Gen Z is a generation of digital natives with a keen eye for authenticity, creativity, and personalization. They’re adept at tuning out traditional marketing, so brands looking to reach them need to adopt fresh, inventive, and sometimes daring approaches.
This topic has already been discussed on Forbes and Voguebusiness, but we will go in depth with actual examples and strategies. Below are nine unconventional marketing tactics, some a bit “black hat,” that brands are using to engage Gen Z in unique ways.
Digital Scavenger Hunts for Brand Engagement
Gen Z loves a good challenge, especially when it includes hidden messages or Easter eggs. Brands are capitalizing on this by creating digital scavenger hunts. These hunts might involve finding codes in social media posts, solving riddles to unlock secret landing pages, or even engaging with certain interactive ads to reveal rewards.
For example, a beauty brand could hide clues in its Instagram posts that lead fans to a hidden product page with an exclusive discount. This interactive element feels like a game, drawing Gen Z users in and rewarding them for their engagement, all while subtly showcasing the brand.
Interactive Storytelling on Platforms like Snapchat and TikTok
Gen Z thrives on stories and experiences, and they want to participate in the narrative. Brands have started using interactive storytelling on platforms like Snapchat and TikTok, where followers can vote on plot points, select characters, or even influence outcomes. For instance, a brand might launch a multi-part “choose your adventure” style series on TikTok, where each video ends with viewers voting on what happens next. This tactic not only increases engagement but also gives the audience a sense of control over the brand’s content, making them feel more connected to the story.
Utilizing Fake Backstories and “Lore”
Some brands are creating complex backstories or “lore” around their products or characters to create a sense of mystery and intrigue. This tactic, which has roots in gaming culture, resonates with Gen Z’s interest in immersive experiences. For example, a snack brand might introduce a “secret recipe” with hints about its origins, sparking theories and discussions online.
This lore becomes a puzzle that followers enjoy solving, and brands can keep the story going, updating the narrative to keep it fresh and engaging. This storytelling technique appeals to Gen Z’s love of mystery and allows for deeper, ongoing interaction with the brand.
Buying Followers and Likes for a Boost in Social Proof
One of the more controversial strategies, buying followers and likes is a tactic that some brands use to gain quick credibility and visibility. In competitive digital spaces, having a high follower count and visible engagement can signal popularity, which in turn can attract real followers. For Gen Z, who tend to follow accounts that already seem popular and active, this tactic can work as “social proof” and make a brand look more appealing. By giving the appearance of a thriving community, brands can attract genuine followers and eventually grow organically. While buying followers shouldn’t replace authentic engagement, it can provide the initial boost needed to gain traction.
Limited-Time Discord Communities for Fan Interaction
Discord, once primarily used by gamers, is now a platform where brands are hosting limited-time, exclusive communities to engage directly with their most dedicated fans. By creating private channels for new product launches, brand Q&As, or exclusive drops, companies can cultivate a sense of community and offer Gen Z users a unique experience. Unlike social media, where interactions can feel distant, Discord allows for real-time conversation and camaraderie.
A fashion brand, for example, might create a limited-time “fashion lab” on Discord where fans can help brainstorm new designs. This approach appeals to Gen Z’s desire for intimacy and community while fostering a deeper connection with the brand.
Partnering with Virtual Influencers and “Digital Celebrities”
Virtual influencers are computer-generated characters with realistic personalities and lifestyles, and they’ve become popular among Gen Z. Brands are partnering with these “digital celebrities” to promote products in a way that feels futuristic and tech-savvy. Unlike human influencers, virtual characters can be meticulously controlled, always on-brand, and available around the clock for interactive campaigns.
Some brands have even created their own virtual influencers to represent their brand voice and values. For Gen Z, this blend of technology and storytelling feels novel and fresh, providing a unique experience that stands out from traditional influencer marketing.
Flash Sales and “Surprise” Drops via Text Messages
While email marketing can be easily ignored, text message marketing has a higher open rate and a more immediate impact. Brands are now using SMS to launch flash sales and surprise product drops, which create a sense of urgency and exclusivity. For instance, a beauty brand might send a text to subscribers with a one-hour discount on a new product.
This tactic aligns with Gen Z’s love of exclusivity and instant gratification, delivering a special offer right to their phones. By limiting the sale duration, brands create FOMO, encouraging recipients to act fast, which can boost sales and engagement in a short timeframe.
Creating “Rivalries” with Other Brands
One of the more unusual approaches is brands creating friendly rivalries or faux “beef” with other companies to capture attention. This playful tactic taps into Gen Z’s appreciation for humor and drama, as they love brands that don’t take themselves too seriously.
For example, fast-food brands have created lighthearted Twitter spats, playfully roasting each other over products. These mock rivalries generate engagement as fans weigh in, take sides, or even create memes around the interaction. This strategy allows brands to display personality and humor while driving conversation in a way that feels entertaining rather than overly promotional.
Hosting “Brand Challenges” on BeReal
BeReal, the social app that prompts users to take and share real-time photos, has been popular among Gen Z for its emphasis on authenticity. Brands are now starting to create BeReal challenges, where they encourage users to share moments that align with a theme or product message.
For example, a fitness brand might ask followers to capture their “sweat check” post-workout, or a food brand might prompt users to share their current snack setup. By tapping into BeReal’s unique appeal, brands can engage with Gen Z users in a casual and authentic way, aligning with their desire for transparency and real-life moments. These challenges encourage user-generated content and give brands a window into their fans’ everyday lives.
Encouraging User-Generated Content (UGC) for Authentic Engagement
Gen Z values authenticity and relatability, making user-generated content (UGC) one of the most effective tools in a brand’s marketing arsenal. Rather than traditional ads, Gen Z prefers to see real people using and enjoying products in their everyday lives.
UGC campaigns leverage this by encouraging fans to create content featuring the brand, turning them into active participants in the marketing process. Brands can incentivize UGC by launching hashtag challenges, offering shout-outs or rewards, and even collaborating directly with fans on creative projects.
For instance, a skincare brand might prompt users to share their morning routines with a specific hashtag, creating a wave of organic content that feels more genuine than polished ads. Some brands even give their followers creative prompts or themes, turning UGC into a collaborative project that allows followers to feel like they’re contributing to the brand’s identity.
This approach not only provides brands with a stream of fresh, authentic content but also gives Gen Z consumers a sense of ownership and belonging within the brand’s community.
Brands like Starbucks and GoPro have mastered UGC by consistently encouraging their fans to share moments involving their products. For Gen Z, seeing other customers’ authentic experiences often carries more weight than corporate messaging, as it reflects the product’s real-world appeal. By putting UGC at the forefront of their strategies, brands can build a community around their products, enhancing loyalty and trust among their Gen Z audience.
Marketing to Gen Z requires brands to push boundaries, adopt a bold and experimental approach, and create genuine connections. From launching exclusive Discord communities to gamifying brand experiences with digital scavenger hunts, brands are finding ways to keep Gen Z engaged in unexpected ways. Read more from our blogs marketing section.
