Caught in the Scroll: How Gen Z Shops with Their Thumbs (and How Brands Can Catch Up)

In this insightful read, we delve into how Gen Z navigates their decision-making process, from sudden impulses to taking action, all while enjoying content on TikTok and Snapchat. You’ll learn why traditional marketing approaches often fall flat, how user-generated content (UGC) has turned into a treasure, and the importance of building trust through those surprisingly relatable videos. To keep your brand in touch with what matters, it’s essential to engage with them like a true friend.

How to influence Gen Z?

Let’s be honest: Gen Z isn’t reading your emails. They’re not Googling your product. And no, they’re not waiting for your glossy brand commercial to interrupt their streaming.

They’re scrolling. Swiping. Double-tapping. Skipping.

They’re hunting for entertainment, information, community, and vibes — all at once. And if your product fits in there somewhere, well, congratulations: you’ve just made it into the most chaotic and fascinating customer journey in modern marketing.

Gen Z’s Buying Behavior: Research, But Make It Fun

Contrary to popular belief, Gen Z isn’t impulsive. In fact, they’re suspiciously rational. Before making a purchase — whether it’s lip balm or a laptop — they:

• Watch reviews on TikTok.
• Check Reddit threads (“Is this a scam?”).
• Look for creator opinions they trust.
• Check the price tag and look for dupes.
• Validate it with a friend group.
  Watch a YouTube how-to.
  Then decide to maybe, possibly, click “Buy”.

So, where do Snapchat and TikTok come in?

TikTok = The New Search Engine

TikTok is where Gen Z discovers products. It's Google, Pinterest, and YouTube’s cooler cousin rolled into one. Want to reach Gen Z? TikTok is the playground, the classroom, and the storefront.

What works:

• Relatable content: No studio lighting, no scripts. Think “day in the life,” “3 reasons I love this,” or “What I’d never buy again.”
• Micro-influencers: Real people with real opinions and a group chat of followers who trust them.
• Short, snappy, weirdly specific videos: Like “If you have a nose like mine, you need this sunglasses brand” or “What my tote bag says about me (and yours).”

Snapchat = Chat + Map + Mischief

Snapchat isn’t where Gen Z shops. It’s where they live. They send photos, plan hangouts, and stalk each other on SnapMap (don’t judge).

But that means: if you show up here, you need to blend in.

What works:

• AR filters (think fun, not product-centric)
• Short, funny, non-skippable ads (max 6 seconds)
• SnapMap presence (if you’re a local brand — BE on the map!)
• Clickable “swipe up” offers that don’t scream “BUY NOW”

UGC is King (But Hard to Get)

User-generated content (UGC) is gold. Gen Z trusts friends, not faceless logos. But getting them to create content for your brand?

Tough.

They’ll recommend your product in a WhatsApp group — not in a TikTok video. So don’t push them to become creators. Instead:

• Reward word-of-mouth (referrals, sneak peeks, “tell-a-friend” deals)
• Feature their reviews (even if it's just screenshots)
  Celebrate their unboxing snaps (Snapchat is full of them!)
  
  

Final Thoughts

Want Gen Z to care about your brand? Don’t just advertise. Be useful, be funny, be real. Show up on their scroll in ways that feel like a friend, not a salesperson. Because in the world of infinite content, the brands that win are the ones that feel human.

Q&A Summary for Marketers: Reaching Gen Z on TikTok & Snapchat

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What characterizes Gen Z?

• Gen Z is cautious but curious. They do research before trying something new — especially when it involves health or money.
• They trust people over brands. Small influencers and peers are more persuasive than celebrities or commercials.
• They are mobile-first. Everything needs to be quick, intuitive, and mobile-friendly — especially booking tools and content formats.
• They use TikTok as their search engine. From reviews to how-tos, Gen Z starts on TikTok before Google.
• They show offline loyalty. Many still stick with their hometown stores or opticians when studying elsewhere.

Why does Gen Z use TikTok?

• To discover new things — products, creators, trends.
• To search for answers, reviews, or tutorials.
• To be entertained with short-form video.
• To learn in fun, visual ways (e.g. “How to style...”, “Day in my life”, “Unboxing…”)

Why does Gen Z use Snapchat?

• To communicate with friends and keep social streaks.
• To check SnapMap — a popular and underused discovery surface.
• To have fun with AR filters and stickers.
• For short bursts of content, not long explorations.

How can you use TikTok to reach Gen Z? What platform characteristics must I take into account?

• TikTok is a discovery and search engine. It works across the full funnel.
• Content must be relatable, short, native in tone, and driven by real people.
• Use micro-influencers, storytelling, humor, and visual creativity.

How can you use Snapchat to reach Gen Z? What platform characteristics must I take into account?

• Snapchat is best for awareness. Great for short ads and AR.
• Works best with geo-targeted SnapMap visibility or playful filters.
• Less effective for complex conversions or deep storytelling.

What does Gen Z want from content?

• Authenticity: real stories, real people, not scripted.
• Short formats: 1–2 seconds to hook, <7 seconds in total.
• Fun: humor and visual appeal beat information overload.
• Clear value: trials, discounts, and relatable incentives.
• Visual education: explainers and how-tos in video format.

What are the advertising challenges on TikTok and Snapchat?

• Low trust in typical ad formats.
• Short attention spans.
• Hard to generate UGC at scale.
• Platform-specific complexity (TikTok algorithm, Snap Discover underused).

Should I combine ads and posts on TikTok and Snapchat with other channels?

• Yes. Use YouTube and Google for validation
• Instagram for reinforcement,
• and your website for clarity.

What role do TikTok and Snapchat play in Gen Z’s daily life?

• TikTok is discovery, entertainment, and search.
• Snapchat is private messaging, location checking (SnapMap), and playful interaction.

What are the most effective types of touchpoints on SnapChat and TikTok for awareness, trust-building, and conversion?

• Awareness: Snapchat SnapMap, AR filters, short ads.
• Trust: TikTok micro-influencers, YouTube explainers.
• Conversion: Trial landing pages, mobile-friendly booking tools, referral codes.

Should my brand use branded content, influencer marketing, user-generated content (UGC), or a mix for Gen Z?

• A mix. Use branded for clarity and education.
• Use influencers for trust and reach.
• Encourage UGC for authenticity and peer validation.

What should happen after a user clicks on a Snapchat ad or content?

• Route them to a clear next step: free trial, store locator, or booking tool.
• Keep it fast and mobile-friendly.
• Consider using SnapMap or local events to complete the loop.

What should happen after a user clicks on a TikTok ad or content?

• Lead to a simple page with what they came for (demo, trial, or info).
• Avoid too many steps.
• Reinforce with YouTube or Google content they can search for.

What kind of digital experience or incentive converts Gen Z?

• Peer rewards (e.g. refer-a-friend offers).
• Free trial offers (e.g., free trials / samples - worth about 15-30 euros gets them moving).
• A fast, mobile booking tool.
• They can watch optional content to feel safer/better informed (explainers).

How do I include local stores or resellers in my strategy for Gen Z?

• Use SnapMap or TikTok geo-tags to highlight local businesses.
• Include optician trial sign-up tools.
• Provide local content that can be adapted by stores.
• Activate during “city arrival moments” like university intro weeks.

This Q&A-style summary is based on combined insights from surveys, interviews, campaign analysis, and live student presentations conducted during the Maastricht University – Embrosa – Gen Z challenge, June 2025.