Comparative Analysis of Marketing Campaigns Targeting Millennials and Generation Z

Comparative Analysis of Marketing Campaigns Targeting Millennials and Generation Z


Marketing campaigns targeting young consumers have been increasing over the years. The use of social media has become a trend in most of these campaigns to engage the young generation regarding their brands through various activities such as events and giveaways. This article focuses on marketing campaigns of YouTube, Twitter, Facebook and Instagram for these two generations (millennials and Gen Z).

The purpose of this comparison is to determine the efficacy of social media marketing campaigns on generation Z and millennials, two generations that are currently hard to reach with traditional advertising. Previously, young adults would not even have phones or computers, let alone social media accounts. However, social media has now become a way for this generation to connect with others.

Social media is great for getting online and reaching out to consumers. It’s a very effective tool to promote your business, and it also helps you find new customers. One of the biggest advantages of social media is that you can use it to create a sense of community within an organisation because people often share content with other people they know in person or online. Social media can also be used to gain visibility and generate sales leads.

Social Media Use Among Millennials and Generation Z

Social media has become a way of life for millennials, leading the charge into Generation Z. It’s important to note that social media platforms have changed over time which has helped increase usage among younger generations. For example, TikTok was first based on people dancing and then later made more songs and groups that fit into the category of music.

Instagram was originally made to post pictures but ultimately evolved into being able to save them to your camera roll (for later use). Facebook has been made for multipurpose reasons such as businesses using it to advertise their goods/services etc.

Marketing Strategies of Millennials and Generation Z

The Generation Z demographic consists of those born between 1997 and 2012 and Millennials (born between 1981 and 1996) and Generation X (born between 1965 and 1980). They are also known as iGeneration and are often referred to as Digital Natives. This age group has grown up with technology from birth, has grown up with smartphones and tablets from childhood, has grown up with social media marketing practices since they were kids, uses messaging apps, use mobile payment systems and more.

Millennials and Generation Z consumers want to connect with brands and are willing to share their experiences. These young audiences want a real relationship, not just a shopping experience. A successful marketing plan will ensure that your brand is on point and has the right tone, as well as being conversational and authentic.

Generation Z is quick to turn to a brand if they are unhappy. They take the time to let their feelings be known and communicate directly with brands via social media, email, and text messages. If a brand doesn’t respond to this kind of communication on time, it will often move on to other brands. However, if you have a strategy in place for Generation Z

marketing and customer service, this generation can become loyal customers who will stay with you for the long haul.

The overall discussion about marketing campaigns targeting millennials and generation Z revealed that both Generation Z and Millennials have different views on the uses of several innovative technologies.

On one hand, Generation Z tends to use social media for entertainment purposes. They also use it for burying products from the online market. On the other hand, Millennials are caring about their own business and use social media for promoting their business.

Similarly, from the quality review, it can be observed that nowadays both generation Z and millennials buy products based on the available discount rate of a product (Hays, Karasek & Zdenek, 2021). Customers are less focused on brand recognition and brand performance on buying a product from an organisation.


Each generation has its own set of characteristics related to marketing for brands. Some have very different views and perceptions which makes it hard to market to them in the same way that we did the previous generation. Use customer reviews to understand how each generation thinks, feels and acts differently towards your brand in a very important aspect – marketing communication. The generation Z population uses the social media platform mainly for entertainment purposes. On the contrary, the millennial population mainly uses social media for work purposes.

Digital marketing is continuously changing and evolving, as a result, it might be difficult for brands to keep up with everything in their respective industry. Brands often have to focus on what’s working and what isn’t. Consistency is key when it comes to reaching their audience, which is why it makes sense to understand how each generation reacts differently to marketing.