8 do’s & don’ts to reach this digitally destructive generation

1. Silent engagement🤫

Likes and public shares? That’s mid, as Gen Z would say. Instead of looking at traditional engagement metrics like likes and public shares, brands should look at tags in the comments and DM shares. Gen Z is more likely to react to stories with emojis or forward funny stuff in private chats. That shift in engagement and user behavior shows what content they want to see: relatable content where they recognize themselves or their friends, and that they can easily share within their circle.

Do’s

• Use memes and humorous content that can be shared quickly and widely. Memes are often as simple as they are silly. The quirkier, the better. But sometimes this medium is even perfect for getting more complex messages across in a very accessible way.

• Use storytelling in your stories that sticks. Gen Z doesn’t have much patience for boring content; they’re not known for their short attention span for nothing. People often talk about grabbing attention in the first 2 - 3 seconds, but 'stop the scroll' can be even shorter. A good hook is hyper-important in both video and static content.

Don’ts 

• There’s definitely room for educational content, but stay away from classic infographics. Storytelling videos and carousels do better with this audience. Gen Z loves a visually appealing, recognizable message.

2. Employee-Generated Content 👩‍💻

That’s why you see EGC - Employee Generated Content - popping up everywhere. Brands big and small have figured it out: don't take yourself too seriously. Brand positioning isn’t limited to your brand DNA. Your employees are your strongest ambassadors. Put them to work!

Do’s: 

• Share behind-the-scenes videos featuring your company’s employees, dressed up with a dash of Gen Z style.

• Give Gen Z’ers a peek into daily life at the company. Show that you’re on top of the trends and that you get what’s going on in their world.

Don’ts: 

• Stiff, corporate content strategies are a no-go. Gen Z wants content that feels close, personal and authentic.

• If you decide to go for EGC, spontaneity and authenticity are essential. It shouldn’t feel forced.

3. The magic of nostalgia 🪄

‘Everything was better back in the day.’ Gen Z embraces nostalgia like no other and draws inspiration from the trends of their own childhood or teens. Think of the comeback of early-2000s makeup looks and Y2K fashion, with low-rise jeans, glitter tops and chunky sneakers.

Do’s 

• Develop content or campaigns that tap into nostalgic throwbacks and iconic trends from the past.

• Use colors, fonts and styles that bring on a healthy dose of retro vibes.

Don’ts 

• Make sure the nostalgia you pick actually matches what’s happening with your audience. If 80% of Gen Z’ers are into Y2K, don’t go full 80's hippie. You’ll miss the mark.

• So no fake retro tricks! Gen Z sees right through fake marketing. Be transparent and stay true to your brand’s identity and values.

4. The power of a community 👯

For Gen Z, a brand is much more than just the product. They don’t want to be passive consumers; they want to be part of a community. So brands shouldn’t just attract followers, but build a loyal, engaged community on their social media platforms.

Do’s

• Build and maintain a lively community by offering exclusive content or events that strengthen Gen Z’ers’ sense of belonging.

• Use your brand platforms to spark interaction and engagement, instead of using them only as sales channels.

Don’ts

• An Instagram page that only shares promotional content is a recipe for losing followers. So don’t focus on a sales-driven strategy where you keep pushing your products or services. Go for a lifestyle approach instead.

5. Visual consistency is key🗝️

A consistent visual style is the key to being appealing and recognizable in a world where Gen Z doomscrolls through hundreds of pieces of content a day. After all, looks matter too… Make sure your social media platforms have a uniform, attractive look.

Do’s 

• Spread your content across different themes and create a visually appealing page.

• Play with a 3x3 grid on your profile, for example, where each row or post tells a consistent visual story. Ideal moments to do this are product launches, store openings, rebrands, top topicals, big promotional moments, ...

Don’ts 

• Avoid a content strategy with no visual style, or casually flinging posts online. Harmony on your profile and brand recognition in the feed matter. You’re telling your brand story, nurturing a community and proving your added value with your organic content.

6. The power of snappy content 🤪

Meta launched Threads, and Twitter became X. You win some, you lose some. But what can Threads and X teach us? Social media isn’t just for EGC, UGC, strong videos and educational carousels. There’s also room for short, sharp text posts that grab attention fast. So make room in your content calendar for quick, funny text updates on platforms like Threads to make your brand stand out.

Do’s 

• Write short, punchy, relatable and funny updates every day that make your Gen Z followers want to share right away.

• Since a Threads post doesn’t need visuals, you can jump on trending topics fast or just share a 'random' thought that strikes the right chord.

• Definitely let a Gen Z’er loose on Threads. Accounts that feel like they’re run by an intern or junior are skyrocketing in popularity.

Don’ts 

• Don’t let video content tempt you into neglecting text. Your funny text update might be trending on Threads in no time.

• Don’t use Threads the way you use Instagram. It’s not a spin-off of your Instagram posts; create content that works specifically for the platform: text first, visuals second.

7. IRL > URL 🙈

Even though Generation Z is online a lot, offline experiences still pack a powerful punch. Real-life events give Gen Z the chance to build a deeper connection with your brand, in a way digital content often can’t match.

Do’s 

• Organize events (or pop-ups if your brand is online-only) that ooze exclusivity and fuel Gen Z’ers’ FOMO. An online experience only really comes to life with an offline one.

• Make sure your online campaigns flow smoothly into unforgettable offline experiences.

Don’ts 

• Don’t forget to embrace the unique, personal experience of each Gen Z’er.

8. Stand Out, Fit In 🤩

Gen Z wants to stand out, but not be left out. Brands need to understand and embrace this delicate balance between being unique and belonging to connect with this generation.

Do’s 

• Mix unique products with a strong sense of community and show that diversity is your brand’s strength.

• Encourage self-expression in your content and campaigns, so everyone feels valued.

Don’ts

• Avoid a one-size-fits-all approach. Everyone wants to find their own place within your brand.

• Never make anyone feel like they don’t fit in or aren’t welcome in your brand community.

Gen Z is digitally destructive: the traditional marketing funnel is no more

The standard linear marketing funnel, where we assume users move from Awareness to Consideration, Action and Retention, doesn’t apply to Gen Z.

The Gen Z funnel is chaotic and cyclical. For Zoomers, we talk about:

Inspiration: social media inspires Gen Z. Through organic content and the power of algorithms, they discover new brands and products. Channels like YouTube, Pinterest, Instagram and TikTok are central here. Strong brand content and authentic creator partnerships put you front & center. This is where the entertaining, relatable side plays a big role.

Exploration: once the inspiration has sparked their interest, Gen Z starts researching. They dig into brands and products by looking up comparisons and reviews. Often still within the social media world. That social SEO everyone’s talking about is mega important in this phase. Here, the educational side of content matters.

Community: a sense of community and brand personality are key here. Being authentic, lifestyle content, the place of your product or service in your customer’s life? This is where you put that in the picture.

Loyalty: a loyal Gen Z’er doesn’t just make repeat purchases. They’re an ambassador. Someone who sings your brand’s praises online and offline.

Ready to speak Gen Z’s language?🤗

Gen Z has rewritten the rules, and anyone who doesn’t play along quickly falls behind. At Hannibal, we know exactly how to reach this generation: with the right insights, on the right channels and with content that resonates. 

Together, we’ll put your brand in the picture so we don’t just reach Gen Z, but truly engage them.