How to reach a Gen Z audience without coming off as a try-hard

Stellar Content welcomes Whitney Tipple, our new Content Coordinator. Whitney will be sharing her unique knowledge and perspective on marketing to younger generations in a world of limited attention spans and endless competition for attention. We’re so glad she’s here!

As a member of Gen Z and avid TikToker, I’ve been following the “millennial core” trend ever since it started and I think there’s an important lesson in there for marketers of any age, operating on any platform. 

If you haven’t heard of it, the term “core” is coined by the TikTok community as a spin off of “hardcore” to describe the various and increasing subcultures that exist on TikTok. 

And millennial core is the subculture dedicated to, well, mocking millennials.

The trend is based on teasing millennials for being cheugy (TikTok slang for trying too hard) and using humour or references that are outdated, according to Gen Z.

This downfall of millennials raises an interesting issue about how corporations can connect with Gen Z, especially as almost every company has jumped on the TikTok bandwagon now.

When corporations jump on trends as late as they often do, or choose trends that are irrelevant or tone deaf to their cause, it’s hard not to assume it’s also because of this generational gap. Right?

It’s no secret that different generations require unique approaches in order to connect with them through content. But when it comes to Gen Z (and I’m aware that this is so Gen Z of me), I feel we are largely misunderstood. 

Many corporations have jumped on TikTok to try and reach us, and as a young professional in the social media industry - I get it. TikTok has revolutionised short-form video content, its users are predominantly Gen Z and the For You page is an opportunity to reach new audiences that is unique to most platforms. 

But when organisations build their TikTok personalities around trends, there’s something undeniably disingenuous about this approach that causes it to miss the mark when it comes to connecting with Gen Z. 

Connecting with Gen Z requires more than just a catchy slogan, pastel colours, or jumping on a TikTok trend. Gen Z may be tech-savvy, but they are also a deeply socially conscious generation that puts their trust into organisations with the same values. 

And they’re not easily fooled either. 

As a generation who grew up alongside rapid advancements in technology, these digital natives have been Googling since they were old enough to swipe their parents’ smartphones. Gen Z are used to having widespread information available in their back pockets, making fact-checking a common practice and authenticity from brands a non-negotiable.

But if Gen Z is meeting traditional advertising with skepticism, the big question is: how can organisations reach such a pragmatic and socially responsible generation? Because, while it can be tempting to ‘perform’ coolness in order to reach Gen Z, chances are they can see right through it. And that’s way worse. 

We have good reason to argue that this generation craves authenticity and responds best to content that manages to be both entertaining and meaningful. But that’s no small feat when your message includes, say, complex scientific concepts or medical advice. 

To effectively communicate and connect with Gen Z, content creators in the health, education, and human services sectors must bridge the gap between output and conversation. Here’s how: 

1. Authenticity over perfection

Appealing to Gen Z is similar to a first date. You need to be yourself, or it won’t work. Gen Z knows that perfection is unattainable. Showing the authenticity of your organisation not only wins huge points for honesty, but it attracts the right crowd of followers to support your company. 

2. Tell stories 

Storytelling is a unique strength because, as humans, we need and love engaging with others’ stories we can relate to. They show us we’re not alone, they teach us things, and they give us people to connect with. Stories are the perfect delivery vehicle for your key messages. 

3. Ditch the corporate spin 

Jargon and terminology often goes over people’s heads, and corporate speak will leave your Gen Z audience feeling disconnected and distrusting. Complex concepts should be explained in a conversational way. If it sounds overly professional or performative, leave it behind. And if you really need the in-depth explanation, either link out to it, or footnote it.

4. Be transparent

Build trust with your audience by being clear about the intentions of your content and operations. It’s okay to sell them something if you just say that’s what you’re doing. Because of this generation’s social conscience, it could also be useful to consider your company’s corporate social responsibility (CSR) to identify any opportunities or threats in connecting with members of Gen Z. (A recent study found Gen Z consumers to be twice as likely as Boomers to purchase from companies that have solid CSR practices.) 

5. Humanise your organisation 

People like to know the humans who run the businesses they buy or learn from, so they know they can trust them. Use content that invites your audience to take an inside look of your organisation’s people and operations. Social media’s less formal approach to marketing is the perfect way to introduce the humans behind your brand. 

6. Collaborate with the right influencers 

With the rise in content creators, influencer relations is a great way for big corporations to reach Gen Z through their trusted following - when it’s done well. It’s not enough to just choose flashy influencers with a big following (in fact, this can be detrimental - like when Kendall Jenner tried to end police brutality with a can of Pepsi). Do your research and choose content creators with a brand, audience, and engagement rates that align with your organisation’s goals.

7. Use high quality visual content

Gen Z is leading the pack of mobile users, making it crucial for visual content that is optimised for smartphones. This ensures they stick around long enough to retain it, which will avoid being flagged as unengaging by the platform. With most of Gen Z using smartphones, professional camera and audio quality is a way to not only improve the viewing experience but boost credibility. 

Connecting with Gen Z doesn’t have to be scary, it may just require a departure from your tried-and-true traditional marketing tactics. While trendy platforms like TikTok offer opportunities for mass reach, Gen Z actually respond the best when they're involved in a community.

Communities are built on relationships, and relationships are built on trust and communication. And when it comes to Gen Z, they want to understand your business before they choose to trust you.

Build trust with Gen Z by being transparent in the intentions, operations and people behind your business. They might even like you for it. 

Here at Stellar Content, we’re experts in creating content that builds communities. Whether it’s building trust with the public, telling the stories behind your brand or simplifying confusing jargon and terminology - we know how to reach your target audience, and make them want to stay.

If you want more people to connect with your brand, book an intro call today (or email us at admin@stellarcontent.com.au).