The other day, I saw a brand on Facebook trying really hard to sound young.

The video had loud music, quick cuts every second, and big captions jumping on the screen.

The person in the video kept saying things like “This product is honestly crazy good,” and “You guys are not ready for this.”

Slang everywhere and trendy words in almost every line.

But after watching the whole thing, I still didn’t really understand what the product actually did.

No clear example. No simple explanation.

So even though it looked energetic, it didn’t feel convincing at all.

I think that’s the part a lot of businesses still miss.

Gen Z is not just a group to entertain. They are becoming a bigger buyer group online.

EMARKETER reports that the share of Gen Z buying online is expected to grow from 83.3% in 2025 to 90.3% by 2029, faster than any other generation.

McKinsey also says Gen Z is fast growing and fast changing.

They use AI more. But younger consumers also question AI content more. And in general, people trust social media and influencers less now.

So this is not really about tone. It’s about trust.

And if you want Gen Z to trust you, a few small things matter more than most people think.

➡️ Stop trying to sound like Gen Z

You do not need slang. You do not need to act like a brand intern took over your page.

What you need is clarity.

Show what you sell, who it helps, and why it is worth paying attention to. This group can scroll fast, sure, but they also doubt fast.

This whole trust thing makes more sense once you understand emotional marketing and buying decisions.

I explained that in a simple guide here, if you want to go deeper.

➡️ Show the value early

Do not make people work too hard to get your point.

If your opening lines are unclear, too soft, or filled with brand talk, you may have lost them already.

Go straight to the point. Tell them what the thing does. Tell them the problem it solves. Let the value show up early.

➡️ Make your visuals do more work

Gen Z spends a lot of time with video, and they often research before buying, so your visuals should explain, not just decorate.

Show the product. Show the result. Show what happens before and after.

If you need tools for that, here are some of the best tools for making short videos.

A clean visual can do more than a clever caption sometimes.

Honestly, a lot more.

➡️ Be honest about AI

This one matters now.

Gen Z uses AI, but they’re also skeptical of it.

So if you use AI in your business, do not act weird about it. Do not pretend everything is fully handmade if it is not. People can feel when something is trying too hard to hide.

Use AI if it helps. Just keep the trust part clean.

➡️ Answer real questions

This is probably the biggest one.

Do not build your content around slogans.

Build it around what people are already trying to figure out. Real questions win because they feel useful right away.

And something useful wins over something clever more often than people realize.

So the takeaway here is actually pretty simple.

You do not need to turn your brand into a Gen Z costume. You just need to understand how this group buys, doubts, and decides.

Get that part right, and your marketing starts making a lot more sense.

Stay curious,

Minosh

P.S. Also, if you want an easier way to keep posting without creating everything from scratch, this guide on content repurposing is worth a read.