These content formats resonate with young people

Why is authenticity more important than ever? 

Generation Z grew up with endless streams of information, advertisements, and algorithms. Because of this, they have an instinctive sense of what is genuine and what is not. This is reflected in the numbers: 62% of Gen Z considers honesty a 'very important' trait for a brand (YouGov, 2025 (opens in new tab)). And 84% trust a brand more when 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 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 an end in itself. You create content to reach, impact, and move young people — and that only works if you publish the content in the right place. So don’t start with the format, but with two questions: what do you want to achieve, and where is your audience searching? 

Young people hardly discover via a homepage anymore. 60% of consumers discover new things through 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, connection with your community, or building the audience of the future. Form and channel follow from that goal. 

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. 

Where do you use which format? 

Match the format to the channel and search intent. This ensures your content is not only seen but also found. 

• TikTok — challenges, short storytelling, how-to's, and trends. Great for discovery and reach. 

• Instagram (Reels, Stories) — visual storytelling, behind the scenes, and memes. Great for ambiance and connection. 

• YouTube (Shorts and long-form) — how-to's and in-depth content. People actively seek explanations here. 

Also make each format discoverable: use keywords in your captions, alt texts, and hashtags. This way, your content works as evergreen content, not as a one-time post. Finally, close the loop: guide from short discovery on social media to deeper engagement, such as a visit, your newsletter, or a page on your website. 

How to create content that truly feels 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 wins over 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, such as 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 jumping on the bandwagon. 

• Create a dialogue. Respond to comments and let young people contribute ideas. Interaction proves you’re genuinely listening. 

What do young people not want to see? 

Some content does more harm than good. You can certainly sell things and have high production quality, but as soon as something feels too polished, too commercial, or too forced, the connection is lost. 20% of people unfollow a brand that feels inauthentic (From Day One (opens in new tab)). Young people disengage when they see: 

• Overly polished videos that feel like advertisements. 

• Fake inclusivity or sustainability, such as greenwashing and pinkwashing. 

• Exaggerated participation in trends without a unique identity. 

• Long, slow videos without visual stimuli. 

• 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 wonder Gen Z trusts creators (79%) more than brands (61%) (Digital Content Next, 2025 (opens in new tab)). Content that feels like a conversation evokes trust, curiosity, and sympathy. Be interested in what engages young people, experiment with formats, and dare to make mistakes. That’s not weak; it’s human — and that’s exactly what makes you relatable and strong.