In the quest to captivate the hearts and screens of Gen Z and Gen Alpha, we’ve compiled insights from CEOs, founders, and marketing experts. From collaborating with micro-influencers to partnering with relatable spokespersons, explore the top fourteen strategies recommended by industry leaders for brands aiming to resonate with the youngest generations.
Collaborate With Micro-Influencers
I’d say that many people in this generation (Gen Z and Alpha) are into micro-influencers who are not mainstream but have a solid following. Finding ways on how to collaborate with these influencers would allow brands to target their messages more precisely and cultivate genuine connections with their intended demographic.
For example, a skincare brand could collaborate with a micro-influencer specializing in beauty routines. This micro-influencer would have a dedicated following of a few thousand individuals interested in skincare and beauty tips. Because of the close-knit relationship and high level of engagement, these followers are more likely to trust and value the micro-influencers’ authentic recommendations.
Compared to a celebrity who might have a bigger following, not everyone follows what they recommend and probably only follows them because they are popular. Therefore, brands considering this strategy must identify influencers whose audiences align closely with their product or service and who can organically integrate their messaging into their content. This approach ensures higher engagement rates and more meaningful interactions with potential customers, leading to better marketing outcomes.
Tristan Harris, Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency
Engage Through Live Streaming
Live streaming is a live and interactive medium that speaks to Gen Z and Gen Alpha. They love authenticity and real-time engagement. Live streaming allows brands to show their true selves and connect directly with the audience.
Pre-recorded videos can’t offer real-time engagement; viewers can ask questions, comment, and participate in live polls. This creates a sense of community and loyalty.
Giving exclusive behind-the-scenes content makes the viewer feel special and more connected to the brand. This is transparency.
Brands can see audience reactions and feedback in real time during a live stream and adjust their strategy and content on the fly.
If you are considering live streaming, my advice is to start by understanding your audience and creating content that is informative and entertaining. For example, at my sportswear company, we do live workout sessions, Q&A with fitness experts, and exclusive product launches. These sessions increase engagement and drive sales within our community.
Jay Barton, CEO & Founder, ASRV
Demonstrate Authentic Brand Values
Do what you stand for. Don’t just say what your values are—show that you are serious about them. Gen Z and Alpha can spot insincerity a mile away, and they dislike brands that only use social messages for self-promotion.
An example of how this approach can backfire: in 2017, Pepsi released an advertisement featuring TV star Kendall Jenner that tried to tap into the Black Lives Matter protests in the United States. The ad faced heavy criticism for trivializing the seriousness of the protests, making it appear that Pepsi was merely capitalizing on the situation for their own benefit.
So, how can you do it right as a brand? Make sure your values are reflected in every part of your business, from your website to your marketing campaigns, and even in your office environment. For instance, if you promote sustainability, you could show your commitment by closing your webshop on Black Friday to support the green demarketing movement. This kind of action demonstrates a genuine dedication to your values and can resonate well with younger generations who prioritize authenticity and ethical considerations in the brands they support.
Patrick Beltran, Marketing Director, Ardoz Digital
Create Short-Form Video Content
One of the best strategies for marketing to Gen Z and Gen Alpha is to utilize short-form videos. These generations thrive on quick, engaging content that they can consume on the go or during short attention spans. That’s why platforms like TikTok, Instagram Reels, and YouTube Shorts are perfect for capturing their interest.
My advice to brands considering this strategy is to keep it authentic and relatable. Create relevant content using humor, creativity, and trending topics to grab their attention. At the same time, consider using trendy factors in the videos, like music. Don’t be afraid to experiment with different formats and styles to see what resonates best with your audience.
Daniel Willmott, Founder, Shortformvideo.co
Incorporate Gamification
In my role at Ling, I’ve seen incredible results with Gen Z and Alpha learners by making language learning more like the digital world they know. They crave engagement, so gamifying our platform with quizzes, challenges, and rewards has skyrocketed user retention. It’s all about keeping them motivated and invested in their language adventure.
Targeting younger demographics? Here’s a tip: gamification is a game-changer, but make it seamless. Fun shouldn’t come at the expense of function—integrate interactive features like native elements, not bolted-on extras. Keep the content fresh too, with new challenges and rewards to hold their attention. At Ling, it’s a strategy that not only attracts Gen Z and Alpha, but fosters a loyal user base who feels valued and, well, entertained.
Raisha Shrestha, Marketing Manager, Ling
Leverage FOMO With Time-Sensitive Content
You can create a buzz around your brand and motivate Gen Z and Gen Alpha to act swiftly by tapping into the Fear of Missing Out (FOMO) with time-sensitive content. Limited-time offers and exclusive releases generate urgency, driving immediate engagement and conversions.
For example, leveraging Instagram and TikTok Stories for flash sales or exclusive content can boost interaction. This not only grabs attention quickly but also encourages prompt action, making your campaigns more effective and dynamic. Using this strategy, you ensure higher engagement rates and better conversions, effectively capturing the interest of younger audiences.
Matias Rodsevich, Founder & CEO, PRLab
Invest in Social-First Content
There is a big difference in how Gen Z and Gen A consume media compared to Millennials or older generations. They spend more time on social media and closed-ecosystem platforms like TikTok, Snapchat, Discord, and consume streaming services like Twitch.
To better reach the youngest generations, the best strategy is to invest more into three things: short-form video production, social-first content creation, and active community management.
Brands need to be present in the channels where Gen Z and Alpha are active, modify their messaging and tone of voice to fit the channel better (especially on TikTok!), and have active community interaction and management. By doing so, they can begin to build strong brand equity with the younger generations, leading to word-of-mouth marketing in closed-ecosystem channels like Snapchat and Discord.
Otso Karvinen, Digital Marketing Strategist, Quru Oy
Produce Casual Video Content
One mistake many brands make when trying to market to Gen Z and Gen Alpha is creating video content that’s too stuffy, planned, or scripted. This is backed by a recent study by TikTok, where the company found that “71% of users prefer brand content that isn’t too polished.”
As marketers, we are now in the age of participation. Gen Z and Gen Alpha want to learn and discover brands through real and relatable content. These generations also use video-based platforms like TikTok for community, culture, and discovery.
My social media marketing advice for brands is as follows:
- Tell your brand story in fun, goofy, or unconventional ways. For instance, create short-form video content that utilizes attention hooks, suspense, surprise, or emotion to engage younger audiences.
- Don’t try too hard to get in on popular trends. Doing so can make your brand appear “behind the times” or disingenuous. Instead, observe trends and adapt them only when it feels natural and makes sense for your brand goals.
- Film and edit video content on your smartphone. Gen Z and Gen Alpha users generally do not expect fancy recording equipment or perfectly polished editing. Creating casual video content makes your brand appear more genuine and trustworthy.
- Need help? Utilize TikTok Creative Center and CapCut video templates to help you create stylish videos that appeal to younger audiences. Even if you have little-to-no TikTok or Instagram Reel experience, these two websites can help you discover popular audio, trends, and editing styles that are “in.”
Meaghan Maybee, Marketing Communications Specialist, pc/nametag
Showcase Social Responsibility
One highly effective strategy for marketing to Gen Z and Gen Alpha is to emphasize a brand’s commitment to social and environmental responsibility. These younger generations are acutely aware of global issues and gravitate towards brands that are actively making a positive impact. By transparently showcasing sustainable practices, ethical sourcing, and social initiatives, brands can connect with Gen Z and Gen Alpha on a deeper, value-driven level.
My advice to brands considering this strategy is to ensure authenticity and transparency in their efforts. Gen Z and Gen Alpha can easily spot greenwashing or insincere claims. Back up your statements with concrete actions and measurable results. Engage with your audience by sharing behind-the-scenes content that highlights your brand’s journey towards sustainability.
Involve them in your initiatives through interactive campaigns or by seeking their feedback on social responsibility efforts. By genuinely embracing and communicating your brand’s commitment to positive change, you can foster a loyal and passionate customer base among these discerning young consumers.
Rohit Vedantwar, Co-Founder – Director, Supramind.com
Entertain to Engage
As a clothing brand owner—I’d say that being inherently entertaining is one of the best ways to market to Gen Z and Gen Alpha.
There’s an amazing ability among these young people to filter through tons of content quickly. People have short attention spans, so you basically have five to eight seconds to grab their attention and tell them why your content deserves their attention.
During this brief window, messages need to be impactful, visually engaging, and relevant. Creating content that resonates with these tech-savvy, media-saturated audiences’ values and lifestyles is crucial to success.
When you prioritize entertainment and relatability, you’ll definitely build a deeper connection and foster brand loyalty with these audiences.
Farnam Elyasof, Founder, Flex Suits
Meet Them on Social Media
If you want to market to Gen Z and Gen Alpha, you have to meet them where they are. Social media is one of the fastest, easiest, and most effective ways to do this, particularly with platforms such as TikTok and Instagram. If you’re not familiar with social media marketing or these platforms in general, familiarize yourself with them first. They are developed for the average user to understand, meaning that you can learn how to utilize them, too!
But you shouldn’t just post content for the sake of posting content. Obviously, you may have to do this at first, but do your research surrounding how these groups like to shop, pay, and interact in an online environment and craft your product and messaging accordingly.
These groups seek out simplicity and ease when shopping, so simplify the buying process where you can, as this can make the difference between revenue earned or not. They also have grown up in an era of reels, videos, and engaging content, so expect to create the same type of content to properly engage and convince them that your product is worthwhile and worth buying.
To successfully market to Gen Z and Gen Alpha, you have to understand these patterns and habits, as they’re completely different from those of Millennials, Gen X, and Baby Boomers.
Megan Thiriot, Strategic Communications Manager, Visa
Share Practical Tips in Short Videos
At Maid Sailors, we’ve cracked the code on reaching Gen Z and Alpha audiences through short-form video content, especially on Meta platforms like Facebook Reels.
Our breakthrough moment came with a Reel titled “Pro tip: clean your front-load washer for fresher clothes.” A short, 30-second video demonstrated the correct way to clean a front-load washer—a task that many people forget to do. We were shocked to see how quickly it took off, receiving over 38K views in just a few days.
We’ve also had amazing results with humorous material. Our YouTube Short, “Husband’s Last-Minute Cleaning Scramble,” got over 13K views by tapping into the relatable panic of rushing to clean before someone arrives.
This success taught us that these younger generations are hungry for quick, practical tips that make their lives easier. They’re not looking for long, detailed tutorials—they want bite-sized information they can immediately put to use.
My advice to brands considering this strategy? Mix practical tips with relatable, humorous content. Don’t be afraid to show the imperfect side of your industry—authenticity resonates more than polished perfection with these generations. And remember, consistency is key.
Joseph Passalacqua, Owner & CEO, Maid Sailors
Discuss Future Technology Trends
Go ahead and talk about the future of technology as part of your overarching marketing strategy for targeting Gen Z and Gen Alpha. Here’s a statistic that might blow your mind: 65% of Gen Z and Alpha will end up in jobs that don’t even exist yet. You might ask yourself, “How is that possible? What kinds of jobs could these be?” Well, that’s where the future of tech, like emerging technologies including AI, comes into play.
While it’s impossible to predict exactly what’s on the horizon, there’s a real opportunity for brands to embrace this topic in a way that resonates with Gen Z and Alpha. Brands that can speak credibly about these technological shifts will be seen as more trustworthy by these younger generations. Moreover, brands that are actively involved in developing or utilizing this advancing technology will appear more exciting and relevant to them.
Alex LaDouceur, Co-Founder, Webineering
Partner With Relatable Spokespersons
With the onslaught of fragmenting media avenues increasingly available to promote a product in the past 20 years, companies and their marketing partners have been required to identify innovative ways to capture the attention—and ultimately, the wallet—of Gen Z and Gen Alpha. The first step many are taking is to associate their product and/or service with a spokesperson who is relatable to and respected by the target audience.
Whether it be a notable celebrity (i.e., Taylor Swift, Ryan Reynolds, etc.) or a fictitious spokesmodel (i.e., Lily for AT&T), it’s vital to build a credible rapport between the celebrity and the product/service. Research has shown that the younger generations today are not avid TV viewers or magazine readers. Therefore, the messaging must fight for awareness via social media and other unique platforms. Gone are the days of broadcast, print, and out-of-home being the only viable mediums for spreading the word.
Jamie McCann, Executive Recruiter, 3AM Marketing Services
