How Brands Can Create Content That Resonates With Gen Z

Editor's note: This is the third installment in a series of three blog posts on Gen Z. In the first post we explored high-level traits and attributes of Gen Zers, and in the second we looked more specifically at Gen Z’s habits and trends on LinkedIn. In this final installment, we’ll provide details on the best ways to make your brand stand out with this audience on LinkedIn.

If you’re reading this, you’re likely a marketer who’s curious about Gen Z, or you’re a member of Gen Z who’s curious about what marketers are saying about you. Either way, welcome. 

How Brands Are Standing Out Among Gen Z on LinkedIn

Below we’ll explore best-in-class creative examples you can emulate to engage Gen Z members on the LinkedIn platform. For each example, we’ll provide commentary on what may have made the post work. Finally, we’ll conclude with takeaways you might apply when planning and designing future posts.

Check out our guide, Stand Out to Gen Z on LinkedIn.

Messaging Tips to Hit the Mark with Gen Z

Yes, these are tips geared toward engaging Gen Z. But given the long-term value of this audience – Gen Z will soon become the largest segment of consumers – you can also think of these as “future-proofing” your marketing strategies. Here are a few things to keep in mind when positioning your brand to connect with emerging buyers, consumers, and communities.

Reliability Is Key

Over half of Gen Z members say they look for reliability in a brand. Now that can mean many things, and the reliability of your product or solution will certainly come into play. In marketing though, we often equate reliability with brand consistency: How an organization ensures that all communications align with the brand’s elements, such as its identity, promise, core values, and customer experience. 

But marketers can demonstrate reliability in other ways as well, such as by establishing a more regular messaging cadence or a theme. Think about ways your brand can establish a reliably present voice in social media feeds, be it on LinkedIn or elsewhere. Think about a recurring series you can run. Think about how you might enable Gen Z members to collaborate in the creation of your content.  

Are You Being Ambitious Enough?

This question is more directed toward executives as there’s only so much a social media marketer can do to lift a complacent company. That said, marketers should still feel empowered to play into Gen Z’s ambitious nature. 

Gen Zers are growth-oriented. They value learning and expect brands to contribute to their knowledge. They strive to be their best. Marketers can help their brands to inherit this trait by setting out to be a can’t miss destination in Gen Z’s learning voyage. When doing so, keep in mind that Gen Zers are willing to challenge previously held standards and norms, and will opt for brands that mirror this characteristic. This brings us to our final bit of advice. 

Emphasize Your Brand’s Altruism

Environmentally friendly and socially conscious brands will win favor with this audience. Roughly eight in 10 Gen Z members (79%) say sustainability is even more important now following the past year; 62% would pay more for an eco-friendly product. 

Again here, it’s critical to demonstrate action before talking about it. Gen Z knows an empty or over-pronounced gesture when they see it. Brainstorm a hyper-relevant cause your brand can get behind – one that overlaps with the values and aspirations of your brand, your customers, and your employees. 

“Don’t just talk about it, be about it,” says Jason Wall, Founder and Executive Director of Future Youth Records. 

“Purpose-driven brands have genuine missions and follow through with action,” Wall says. “Additionally, present your consumers with a call to action. Gen Z is looking to align themselves with brands that care about issues they care about, and they will appreciate you for challenging them to take a stand.”

We’ll continue to keep an eye on Gen Z, and keep up to date with insights and expert analyses that can potentially boost your engagement and community-building efforts, but first download our guide, Stand Out to a Gen Z Audience.