How Gen Z Really Use Search & Ads

Brand Loyalty Isn’t Dead

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

Long-Form vs Short-Form Content

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

What Works (and What Doesn’t) in Ads

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.

The Good Stuff, Summed Up

Gen Z aren’t a total mystery - but they’re not exactly as marketers often paint them either. From Isabella’s perspective:

• They still trust Google for serious research

• They’re more brand loyal than many assume

• Titles and thumbnails matter for long-form content

• Short form content is essential - but not the whole story

• Relatable, timely ads are the ones that land

• Good experiences build loyalty more than gimmicks

Before You Go…

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.