5 tips on how to create perfect content for Gen Z

Who is Gen Z?

Generation Z includes everyone born between 1995 and 2010. It is the first generation to grow up entirely with the internet and social media. Their behavior is very different from previous generations, especially when it comes to consumer behavior, brand trust and digital communication. Gen Alpha is also growing in importance for marketing managers and is characterized by an even higher digital imprint.

What makes Gen Z tick?

1. Digital natives through and through: Gen Z spends an average of over four hours a day on social media. Platforms such as TikTok, Instagram and YouTube are their main sources of information. Traditional advertising is often no longer effective; instead, they rely on authentic creators and communities that inform, entertain and inspire.

2. Authenticity beats glossy advertising: Purchased advertising messages hardly work. This generation values genuine opinions, unvarnished content and follows brands that represent transparency and social values - which is also relevant for older target groups such as millennials and even increasingly for Gen X and the so-called "boomers".

3. Values and ethics : For Generation Z, values and ethical considerations are of central importance. Sustainability and social responsibility play a crucial role in their purchasing decisions. To gain the trust of these young consumers, brands must be authentic and transparent. Environmentally friendly products are particularly important: A survey shows that 62% of Gen Z place great importance on the environmental impact of items and expect companies to adhere to ethical production standards. This awareness of the environment is also reflected in everyday life, for example by buying second-hand products or consciously
   reducing plastic waste.

4. Purchasing decisions are based on recommendations: A report by the International Council of Shopping Centers found that 85% of Gen Z respondents, social media influences their purchasing decisions. According to the Statista Global Consumer Survey, 34% of Generation Z in Germany in 2024 agreed that they had already bought a product that was advertised online by an influencer or celebrity. This is the highest proportion compared to older generations. In the baby boomer generation, only five percent agreed that they had ever been influenced in their purchasing decision by influencers.

5. Personalization and individuality : Personalized experiences are crucial to gaining the attention of Generation Z. Studies show that 75% of these young consumers are more likely to buy a product if it can be personalized. This is not only about tailor-made products, but also about an individual approach on social media and in advertising. Generation Z expects their needs and preferences to be recognized by algorithms and AI technologies. This includes both personalized product recommendations and tailored offers that are tailored to their specific interests.

Influencer marketing: the key to Gen Z

To effectively target Gen Z, brands should implement the following strategies:

• Storytelling instead of heavy-handed advertising: tell stories to evoke emotion and build a connection. It is no longer enough to simply show a product and hope that people will buy immediately. The "State of German Influencer Marketing 2025" study by xpose360 shows: 70% of experts see authenticity as a success factor and 53% therefore rely on micro-influencers - because of their credibility, cost efficiency and strong storytelling skills.
• Platform-appropriate content: TikToks, Instagram Reels and YouTube Shorts are the channels that work best. TikTok in particular sets the tone for current trends in products, services and music.
• Community engagement: Brands and influencers that actively respond to comments and interact authentically create genuine connections and generate a feeling of closeness - a kind of parasocial relationship in the digital space.
• Value-oriented marketing: Issues such as sustainability, diversity and social responsibility are important to this generation.
  
  

Effective & efficient search for creators

Choosing the right influencers is crucial to the success of a campaign. You can only reach your target group authentically if the brand, message and creator really fit together. With Discovery, our IROIN® Influencer Marketing Suite enables you to map all the steps of a campaign in one tool, from the right creator selection to detailed performance analysis. Thanks to data-based insights and automated processes, you can identify the influencers that match your brand and campaign goals.

Manually viewing and analyzing countless influencer profiles can be extremely time-consuming and frustrating. Our Influencer Marketing Suite, on the other hand, automates many of these processes,
so you have more time for what really matters: developing creative campaigns and engaging with your target audience. With intelligent data analysis and targeted search functions, you can find the perfect creators in no time at all.

Gen Z is demanding, but it's worth it

Gen Z is demanding, but for brands that speak their language, it offers enormous potential. With the right creator selection and a well thought-out campaign strategy, long-term, authentic relationships can be built. Our Influencer Marketing Suite helps brands to efficiently map the entire campaign process and find the right influencers for maximum impact with Gen Z.

(This article is based on insights from our Trend Guide, created in cooperation with Social Match)