Successful marketing strategies of the past are continually being reimagined and tailored to resonate with new generations. As Gen-Z emerges as a dominant consumer demographic in 2024, marketing agencies are adapting and modernizing tried-and-true tactics to capture this young generationās attention and engagement.
Below, Forbes Agency Council members explore 17 innovative adaptations that should resonate with members of Generation-Z. From influencer partnerships and experiential marketing to personalized content and social media storytelling, here are their recommendations for modifying conventional approaches to appeal to the unique preferences and behaviors of Gen-Z.
1. Infuse Nostalgic Marketing With Digital Experiences
In 2024, weāve adapted nostalgic marketingāonce effective with older generationsāfor Gen-Z by infusing it with modern digital experiences. We blend classic brand elements with interactive augmented reality and socially-driven content, resonating with Gen-Zās love of authenticity and tech-savvy nature. – Blake George, BMG Media Co.
2. Focus On UGC To Make Interactions Genuine
User-generated content is highly valued by representatives of Generation-Z. They seek real-life experiences and opinions from their peers, rely on social proof, and feel a sense of belonging expressing themselves through being creative on social media. UGC helps make interactions genuine and builds trustworthy, authentic relationships between brands and Gen-Zers. – Michael Kuzminov, HypeFactory
3. Support Causes That Align With Company Values
Gen-Z tends to take a stand for causes they are passionate about and will gravitate toward brands that align with their personal values. By launching initiatives that partner with charitable organizations and supporting causes that align with company values, brands can engage with Gen-Z in powerful and authentic ways. – Henry Kurkowski, One WiFi
4. Work With Influencers To Curate And Direct Content
The tenets of capturing attention on TikTok are the same as those of the Mad Men era, the same as building a narrativeātension, novelty, relatabilityāand marketers who effectively reach Gen-Z understand that creators are the new creatives. The most powerful brands in 2024 are working with influencers to curate and direct content, not control and produce it; provide the key performance indicators and the keys, not a script. – James Nord, Fohr
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5. Get Around Ad Blockers With Social Media Influencers
Hands down, influencer marketing, especially through short-form videos from content creators, demonstrates genuine and relatable product and service experiences. More than half of Gen-Zers use ad blockers, steering a majority of them to social media, and they trust influencers for the majority of their purchases. – Mark Cunha, My People Know
6. Focus On Micro-Influencers Rather Than Celebrities
One example of adapting strategies would be influencer marketing, which has been adapted for Gen-Z by focusing on micro-influencers who are more authentic and relatable to this demographic, rather than traditional celebrities or macro-influencers. – David Kley, Web Design and Company
7. Adapt The Classic Product Placement Strategy
In 2024, brands are adapting the classic product placement strategy for Gen-Z by collaborating with influencers to seamlessly integrate products into their content, leveraging AI tools for precise placement and creating tailored imagery on platforms such as TikTok and Instagram. – Lars Voedisch, PRecious Communications
8. Leverage Gen Zās Desire To Participate In Philanthropy
Beyond adapting strategies for this generation, itās about a content strategy that allows them to participate in unique forms of philanthropy. Ten years ago, for example, the āIce Bucket Challengeā was big on social media, mainly in the form of user-generated videos. Today, Mr. Beastās innovative leveraging of YouTubeās revenue-sharing model to support charitable causes drives hundreds of millions of views by Gen-Z audiences. – David Racine, Punch PR
9. Build Online And In-Person Relationships With Journalists
Media relations have never gone out of style. Developing strong relationships with journalists, and maintaining these relationships both online and in person, gives you access to the original influencers: journalists who write for and create stories for legitimate editorial websites, whether itās the New York Times, the Wall Street Journal, the Today show or National Public Radio. – Nancy Marshall, Marshall Communications
10. Use AI To Pinpoint Product Placement Opportunities
Influencer collaborations, a modern twist on classic product placement, have become a game-changer for targeting Gen-Z in 2024. Artificial intelligence tools now make it easier to pinpoint placement opportunities and integrate brand products into existing footageāresulting in imagery thatās tailored to the unique preferences of Gen-Z audiences on their favorite platforms, such as TikTok and Instagram. – Danielle Wiley, Sway Group
11. Prioritize Authentic Storytelling
Authentic storytelling allows brands to connect with their audience more deeply, fostering trust, loyalty and emotional resonance. In an age where consumersāespecially Gen-Zersāvalue transparency and authenticity, brands prioritizing genuine storytelling stand out and are more likely to build meaningful relationships with their audience. – Cagan Sean Yuksel, Dreamspace
12. Find Micro-Influencers Who Resonate With Gen-Z Values
One example of adapting a strategy for Gen-Z is in influencer marketing. In 2024, brands are leveraging micro-influencers who resonate specifically with Gen-Zās values and interests, fostering authentic connections and driving engagement through relatable content across social media platforms. – Pascal Wilpers, Streamerzone.gg
13. Showcase A Commitment To Protecting Personal Data
A Gen-Z marketing shift includes emphasizing data security in campaigns. Address Gen-Zās digital savvy and privacy concerns by transparently showcasing your brandās commitment to protecting personal data and aligning your brand with their values for online safety and trust. – Qamar Zaman, KISSPR Brand Story Press Release Distribution – Billionaire Mind Podcast
14. Use The FOMO Strategy
Gen-Z has a fear of missing out on experiences, so the ādonāt miss outā strategy works well. You see this a lot with influencer marketing strategies that are being implemented. – Spencer Hadelman, Advantage Marketing
15. Integrate Motion Graphics Into Social Media Storytelling
One effective adaptation of past marketing strategies for Gen-Z in 2024 is the integration of motion graphics into social media storytelling. Traditionally used in TV commercials and online ads, motion graphics have been repurposed for platforms such as TikTok, Instagram Stories and Snapchat, offering dynamic, engaging and shareable content tailored to the preferences of Gen-Z. – Goran Paun, ArtVersion
16. Leverage Gamification And Interactive Elements
In 2024, leveraging gamification strategies will revitalize engagement with Gen-Z by incorporating interactive, competitive elements into marketing campaigns. This approach taps into their innate preference for immersive experiences, driving brand loyalty through playful, reward-based interactions. – Vaibhav Kakkar, Digital Web Solutions
17. Promote Local āIRLā Events At Retail Locations
There has been a trend going around about Gen-Zers wanting to do things āIRLāāin real life. Some of this generation are taking a day a week away from devices altogether. The past success of promoting local events at retail locations could be on its way back. Offering this generation an IRL promotion might just be the next big thing, especially for local retail brands. – Bernard May, National Positions