Step 1: Know your target audience and their world
Nothing about us, without us
Those who know me know that this is my mantra in everything I do. You cannot start with youth communication without first talking to young people themselves and listening to them. And one more reality check: there is no such thing as the young person.
You need to know their world. What frustrates them? What are their biggest dreams? Who is their favorite singer? Which influencers do they follow and why? What do they like to watch on Netflix? How do they talk to each other? By getting inside their heads and hearts, you build a connection that would otherwise not be possible. Young people immediately sense when a message is not made for them or when it is not sincere. So: involve them, listen, and let them help think things through.
Step 2: Channel mix – Knowledge of the channels
A frequently asked question is: which channel are young people on now? TikTok is hugely popular, but Snapchat is still alive and well. And what about Discord and Pinterest, the less visible but influential platforms?
When we look at the figures, one platform consistently stands out: YouTube. More than 70% of young people use YouTube daily (!). As an organization, you may focus strongly on TikTok, but you should not underestimate the impact of YouTube.
It is essential to have a well-thought-out channel mix. Ask yourself: do I not have too many channels? It is better to focus on a few platforms that you can truly make time for, rather than being a little bit present everywhere. Also keep following the trends and changes within those channels, because they are constantly evolving. What works today may already be outdated tomorrow.
Step 3: Community-driven approach
Can social media be social?
I remember a young person who said to me: "TikTok feels to me like looking out the window and discovering the world.
Whether you believe it or not, social media is essentially about connection. Platforms encourage interaction and engagement, such as Instagram with collab posts (where multiple accounts can share a post together).
Think beyond simply reaching or informing young people. How will you interact with them? How do you build a community around your brand, organization, or message? Young people do not just want to consume, but also to participate. Create space for dialogue, actively involve them, and let them take part, both online and offline. Because even though it seems as if everything takes place online, physical events and activities are still just as important. But before you want more or different kinds of young people at your events, they will first need to discover you online or through word of mouth. Online, this can happen through your own channels, but equally important, and even with greater reach, is “earned media”. Organizations, volunteers, members, and peers who share your event and talk about it create a much greater impact than your own communication channels alone.
Step 4: Content: Keep it Short & Simple
Gen Z is growing up in a world full of stimuli, where information constantly flows in through social media, videos, and short messages. Their attention span is short, so your message needs to hit home immediately.
Use simple, direct language and avoid long, complicated sentences. Videos, infographics, and bullet points work better than blocks of text. Platforms such as TikTok and Instagram Reels show that content lasting only a few seconds can already make an impact. Less is more: if your message is not clear at a glance, you have lost them.
Step 5: Share your values
Gen Z places great value on authenticity and social engagement. They want to know what a brand or person stands for and whether those values align with their own beliefs. Transparency is crucial here: empty slogans or superficial support for social issues are quickly seen through. Show in your communication what you find important, for example by sharing concrete actions or real stories. Whether it is about sustainability, inclusivity, or mental health, if your values come through sincerely and consistently in your content, you build a strong connection with Gen Z.
Would you like to brainstorm further about how your organization can better reach Gen Z? Contact me for a no-obligation conversation. Together, we can develop a strategy that truly resonates!
Are you unsure how and whether you should still be present on social media after Mark Zuckerberg, the CEO of Meta, made an important announcement about major changes to Facebook and Instagram. Then be sure to read this blog that I wrote together with my colleague Fredo.
