Creating impactful UGC campaigns: What Gen Z wants brands to know

This isn’t about keeping up—it’s about stepping up. Brands that get Gen Z’s expectations right will lead the next wave of digital marketing.

In the ever-evolving landscape of digital marketing, understanding Gen Z’s expectations is crucial for brands aiming to create impactful UGC campaigns. This generation, born between the late 1990s and early 2010s, is not just tech-savvy but also values authenticity and transparency. They are digital natives who have grown up with the internet, social media, and mobile technology, making them distinct from previous generations.

Gen Z expects brands to be genuine and socially responsible. They are more likely to engage with brands that reflect their values and contribute positively to society. According to a 2023 study by The Harris Poll, 68% of Gen Z respondents value experiences over material possessions. This highlights their preference for brands that offer meaningful interactions and experiences, both online and offline.

Gen Z is highly influenced by peer recommendations and user-generated content. They trust content created by real people more than traditional advertising. This shift in trust dynamics means that brands need to focus on building communities and fostering genuine connections with their audience. By engaging Gen Z advisors in the co-creation process, brands can gain valuable consumer insights and tailor their strategies to meet the expectations of this influential demographic.

Creating authentic UGC content is at the heart of successful Gen Z marketing. This generation values realness and relatability, and they can easily spot inauthentic attempts to capture their attention. To craft UGC content that resonates, brands must prioritize authenticity over perfection.

One effective approach is to involve Gen Z in the content creation process. By leveraging co-creation methodologies, brands can collaborate with Gen Z advisors to develop content that truly reflects their voice and perspective. This not only enhances brand engagement but also ensures that the content aligns with the values and interests of the target audience.

Additionally, brands should encourage their audience to share their own experiences and stories. User-generated content thrives on diversity and creativity, and by providing a platform for Gen Z to express themselves, brands can foster a sense of community and belonging. This approach not only amplifies the reach of UGC campaigns but also strengthens the brand’s connection with its audience.

Social media is the playground where Gen Z spends a significant amount of their time. To effectively reach this audience, brands must have a robust social media strategy that leverages the unique features of each platform. TikTok, Instagram, and Snapchat are particularly popular among Gen Z, offering diverse opportunities for creative expression and engagement.

TikTok, with its short-form video content, is a powerful tool for brands to showcase their personality and connect with Gen Z in a fun and engaging way. Brands can collaborate with influencers and creators to produce content that is both entertaining and informative, tapping into the platform’s viral potential.

Instagram, on the other hand, is ideal for visually-driven campaigns. Brands can use Instagram Stories and Reels to share behind-the-scenes content, user testimonials, and interactive polls, creating a dynamic and immersive experience for their audience. By utilizing these features, brands can enhance their social media strategy and drive meaningful interactions with Gen Z.

Measuring the impact of UGC campaigns is essential to understand their effectiveness and optimize future strategies. Brands need to establish clear metrics and KPIs to evaluate the success of their campaigns. These metrics can include engagement rates, reach, conversion rates, and brand sentiment.

Data-driven insights play a crucial role in assessing the impact of UGC campaigns. By analyzing user interactions and feedback, brands can gain valuable insights into what resonates with their audience and what doesn’t. This information can then be used to refine content strategies and improve brand engagement.

Brands should consider the qualitative impact of UGC campaigns. This includes assessing the level of community building and brand loyalty generated through these campaigns. By fostering a sense of belonging and connection, brands can create lasting relationships with their Gen Z audience, ultimately driving long-term success.

Ready to make your brand Gen Z-approved? Let’s start the conversation at genz@bangeri.fi.