A lot of marketers assume Gen Z have abandoned Google altogether in favour of TikTok and Instagram. But Isabella quickly put that idea to bed.
“For shopping, I probably tend to go to my laptop because I can pull up loads of different tabs,” she explained. “But for school-related things, I definitely lean towards Google because it feels more factual.”
It’s a subtle but important distinction. Social channels are great for inspiration and ideas, but when Gen Z want credibility, they still rely on Google. For brands, that means your content needs to show up in both places.
Want to sharpen your own content for search? Here’s how we help brands get visible.
The stereotype that Gen Z aren’t loyal to brands didn’t quite match Isabella’s reality.
“I tend to repeat myself with the brands I buy from,” she said. “For clothing that’s probably Next, H&M, New Look - because I get stuff there regularly. For makeup, I’ll stick with brands I’ve used before like Maybelline or L’Oreal.”
So while social might influence the discovery stage, the purchase decision often comes back to trust and past experience. That’s a useful reminder that the basics - good service, easy returns, reliable quality - matter just as much as the flashy campaigns.
Hear everything Isabella said on brand loyalty (and how to earn it!) in the full episode below.
Listen on Apple | Listen on Spotify
We asked Isabella about her viewing habits, and she admitted she’s a regular fan of The Sidemen’s long-form YouTube videos - but only if they’re worth her time.
“If it’s an hour and a half video but the title and thumbnail don’t grab me, I’ll probably leave it for later,” she said. “But if it looks engaging, I’ll sit down for the evening and watch it.”
So while short form content is crucial, long form still has a place - provided it’s engaging and relevant. Brands don’t need to choose between the two, but they do need to execute each format properly.
We’ve written about this before in our social search blog - search is everywhere, and Gen Z are proving it.
Want to hear more? Listen to the full episode below.
Listen on Apple | Listen on Spotify
Like most of us, Isabella isn’t thrilled about ads - and she can always tell the difference between organic posts and sponsored ones.
“You don’t want to spend a minute watching an ad unless you’re really loyal to the brand,” she told us. “Short form content is crucial. You need to engage us in the first one to five seconds.”
She also pointed out that the best ads feel natural and relevant. Campaigns like Glastonbury’s casual, conversational style or Heineken’s F1 partnership stood out because they fit the moment. Anything that feels like it’s interrupting? Swipe.
Need help building that balance? Get in touch.
Gen Z aren’t a total mystery - but they’re not exactly as marketers often paint them either. From Isabella’s perspective:
This Monday Clicks Mini with Isabella was a brilliant reminder that marketing isn’t about stereotypes - it’s about listening. Gen Z value trust, authenticity, and relevance just as much as older generations.
And if you’re wondering how your brand can actually reach Gen Z - whether that’s through smarter SEO, better content, or just finding the right balance between short and long form - drop us a message. We’d love to help.
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