How to create content to reach a Gen Z audience

Gen Z is anything but a monolith. In fact, embracing their differences is one of the generation’s defining characteristics. But there are some common themes in what this diverse and engaged generation responds to that can be brought to life in many different ways. Here’s what you need to know to help create organic content that reaches and connects with Gen Z.

How to connect with Gen Z

Members of Gen Z were born into a world where the internet, social media and smartphones were givens. Information and entertainment have always been at their fingertips, and they grew up using ‘Google’ as a verb. In short: they’re digital natives. So you’ll want to keep that top of mind in order to effectively reach them.

Meet them where they are
Gen Z spends a lot of time online, and most of that is done through their phones. When it comes to casually accessing the internet, apps and phones reign supreme over computers and desktop sites. Create content that not only exists where they’re already spending time—on their phones and on social media—but is made specifically for these devices and platforms.

Embrace social-friendly formats
Content that speaks a familiar visual language performs best. Lean into formats such as short-form and vertical video, memes or GIFs and image carousels or slideshows to mimic the styles that they prefer.

Think search first
Looking online for everything from answers to commonly asked questions to shopping reviews is second nature to Gen Z. They’re increasingly using Pinterest as a search engine and searching at much higher rates than other generations.¹ Think about what your audience might be searching for. Then, optimise your title, description, keywords and even your image(s) or video to make sure your content shows up.  

The content they’re looking for

Play into Gen Z-favourite styles and topics to create content that feels like a natural fit.

Personalised
Growing up in an algorithm-driven world, Gen Z is used to content that’s tailored to them. Content that feels out of place or forced stands out (and not in a good way). Create content that targets your specific audience, so that when it reaches the right people, it feels like a natural extension of their feeds.

Trending
While Gen Z values individualism, they’re no strangers to trends, easily keeping up with the latest and embracing them in their own unique ways. Experiment with trends that feel like a fit for you or your brand.

Lo-fi
Content that feels overproduced can read as disingenuous (or as ‘trying too hard’) to Gen Z. Despite their online upbringing, they feel nostalgic for a not-so-chronically online environment, and respond well to less produced, lo-fi visuals that embrace messiness, movement and a homemade feel.

Meaningful and authentic
Gen Z is not only intentional and values-driven, they also have a strong BS detector, and they’re not afraid to use it. They want to know that they align with the brands and people they follow, so being values-driven can be a huge plus—but only if it’s genuine and transparent. Lean into content that sincerely expresses brand values when there’s a natural fit.

Inclusive and diverse
This generation is a broad group of individuals, spanning early teens to late twenties with widely varied backgrounds, appearances, abilities and identities. (See the ‘Gen Z is not a monolith’ intro.) And they actively want to see and hear from a range of perspectives that represent them and the people around them. Embracing diversity in all its forms can help your content to not only reach but resonate with Gen Z audiences.

Find Gen Z on Pinterest

Gen Z is the most engaged—and fastest growing—audience on Pinterest. Build or grow your Pinterest presence to start reaching them today.