As a marketer and a Millennial parent to a Gen Z teenager, I often find myself paying attention to how brands are speaking to both of our generations, while simultaneously noticing trends in marketing and ad campaigns.

Unlike most people, who turn away from TV and internet ads, I’ve come to embrace advertising and appreciate the art and creativity (or lack thereof) that goes into delivering a brand’s key message or call to action.

Marketing professionals are always looking for ways to target and engage with younger generations, and in today's ever-evolving digital landscape, staying informed is crucial.

Though Millennials have long been considered the primary target audience for many brands, Forbes magazine reports that Generation Z is now taking center stage as the most sought-after retail demographic cohort. Boasting $44 billion in spending power, Gen Z has caught the attention of brands and retailers alike.

However, despite being the latest focus in advertising, Millennials continue to wield considerable advertising influence, possessing an estimated $2.5 trillion in annual spending power.

Knowing how to target and reach your audience the right way is an important step when drafting up your next campaign.

In this comprehensive blog, I’ll explore the key differences between Millennials and Generation Z, discuss the social media platforms that cater to each group, and share some successful marketing campaigns that have resonated with these younger demographics.

Understanding Millennials and Gen Z

Millennials, born between 1981 and 1996, have experienced the rise of the internet and social media, leading them to be more connected than ever. They value authenticity, social responsibility, and unique experiences.

On the other hand, Gen Z, born between 1997 and 2012, is the first generation to be born and raised in a completely digital world. They are highly skilled with technology, have shorter attention spans, and are heavily influenced by their peers and social media influencers.

Differences Between Millennials and Gen Z

Some key differences between Millennials and Gen Z include:

1. Communication Styles: Millennials prefer more traditional communication methods like email and text, while Gen Z is more likely to use instant messaging apps and social media platforms for communication.

2. Attention Spans: Gen Z's exposure to technology from a young age has given them shorter attention spans, requiring marketers to create content that is easily digestible and visually engaging.

3. Priorities: Millennials prioritize experiences and unique products, while Gen Z focuses on affordability and practicality.

4. Brand Loyalty: Millennials tend to be more brand loyal, whereas Gen Z is more likely to switch brands if they find a better option. That said, both demographics are known to make new alliances and abandon brands in search of new ones if they feel a new option speaks to them.

5. Social Causes: Both generations are concerned about social issues, but Millennials are more likely to support brands that align with their values, while Gen Z demands that brands take tangible action to address societal problems.

Social Media Platforms

According to GWI’s 2023 social media trend report, Gen Z is more likely to spend their time on Instagram, Facebook, Tik Tok, and Snapchat, while Millenials still favor Facebook above all, followed by Instagram, Twitter, and TikTok.

While both age groups may be active on these networks, how they interact with the platforms differ.

While Facebook may be considered “a dead space” by teenagers, it still remains the most popular social media network, with 3 billion users worldwide.

According to a recent sprout social insight report, the largest age group on Facebook is those between the ages of 25-34 (or 29.9% of their user base).

When asked about the top 3 reasons that millennials used Facebook:

1. To message family

2. post/share photos or videos

3. Keep up-to-date with news/the world
   
   

Conversely, the largest demographic on Instagram is those aged between 18-24 (or 30.8% of their user base). Gen Z shared that their use of Instagram was primarily focused on:

1. Posting/sharing photos or videos

2. Follow/find information about products and brands

3. Find funny/entertaining content
   
   

The largest makeup of TikTok is those aged between 18-24 (or 21% of their user base). TikTok also boasts the highest average time spent per day of any network. The top 3 uses of TikTok were:

1. Keep up-to-date with news/the world

2. Find funny/entertaining content

3. Follow/find information about products and brands
   
   

While TikTok may be seen as controversial by some, due to its unprecedented growth, the platform has been attempting to clean up its act to attract more brands.

Predictably, regardless of age or platform, making connections is still at the heart of social media.

When thinking about your content strategies and key messaging, it is important to factor in what platforms you will be using, and your target audiences.

Real-Life Campaign Examples

• Millennial Marketing Example 1: Discover Weekly - Spotify

Spotify's "Discover Weekly" is an excellent marketing campaign targeted toward Millennials for several reasons. This personalized playlist, updated every Monday, curates a unique musical experience for each user based on their listening habits and preferences.

Millennials appreciate personalization and authenticity in their experiences, and "Discover Weekly" caters precisely to these preferences. According to a study by SmarterHQ, 72% of Millennials stated that they would be more likely to engage with marketing messages if they were personalized.

By providing a tailored playlist, Spotify demonstrates that they understand and value each user's individuality.

"Discover Weekly" encourages users to discover new music, which appeals to Millennials' desire for unique experiences and exploration. It has been reported that the playlists generate over 1.7 billion streams per month, and 71% of users listen to at least one song from their "Discover Weekly" playlist every week, highlighting the success of this campaign.

In addition to its appeal to Millennials, "Discover Weekly" has been a significant driver for Spotify's growth and user engagement. A 2019 study revealed that since the launch of the feature in 2015, it had generated more than 40 million unique playlists, which contributed to increased user retention and overall satisfaction.

By catering to Millennials' preferences and delivering a personalized experience, the "Discover Weekly" campaign has proven to be a successful marketing strategy for Spotify.

• Millennial Marketing Example 2: Glossier “Feeling like Glossier”

Glossier's "Feeling like Glossier" campaign is a prime example of the brand's user-focused marketing strategy, which has contributed to its success among Millennials. This campaign encourages customers to share their experiences with Glossier products on social media using the hashtag #feelinglikeglossier.

The "Feeling like Glossier" campaign effectively taps into the power of user-generated content (UGC) and word-of-mouth marketing, both of which are highly influential among Millennials. According to a Stackla survey, 86% of consumers say that authenticity is important when deciding which brands they like and support, and 60% find UGC to be the most authentic form of content.

By leveraging UGC, Glossier not only provides a platform for customers to express their creativity but also builds trust and fosters a sense of community among its users. This approach has resulted in a vast amount of user-generated content, with thousands of posts on Instagram featuring the #feelinglikeglossier hashtag.

The campaign's success is also evident in Glossier's impressive growth since its launch in 2014. The brand has seen a year-over-year revenue increase of 600% in 2016, and by 2018, it had reached a valuation of over $1 billion.

Glossier's commitment to a customer-driven approach has led to 70% of its growth being attributed to peer-to-peer recommendations and organic social media engagement, as reported by its founder and CEO, Emily Weiss.

The "Feeling like Glossier" campaign demonstrates the power of user-generated content and word-of-mouth marketing, especially among Millennials.

By encouraging customers to share their experiences and fostering a sense of community, Glossier has successfully built a loyal and engaged audience, which has contributed to its rapid growth and success.

• Gen Z Marketing Example 1: Morty’s (Wendy’s x Adult Swim x Rick and Morty)

In July 2021, Wendy's partnered with Adult Swim's popular animated series, "Rick and Morty," to create a unique pop-up activation called "Morty's," a themed drive-thru experience for fans. The collaboration was aimed at promoting the show's fifth season, while also offering Wendy's an opportunity to engage with a younger audience that resonates with the show's humor and tone.

The "Morty's" pop-up activation took place in Panorama City, California, and featured a fully transformed Wendy's location, with "Rick and Morty"-inspired branding, and limited-time “Morty’s Wubba Lubba Grub-Grub” themed menu items, like the "Morty's Baconator" and "Portal Time Frosty". Morty’s also created exclusive drink mixes like “Mello Yello Portal Time Lemon Lime” soda, which was also available in Wendy’s soda machines nationwide - ending the day of Season 5’s finale. There were also collectible items.

The campaign generated a significant amount of social media buzz, with fans sharing their experiences using the hashtag #Mortys. Through TikTok influencers, Morty’s generated almost 60 million views in four days, according to Spark Foundry, the agency responsible for bringing the campaign to life. They also created new animated video content which was distributed across social media platforms like Instagram, Snap, and Facebook garnering more than 114 million impressions platform wide.

The partnership with "Rick and Morty" allowed Wendy's to tap into the show's dedicated fan base, which consists primarily of Millennials and Gen Z viewers. By aligning themselves with a popular show that resonates with their target audience, Wendy's was able to create a memorable and engaging experience that generated organic word-of-mouth marketing.

The Morty's pop-up activation showcased the power of creative collaborations and experiential marketing in connecting with younger audiences. By offering fans an immersive, one-of-a-kind experience, Wendy's was able to strengthen its brand identity and create a memorable campaign that resonated with its target demographic.

Gen Z Marketing Example 2: Taco Bell - The Bell: A Taco Bell Hotel and Resort

The Taco Bell Hotel campaign, officially known as "The Bell: A Taco Bell Hotel and Resort," was an innovative marketing effort launched by Taco Bell in 2019. This limited-time, immersive experience transformed a Palm Springs, California hotel into a Taco Bell-themed resort, offering fans a unique and unforgettable stay.

The four-day event featured exclusive Taco Bell menu items, poolside cocktails, branded robes and towels, and various themed activities such as movie nights, yoga classes, and live performances. The campaign was designed to appeal to Gen Z's love for unique, shareable experiences and foster a sense of community among Taco Bell enthusiasts.

By the time reservations opened, 80,000 people provided their email addresses to be notified and all reservations sold out in under 2 minutes.

The Taco Bell Hotel campaign generated massive engagement on social media, with fans posting pictures and videos of their experiences using the hashtag #TacoBellHotel. This event also garnered significant media coverage, further amplifying its reach and impact.

What’s more surprising, is that Taco Bell put 0 paid media dollars into the campaign, yet still yielded 4.4 billion earned media impressions, and more than 5,000 media stories - more than 75% of Taco Bells’ stories for all of 2018 combined. In total, the brand had over 2 million Instagram posts, more than 1.8 million Instagram story impressions (the most IG stories for any Taco Bell activation), and the #1 trending video on YouTube for 48 hours thanks to a cameo by Jeffree Star, which has over 10.4 million views to date.

One of the reasons the campaign was so successful was its ability to tap into the power of experiential marketing. By offering fans an exclusive, immersive experience, Taco Bell was able to create a memorable event that resonated with its target audience and generated organic buzz on social media platforms.

The campaign highlighted Taco Bell's commitment to innovation and creativity, setting the brand apart from its competitors and reinforcing its connection with younger audiences. In a fast-paced, competitive market, the Taco Bell Hotel campaign demonstrated the potential of experiential marketing and its effectiveness in engaging with Gen Z consumers.

Tips for Marketing to Millennials and Gen Z

1. Be authentic: Both generations value authenticity, so focus on creating genuine connections with your audience by showcasing your brand's personality and values.

2. Create visually engaging content: Given their shorter attention spans, it's crucial to create eye-catching content that can quickly grab the attention of Millennials and Gen Z. Use a mix of images, videos, animations, and interactive elements to engage your audience and make your content stand out on their social media feeds.

3. Leverage influencer marketing: Collaborating with influencers who have a strong connection with your target audience can help amplify your message and establish trust with Millennials and Gen Z.

4. Emphasize social responsibility: Both generations are concerned about social issues. Showcase your brand's commitment to making a positive impact on society by highlighting your social initiatives and partnerships.

5. Utilize user-generated content: Encourage your audience to share their experiences with your brand on social media, as both Millennials and Gen Z trust peer recommendations.

6. Offer personalized experiences: Tailor your marketing efforts to the preferences and needs of your target audience to make them feel valued and understood.

7. Adapt to platform preferences: Be aware of the platforms that each generation gravitates towards and optimize your content to suit the specific platform's style and format.

Successfully marketing to Millennials and Gen Z requires a deep understanding of their unique characteristics, preferences, and the platforms they use. By focusing on authenticity, social responsibility, and personalization, marketers can forge strong connections with these valuable demographics.

Additionally, leveraging influencer marketing, user-generated content, and creating visually engaging content will help attract and retain the attention of these younger audiences.

As you craft your marketing strategies, remember to adapt to each generation's preferences and tailor your approach to resonate with Millennials and Gen Z on their preferred social media platforms.

I’ll try to remind myself the same when pitching something to my son…