5 Powerful Ways CPG Brands Can Hook Gen Z on Social Media

As digital natives, Gen Z wields immense influence and trendsetting power, helping to reshape how brands connect with their audience. So for CPG companies like yours, understanding and adapting to their unique behaviors on social platforms is crucial.

The challenge lies in balancing authenticity with ROI. Gen Z values transparency and is markedly anti-ad, which means your brand must craft genuine content that aligns with their ethos. At the same time, it’s important to optimize your food campaigns for platforms that offer measurable returns. This equilibrium demands a deep immersion in Gen Z-preferred channels, coupled with strategic planning to ensure marketing efforts translate into tangible results.

Here we break down five strategies to enable you to forge meaningful connections with this influential demographic.

1. Understand Gen Z’s Social Media Preferences

While this generation is active across various channels, their preferences for brand interactions are more nuanced.

Instagram, TikTok, and Facebook are the primary platforms where you can maximize your advertising impact. These channels offer a potent mix of visual storytelling, short-form video content, and sophisticated targeting capabilities that resonate with Gen Z’s digital consumption habits.

And while it’s true that Facebook isn’t Gen Z’s preferred platform, it still maintains a significant user base that includes Gen Z users. They’re drawn to the app in part because of specific features like Facebook Marketplace and influencer profiles. More importantly, Meta, Facebook’s parent company, offers advanced targeting capabilities across its platforms. This allows marketers to precisely reach Gen Z audiences, particularly on Instagram, which remains popular among this demographic.

Interestingly, despite high usage among Gen Z, Snapchat and YouTube do present a bit of a challenge for food marketers. For one thing, Snapchat’s limited analytics make ROI difficult to measure. And brand discovery is limited on YouTube, as users are more likely to skip ads when their main intent is to watch specific videos. To get the most out of your food marketing campaigns, focus on the channels where you can both reach younger audiences and gather important data.

Video Reigns Supreme

No matter the platform, video content stands out as the format of choice. Short, engaging clips on TikTok and Instagram Reels capture Gen Z’s attention, while longer-form content on YouTube can provide in-depth product showcases or behind-the-scenes glimpses. This video-first approach aligns with Gen Z’s preference for immersive, authentic content that feels less like traditional advertising.

To truly connect, leverage each platform’s specific features. For example, Instagram Stories’ interactive elements, such as polls and quizzes, can boost engagement, while TikTok’s trending sounds and challenges offer opportunities for brands to participate in cultural moments. By tailoring content to each platform’s unique ecosystem, you can create experiences that feel genuine to these users.

2. Craft Authentic and Purposeful Content 

Gen Z is chronically online, and can spot a marketing ploy better than anyone. More than just products; they crave purpose and authenticity from the brands they support. Therefore, you must cultivate a genuine personality for your brand that permeates your content strategy. 

Transparency about advertising intentions can also boost your credibility. By openly acknowledging promotional content and avoiding deceptive ad tactics, your brand can establish trust and reinforce its authenticity.

Influencer marketing is another powerful tool. By collaborating with influencers who align with your brand values, you can create content that feels organic and relatable, effectively bypassing Gen Z’s aversion to overt advertising.

Leveraging Food Trends and Influencer Recipes

Memes and videos centered around food trends have proven exceptionally effective in engaging Gen Z. These content pieces tap into the generation’s love for shareable, culturally relevant material. Moreover, influencer recipe content showcasing your products in real-life scenarios can drive higher engagement rates, as audiences appreciate authentic recommendations from trusted figures.

3. Implementing Platform-Specific Strategies

To maximize impact across social media platforms, CPG brands must tailor their approaches to each channel’s unique ecosystem and implement cross-platform advertising. Cross-platform ads are key to amplifying your message, so make sure you create content that can be easily resized and repurposed. This enables you to streamline your efforts across platforms while maintaining a consistent brand voice. You’ll also maximize your reach while ensuring efficient resource allocation.

Optimize for Platform Nuances

Each platform demands a nuanced content strategy. While TikTok thrives on short videos that capitalize on trending sounds and meme challenges, Instagram allows for a mix of ephemeral stories and more polished feed posts. You can utilize platform-specific features like Instagram’s interactive stickers or TikTok’s duet function to boost engagement and make your content more relatable to Gen Z users.

Remember, the key to success lies in understanding the subtle differences in user behavior across platforms. By immersing your team in these platforms, you’ll gain invaluable insights into the evolving trends of Gen Z social media consumption, allowing you to craft content that truly speaks their language.

4. Measuring Success and ROI with Gen Z Campaigns

When it comes to gauging the effectiveness of Gen Z-targeted campaigns, traditional metrics only tell part of the story. This generation communicates and engages with brands in novel ways, requiring a shift in how we measure success.

As ever, engagement rates are a crucial metric for Gen Z audiences. Unlike older demographics, Gen Z expresses interest through likes, reactions, and shares — actions that fall under the engagement umbrella. These interactions serve as powerful indicators of content resonance and brand affinity.

Beyond the Click: Understanding Gen Z Behavior

It’s essential to recognize that Gen Z’s path to purchase is rarely linear. This generation values brand authenticity and often requires multiple touchpoints before making a buying decision. That means it’s even more important that your brand focus on establishing trust and value rather than expecting immediate conversions.

Successful campaigns targeting Gen Z have demonstrated impressive results. In 2024, EHY saw clients’ engagement rates as high as 17% on Facebook and Instagram ads, with cost-per-million impressions (CPM) averages around $2.11. These figures not only reflect strong audience interest but also indicate high-quality, resonant content.

5. Optimizing Organic Profiles and Maintaining Brand Consistency

While paid advertising plays a crucial role in reaching Gen Z, neglecting your organic social media presence can undermine your entire strategy. A well-optimized organic profile serves as the foundation for credibility and trust, increasing the likelihood that users will engage with your ads and convert.

Consider the following strategies:

• Regularly update your profile with fresh, relevant content that aligns with your brand values
• Utilize platform-specific features, such as Instagram Highlights, to showcase your best content
• Engage authentically with your followers through comments, direct messages, and user-generated content
• Maintain a consistent visual style across all platforms to strengthen brand identity

Remember, your organic profile often serves as the first point of contact for potential customers who encounter your ads. A robust organic presence not only enhances the effectiveness of your paid campaigns but also provides valuable insights into audience preferences and behaviors, informing future marketing strategies.

Adapt to Thrive: The Future of CPG Marketing to Gen Z

CPG brands must remain agile in their approach to Gen Z marketing. This generation’s preferences are not static; they shift rapidly with emerging platforms and cultural trends. Brands that succeed will be those that not only keep pace with these changes but anticipate them, creating innovative campaigns that resonate on a deeper level.

EHY is a food branding and marketing agency that can help you meet Gen-Z where they are to drive meaningful engagement. Connect with us to learn more about optimizing your next campaign.