In summary
Young people immediately recognize advertising. What does work: real, short, and visual content such as behind-the-scenes, short storytelling, personal voices, challenges, humor, and how-to's. But a format alone isn't enough. Only when you publish it on the channels where young people search — TikTok, Instagram, YouTube — and link it to a goal, does it yield results.
Why is authenticity more important than ever?
Generation Z grew up with endless streams of information, advertisements, and algorithms. As a result, they instinctively know what is genuine and what is not. This is reflected in the numbers: 62% of Gen Z calls honesty a 'very important' trait of a brand (YouGov, 2025 (opens in new tab)). And 84% trust a brand more if it shows real people instead of models (inBeat (opens in new tab)). Authentic doesn't mean raw or unfiltered, but truthful: honest, human, and true to your values.
For cultural marketers, this is an opportunity. Cultural institutions inherently tell real stories with many creative possibilities: about creators, processes, people, and meaning. This makes your message credible — as long as you remain honest, transparent, and relatable.
What are these formats for?
A format is not a goal in itself. You create content to reach, move, and engage young people — and that only works if you deliver the content in the right place. So don't start with the form, but with two questions: what do you want to achieve, and where does your audience search?
Young people hardly discover anything via a homepage anymore. 60% of consumers discover new things via social media like Instagram, YouTube, and TikTok (Pulse Advertising, 2025 (opens in new tab)), and young people treat these platforms as search engines. Your formats should therefore be there, in the native form of the channel. Link each format to a goal: awareness, a visit, community engagement, or building the audience of the future. Form and channel follow from that goal.
Also read about how this search behavior works in do young people still search via Google?
Which formats work for young people?
Not every format suits every organization. But these forms consistently perform well with Gen Z because they combine authenticity with creativity.
Behind the scenesShow explanationHide explanation
Young people want to know what happens behind the scenes. Show how an exhibition is set up, how an artist works, or what goes wrong during a rehearsal. This works because young people value transparency, and it gives your organization a face.
Short storytellingShow explanationHide explanation
A good story doesn't have to be long. Use Reels, Shorts, or TikToks for a small, meaningful story lasting 15 to 60 seconds. Think 'One minute with the curator' or 'The story behind this painting.' This way, you provide context without boring your audience.
First-person formatsShow explanationHide explanation
Let young people, visitors, or employees speak for themselves. A trainee sharing why an exhibition made an impression feels personal and credible. Real voices connect: your message feels like a shared experience, not advertising. This aligns with user-generated content, which influences 70% of Gen Z's decisions (inBeat (opens in new tab)).
Challenges and interactive formatsShow explanationHide explanation
Invite young people to participate. Think of a TikTok challenge, an outfit inspired by a painting, or a 'remix this artwork' campaign. Participation is power: young people become participants instead of spectators, greatly increasing engagement.
Humor and memesShow explanationHide explanation
Light, relatable content feels authentic and shareable. A clever meme about a museum visit or a relatable video about student life and art can easily go viral.
How-to's and explanationsShow explanationHide explanation
Young people also use social media to learn. Explain something in an accessible way, like 'How to recognize symbolism in this painting?' or '3 things you didn't know about this building.' This blends education and entertainment into relevant content.
Where to use which format?
Match the format to the channel and search intent. This ensures your content is not only seen but also rediscovered.
TikTok — challenges, short storytelling, how-to's, and trends. Great for discovery and reach.
Instagram (Reels, Stories) — visual storytelling, behind-the-scenes, and memes. Ideal for atmosphere and engagement.
YouTube (Shorts and long-form) — how-to's and in-depth content. People actively search for explanations here.
Make each format discoverable: use keywords in your captions, alt texts, and hashtags. This way, your content functions as permanently findable content, not just a one-time post. Finally, close the loop: lead from the brief discovery on social media to deeper engagement, such as a visit, your newsletter, or a page on your website.
Learn more about using online channels for Gen Z.
How to create content that feels truly authentic?
Authentic content doesn't come from expensive productions but from real people and open stories. Five tips:
Use real voices. Let artists, volunteers, ambassadors, and visitors speak. Spontaneity beats a script.
Show imperfection. Not everything needs to be perfectly edited. Small mistakes make content believable.
Show your values. Be clear about what you stand for, like diversity or sustainability. Young people appreciate brands that take a stand.
Tap into current events. Use trends or popular audio, but only if they fit your story. Authenticity trumps trend-hopping.
Create a dialogue. Respond to comments and let young people contribute ideas. Interaction proves you're really listening.
What do young people not want to see?
Some content does more harm than good. You can certainly sell and have high production quality, but as soon as something feels too slick, too commercial, or too forced, the connection is lost. 20% of people unfollow a brand that feels fake (From Day One (opens in new tab)). Young people tune out when faced with:
Overly polished videos that feel like ads.
Fake inclusivity or sustainability, like greenwashing and pinkwashing.
Excessive trend-following without a unique identity.
Long, slow videos without visual stimulation.
Brands that only broadcast and don't respond.
The power of relatable, human content
The key to communicating with young people lies not in perfection but in personality. It's no coincidence that Gen Z trusts creators (79%) more than brands (61%) (Digital Content Next, 2025 (opens in new tab)). Content that feels like a conversation builds trust, curiosity, and sympathy. Be genuinely interested in what young people care about, experiment with formats, and dare to make mistakes. That’s not weak — it’s human — and that’s what makes you relatable and strong.
Do you want to get started with futuring for your organization? Follow the learning pathway below or jump in wherever you like.
Short introduction: free online Lunch & Learn (August 27)
Discover in 45 minutes, during lunch, what futuring is about and why it's important now. Accessible, with room for questions.
→ Register for free (opens in new tab)
In-depth workshop (September 24)
Work through the full method in half a day and use the DEN scenarios from this guide, tailored to your organization.
→ View the workshop (opens in new tab)
Learn from each other: Community meet-up (October 8)
Meet peers and hear how other cultural organizations apply futuring in practice. Practical experiences and networking are central.
→ Join the meet-up (opens in new tab)
Frequently asked questions
Which content formats work best for young people?Show explanationHide explanation
Behind-the-scenes, short storytelling, first-person formats, challenges, humor, and how-to's. They combine authenticity with creativity and suit short, visual consumption.
Where do you publish content for young people?Show explanationHide explanation
On the channels where they discover and search: TikTok, Instagram (Reels, Stories), and YouTube. Match the format to the channel and make it discoverable with keywords in captions and hashtags.
How do you make content authentic?Show explanationHide explanation
Use real voices, show imperfection, highlight your values, respond to current events appropriately, and engage in dialogue. 84% of Gen Z trusts a brand more when it shows real people (inBeat).
What backfires with young people?Show explanationHide explanation
Overly polished or commercial videos, fake inclusivity or sustainability, trend-following without identity, slow videos, and brands that only broadcast.
Does content need to be professionally produced?Show explanationHide explanation
No. Imperfection makes content believable. Real people and open stories work better than expensive productions.
Learn more about youth marketing
In the third season of the podcast Cultuurshift, we speak with a different international pioneer in the field of culture and technology in each episode.
In the fifth episode, host Anic van Damme and sidekick Splinter Chabot dive into the topic of youth marketing. They discuss how the Belvedere Museum in Vienna transforms their 300-year-old palace into an interactive playground.
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