Unlocking Gen Z: How to Capture Their Attention and Drive Engagement

Brand expectations from Gen Z are different from any other generation. Gen Z has a sixth sense that cuts through unauthentic brand interactions. They are a generation that craves authentic connections and values purpose. Brands that can tap into nostalgia and cultural relevance while maintaining transparency and showcasing their values stand out to this generation.

They are looking for genuine experiences and brands that resonate with their beliefs and interests. Gen Z really values transparency and honesty in brand messaging. They can easily spot inauthenticity and expect brands to communicate their mission clearly. Expressing vulnerability and maintaining integrity in marketing campaigns helps build trust. If you really want to win over Gen-Z, showcase real stories, behind-the-scenes content, and value-driven initiatives to resonate with this audience.

It’s reported that 92% of Gen Z multitask while browsing and 61% prefer short mobile videos (under 1 minute). The message is clear: brands must adapt to shorter attention spans and faster content consumption habits. This generation is constantly surrounded by stimuli—scrolling on their phones, streaming shows, chatting with friends, and even doing homework – all simultaneously. In this environment, traditional long form messaging just gets lost in the noise

Short-form video content—think TikTok, Instagram Reels, and YouTube Shorts—cuts through the clutter by delivering information quickly, visually, and in an easily digestible

format. These “snackable” videos meet Gen Z where they are: mobile-first, time-conscious, and hungry for content that entertains, informs, or inspires in just a few seconds.

Gen Z is the first generation to grow up fully immersed in the digital world, known as “digital natives”. Mobile phones, Wi-Fi, and instant access to information aren’t novelties—they’ve been a part of their everyday life. Whether they’re scrolling through social media, ordering food, streaming content, or tapping their phone to pay at checkout, Gen Z is always online. In fact, with 74% of Gen Z reporting they spend their free time online. And 45% report they are always online. Gen Z even use TikTok and ChatGPT as a search engine, meaning brands need to optimize their content for discovery.

This hyper-connected lifestyle has completely transformed how Gen Z searches for information. Traditional search engines are no longer their default—many now turn to TikTok and Instagram as their primary search tools. From finding restaurants to learning new skills, Gen Z relies on short, visual, user-generated content, along with testimonials to guide decisions. For brands, this shift means visibility on social platforms isn’t optional—it’s essential.

If you’re online at all these days, then you have likely been “influenced” by an influencer. In today’s digital landscape, influencers have become more popular than traditional marketing efforts. Brands are putting their entire marketing budget into influencer strategies and are seeing epic results.

Creating an influencer strategy is important because in today’s times, Gen Z turns to influencers for their recommendations over traditional ads and research. It’s been noted that 76% of Gen Z follow influencers closely. However, it’s important to note that brands should be strategic when choosing influencers for their campaigns. Gen Z doesn’t just follow any influencers, they follow those that are authentic, they can trust, and most

importantly, relate to. Whether it’s a beauty creator sharing their skincare routine or a gamer streaming a product unboxing, influencers help humanize brands in ways traditional marketing cannot.