Advertising for teenagers - 7 tips for reaching the teenage target group.

Targeting specific age segments can be very challenging, especially with Generation Z teenagers, where even established marketing agencies often struggle and face backlash instead of expected success. But how do you reach teenagers?

As an ad-supported app for students that has now been running for six years, we have delivered many remarkably successful advertisements. Of course, not everything performs equally well, and not every campaign reaches top results. What we’ve learned over the years, we’d like to share to help more clients and advertisers achieve success with in-app advertising.

Quality and Creativity Win Over Teenagers

What all recruiters must understand today: Recruitment ads must create a pull effect. We've often observed that campaigns with appealing, motivating images are clicked significantly more often than ads that fail to evoke emotions in the audience.
Even less media-present companies can generate more traffic with optimistic, friendly ads than conservative ads from major corporations.

The text on banners should be short, memorable, and spark curiosity or emotions. Supporting imagery should be high quality. It is also crucial to incorporate current styles in illustration and branding. An 80s-style aesthetic is only acceptable if it unmistakably references the popular series Stranger Things. ;)
If your ads feature people, which can add vibrancy, ensure they convey and highlight positive emotions. After all, we all like a smile.
A useful guideline: The ad’s image and text should be readable and understandable in under two seconds. Anything longer loses attention and interest.

Don’t Copy & Paste Print Products

A common issue we frequently point out is that text on ads is often not optimized for mobile screens. In many cases, ads originally designed for wide banners are simply resized for the app format without necessary adjustments. A message that cannot be read due to its size will not be clicked.
So, keep detailed job descriptions on the corresponding website and avoid unnecessary elements. For example, a QR code in an app advertisement is redundant as the digital and mobile format renders it unnecessary.

Provide a Good Landing Page

Sometimes, weak conversion rates aren’t due to the ad itself but the linked landing page. If it isn’t responsive, users will have a poor experience on mobile devices. After clicking, users should be able to deepen the experience they expected from the ad. There should be no style inconsistencies. Ideally, users should find more detailed information about the ad’s teased content, whether through signup forms or engaging informational videos.

Experiment with Different Ad Formats and Images

One notable approach among experienced advertisers and agencies is to provide multiple ad variations at the start of a campaign, differing in images and/or text. Over time, underperforming ads are removed.
Tracking ad performance is crucial for this approach. Proper reporting can be achieved through URL parameters or campaign platform analytics.

Consider the Current Zeitgeist

Many students have been protesting for better climate policies for years. Even if your company isn’t in the energy sector, you may support environmental conservation, social projects, or sustainable initiatives. We recommend openly communicating your corporate values. Generation Z is known for its strong value and purpose orientation as a generation deeply affected by future developments.

Avoid Snarky Humor (…ok Boomer?)

Have you seen jokes or cartoons depicting teenagers as digital zombies? Or the phrase “No WiFi, no me!”
Did you chuckle? Do you think the target audience would?

Making fun of Gen Z’s interests and ideals might be amusing for those over 20, but these ideas, which should have stayed in the break room, too often make it to public campaigns.

Irony and sarcasm only work on equal footing. In intergenerational communication, it’s a balancing act that brands often lose. We strongly recommend avoiding such humor in advertising.

Reflect the Audience You Want to Reach

It should be self-evident that your ads should reflect the diversity of your company. For example, if advertising apprenticeships, look around your company. Do you already have apprentices who represent diversity well? The people currently employed or who could be employed should be visually represented in your ad to ensure no one feels excluded or discriminated against.
However, avoid overusing youth slang, as it can come off as “cringe.”

Checklist for Good Youth-Focused In-App Advertising:

1. Your ads reflect the types of people you want to attract
2. The advertising idea doesn’t rely on pointed humor (against the audience)
3. Overuse of youth slang feels inauthentic
4. Friendly, motivating, and optimistic visuals
5. The ad encourages the desired action and aligns with your brand
6. The branding style follows modern trends
7. Texts are minimal and easy to read
8. Images and text can be understood in under 2 seconds
9. Your landing page is compelling (especially on mobile devices)

And Don't Forget: Choose the Right Medium

Platforms suitable for reaching teenagers include:

• TikTok
• Instagram
• YouTube
• Snapchat
• scoolio

Scoolio offers low-budget thresholds and minimal audience spillover for youth marketing between 16-18 years. We'd love to help you reach them… ;)

Author: Team scoolio

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