In this article we will be discussing digital marking in regards to Generation Z (Gen Z). When you are thinking of this generation the first thing to come to mind would be technology. This is considered ages 13-28 in 2025 and most of these people were born with an iPhone in hand. While that may not be 100% true it is very evident that most people ages 13-28 were raised on any sort of technology. When you think of the apps that would be marketed on, TikTok, Youtube, Instagram, ect. We will be talking about how digital marking is applied to those apps and more.

How does Gen Z consume digital marketing you might ask? Well, it is through fast-paced content and the use of influencers to market to their fans. 13 - 28 ages are when people start to become fans of certain influencers or athletes and when they see their favorite TikToker or athlete promote a product, they could be more inclined to buy it. That is why you see a lot of the major companies use these influencers to sell their products. To older generations this would still be used; an example would be Jordan in the Nike ads to promote products. Back then they would use more product placement in movies and shows. If you were watching a show, for instance and saw a coke in the background, then the idea was you would be more interested in buying one. It had something to do with your subconscious mind, but that is a conversation for a different day.

When does Gen Z see ads now? The easy answer is when they are scrolling, on anything whether it is TikTok, Youtube, Instagram, Snapchat, ect. They are not very inclined to see a normal ad to click on it and pursue what is being sold to them so companies have had to become more creative when getting their users to engage. Now a way where people are engaging with ads in the age range on youtube for example is to have the video start then the creator slowly transitions into an ad to get people more interested in what they are talking about. Another form of creative advertising is when you are scrolling on TikTok and see someone with a link to the shop and they are showing off a product that they would get commission for selling. This targets this demographic well because 55% of TikTok users are under the age of 30 per exploring topics.

Something that has always working ever since they are a thing for advertising are memes. Companies use memes to attract people to their company. If a company is able to utilize memes and other things that are in with the youth then their sales could see an increase. Something that advertisers have started to master when marketing to Gen Z is making sure all of the ads are sustainable for mobile device uses. That is what most of the generation is using to consume content. When you take that into consideration you have to start targeting that or you will become irrelevant. Something that you do not want to happen is what Bud Light did when they made a TikTok with a transgender TikTok influencer which did not resonate with their fanbase. They lost millions of dollars and got dethroned by Modelo as the best selling beer in America. Something that they needed to know for marketing to Gen Z is to just understand who their audience is because when you do that you can cater to them and not drive them away.

Gen Z and the Prominence of Digital Marketing

How are Millennials taking over the world of Digital Marketing as opposed to others?