Unlock the Gen Z Audience Like Never Before
Gen Z USA - Targeting Pack
Key Insight: This Gen Z USA audience is a diverse, creative, and wellness-focused generation that values authenticity, self-expression, and community. They're multi-platform natives who engage deeply with content that reflects their values and interests across fitness, creativity, gaming, and social impact. Success requires authentic, mobile-first content that empowers their creative expression and supports their lifestyle goals.
Data source: SOPRISM Facebook Meta audience analysis - 71.8M US Gen Z vs self-benchmark
1. Audience Overview
Audience Size & Composition
- Target Audience: 71.8M Gen Z Americans (age 13-28)
- Benchmark Universe: 71.8M US Gen Z population (self-benchmarked)
- Selectivity: Comprehensive Gen Z demographic representation
Age Breakdown
- 100% aged 13-28 (full Gen Z cohort)
- Target Criteria: US-based, English-speaking Gen Z demographic
- Life Stage: High school through early career
Gender Split
- Even distribution across genders
- Platform Behavior: Multi-platform native users
- Content Consumption: High engagement across all formats
Geographic Concentration
- Nationwide coverage with concentration in:
- Major metropolitan areas
- University towns and college cities
- Suburban communities with high Gen Z populations
- Mobile-first geographic targeting essential
Platform Behavior
- Facebook/Instagram native (Meta platform data)
- TikTok generation with cross-platform usage
- Mobile-optimized targeting essential
- Video-first content consumption
3. Content They Love
Entertainment Content Categories (Score 99 interests)
Music & Audio
- Music production and creation
- Rap/hip-hop culture
- Live music experiences
- Audio technology and gear
Visual Arts & Creativity
- Photography and visual storytelling
- Drawing, sketching, and digital art
- DIY projects and crafting
- Beauty and self-expression content
Gaming & Technology
- Video game content and streaming
- Gaming hardware and accessories
- Tech reviews and tutorials
- Digital entertainment platforms
Fitness & Wellness
- Workout routines and fitness challenges
- Outdoor activities and adventure sports
- Cycling and seasonal sports
- Mental health and wellness content
Content Format Preferences
- Short-form video content (TikTok-style)
- Visual storytelling (Instagram-focused)
- Interactive content (polls, challenges, Q&As)
- Tutorial and how-to content
- Behind-the-scenes content
What Resonates
- Authentic, unfiltered content
- DIY and creative tutorials
- Fitness motivation and challenges
- Music discovery and creation
- Gaming content and streaming
- Social causes and activism
5. Media Targeting Cheat Sheet
Facebook/Instagram Targeting Parameters
- Age: 13-28
- Gender: All genders
- Location: United States (nationwide)
- Major metropolitan areas
- College towns
- Suburban communities
Interests
- Fitness and wellness
- Music and entertainment
- Gaming and technology
- Arts and creativity
- Beauty and fashion
- DIY and crafts
Behaviors
- Mobile device users
- Social media natives
- Content creators
- Gaming enthusiasts
- Fitness enthusiasts
Exclude
- Users primarily interested in traditional media
- Non-mobile users
Platform-Specific Optimization
- Instagram: Reels, Stories, visual content
- Facebook: Video content, group engagement
- Mobile-first creative approach mandatory
- Video content for entertainment and tutorials
Geographic Targeting Priority
- Tier 1: Major metros (NY, LA, Chicago, Houston, Phoenix)
- Tier 2: College towns and university cities
- Tier 3: Suburban communities with high Gen Z density
7. Sample Campaign Briefs
Creative Expression Campaign
Objective: Drive engagement with creative tools and platforms. Audience: Gen Z creators, 16-24, nationwide. Creative: DIY tutorials, art challenges, music creation content. Platforms: Instagram Reels (60%), TikTok-style content (40%). Budget Allocation: $150k over 10 weeks. KPIs:
- 15% engagement rate on creative content
- 1,000+ user-generated content submissions
- $50 cost per creative tool signup
Fitness & Wellness Campaign
Objective: Promote fitness apps and wellness products. Audience: Health-conscious Gen Z, 18-26, focus on urban areas. Creative: Workout challenges, transformation stories, wellness tips. Platforms: Instagram Stories (50%), Facebook Video (50%). Budget Allocation: $100k over 8 weeks. KPIs:
- 3M+ impressions
- 20% video completion rate
- 500+ app downloads
Gaming Culture Campaign
Objective: Drive gaming hardware and software sales. Audience: Gaming-focused Gen Z, 16-25, nationwide. Creative: Gaming setups, streaming content, esports highlights. Platforms: Instagram (40%), Facebook Gaming (60%). Budget Allocation: $200k over 12 weeks. KPIs:
- 12% CTR on gaming product ads
- 2,000+ qualified leads
- $100 CPA target
2. Psychographics & Behaviors
Core Interest Categories (Top Scoring Interests)
- Fitness (Topic) - 34.8% penetration (Score: 99)
- Arts and Music - 46.8% penetration (Score: 99)
- Video Games - 23.4% penetration (Score: 99)
- Science - 24.2% penetration (Score: 99)
- Outdoor Recreation - 36.4% penetration (Score: 99)
Creative & Self-Expression Drivers
- Music - 46.0% penetration (Score: 99)
- Photography (Topic) - 33.1% penetration (Score: 99)
- Drawing & Sketching (Topic) - 28.4% penetration (Score: 99)
- DIY Crafts (Topic) - 31.3% penetration (Score: 99)
- Nail Art (cosmetics) - 22.4% penetration (Score: 99)
Wellness & Lifestyle Focus
- Fitness and Wellness - 25.3% penetration (Score: 99)
- Beauty - 28.6% penetration (Score: 99)
- Natural Environment - 22.6% penetration (Score: 99)
- Cycling (Topic) - 28.8% penetration (Score: 99)
- Skiing (Topic) - 24.2% penetration (Score: 99)
Entertainment & Gaming
- Gaming (Topic) - 40.0% penetration (Score: 99)
- Movies - 46.0% penetration (Score: 99)
- Music Production (Topic) - 24.4% penetration (Score: 99)
- Manga - 22.3% penetration (Score: 99)
- Rapping (music) - 25.3% penetration (Score: 99)
Life Stage Indicators
- Parenting (Topic) - 33.6% penetration (Score: 99)
- Weddings (Topic) - 33.7% penetration (Score: 99)
- Reading - 32.9% penetration (Score: 99)
- Sports (sports) - 24.1% penetration (Score: 99)
- Soccer (Topic) - 32.3% penetration (Score: 99)
4. Influencer & Brand Affinity
Entertainment Platform Preferences
- Music streaming platforms (Spotify, Apple Music)
- Gaming platforms (Twitch, YouTube Gaming)
- Creative tools (Adobe Creative Suite, Procreate)
- Fitness apps (Nike Training, Strava)
- Social platforms (TikTok, Instagram, Snapchat)
Technology & Innovation Brands
- Gaming hardware (PlayStation, Xbox, Nintendo)
- Mobile technology (iPhone, Samsung, Google Pixel)
- Creative software (Adobe, Figma, Canva)
- Fitness technology (Apple Watch, Fitbit)
- Audio technology (AirPods, Beats, Sony)
Lifestyle & Fashion
- Fast fashion brands (Shein, H&M, Zara)
- Streetwear culture (Supreme, Off-White, Nike)
- Beauty brands (Fenty, Glossier, e.l.f.)
- Sustainable brands (Patagonia, Allbirds)
- Food delivery (DoorDash, Uber Eats, Grubhub)
Cultural & Entertainment
- Streaming services (Netflix, Hulu, Disney+)
- Music artists across genres (especially rap, pop, indie)
- Gaming content creators and streamers
- Beauty and lifestyle influencers
- Fitness and wellness coaches
6. Creative Playbook
Visual Style Guide
- Authentic, unpolished aesthetics
- Bright, vibrant color palettes
- Mobile-optimized vertical formats
- User-generated content style
- Inclusive and diverse representation
Messaging Framework
- "Create Your Vibe" - Self-expression focus
- "Level Up Your Life" - Achievement and growth
- "Real Talk" - Authenticity and transparency
- "Squad Goals" - Community and belonging
- "Make It Happen" - Empowerment and action
Content Themes
- Creative Expression and Art
- Fitness Goals and Challenges
- Gaming Culture and Streaming
- Music Discovery and Creation
- Sustainable Living and Social Impact
Tone of Voice
- Authentic and unfiltered
- Inclusive and diverse
- Empowering and motivational
- Trend-aware but not try-hard
- Community-focused and collaborative
8. Trends to Watch
Current Peaks (Based on High-Scoring Interests)
- Multi-hyphenate creativity (music + art + tech)
- Wellness-focused lifestyle choices
- Gaming as mainstream entertainment
- DIY and creative self-expression
- Sustainable and conscious consumption
Generational Shifts
- Creator economy participation
- Mental health awareness and wellness focus
- Gaming as social connection
- Authentic content over polished advertising
- Values-driven brand relationships
Platform Evolution
- Short-form video dominance
- Interactive and participatory content
- Cross-platform content strategies
- Live streaming and real-time engagement
- Creator collaboration and co-creation
Emerging Opportunities
- AI and creative tools integration
- Virtual and augmented reality experiences
- Sustainable and eco-friendly products
- Mental health and wellness services
- Community-building platforms and experiences