Advertising To Gen Z
Key Takeaways
Design for discovery: Gen Z moves between social media, search, news and shopping without treating them as separate activities. Campaigns need ideas that can travel across formats.
Credibility beats reach: Relevant creators, informed spokespeople and genuine audience value matter more than the largest follower count or loudest brand message.
Measure meaningful attention: Coverage volume tells only part of the story. Shares, saves, sentiment, branded search and later consideration show whether a campaign connected.
Gen Z has grown up with social media, algorithms and instant access to information. For this audience, there is little separation between entertainment, news, search and shopping. A creator recommendation can introduce a product, while a TikTok can become a search result.
Reaching Gen Z is relatively easy. Earning their attention and trust takes more work.
Typically defined as people born between 1997 and 2012, Gen Z represents a growing share of the workforce and consumer market. For PR teams, that means reconsidering what makes a story relevant, how it should be told and who should tell it.
Understand How Gen Z Discovers Information
Gen Z moves between TikTok, Instagram and YouTube throughout the day. These platforms provide entertainment, but they are also used for recommendations, product research, news and advice.
A media placement may begin with a journalist, yet the story could reach Gen Z through a creator’s reaction, short video, screenshot or discussion in the comments.
PR campaigns should be designed to travel. A strong headline, clear visual hook and memorable point of view make a story easier to share. If the idea needs several paragraphs of explanation before it becomes interesting, it will struggle in a fast-moving feed.
Give People Something Worth Discussing
Gen Z is quick to recognise publicity that exists for its own sake. A brand announcement needs to offer more than a product, partnership or campaign launch.
That could be original research, access to an interesting person, a useful resource or a genuine response to a cultural conversation. Strong stories give audiences something they can react to, question or use.
Before launching a campaign, ask whether the idea would remain interesting if the brand name disappeared. If the answer is no, the story probably needs more work.
A smaller story with a clear purpose can create more value than a large stunt with little relevance to the audience.
Create Content for the Platform
A traditional press release remains useful for journalists, but it should not be the only asset supporting a story.
Short-form vertical video plays a major role in how Gen Z discovers information. Behind-the-scenes footage, expert commentary, creator-led explainers and visual summaries can help a campaign move naturally from earned media into social content.
Creative should feel comfortable in the environment where it appears. Highly polished footage can work, but content that resembles a conventional advert is easier to scroll past. Personality, pace and a strong opening often matter more than perfect production.
Social content should form part of the PR idea from the beginning rather than being created after the main announcement has gone live.
Work With Credible Voices
Influencers and creators can give a campaign direct access to established communities, but reach alone does not guarantee credibility.
Gen Z audiences can spot an awkward partnership quickly. A creator should have a genuine connection to the subject, product or community involved. Their style should shape the content. A tightly controlled script can remove the personality that made their audience trust them.
Micro and niche creators can be especially valuable because their authority often comes from knowledge, shared interests or community involvement. The right voice can add more value than the largest following.
Measure What Happens After Coverage
Media mentions only tell part of the story. Gen Z campaigns should also consider whether people watched, shared, saved or discussed the content.
Useful measures include video completion rates, social sentiment, creator engagement, branded search activity and visits driven by earned coverage. Teams should also consider whether PR influenced later consideration or conversion.
Gen Z does not automatically reject advertising or branded communication. It rejects content that feels irrelevant, forced or disconnected from the way people use media.
One Day Agency helps brands build integrated creative, media and digital campaigns designed around audience behaviour. Explore the full guide to advertising to Gen Z for more insight into the platforms, formats and strategies that can turn attention into action.
