With the shift in generations comes a shift in trends. Fashion, food, politics, or anything else – Millennials and Gen Z see it differently. They are much more connected and active on social media. With this change, it has become necessary for brands and companies to know how to use social media marketing campaigns to target Gen Z and Millennials. Let’s look at ways of optimizing paid social media campaigns for Gen Z and Millennials.
Millennials and Gen Z are two generations that are often in the spotlight because of their unique habits, values, and ways of thinking.
Millennials are people born roughly between 1981 and 1996. They have grown up during a time when major tech advances were taking the world by storm. They have witnessed a life without mobile phones and computers. And then they’ve seen technology take over and transform the way we live. Millennials have experienced the best of both worlds.
Gen Z, on the other hand, are people born around 1997 to 2012. They were born into a world that is ruled by technology. To them, it seems unimaginable that people lived without mobile phones, laptops, and wi-fi! Since they’ve been well accustomed to technology since birth, they are highly tech-savvy and have a shorter attention span. They prefer short-form content like reels and shorts.
Both these generations are shaping trends, especially in the digital world. But they also have different perspectives based on their unique life experiences. Let’s learn how we can optimize paid social media campaigns for Gen Z and Millennials.
How to Optimize Paid Social Media Campaigns for Gen Z and Millennials
Before you craft marketing campaigns for Gen Z and Millennials, understand what each generation likes, how they use social media, and what kind of content they find engaging.
1. Pick the Right Platforms
Both Gen Z and Millennials are active on social media but the platforms that appeal to them are a little different. Gen Z is drawn more towards TikTok, Instagram, and Snapchat – short and entertaining content. Millennials, on the other hand, are also active on Instagram but they also use Facebook and Twitter. So, when launching a social media campaign, tailor your campaigns to the platforms where each group spends the most time.
2. Use Authentic and Relatable Content
Both Gen Z and Millennials are looking for authenticity in the digital space. On social media, they want to hear about real people, real experiences and content that feels genuine and relatable. So in order to tap into this target audience, try to avoid overly “salesy” ads. Instead, go for real experiences, customer testimonials, or behind-the-scenes videos, brand stories and UGC content to make your campaign feel more credible.
3. Short-Form Videos
Videos work well for both Gen Z and Millennials, but keep them short and engaging. Gen Z, especially, prefers quick, snackable content like TikTok or Instagram Reels. Use catchy visuals, humor, or storytelling to grab their attention within the first few seconds. Millennials are also drawn to video content, so platforms like YouTube or Facebook can work well for longer ads that tell a deeper story.
4. Influencer Partnerships
Both generations follow influencers, but they prefer different types. Gen Z responds well to micro-influencers, who have smaller followings but feel more relatable. Millennials may respond better to established influencers with a larger reach. Partnering with influencers who align with your brand can help reach these audiences more effectively.
5. Social and Environmental Impact
Both the groups care about social and environmental issues, so campaigns that highlight your brand’s values can have a big impact. Gen Z, in particular, is interested in brands that support causes like sustainability, diversity, and mental health. For Millennials, social responsibility is also important, but they often look for brands that actively contribute to causes.
6. Use Interactive Elements
Interactive ads, like polls, quizzes, or “Swipe Up” options, make your campaign more engaging. Gen Z loves interactive elements that give them a voice, while Millennials are open to trying out new features as long as they feel useful or fun. Adding interactive features can keep both groups interested and drive engagement.
7. Track, Test, and Adjust
Finally, keep testing and adjusting your campaign based on what’s working. Social media platforms offer analytics that show how each audience responds to your content. Use this data to see which types of posts get the most engagement and refine your campaign to better suit their preferences.
Bonus read:
Google Ads vs. Social Media Ads: Choosing the Right Platform for Your Business
The Role of Social Media in Non-Profit Advertising: Strategies for Growth
Conclusion
By knowing what appeals to Gen Z and Millennials and tailoring your paid social campaigns to match, you can create content that’s relevant, engaging, and effective for both generations. Use the right platforms, create authentic content, and leverage engaging formats – it will help you boost your campaign’s effectiveness and drive extraordinary results.
At Target River, our social media experts know how to craft campaigns that resonate with the new generations. We can help you connect with Gen Z and Millennials in a way that builds trust and engagement for your brand. Contact us today!
