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5 Steps to Successful Gen Z Advertising

December 12, 2025

Gen Z may be young, but they are quickly becoming one of the most influential consumer groups in the world. Based on an article from Yahoo Finance, the 15-28 year olds that make up this generation will reach a global spending power of over $12 trillion dollars in the year 2030–overtaking baby boomers in spending. 

Yes, this generation may be quick to scroll and even hyper-focused on saving, but at the end of the day, they are willing to lay down their cards and spend on items they truly want. Especially, if brands are advertising to them well. 

To succeed in getting some of the market share created by Gen Z, marketers need to rethink their strategy from the ground up. That means understanding what works now, what triggers immediate rejection, and how to build trust with an audience raised online.

At the end of the day, Gen Z advertising needs to feel aligned with the lives of these young consumers. 

Step 1: Make Ads Feel Native to the Platform

The quickest way you can fail at Gen Z advertising is if you’re posting content that feels out of place. The platform you're sharing your ads on (whether it’s TikTok, Instagram or Youtube) each has its own language and set of rules. The humor, pacing and style is different for each and while cross-posting can work, make sure you’re also sharing ads that are natural to each app. 

This means: 

  • Quick cuts, trending audios, and humor on TikTok

  • Aesthetic-driven visuals and storytelling on Instagram

  • Value-driven long-form content on YouTube

Step 2: Personalization Is a Must

Gen Z values items that are relevant to them. They’ll scroll away from things they don’t find useful or that they can’t relate to. Many will block ads or brands that populate their feeds but give no relevance. Effective Gen Z advertising needs to be personalized to younger people who are specific to your audience. 

Here are some ways to do just that: 

  • Target based on genuine interest signals

  • Use creators from the audience’s actual communities

  • Tailor messaging by micro-niche (beauty, finance, gaming, wellness, etc.)

Step 3: Work With the Right Creators

When it comes to getting Gen Z to pay attention to you, creator partnerships are essential to Gen Z advertising. And if you happen to be a small brand, don’t stress. The size of the creator doesn’t matter, as long as it’s a natural fit and they have an engaged audience. 

Pro tip: 

The best Gen Z advertising campaigns with consumers happen because brands give creators freedom to interpret the message in their own voice. If something is overly scripted or feels different than what a creator normally posts then Gen Z is likely to keep scrolling.

Step 4: Avoid Repetition and Cringe

Another reason Gen Z advertising may quickly fail is if there is any annoying repetition in the ads. According to our Youthtellers (ages 15-28) 60% of young people will block brands that feel repetitive in their advertisements. Another 46% will block or scroll if an ad feels cringe or annoying. 

To avoid this:

  • Make multiple creative variations

  • Refresh campaigns frequently

  • Test different hooks and opening lines

  • Don’t force the humor…. Gen Z hates “how do you do, fellow kids?” energy

Step 5: Prioritize Authenticity and Transparency

Finally, if you really want to make strides in Gen Z advertising, make sure your brand is authentic and transparent. Nothing will kill young people’s trust in you faster than misleading claims, AI-generated images or scripts and anything that feels insincere. 

To improve authenticity:

  • Be transparent about product limitations

  • Use real people and real stories

  • Highlight values without moral grandstanding

  • Avoid over-polished, overly corporate aesthetics

FAQ

What makes Gen Z advertising different from ads for other generations?

  • Gen Z expects authenticity, cultural fluency, personalization, and platform-specific content. Traditional top-down messaging usually doesn’t resonate.

Why does Gen Z disengage so quickly? 

  • Repetition, irrelevance, misleading content, and political messaging are the top triggers.

Do creators really matter in Gen Z advertising?

  • Absolutely. Creators act as translators between brands and the young consumers who follow them, making content feel trustworthy and organic.

What platforms are most important for Gen Z advertising?

  • TikTok, Instagram Reels, and YouTube dominate, but niche communities on X, Discord, and Pinterest also play a role depending on the category. If you’re not sure where your audience likes to spend their time–ask them. Having brands be genuinely interested in what they’re looking for is important for many young consumers. 

How can brands make their Gen Z advertising more trustworthy?

  • Use real people, create honest messaging, avoid AI-altered visuals that feel uncanny, and maintain transparency about values and practices.