Why Branded Content is the Ultimate Way to Engage Gen Z

Introduction
Born into the digital age, Gen Z has grown up with constant access to technology and a world of limitless content. This diverse, tech-savvy generation prefers authenticity, relevance, and emotional connection over traditional advertising. With 76% skipping ads on YouTube and 67% viewing brands as “uncool,” advertisers face significant challenges in reaching and engaging this audience. However, branded content emerges as an effective way to overcome this challenge, offering a way to build trust and foster engagement with a generation that craves meaningful connections.
Challenges in Engaging Gen Z
Reaching Gen Z requires navigating their unique preferences and digital behaviors:
- Digital Overload
- Constant exposure to ads leads to shorter attention spans, making it hard to capture interest.
- Distrust in Brands
- Only 25% of Gen Z believe most brands are trustworthy, preferring authentic content over traditional ads.
- Ad Avoidance
- With minimal television consumption and frequent use of ad blockers, interruptive advertising struggles to break through.
- Desire for Emotional Connection
- Gen Z expects brands to align with their values and foster genuine relationships.

Branded Content Resonates Best
Branded content addresses these challenges, offering non-intrusive, engaging experiences that Gen Z willingly opts into. It works because:
- It Drives Active Attention
- Branded content integrates into Gen Z’s digital habits, meeting them on platforms like TikTok and YouTube.
- It Leans Into Authenticity
- Collaborations with trusted publishers and creators enhance credibility by coming from authentic sources.
- It’s More Relevant
- Customised storytelling resonates deeply with their interests, from sustainability to mental health.
- It Creates An Emotional Connection
- Through content that aligns with their values, building loyalty and shared purpose.
Gen Z’s Needs and Media Habits
Understanding what motivates Gen Z is critical to crafting impactful branded content and digital campaigns:
- Sustainability Advocates
- Gen Z values brands that take visible action on social and environmental issues.
- Mental Health Focus
- Content addressing self-care and emotional well-being resonates strongly.
- Creativity and Individuality
- Gen Z celebrates creative expression and seeks content that inspires innovation.
- Community Seekers
- They engage with brands that foster inclusive, like-minded communities.
With 77% preferring to shop from brands they follow on social media and 63% engaging with video ads more than other formats, branded content offers an unparalleled opportunity to connect with this hard to reach audience.

Strategies for Effective Engagement
If brands want to engage Gen Z successfully, they must adapt their strategies to fit in with Gen Z’s digital-first lifestyle. Some ways brands can do this are:
- Leverage Trusted Publishers
- Partner with publishers and creators Gen Z already follows, ensuring the brand message feels authentic.
- Use Short-Form Video Content
- Platforms like TikTok and Instagram dominate their media consumption, favoring snackable, visually engaging content.
- Align with Cultural Moments
- Tap into trending topics, memes, and cultural conversations to demonstrate relevance.
- Create Educational and Empowering Content
- Provide actionable insights or tips that resonate with their aspirations and challenges.
Case Study: Centennial World x Samsung Galaxy Z Flip
In a recent campaign, Centennial World partnered with Samsung to educate Gen Z about the Galaxy Z Flip 3. Through TikTok videos and articles infused with pop culture themes, they captured Gen Z’s attention while seamlessly showcasing product features. The campaign succeeded by aligning with Gen Z’s preferences for authentic and relatable content that didn’t feel like an ‘ad’.
Engaging Gen Z means brands have to depart from tried and tested tactics, moving away from intrusive and inauthentic ads towards something more authentic and meaningful. Branded content, with its focus on authenticity, relevance, and emotional connection, provides a pathway to build meaningful relationships with this influential generation. By meeting them where they are – both digitally and culturally – brands can foster trust, loyalty, and long-term engagement.

Are you ready to create branded content that resonates with Gen Z? Partner with us to craft campaigns that inspire, educate, and connect with this dynamic audience. Get in touch here