5 Ways to Market Effectively to Gen Z Students
Gen Z – those born between 1997 and 2012 – include your current and incoming high school students. While the oldest in this cohort are now adults, the youngest are just entering their teens. They’ve grown up with social media, smartphones, and streaming. In fact, many of them learned to swipe before they could speak.
This is the first generation of true digital natives. Nearly all teens (95%) have access to a smartphone, and nearly half say they’re online “almost constantly.” They are identity-conscious, mental health-aware, and deeply values-driven.
They expect transparency. They crave authenticity. And they are allergic to feeling marketed to. If your school wants to stand out to this crowd, your message needs to feel more like a conversation and less like a campaign.
As a private or independent school marketer, you need to know what your Gen Z audiences care about, where they spend their time, and how they engage with information. Here are five ways to connect with Gen Z students and actually get them to care.
Learn More: A Family Decision: Why Marketing to Students Matters
1. Create Content They’ll Actually Watch
Gen Z grew up with a camera in their pocket and a feed full of videos. They curate, remix, and share content as a way of expressing themselves. For this generation, visuals are the language. They scroll fast, spot inauthenticity instantly, and are far more likely to engage with a school that feels alive and relatable on their screens.
Here are some fast facts:
- 93% of U.S. teens use YouTube, and 73% say they use it daily
- 63% are on TikTok, and nearly 50% of them use it every day
- Instagram and Snapchat also remain top players in their digital diets
If your social media content doesn’t include video, it may not even register.
- Share day-in-the-life videos, student Q&As, short behind-the-scenes clips, and even memes (yes, memes).
- Use Instagram Reels, TikTok, and YouTube Shorts for platform-native, vertical content.
- Let students create some of the content themselves – they know what resonates.
Gen Z spends an average of 4.5 hours per day on social media, and most of the content they’re consuming is in video format.
Learn More: Elevate Your School’s Instagram Game with These 8 Simple Tips
2. Show That You Care About How They Feel
Mental health is top of mind for this generation. They’re stressed, hyper-connected, and deeply aware of the toll that takes. Gen Z is the most likely generation to report poor mental health, and 70% of teens say anxiety and depression are major problems among their peers.
- Highlight student support like counseling services, social-emotional learning curriculum, and stress-reduction initiatives such as mindfulness rooms or quiet spaces.
- Use your school’s social channels to normalize conversations around well-being and support. Feature students leading mental health clubs, introduce your counselors through Reels, or post calming tips during finals week.
- Bring students into the conversation. They want their voices heard when it comes to what they need. Create anonymous surveys, form student wellness committees, or host open forums.
A strong wellness program is good for students and your bottom line. It reduces attrition by supporting students through tough times, reinforces your school’s values to prospective families, strengthens community trust, and shows that your school prepares teens for life.
Learn more: How to Uncover & Leverage Your School’s True Differentiators
3. Prove You Stand for Something
Gen Z students care about what schools stand for, not just what they offer. They’re active, aware, and want to align with organizations that reflect their beliefs – 67% of Gen Z buys from brands that support causes they care about. Schools are no exception.
- Showcase your values on Instagram and TikTok. Highlight student-led clubs, sustainability efforts, DEIB programming, and service initiatives through Reels, Stories, or short-form videos.
- Use blog posts and newsletters to go deeper. Feature Q&As with student leaders, reflections from school staff, or behind-the-scenes snapshots of real impact.
- Include these stories in your admissions funnel. Add cause-driven content to virtual tours, open house slides, or follow-up emails to help values-aligned students and families connect.
Learn more: How to Uncover & Leverage Your School’s True Differentiators
4. Streamline All Digital Interactions
Gen Z expects seamless digital experiences. They’re not going to pinch-and-zoom their way through a clunky admissions page. The majority of Gen Z (88%) prefers mobile over desktop when browsing the internet, which includes researching schools.
- Don’t lose them with a lag. Make sure your website and admissions process are mobile-first and fast-loading.
- Use QR codes on printed materials that link directly to videos, virtual tours, or application pages.
- Automate helpful touchpoints with text message reminders, easy event sign-ups, and streamlined forms.
Gen Z will bounce from a slow or confusing site fast. Make it smooth or risk losing them.
Learn more: Presenting Your School Consistently Online
5. Empower Students to Tell Your Story
Gen Z doesn’t trust institutions, they trust real people. This generation values family members, friends, and ordinary people doing good far more than any official source, including schools and media.
- Let current students be your best marketers. Feature them in Instagram takeovers, unscripted videos, blog posts, or a day-in-the-life TikTok series. Aim to showcase at least one student voice per month.
- Identify student ambassadors: Look for students who are active in your community (clubs, arts, athletics) and already love sharing their school experience. Ask teachers or counselors for nominations to keep it diverse.
- Showcase student life in action. Feature student clubs, causes, and everyday moments so prospective students can picture themselves on your campus.
Learn more: Should Our School Be on TikTok?
Want them to believe your school is a fit? Let them hear it from someone just like them.
Gen Z is values-driven and very online. They care about mental health, social justice, and having a voice in their education. And they won’t just take your word for it – they’ll research, verify, and crowdsource their way to a decision.
To reach them, you need to create experiences that feel less like marketing and more like real life. That means video-first content, authentic student stories, a strong digital presence, and values that align with theirs.
If you’re ready to elevate your school’s Gen Z strategy, or just want help translating your message into their language, let’s chat.
At Metric Marketing, we develop measurable and practical strategies to help private and independent schools like yours to make the most of your marketing efforts. We’d love to discuss your private school’s marketing requirements with you. Contact us today to speak with our marketing professionals or use the form below to sign up and receive more marketing tips in your inbox.
