digital mobilization profoundly impacts what is important to them. While Millennials and Baby Boomers might see economic fault lines or educational divides as driving community growth, 66% of Gen Zers view causes and interests as the glue that binds communities together.

What are the Marketing Strategies That Work

Check out the strategies in the below section to learn about how you can connect with this generation effectively and leave a lasting impression based on the professionals who have completed their Advertising and PR Courses.

1. Utilize Short-Form Video Content

A best practice for capturing Gen-Z attention is using short-form video content. Ensure there’s a reason for them to watch until the end or scroll through a carousel of images. Create a sense of Fear of Missing Out (FOMO) within the content to keep them engaged.

2. Employ Influencers With Genuine Audience Connections

Social media is old media to Gen-Zers. They seek authenticity and ideas that break through with clear, original, and engaging messages. To capture Gen-Z’s attention, agencies should focus on authentic content, employ influencers with genuine connections to the audience, and leverage interactive formats such as augmented reality filters and polls.

3. Leverage Dynamic Ads

Gen-Z values authenticity, which can be challenging to convey in a display ad. Use tests to determine what gets the best response. Dynamic ads allow you to pull in and switch out elements—copy, product photos, colors—based on what’s gaining traction.

4. Focus On Evolving Social Issues

Adapt campaigns to focus on evolving social issues, emphasizing long-term commitment. Encourage user-generated content and collaborate with authentic influencers. Gen-Z wants to see real impact, so provide updates and showcase tangible results. Convey the right message on their preferred platforms in a suitable format.

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5. Place Ads On Video-First Social Platforms

Start by placing ads on any video-first social channel where Gen-Z spends their time. Developing creative content that leverages current, trending entertainment is effective. Whether it’s the hottest video game, movie, or TikTok trend, jump on it. Nostalgia also works, so incorporate video games and movies from their youth.

6. Focus On Genuine Narratives And UGC

Prioritize authenticity through genuine narratives and user-generated content. Messaging should be concise yet dynamic, incorporating trending memes and pop culture references. Emphasizing sustainability, ethical practices, and positive change can resonate deeply with Gen-Z. Optimizing for mobile viewing is also crucial.

7. Stay Agile And Adapt To Evolving Trends

Gen-Z is bound to remain tech-savvy and socially conscious and has a short attention and patience span. It’s important that you, as a marketer, after completing your Advertising Courses After 12th, incorporate an agile approach and adapt to evolving trends on social media. Your strategy and content need to be grounded in authenticity, real people, and real experiences, and be mobile-first. Content should be engaging with the sound, and the copy should be short, snappy, exciting, and enthralling.

8. Craft Compelling, Aspirational Stories

Craft compelling stories that resonate with Gen-Z’s values and aspirations. They appreciate narratives that feel genuine and meaningful. As a generation born in the digital age, they have a keen sense for discerning inauthentic content. Storytelling is one of the powerful tools for engaging with them effectively.

9. Let Gen-Zers Be Part Of The Story

To grab Gen-Z’s attention, evolve ads into exciting experiences. Gen-Z craves genuine connections, so you must shift from promotional to informative content. Make your content engaging and relatable, like a story they’re part of. Keep it simple and fun, and let them be active participants, not just passive viewers.

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10. Be Real And Treat Gen-Z With Respect

Gen-Z can spot insincerity instantly. Capture their attention with respect and authenticity. Gen-Z has been watching online videos since childhood and values genuine connections. Be real and respectful, and they will appreciate it.

What are the Marketing Strategies That Don’t Work

To advertise effectively to Gen Z on social media platforms like Instagram, you need to understand their values and interests. Here are a few key reasons why your ads might not be appealing to Gen Z, based on advice from professionals who have completed their Advertising Course After 12th.​

1. Lack of Personalization

Gen Z values authenticity and personalization. Generic and impersonal ads are more likely to be ignored by them. Try to utilize personalization techniques, such as incorporating their name in the ad copy or targeting ads on the basis of their interests and behaviors.

2. Visual Unappeal

Gen Z is highly visual and values experience over material possessions. Dull and vague ads are unlikely to capture their keen attention. For this, you must use visually appealing and interactive elements in action, like videos, GIFs, and polls, to truly stand out.

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3. Lack of Transparency

Gen Z values transparency and remains skeptical of traditional advertising techniques. Misleading ads or those that hide important information will likely turn them off. You must remain upfront about what you are selling and why it’s relevant to them.

4. Irrelevance

Gen Z trusts their peers and seniors much more than authority figures who have an elderly image despite being young, such as TV celebrities. Ads that feel out of touch or disconnected from their reality are unlikely to resonate. Therefore, you must partner with social media influencers who have a genuine following among the Gen Z audience, like Dhruv Rathee, to promote your product or service authentically and relatable.

5. Complexity and Length

Gen Z has a short attention span and is accustomed to consuming content quickly. Long or complex ads are likely to be ignored. Keep your ads concise and to the point, and use clear, simple language, avoiding jargon or buzzwords.

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Final Verdict!

To win over Gen Z, every brand should prioritize authenticity and genuine connections. Short-form videos and partnerships with relatable influencers form the effective key to capturing their attention.

Moreover, dynamic and visually compelling ads that align with their values can make a lasting impression. You must engage with relevant social issues to further strengthen your message. 

However, outdated tactics like overly complex ads or generic messaging will simply not work. It’s important to understand that Gen Z values transparency and personalization, so you must create ads that resonate with their individuality. By focusing on concise, relatable narratives and fostering two-way conversations, brands can build meaningful relationships with this savvy and socially conscious generation.

For more information or if you are looking to enroll in any of our Advertising and PR Courses, such as M.A. in Advertising and Brand Communication, connect with our AAFT team today!