Exploring Generation Z Marketing Preferences on Instagram and TikTok in Finland

Generation Z: Shaping the Future of Digital Marketing

Generation Z, born between the mid-1990s and early 2010s, has grown up in a digital-first world where social media is as integral as face-to-face conversations. In Finland, their engagement with Instagram and TikTok showcases unique cultural and social nuances that brands can no longer ignore. My thesis focuses on understanding what drives this generation’s engagement and how marketers can adapt their strategies. 

The Research Journey 

This study aimed to uncover Finnish Generation Z's preferences for online marketing, focusing on three core areas: 

1. Content Preferences – Understanding the visual and interactive content that keeps Gen Z engaged.
2. Cultural and Regional Influences – Exploring how Finnish cultural values shape their preferences. 
3. Platform-Specific Dynamics – Analyzing the features of Instagram and TikTok that attract this demographic. 

To gain a deeper understanding, I began by reviewing secondary studies and existing research to build a foundation for my work. I then employed a survey-based research method, focusing on university students in Helsinki. This combination of theoretical exploration and direct data collection uncovered how Finnish Generation Z engages with marketing content, blending their global digital behaviors with a strong sense of local identity. 

Key Findings: What Makes Finnish Gen Z Click? 

1. Visual Content is King 

In the age of endless scrolling, visually appealing content is the most significant driver of engagement. Polished visuals, relatable themes, and creative designs resonate more than text-heavy posts. Platforms like Instagram thrive on these principles, where aesthetics and storytelling are intertwined. 

For Finnish Gen Z, this preference reflects their desire for quick, impactful messages that don’t compromise quality. Whether it’s an Instagram Story or a TikTok video, visuals are what catch their attention and hold it. 

What marketers can do: 

• Invest in high-quality visuals and creative designs.
• Use storytelling techniques that resonate emotionally and culturally.
• Experiment with formats like Reels, Stories, and TikTok challenges. 

2. Cultural Congruence Drives Authenticity 

Finnish Generation Z doesn’t just want global content, they want content that feels local. Campaigns that use Finnish language or incorporate cultural values are more engaging. Aligning content with norms like sustainability and authenticity can significantly boost appeal. 

This preference aligns with Finland’s broader values, where transparency, environmental responsibility, and cultural pride shape behaviors. 

What marketers can do: 

• Create campaigns reflecting Finnish traditions, humor, and values.
• Use the local language to build stronger connections.
• Highlight sustainability and social responsibility in your messaging. 

3. Interactive Features and Algorithms Drive Engagement 

Platforms like Instagram and TikTok use algorithms and interactive tools to enhance experiences, and Finnish Gen Z values these features. TikTok’s personalized feed curates relevant, entertaining content, while Instagram’s Stories and editing tools foster creativity and personalization. 

These platform-specific features are critical for maintaining engagement and encouraging participation in trends and challenges, especially on TikTok. 

What marketers can do: 

• Align content with platform algorithms using trends and hashtags to boost visibility.
• Use interactive features like TikTok challenges and Instagram polls to drive engagement.
• Tailor content to platform strengths—trend-driven videos for TikTok and polished visuals for Instagram. 
   

Challenges in Targeting Finnish Gen Z 

Marketing to Finnish Generation Z comes with challenges. Privacy concerns, skepticism about overly commercialized content, and a demand for ethical transparency are key issues. Algorithms used by platforms like Instagram and TikTok raise additional concerns about data collection. 

As platforms grow more commercialized, users may feel alienated if brands appear to prioritize profits over authenticity. 
What marketers can do: 

• Be transparent about how user data is collected and used.
• Focus on building trust through authentic campaigns that align with Gen Z’s values.
• Avoid over-commercialization by balancing promotional and value-driven content. 

Practical Strategies and Recommendations for Marketers 

High-Quality Visuals: Use professional photos/videos and tell engaging stories. 
Example: Create TikToks showing a "day in the life" or Instagram reels with seasonal themes. 

Authentic UGC: Reshare customer posts or partner with micro-influencers.
Example: Feature casual product reviews from relatable influencers. 

Culturally Relevant Content: Highlight Finnish traditions like sustainability. 
Example: Collaborate with local influencers to showcase eco-friendly routines. 

Local Language Use: Use Finnish captions, hashtags, and relatable humor. 
Example: Create TikTok skits using Finnish slang. 

Optimized for Algorithms: Use trending hashtags and post when engagement is highest. 
Example: Fitness posts with #WellnessChallenge during trending periods. 

Interactive Tools: Use Instagram polls, TikTok quizzes, or launch creative challenges. 
Example: Run a workspace transformation challenge with a catchy hashtag. 

Reflections on the Research Process 

Conducting this study was an eye-opening experience, revealing the depth of thought Finnish Generation Z puts into their interactions with brands. From distributing surveys on university campuses to analyzing engagement patterns, this journey has highlighted the importance of merging global trends with local nuances. 

What stood out most was the delicate balance Finnish Gen Z strikes between embracing international content and staying rooted in their cultural identity. They want content that feels relevant to their lives, respects their values, and aligns with their vision for a sustainable future. 

The Road Ahead: What’s Next for Social Media Marketing? 

As digital platforms continue to evolve, so will the preferences of Generation Z. My thesis offers a snapshot of current trends, but it also raises questions for the future. How will artificial intelligence reshape content personalization? Will sustainability remain a dominant theme? And how can brands stay agile in a rapidly changing digital landscape? 

For now, one thing is clear: Finnish Generation Z is setting new standards for what it means to engage with brands online. By listening to their preferences and values, marketers can build lasting relationships with this influential demographic. 

Author Biography: 

Saman is the main writer. Since 2016, he has been working as a designer specializing in advertising materials, primarily print media, while also gaining experience in social media marketing. He previously worked at Niri Organic in Iran, a company known for producing natural nut butters and seed oils, as well as machinery for making these products. There, he was responsible for implementing advertising for their marketing campaigns, overseeing the creation and execution of promotional materials. Now living in Finland, Saman is expanding his knowledge in digital business management to adapt to the evolving digital landscape. 

Supervisor Biography: 

Emmanuel Ndzibah is a University Lecturer and the Study Track Manager for MSc in Industrial Systems Analytics at the School of Technology and Innovations, University of Vaasa – Finland. 

Emmanuel holds an International Certificate in Marketing (CIM-UK), a M.Sc. in Business Administration with International Marketing as a major, and Ph.D. in Industrial Management from the University of Vaasa in Finland. 

His expertise includes but is not limited to renewable energy, sustainable strategies, and intelligent management strategies for developing economies. He has over a decade experience in the diffusion of Renewable Energy Technology (RET) to developing countries. He has also participated in and led various workshops and seminars in RET, especially on solar PV. 
He is a board member of the Centre for Renewable Energy Entrepreneurship and Innovation (CREEI), Ghana.