Gen Z Marketing – Insights from Hootsuite CEO Irina Novoselsky

Recommendation: implement a three-layer playbook on every campaign: start with mobile-first shorts on the platform, align with a clear purchasing signal, and review results within 72 hours to iterate, break silos between creative, media, and product teams.

In field tests led by the platform’s top strategist, marketers should break the habit of one-channel thinking and map the journey across touchpoints, discovery to advocacy, ensuring each step is optimized for phone usage and talking with real users.

Content strategy must address what audiences care about exactly, including français and other languages; the bilingual approach extends reach, with assets ready for download and quick adaptation. Apply a filter for intent and a tone aligned with the environment; test on phone contexts and across platform placements.

Pilot plan: run in 2-3 markets over 10-14 days, with a review cadence to compare creative variants. Track a 20% lift in selling conversions and a 1.5x boost in engagement; mine data in real time to adjust budgets and creative every day. Keep the language concise about value and next steps.

Next steps: assemble a concise journey map, mine signals from phone touchpoints, and sustain an ongoing review cadence. The goal is ever better outcomes with less friction, helping marketers selling more efficiently while preserving trust in every interaction on the platform.

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Recommendation: Craft one actionable comment prompt: a 30–45 second video idea with a strong hook, to be posted within 24 hours. Highlight the cutting-edge angle and the power of authentic voice, and include plans that align with audience wants. Use captions in türkçe and Polski, with multilingual scenes, to reach a million viewers and grow a durable audience. Step-by-step: outline the hook, the call-to-action, and the metrics you’ll track to prove impact.

Rationale: Engagement in short videos often depends on a crisp start and a clear value proposition. A single, well-timed concept can scale across platforms as a technology-enabled approach; if you publish with interactive elements, leadership teams notice. It can reach a million views quickly, while engagement from members across languages like tiếng, türkçe, Polski confirms localization works. Track time, completion rate, shares, and comment quality to guide future plans. This is important for retention and for shaping broader content strategies, especially when you consider trillion data points across global networks.

Localization and tone: Do not копировать templates; tailor the script and visuals to each audience within their language context. Use authentic phrases in türkçe, Polski, tiếng; adapt visuals to local culture; plan for a multi-language drop within a single campaign window to maximize resonance and build authentic communities within each market.

Execution checklist: 1) define wants and pain points; 2) draft a five-line, 15–20 second storyboard; 3) prepare a three-video sequence; 4) set plans for A/B tests of hooks; 5) measure impact with time, view-through, and engagement metrics. Include interactive questions and a simple mark CTA to prompt responses. Some theyll try to copy the approach, but remember: копировать isn’t enough without adapting to local language and timing. Keep the skill set tight–time management, creative feedback, and rapid iteration–and aim for measurable progress within a week.

Comment guidance: Ask readers to share a concrete example of a concept that would attract the attention of younger audiences. Require they explain the skills they’ll develop, the mark they aim for, and how they’ll avoid копировать others. If possible, suggest a cross-language test with Turkish, Polish, Vietnamese communities and a plan to iterate within a week. The result should be an interactive thread that strengthens leadership and community trust, while honoring privacy and authenticity, and keeping the momentum alive with real-time feedback from members who actually engage with the content.

Identify Gen Z values shaping platform choices

Open, native shopping flows on social ecosystems; use facebook shop integrations to keep buyers on-platform and drive checkout on a mobile-friendly website; set a goal to cut cart abandonment by 15% in eight weeks.

Build пользовательское content and engage with members to lead conversations, raise trust; invite ratings, publish thought leadership pieces, and reinforce leadership in community responses, ever ready to adapt.

Localization matters: Čeština, итальянский, magyar; tailor captions, voice, and visuals for each market; roll out language-specific content calendars and testing scripts.

Channel mix and outside considerations: prioritize open platforms; tests on facebook, own website, and outside apps; track time-on-posts, time-to-click, and productivity metrics; hubspot shows progress and has been proven to align teams with marketing goals.

irina thought leadership emphasizes simplicity, fast feedback loops, and practical value; plan ahead with a shared calendar and updated plans at least two weeks before publishing; measure every week and mine data to refine content strategy.

Timing and channels: micro-moments Gen Z acts

Invest 60–70% of short-form content into 5–10 second vertical videos on reels and other platforms, published in lunch (11:30–13:00) and after-work (18:00–20:00) windows; turning moments occur in every micro-moment, so include a crisp value hook and a single click to a purchasing page, because theyre deciding in real time and respond to frictionless paths.

Where they engage most, presence across channels matters: native formats for reels, stories, and short clips require a consistent look; behind-the-scenes clips that explains why a choice was made build trust and often prompt ratings from peers.

Localization matters: captions in шведский and français reduce friction at the deciding moment; use hubspots dashboards to map impressions to purchases and to observe purchasing paths across platforms; this supports building a complete cross-channel presence.

Often test a two-path flow: a one-click shop path and a learn-more path; measure conversions in hubspots and adjust so every frame reinforces value with a consistent CTA across platforms, yielding faster decisions and stronger presence.

Authenticity: brand voice and risk to avoid cringe

Implement a 25-word brand voice kit and apply it to every post to reduce cringe and lift results with the audience.

• Voice kit design: 25 words max; capture tone, vocabulary, cadence; include guidance for buyers and their conversations; ensure alignment across youtube, shorts, and posts; provide examples for marketers; test watchability at a glance.
• Consistency and tone: use the same cadence, punctuation, and level of formality in all formats; this reduces cringe risk and builds recognition; pilot Vietnamese-language variants where relevant; use concise phrases to keep watch time high.
• Process and checks: run break checks during ideation; cut fluff, turning complex ideas into concise lines; maintain their voice across team; ensure content remains authentic.
• Measurement and iteration: track watch time, completion rate, audience sentiment for posts and shorts; aim for 10-20% lift in results; minimize less guesswork by using data and resources; share resources with the team; incorporate buyer feedback to refine tone.
• Localization and resources: hubspots explains that authenticity scales when teams implement a structured tone and consistent prompts; conduct conversations with international buyers; pilot Vietnamese shorts campaigns; adjust tone and vocabulary based on audience insights; maintain a disciplined process cadence for global content.
• Cringe risk and baby steps: avoid hype, promises, or over-polished scripts; keep sentences short and human; test with a small audience of buyers; then iterate before wide rollout; use a turning point when content loses the feel of real conversations.
• Technology and science backing: align with platform best practices; monitor algorithm changes and watch metrics; cite credible sources; allocate resources for ongoing learning.

Content formats Gen Z prefers on TikTok, Instagram, and Discord

Recommendation: Ultra-short, vertical videos on TikTok (6–12 seconds) with a sharp 2-second hook, followed by 15–30 second iterations; on Instagram, blend Reels and Stories with interactive stickers; on Discord, cultivate ongoing conversations through weekly live sessions and exclusive text channels.

On TikTok, theyre drawn to immediate value: a 2–3 second hook, then a rapid payoff in the next 6–12 seconds. Short-form videos with on-screen captions outperform sound-only posts; use trend sounds to extend reach, and end with a crisp CTA to click or participate. Some hear content through captions, which improves accessibility. Test two or three formats weekly to capture what resonates with the current demographic, and layer in weather-related themes for relevance within the world they inhabit.

Instagram performance favors native-feeling Reels (15–30 seconds) and Stories with polls or questions. Carousels build a quick narrative, and a concise публикация acts as a hub for saves and later reference. Include a guide (guide) to help followers apply tips, and consider français language variants to reach multilingual segments–maintain consistency across the network.

Discord content centers on community rituals: text channels for short updates, voice channels for live shows, and scheduled behind-the-scenes streams. Emphasize transparency to protect конфиденциальности and establish clear rules; offer private channels for close groups and exclusive events to deepen engagement; recap highlights after each session to feed future conversations. Include behind content in a dedicated channel to build curiosity.

Across environment, combine data science with audience feedback to tailor formats. Environment matters for each audience segment, so measure engagement, completion, and click-through rates; monitor sentiment and activity in the network; adjust content in near real-time and use science-backed experiments to guide next moves.

Next steps: plan a two-week rotation–one trend-driven TikTok video, one native Instagram Reel, and one Discord live session–then iterate on results. Book a recurring slot for bilingual releases (français) and publish in публикация formats; keep anything that sparks conversation; george will anchor the narrative; theyll be cross-posted with a concise description, and every feedback loop will guide the next plan.

Creator partnerships: scalable co-creation strategies

Launch a three-tier creator-co-creation program with explicit milestones, revenue sharing, and protected IP, then scale by reinvesting 30% of early results into the next wave of partners. This trillion-dollar opportunity demands clean contracts, a clear roadmap, and a fast feedback loop.

Demographic mapping centers on a youth-forward audience: primary age 16-28, smartphone-first, multilingual reach, and a strong tilt toward short-form video. Target 200 creators in year one, with 5-7 niche clusters (fashion, tech, gaming, beauty, sustainability) to drive scaling; aim for 1-2 million engaged users monthly across core channels. Use click signals and watch-time as primary indicators, and cut underperforming loops within 72 hours. Playing into this approach accelerates momentum.

Content and product alignment: co-create 2-3 products per partner, anchored by a shared brief and a modular content kit. Build an example library and a short book-like guide that teams can reuse–these templates speed onboarding, reduce production friction, and alert leadership to fast wins. Shorts formats become testing ground for hooks before long-form investments. Creators actually shape the process, bringing something new to every iteration.

Localization matters: integrate tiếng into subtitles and voice for key markets, plus 2-3 localized variants per market to match local sensibilities. Tie localization to a fast-feedback protocol: measure CTR, retention, and results; if a variant falls by more than 15%, pivot within the next cycle and reallocate spend accordingly. This approach respects language nuance and cultural nuance alike. talk sessions with creators provide early signal for adjustments.

Governance and accountability: designate a partnerships leadership unit; implement weeklyКомментарий delivered by a cross-market team to surface learnings and feed into concrete plans. Leadership reviews occur quarterly; outcomes are measured against benchmarks to enforce discipline. The framework also ensures alignment, budgets, and strategic priorities across regions.

Risks and guardrails: cutting-edge safety checks, clear escalation paths, and a bias toward baby steps to manage risk. If a metric falls, pivot within the cycle; isnt acceptable to leave underperformers beyond one iteration. This science-and-tech-informed approach gives executives a capped risk ceiling and keeps the crowd engaged – this is where the plan actually translates into scaling and a profitable playground for creators and brands alike.