The key, according to experts, is authenticity and adapting to the content and the specific platform: advertisers must learn to know their audience thoroughly, designing personalized strategies for each channel.

Reaching Generation Z has become a real challenge for advertisers, especially in a digital world with audiences as fragmented as those found on YouTube or TikTok. This group of young people, also dispersed across a multitude of platforms, is not only difficult to reach, but also demanding regarding the authenticity of the brands that invade their digital space or privacy regulations. However, their influence on purchasing decisions, especially during the holiday season, remains crucial. This is revealed by a new survey conducted by PreciseTV and youth research firm Giraffe Insights, which reveals the complex media ecosystem in which teenagers aged 13 to 17 navigate.
46% of Gen Zers choose YouTube as their preferred platform

One of the most surprising findings is the relevance that Facebook continues to have among these young people and their parents. Despite being considered a social network for older generations, 58% of respondents admitted to being users of the platform, even surpassing Instagram, which reached 55%. YouTube and TikTok, however, dominate the landscape, with 46% and 29% preference respectively, when asked what their favorite social network was.

Content consumption by Generation Z is marked by a diversity of genres, with a clear dominance of content related to video games and music on YouTube. However, what is most interesting is how these young people perceive advertising on the different platforms. Although YouTube takes the cake in terms of perceived quality of ads, with 27% of respondents considering them superior to those on other platforms, it is also true that 25% of young people skip all ads on the platform.
The controversy of advertising on social media

Skepticism towards advertising is particularly evident on networks such as TikTok and Instagram, where only 19% and 10% of respondents, respectively, enjoy the ads. This rejection is even greater when the advertising is not authentically integrated with the creator's content. A recent example of this was the collaboration between influencer Charli D'Amelio and Ford, which was harshly criticized by the audience for not fitting the creator's usual style, according to AdAge, based on statements by Ben Harms, chief growth officer at Archrival.

The key, according to experts, is authenticity and adapting to the content and the specific platform. Advertisers must learn to know their audience thoroughly, designing personalized strategies for each channel.

In addition to their skepticism, Generation Z shows interest in nostalgic content, whether TikTok or YouTube is their social network of choice. Faced with a reality marked by economic precariousness and an uncertain global environment, these young people find solace in content that reminds them of simpler times. This interest in retro is reflected, for example, in their consumption of old content instead of new releases on streaming services such as Netflix, which remains the preferred option for teenagers with a preference of 27%.

Ultimately, reaching Generation Z requires more than just advertising presence; it demands a deep understanding of their media habits, their values ​​and, above all, a genuine connection with their interests and concerns.

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