Why Gen Z Craves Personalized Content in a Crowded Market

Winning Gen Z’s attention requires a fresh approach to marketing that goes beyond traditional methods. This generation, raised in a world of constant online connection, is quick to dismiss content that feels overly polished or distant. Instead, they gravitate toward marketing that feels personal, relatable, and real—content that speaks to who they are and what they care about. In a landscape full of competing messages, marketers can no longer rely on mass marketing tactics alone. To build genuine engagement, it’s crucial to prioritize authenticity, student-centered storytelling, and visuals that capture relatable, everyday experiences.

Gen Z has grown up with social media and streaming content, making them highly attuned to online narratives. Unlike previous generations, they are more skeptical of traditional advertising and less likely to trust messages that seem too formal or disconnected. This makes it especially important in higher education marketing to create content that feels grounded in real student experiences. For many Gen Z viewers, generic messaging or institutional tones fall flat, while stories centered on the student experience feel more compelling. Rather than focusing solely on prestige or achievements, brands need to humanize their messages to make them feel relevant and approachable.

One of the most effective ways to reach Gen Z is through short-form content that’s visually engaging and easily accessible. Platforms like TikTok, Instagram Reels, and YouTube Shorts have changed the landscape, allowing for quick, authentic storytelling. Gen Z prefers stories that don’t just present information but share experiences that feel relatable and human. To connect with this audience, brands and institutions should consider creating content that mirrors the quick-paced, visually engaging style Gen Z is used to, with moments that resonate rather than just inform.

Personalization is key. Instead of sending messages from the “Dean of Admissions,” higher ed marketers might consider communications that come from current students or recent alumni who share personal experiences and insights. This kind of peer-to-peer messaging can break down barriers and create a stronger sense of community and belonging—values that are central to Gen Z’s outlook. When messaging feels like it’s coming from a real student or peer, it often holds more weight than formal, distant communications.

Diversity and inclusion are also crucial in capturing Gen Z’s interest. They want to see themselves in the content they engage with—not necessarily in a literal sense, but in a way that feels relevant and representative. Gen Z respects institutions that value inclusivity and showcase a range of perspectives, backgrounds, and experiences. For higher education marketers, this means highlighting a diverse student body and a variety of student stories. This approach helps to build trust and shows Gen Z that their individuality and perspectives are recognized.

Content should also be tailored for each platform. Gen Z engages with different platforms for specific reasons, and a one-size-fits-all approach no longer works. A video for TikTok should feel different from one on Instagram, even if the underlying message is the same. Each platform has its own style, pacing, and context, and respecting these nuances can make a significant difference in how content is received. For example, while Instagram might favor more polished visuals, TikTok thrives on raw, behind-the-scenes moments. By adapting content to the tone of each platform, marketers can enhance relevance and authenticity.

Authenticity doesn’t mean sacrificing quality. Higher ed marketers can strike a balance by sharing genuine student testimonials, day-in-the-life videos, and stories that emphasize real student journeys. By focusing on the human aspect of college life over traditional metrics, institutions can make a lasting impact on prospective students who are looking for a connection beyond surface-level promotion.

Engagement with Gen Z should also be dynamic and responsive. This generation is vocal and open about sharing opinions online, and brands that actively engage in conversations and adjust content based on feedback will build stronger relationships. Engagement should feel like a two-way street, where Gen Z feels heard and valued, not just marketed to.

Finally, building authentic connections with Gen Z is a long-term commitment. One-off campaigns rarely sustain meaningful engagement. Higher ed marketers should see each interaction as a chance to strengthen relationships, whether through personalized video content, student-driven campaigns, or interactive social media moments. Institutions that embrace these principles will stand out to a generation that values individuality, authenticity, and genuine connection.