In brief- You can reach Gen Z by being present on the platforms they choose themselves and adapting your content per channel — the principle meet them where they are. The six key online channels are TikTok, Snapchat, YouTube, Instagram, Twitch, and Discord. For each channel, you’ll read how to use it for cultural marketing, plus seven tips to capture the attention of young people within seconds.
Why you need to know where Gen Z is
Gen Z uses online platforms not only for entertainment but also for inspiration, information, and communication — and even as a search engine. Choosing the right channel is therefore essential to deliver your message at the right time and place. Not every online space is suitable for reaching young people. To choose the right channels, you need to know where Gen Z is and how they interact with content there. In many cultural organizations, we see that channels that worked for the established audience for years now barely resonate with young people.
What distinguishes Gen Z from other generations?
Each generation has its own characteristics and media preferences. This overview, categorized by birth years, helps you determine who you are dealing with before choosing channels.
| Generation | Years (approx.) | Core Characteristics | Focus |
| Baby Boomers | 1946-1964 | Competitive, Idealistic | Authority & Growth |
| Generation X | 1965-1980 | Independent, Skeptical | Balance & Self-sufficiency |
| Generation Y (Millennials) | 1981-1996 | Ambitious, Digitally connected | Experiences & Connectivity |
| Generation Z | 1997-2012 | Pragmatic, Digital Native | Speed & Diversity |
| Generation Alpha | 2013-present | Shaped by AI and Metaverse | Hyper-connected |
The 6 online channels to reach Gen Z
These are currently the six most important online channels for Generation Z, each with its own atmosphere and usage.
1. TikTok
TikTok is one of the main platforms for Gen Z and the place where trends begin. Young people use it as a search engine, entertainment source, and platform for self-expression. Short videos make it easy to quickly grab attention; music, humor, and creativity are indispensable.
In the cultural sector: a museum can run interactive campaigns on TikTok. Think of a challenge where young people share their own interpretation of an artwork, using popular music or creative filters. This actively involves them in the cultural conversation. (Source: Ruigrok, What's Happening Online 2025.)
2. Snapchat
Snapchat has an intimate, temporary atmosphere. Young people send private messages, share stories, and communicate personally with friends. This makes the platform ideal for exclusive content such as temporary offers or behind-the-scenes footage. Filters and augmented reality offer extra space for creative campaigns.
In the cultural sector: a theater company shares backstage footage, or a museum offers an AR experience that provides young people with an interactive tour. This way, you use the exclusive, temporary nature of the platform to create urgency and engagement around cultural events.
3. YouTube
YouTube remains popular with Gen Z, especially for longer content. Young people use it for tutorials, entertainment, vlogs, and as a search engine for in-depth information. For marketers, it offers room for longer, informative videos that go beyond quick scrolling.
In the cultural sector: create longer videos about the history of an artwork or heritage object. Think of a series where curators or artists take young people through a deep story about art and culture.
4. Instagram
Instagram is a versatile, visual platform. Gen Z not only views photos there but also finds inspiration from reels and stories and discovers new brands and ideas. The strength lies in the mix of visual posts, videos, and interactive features like polls and questions.
In the cultural sector: use Reels for short videos of artworks or exhibitions, and stories for a behind-the-scenes look at the setup. With polls, you engage young people by asking which pieces they find most interesting.
5. Twitch
Twitch was originally focused on gaming but has grown into a platform for live streams of music, sports, and events. Young people have live interaction with creators, often through chat. This makes it suitable for building a loyal community with regular contact.
In the cultural sector: host live events like virtual tours or live streams of performances. Through the chat, young people can ask questions directly to curators or artists — creating a strong sense of engagement and direct interaction.
6. Discord
Discord is the hangout spot for niche communities. Young people communicate in closed groups, share ideas, and explore shared interests. For organizations, it offers the opportunity to build deeper relationships around a specific theme, making it ideal for brand ambassadorship and loyalty.
In the cultural sector: build a community around art and heritage. Think of a digital space where young people with similar interests meet, share ideas, and organize activities together, such as virtual exhibitions or live discussions with artists and curators.
How to grab Gen Z’s attention within seconds?
Gen Z has a short attention span: young people are easily distracted and scroll quickly. Therefore, get straight to the point. These seven tips will help you grab attention and keep it.
- Visual impact. Use striking images, bright colors, and dynamic videos. Short, powerful, and visually appealing works best.
- Concise. Young people don’t read long texts. Make your message clear immediately and support it visually; short sentences work.
- Use humor and surprise. Creative, surprising content stands out — whether it’s humor, visual effects, or unexpected twists.
- Be authentic. Gen Z instantly recognizes fake content. Forced or overly commercial messages quickly turn them off.
- Use storytelling. Tell a short story that grabs attention and immediately draws young people in.
- Be interactive. Engage young people from the start with a question, challenge, or call to participate.
- Guide them to the next step. Make it easy to explore more, for example, with a quiz, challenge, or clear call-to-action.
What does this mean for your organization?
Reaching Gen Z starts with one principle: meet them where they are. Be present on the channels your young audience chooses and adapt your content per platform to their behavior, preferences, and needs. The right channel choice and content optimized for speed and impact are the keys to success.
But the channels of today are not the channels of ten years from now. Do you want to not only reach Gen Z but also be ready for the next generation?
This article was created in collaboration with social media agency Afdeling Online.
Workshop 'Futuring: ready for the audience of the future'
Does your offer still align with a new generation of visitors? They are growing up in a digitized society. What does this mean for your organization, and what will your offer look like in 10 years? Sign up for the workshop 'Futuring: ready for the audience of the future' (opens in new tab) on September 24, 2026.
- Learn ‘future exploration’ and scenario thinking (Futuring)
- Understand the needs of different generations
- Prepare now for the future
Would you prefer to work with your entire team on Futuring? Request an in-company workshop (opens in new tab) at DEN.
Futuring: ready for the audience of the future'
Does your offer still align with a new generation of visitors? They are growing up in a digitized society. What does this mean for your organization, and what will your offer look like in 10 years?
DEN offers a great Futuring program. Step in wherever you want or complete the entire program. You just need to sign up!
Lunch & Learn August 27. Curious? Get introduced to Futuring in a 45-minute online session during your lunch and ask your questions to DEN advisor Christian Kuitert.
→ More about the Lunch & Learn
In-depth workshop (September 24, 2026). In half a day, you’ll go through the entire Futuring method yourself: from scanning signals to translating scenarios into concrete actions for your organization.
Community meet-up (October 8, 2026). Meet peers, hear how other organizations apply Futuring in practice, and expand your network. Sharing and connecting are central.
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