5 Things the Best Gen Z Ads Have In Common
Spend a few minutes scrolling social media ad reactions or ask a Gen Zer in your life and you’ll find most aren’t passively watching ads but actively judging them. They have no problem hitting ‘not interested,’ on an ad, roasting brands in the comment section or even turning the ads into memes. In fact, according to one of our recent Youthteller surveys (ages 15-27), over 85% of our respondents told us that they mark ‘not interested’ on ads at least a few times a month…28% said they do it every single time they see an ad they don’t like. Those markings can and will impact your social presence.
As marketers that’s the challenge you’re up against. Gen Z lives in a world saturated by content, they know how to tune it out and will actively do so. But in the judgement zone created by young people, there’s also an opportunity: when ads resonate they don’t just get watched, they become a cultural phenomenon. Don’t believe us? Just look at all the teens heading to Gap to see the Katseye advertisements or even learning the dance. A good Gen Z ad has staying power.
Here’s what separates the best Gen Z ads from the ones that get instantly skipped (or worse: blocked.)
1. Gen Z Ads Lead With Value, Not Legacy
Brand loyalty has become a bit…passe. Now it’s not so much about a logo with history, but what a brand is actively doing right now. When an ad boasts heritage or prestige, that’s cool, but that’s not going to get young people to shop. Instead, reach young consumers by giving them something they value, whether that’s entertainment, usefulness or giving back to a community in need.
2. Speak Native Internet
Make fun of Gen Z interns and internet culture all you want, but adding it into your advertising works. Teens and 20-somethings have grown up on meme culture, random conspiracy theories and have their own internet-derived vocabulary. Give them an ad that feeds that, and you have an audience.
Take the Brita brainrot ads as an example. As one of the comments read, “I can’t believe I just sat through a minute-long commercial for a water purifier…and that I laughed the whole time.”
Brita created an audience by using brainrot terms, weird edits and random internet lore. The ad got watched because it felt as if it belonged in the feed, and that’s what the best Gen Z ads feel like–as if they belong, not random ‘buy this’ interruptions.
3. Put People at the Center
We hope this goes without saying, but that also means don’t use AI people in your ads.
See, a glossy, over-produced commercial isn’t going to get the hype in used to. Now it feels too polished, too fake. Gen Z wants authenticity, they want problems solved and they also want to see real people in ads. Whether that means the creators they follow, everyday users or just normal body types–that’s what’s praised. One respondent told us she blocked Levi’s after seeing one too many ads with overly thin women. She has curves.
Stop the block by featuring real people (or actors that at least look like real people), tell stories and use a voice that’s authentic to your audience.
4. Specificity Wins
Gen Zers have many similarities, but they’re not all the same. They thrive on niche communities, microtrends and hyper-specific content that feels more like an inside joke than something being pushed on them.
So be specific because the best Gen Z ads don’t speak to everyone–they speak to subcultures, and most importantly they target the right audience. As one young woman told us, she blocked Manscaped on Youtube because she kept getting their ads. The more niche your target audience is, the better it will do. Don’t just post and pray.
5. Reward Participation
This generation loves participation, and when ads encourage it they’re more likely to go viral. Aim to create ads that can be duetted and stitched. If that feels too out of character for your brand, gravitate towards polls in the caption or questions that will drive comments. The best performing Gen Z ads are designed to bring the consumer in and don’t treat the audience as passive viewers but instead collaborators.
The Takeaway
It sounds complicated, but it really isn’t. The best Gen Z ads are the ones that prioritize what young people prioritize. They are the ads that focus on value, authenticity, and creativity. And the brands breaking through to young people? Those are the ones that are listening to their audience. Because whether you like it or not, Gen Z will judge your ads.