Gen Zers in marketing—why executives must embrace their ideas for social media success

We consume memes for breakfast, navigate social media like it’s second nature and speak TikTok lingo like our mother tongue. We're your Gen Z employees. Allow me, a 25-year-old TikTok expert and Gen Z advocate, to shed some light on how putting a bit more trust in us could level up your company’s social media game. Remember when the world went TikTok-crazy during the 2020 lockdown? In my first job, while also juggling studies at Copenhagen Business School, I was called on to launch Domino's Pizza on TikTok in Denmark. The outcome? A viral debut, drawing in thousands of followers and heaps of organic views within 24 hours. That led to my current role as head of TikTok at social media agency, Kubbco. Working in a world where my fellow Gen Zers and I spend almost as much time on TikTok and any other social media as we do sleeping (trust me, it's close), I've witnessed firsthand the incredible potential of these platforms. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here But here's the problem: When it comes to pitching those out-of-the-box, Gen Z-inspired ideas to seasoned executives, it can feel like asking a fish to do the moonwalk. There's a skepticism toward embracing “Gen Z” ideas, often due to a lack of understanding and firsthand experience with platforms such as TikTok. And as a Gen Z professional, sitting there in your early 20s and pitching social strategies for a 50-year-old CMO, it’s not always easy. With some clients, I never even mention that I’m Gen Z, because that could immediately alter their image of me. Nonetheless, they can still tell I am younger, which is why I have learned to be very direct and honest in my communication. I’ve found myself pitching TikTok ideas to executives who often hesitate, questioning the platform and shying away simply because they don’t personally understand it. I urge them to consider: Are you the intended audience? The hesitation is real, I get it. But here's the payoff: When you trust our social media-savvy brains, the outcomes can be pretty impressive. Just look at the Gen Z geniuses behind the TikTok accounts of The Washington Post, Ryanair and Duolingo. These aren’t brands testing waters; they’re leading the dance floor. By trusting their Gen Z employees, they’re shaping a digital world that goes beyond content—it’s an engaging and entertaining experience. But not everyone gets it. I’ve seen so many companies attempt the TikTok tango only to end up more like the awkward boomer who had one too many tequila sunrises on the dance floor. No names, but if you’ve seen it, you know it. Today, if a client wants something that’s not going to work on TikTok, I’m very blunt and I’ll say “We can do it, but it’s not gonna work. Money straight out of the window for you.” And then I propose an alternative. I’ve also had multiple clients who would come to us (after having trusted us) and explained how their child told them that they love the TikTok account for the company that they work for. That’s music to my ears and shows we’re headed in the right direction. Check out the latest Ad Age events and award programs Trusting your Gen Z employees isn’t just a nice-to-have, it’s a must-have in this constantly shifting landscape of social media marketing. I ask professional marketers to look direct your attention to the interest of the target audience. And as a Gen Z individual, all that I ask is that you have a little faith in our insights, in our expertise and in our understanding of social media. Believe me, we’re not just twirling around. Those of us immersed in these platforms are in tune with the vibes, the memes and the trends shaping these digital spaces. (But we also get that this is possible within the brand parameters and business goals of your company. It’s feasible to be clever and crazy at the same time.) So, dear executives, as the torchbearers of your company’s future, I implore you to embrace the offbeat, the unexpected and the seemingly crazy ideas. When you do, the enchantment unfolds, and your brand’s social media presence becomes a tale worth retelling. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Gen Zers in marketing—why executives must embrace their ideas for social media success

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