Tuning Into Gen Z: Why Your Brand Needs Audio & Creator-Based Advertising

In 2025, Gen Z isn’t just a demographic – it’s a cultural force reshaping how brands communicate. For audio advertisers, this generation represents a unique opportunity to connect through sound, authenticity, and creator-driven content. If your brand isn’t already engaging with Gen Z through audio and creators, you’re missing a vital channel.

Gen Z’s Audio Landscape: A Snapshot

Gen Z is redefining audio consumption. According to Edison Research and SXM Media, 24 million Americans aged 13-24 now listen to podcasts monthly, with YouTube emerging as the dominant platform for podcast consumption among younger listeners. Notably, 84% of Gen Z monthly podcast listeners engage with video podcast content, indicating a preference for multimedia experiences.

Despite the rise of video content, audio-only formats remain popular, with 76% of Gen Z listeners primarily consuming audio podcasts. This trend underscores the importance of audio in their daily lives.

The Power of Creator-Driven Audio

Gen Z gravitates toward creators who offer authenticity and relatability. Podcasts, often hosted by individuals who share personal stories and insights, provide a platform for brands to connect with audiences on a deeper level. According to ExchangeWire, 50% of Gen Z stated a higher amount of trust in podcasts compared to traditional media sources such as TV news, radio, and newspapers.

By partnering with podcast hosts who align with your brand values, you can create content that resonates with Gen Z’s desire for genuine connections.

Strategies for Engaging Gen Z Through Audio and Creators

Leverage Short-Form Audio Snippets:

Platforms like TikTok and Instagram Reels thrive on short, catchy audio clips. Brands can create memorable sound bites that encourage user interaction and sharing.

Collaborate with Niche Creators:

Partnering with micro and nano influencers allows for more targeted and authentic engagement, as these creators often have a dedicated and engaged following.

Use Conversational & Unscripted Voice:

Gen Z values authenticity. Ads that sound natural and unscripted are more likely to resonate than those that feel overly polished.

Learn Gen Z’s Values:

Aligning brand messages with causes important to Gen Z, such as sustainability and social justice, can foster deeper connections.

Gamify or Remix Branded Audio:

Encouraging users to create their own content using branded audio clips can increase engagement and brand visibility.

Tap into Real-Time or “Live” Experiences:

Hosting live audio sessions or Q&A events can create a sense of community and immediacy that appeals to Gen Z.

Measuring Success in Gen Z Audio Campaigns

To assess the effectiveness of audio campaigns targeting Gen Z, consider the following metrics:

• Engagement Rates: Monitor likes, shares, and comments to gauge audience interaction.
• Sentiment Analysis: Use tools to analyze the tone and sentiment of user-generated content.
• Conversion Rates: Track purchases or sign-ups resulting from audio ads.
• Brand Recall: Conduct surveys to measure how well the brand message is remembered.

Conclusion: The Sound of the Future is Authentic

Gen Z isn’t just listening – they’re actively engaging with audio content that feels real and relevant. By partnering with creators who embody authenticity and aligning your brand with the values that matter to this generation, you can create audio campaigns that not only reach Gen Z but resonate with them on a deeper level.

Ready to craft an audio strategy that speaks Gen Z’s language? Contact ARM today to get started.