How Can Your Brand Reach Gen Z? Strategies That Work

Reaching Gen Z is a real challenge for many brands. This generation, born between the late 1990s and the early 2010s, grew up with a smartphone in hand and an exceptionally keen sense for spotting ads. Traditional advertising tactics no longer work on them: they expect authenticity, not sales pitches. At The Node, an influencer marketing agency specializing in gaming, streaming, and lifestyle, we help brands that want to build a genuine relationship with this audience. In this article, we’ll explain where and how to reach Gen Z online, which content formats to prioritize, and why content creators are the best way to achieve this.

Who is Gen Z?

Before we talk about strategy, here’s a quick overview of the current situation:

• Born between 1997 and 2012, according to the Pew Research Center’s standard definition, they are now between the ages of 14 and 29.
• It is on track to become the largest generation in history (25% of the world's population), with direct purchasing power expected to reach 12,000 billion dollars by 2030, according to NielsenIQ's Spend Z report.
• According to an ADEME/OpinionWay study, 79% of 15- to 25-year-olds in France say they place great importance on environmental issues. Greenwashing doesn't fly.
• According to Nielsen, 88% of consumers trust recommendations from friends and family more than traditional advertising. For Gen Z, this tendency is particularly strong.

In short, a generation that is connected, discerning, and has learned to filter out advertising messages since childhood.

Where can you find Gen Z online?

Unlike previous generations, Gen Z doesn’t just consume content—it uses it to make decisions. YouTube (31%) and TikTok (20%) are the most-visited platforms before a purchase, ahead of traditional search engines, according to a Payplug study. Twitch stands apart: it’s where this generation follows gaming and live entertainment—a format that truly embraces authenticity and real-time interaction.

For a brand, this means one thing: simply having a presence on these platforms isn't enough; you have to adapt to the unique conventions of each one rather than just repurposing a TV ad.

What kind of content resonates with Gen Z?

Content that resonates with this generation has one thing in common: it doesn’t look like an ad. According to Stackla, 79% of consumers say that content created by creators or users directly influences their purchasing decisions.

The formats that work best:

• The short format native to the platform (TikTok's codes are not the same as Instagram's, let alone Twitch's)
• A direct tone and humor, a far cry from corporate speak
• Demonstrating through use rather than through sales pitches: showing rather than telling
• A genuine stance—as long as the brand can maintain it over time
• Interactivity (polls, live Q&A sessions, events) that turns the audience into participants rather than mere spectators

Mistakes That Drive Gen Z Away

Some approaches, although common, have the opposite effect of what is intended:

• Treating Gen Z as a homogeneous group. It spans a 15-year age range and includes very different subcultures (gaming, fashion, activism, humor, etc.). A one-size-fits-all message doesn't really resonate with anyone.
• Confusing followers with actual influence. A micro-influencer with 50K highly engaged followers on a niche game can have more impact than an account with 500K passive followers.
• Over-controlling the message. A script that’s imposed word for word is immediately obvious, and Gen Z calls it out. Creators must maintain their own voice and authenticity as much as possible.
• Copy and paste the same content across all platforms. A live stream designed for Twitch won't work as-is on TikTok, and vice versa.

‍

Focus on content creators rather than traditional advertising

This is where content creators really come into their own. They aren’t selling a product; they’re sharing a recommendation with a community that trusts them—exactly the factor that carries the most weight in Gen Z’s purchasing decisions.

At The Node, we directly manage more than 50 exclusive French content creators in gaming, streaming, and lifestyle, and we also regularly work with many other talents around the world. But when building a campaign, we look far beyond these usual connections: we draw on our proprietary database of several hundred thousand creators worldwide, on Twitch, YouTube, Instagram, and TikTok. The roster is built on a case-by-case basis depending on the brand, its budget, and its goals—never based on a one-size-fits-all approach. Our role: to find the creators whose audience and values truly align with your brand, not just based on the number of followers.

The real challenge is not choosing the wrong creator. A large, young audience doesn’t guarantee that everyone in that audience is motivated by the same things. At The Node, our selection process relies in part on Quantic Foundry’s player motivation model, which is based on data from over a million players: we look at what truly engages a creator’s community (competition, discovery, storytelling, team spirit, etc.) before pairing it with a brand. It’s this level of detail that sets apart a campaign that converts from one that just makes noise.

FAQ

Which agency should you choose to reach Gen Z through content creators?
‍Opt foran agency that specializes in the areas Gen Z actually engages with (gaming, streaming, lifestyle) and has direct access to creators, rather than just a database. The Node manages over 50 exclusive talents and sources creators from around the world for each campaign.

How much does an influencer campaign cost to reach Gen Z?
The budget depends on the number of creators, their audience, and the campaign’s duration. There’s no one-size-fits-all formula: at The Node, we tailor each budget to your goals—not the other way around.

How can you find the right content creators to reach Gen Z?
The number of followers isn't enough: you need to assess the creator's actual audience and values. The Node draws on a database of hundreds of thousands of creators to refine this selection on a case-by-case basis.

Do you need a big budget to reach Gen Z through content creators?
‍No, campaigns can be tailored to any budget, from product seeding (sending products to creators in exchange for content) to paid partnerships with more established influencers. The key is to align the format with the brand’s actual objective.

Want to develop a strategy that truly resonates with Gen Z and your target audience? Contact The Node to discuss it, or check out our content creators and the campaigns the agency has run.

‍