Marketing Trend Tracker - Series 18
The marketing playbook is being rewritten, and Generation Z is holding the pen. As the first generation to grow up with social media embedded in their everyday lives, Gen Z is redefining how brands interact with audiences—not just their peer group, but across all age demographics. Their insistence on authenticity, cultural relevance, and community-driven experiences is forcing a shift that reaches far beyond their own generation’s preferences. Now, marketers are adapting strategies to reflect these values, opting for personalized, omnichannel approaches and social-first campaigns that resonate across generations.
This installment of the Trend Tracker Series examines how the Gen Z effect is reshaping brand strategies around the world. From
their influence on search behaviors to their desire for group experiences, we’ll explore what these evolving preferences mean for marketers aiming to connect with audiences at every level. Get ready to uncover how Gen Z is reshaping the industry one campaign at a time.
How Gen Z Is Redefining the Way We Search
For years, Google has been the go-to for online search, so much so that “Googling” became synonymous with looking something up. But Gen Z is rewriting the rules, favoring trend-driven social platforms like TikTok, Instagram, Reddit, and YouTube over traditional search engines. Compared to Gen X, Gen Z uses Google 25% less, gravitating toward content found through social search instead. What’s behind this shift? Three major factors explain the move: a demand for faster, visual results; a need for authenticity and trust; and a preference for discovery through social media algorithms.
When searching for a recipe, for instance, Gen Z avoids lengthy backstories on traditional sites and chooses short-form videos that cut straight to the action. Social platforms’ sophisticated algorithms serve up highly tailored content that aligns with users’ interests, introducing brands in a more organic and passive way. This means a short video on TikTok might spark curiosity, leading to deeper research on Instagram or Reddit, and ultimately driving high-intent searches. Platforms like Reddit appeal for their honest, community-driven discussions, where users feel they’re part of a genuine conversation, not sitting through a sales pitch. Many people now end their searches with "Reddit" to
bypass traditional search results and dive straight into Reddit's authentic insights. Reddit recognized this trend and adapted by introducing a dedicated search and answers section.
Meta’s recent study of Gen Z’s content habits reinforces how this generation is reshaping online interactions. According to Meta,
67% of Instagram and Facebook users aged 18-24 actively share short-form videos as a way to connect with loved ones, underlining the importance of creating shareable, joyful content. Short-form videos also act as a powerful
"qualitative search engine," serving as a source of inspiration and decision-making for everything from recipe ideas to self-development topics. The study further highlights the importance of repeat brand exposure across multiple social touchpoints to solidify connections, with 78% of respondents saying they’re most likely to discover new products in video formats.
These insights underscore the growing need for personalized, visually engaging, and relevant content designed for seamless sharing and discovery.
Eventbrite’s recent campaign is a great example of how brands can leverage these changing search habits. The global events marketplace used TikTok’s Search Ads Campaign solution, which allows brands to place ads in search results with keyword targeting, to directly engage with younger audiences. By tapping into TikTok’s 3.2 billion daily searches and the fact that 23% of users search within 30 seconds of opening the app, Eventbrite saw a 66% increase in click-through rates. This targeted approach helped Eventbrite connect with Gen Z and millennials on one of their preferred platforms by offering relevant, search-driven content without feeling intrusive.
Even if Gen Z isn’t your target audience today, it’s only a matter of time before they become a key demographic. Brands
can no longer rely on Google and SEO alone to reach their audiences. To stay ahead, marketers need to establish a consistent presence across social platforms, creating content that feels natural, conversational, and aligned with this generation’s values. By integrating tools like TikTok’s Search Ads Campaign into their strategies, brands can meet Gen Z where they are and proactively build meaningful connections. Companies that successfully adapt now will be well-positioned to win over this digital-native generation.
Lowe’s Pivots to Sports Video Games
In addition to shifting social strategy more brands are experimenting with gaming. A thriving industry that offers unique opportunities for immersive and interactive brand experiences. This brings us to Lowe’s bold move to step into the world of gaming with a partnership that redefines how it connects with these digitally savvy consumers.
Lowe’s is stepping into the gaming world
through a partnership with EA Sports, integrating its brand into popular franchises like Madden NFL, EA Sports FC, and College Football. This move aims to connect with digitally savvy Gen Z and millennials, leveraging in-game integrations and rewards
to spotlight its MyLowe’s Rewards program. By tapping into gaming as a mainstream entertainment channel, Lowe’s is innovating its marketing approach to build loyalty with younger, hard-to-reach audiences. The effort aligns with their broader sports marketing strategy and emphasizes connecting with consumer passions in unique and immersive ways.
Coca-Cola Revives the “Share a Coke” Campaign
Another brand with their sights set on Gen Z is Coca-Cola. The soda icon has breathed new life into its iconic "Share a Coke" campaign, tailoring it to resonate with Gen Z's desire for personalization and immersive experiences. The refreshed campaign offers consumers the ability to customize bottles and cans using a QR code-powered digital hub, along with the Memory Maker feature that lets users create and share videos. These updates reflect Coca-Cola's push to blend digital and physical experiences, bringing their brand closer to digitally savvy young consumers who value authentic, shareable moments. The campaign taps into Gen Z’s unique habits, bridging online interactions with meaningful connections in real life.
Expanding its reach beyond digital, Coca-Cola
has incorporated an in-person element through a personalized Experience Tour. Stopping at college campuses, sporting events, and music festivals, the tour gives fans opportunities to customize cans and stickers while engaging directly with the brand. This blend of real-world and online activations aligns with Coca-Cola’s “Real Magic” platform, emphasizing genuine relationships through everyday moments. With the campaign supported by video content across TV, social media, and other platforms,
Coca-Cola aims to redefine
how it connects with the next generation of consumers while celebrating the campaign's legacy of fostering community and connection.
The future of marketing is being shaped by the values of Gen Z, and the time to adapt is now. From leveraging personalized campaigns to exploring the power of social search and immersive digital experiences, there’s never been a greater opportunity to connect authentically with this influential generation. At SparkShoppe, we specialize in helping companies stay ahead of the curve, crafting innovative strategies that resonate with today’s audiences.
Reach out to our team of experts and discover how we can position your brand for success in a rapidly evolving digital world.
