Navigating the Gen Z Attention Economy: How Brands Can Balance Ads and Organic Content

Although 96% of Gen Zers shop online at least once a month, brands looking to capture the attention of this cohort have a challenge on their hands. These digital natives have an aversion to traditional ads and generally do not trust slick marketing practices. In fact, more than half (54%) say they’d be more likely to buy a product highlighted in an influencer’s post compared to in-feed ads (49%), according to GoDaddy. 

So, how are marketers expected to reach and resonate with this young demographic? The answer lies in a balance of traditional ads and organic content. 

If your team has been tasked with grabbing and retaining the attention of Gen Z to promote a brand, keep reading to learn more about how to reach, engage with, and sell to these young adult consumers.

Understanding the Gen Z attention economy

For brands, reaching this demographic often requires short, digestible bites of information that come across as authentic and either helpful or entertaining. Traditional advertisements rarely work with Gen Z, whose members tend to ignore or skip sales-heavy pitches. Instead, opt for influencer- or user-generated content in ads, or longer content in the form of verbal reviews, unboxing videos, try-on hauls, and tutorials.

The limits of traditional advertising to Gen Z

The traditional advertising of past generations has met its match with Gen Z, a demographic that views overly polished or overtly branded content as disingenuous. This distrust of corporate messaging has served as the mother of invention, launching a prevalence of tools that allow tech-savvy users to use ad-blockers and skip functions to avoid viewing ads altogether.

Look only as far as the declining engagement with Gen Z among companies who relied too heavily on traditional ads. Sears and J.C. Penney, for example, were unable to adapt to changing consumer preferences, relying instead on outdated marketing strategies. Perhaps if they had put more effort into influencer marketing, the preferred platform for Gen Z to see ads, they could have grown alongside their young customers.

To circumvent the limits of traditional advertising to capture the attention, loyalty, and buying power of Gen Z, brands need to strategize to meet these consumers on their terms via:

• Digital marketing across multiple platforms 
• Influencer marketing and UGC from diverse creators and customers
• Authentic storytelling in content that resonates with the cohort’s values

Brands that fail to consider Gen Z’s preferences, values, and expectations will struggle to capture any of the demographic’s spending power.

The power of organic content

Gen Z consumers don’t just prefer organic content, they demand it. Requiring social proof through user-generated content to demonstrate authenticity, these young consumers rely on user-led campaigns to develop trust for a brand.

Marketers can also take their cues from brands who have successfully blended into the online culture with TikTok videos, Instagram Reels, memes, and content that resonates with Gen Z’s values. Here are a few brands worth emulating: 

• Ben & Jerry’s: Known for its social activism and commitment to sustainability

Check out this video of TikTok nano-influencer Tabitha St. Bernard sharing an upcoming Anti Racist Family Day sponsored by Ben & Jerry’s with her followers.

• Fenty Beauty: Emphasizing diversity with a wide range of makeup shades

Fenty Beauty recognized that many women of color were struggling to find the right foundation, concealer and contour shade so the brand created this helpful tutorial with global makeup artist Priscilla Ono. 

• Dove: Appreciated for inclusivity and messaging around body positivity

Dove sponsored Dr. Nicole James in this TikTok video to discuss deodorant for sensitive skin. The skincare and bodycare expert, who shared the content with her 28.8K followers, took the time to discuss the ingredients and answer questions in the comments.

Balancing paid ads and organic content

Striking a balance between paid ads and organic content doesn’t necessarily mean a 50-50 split. Instead, look for ways to make sponsored content look and feel like part of the user’s feed. These might include influencer collaborations that mimic authentic reviews or ads highlighting UGC reviews and testimonials. 

Marketers can also lean into creative ad formats on Gen Z’s favorite platforms, such as TikTok’s native ads or Instagram’s shoppable posts. Because these ads don’t disrupt the user experience, they’re more likely to engage with it.

Regardless of which type of ad content you choose, take the time to do some A/B testing to measure its effects. Blending into the platform without feeling intrusive is vital, but you also want to know which assets are resonating and which are falling short.

Actionable tips for brands to strike the right balance

Before you launch your campaigns, consider these tips to help your brand strike the right balance of advertising and organic content:

1. Know your audience: Use data and insights to understand how Gen Z engages with your brand across different platforms. The information you gather about preferences, behavior, and specific demographics, such as location, income, and hobbies, should inform your strategies.
2. Use influencers as bridges: Partner with influencers who can translate your brand’s message in a way that feels authentic and organic to their audience. Experiment with different types of influencers such as industry experts, employees, brand advocates, or simply content creators whose followers overlap with your brand’s target audience.
3. Diversify your content strategy: Incorporate a mix of UGC, influencer partnerships, and limited paid ads that feel native to the platform. Although there’s no magic number to create a balance between paid ads and organic content, brands should prioritize the latter and use the former to amplify reach and drive immediate results.
4. Focus on storytelling: Instead of pushing hard sells, create narratives that reflect Gen Z values like sustainability, social justice, or inclusivity. Take some time to research brands that do this well, including your competition, to understand better what resonates with younger consumers. Armed with this knowledge, you can craft messaging demonstrating your brand’s alignment with things that matter most to Gen Z. 

Need some help engaging with Gen Z? Check out IZEA’s Managed Services, where brands can access industry-leading results with next-gen technology. Learn more on our website.