From Snapchat to Screens: Creative That Actually Connects with Gen Z
Gen Z doesn’t consume media like previous generations. They’re digital-first, flipping between Snapchat streaks, TikTok trends, and YouTube shorts. For colleges and universities, the challenge isn’t just “getting in front of them” it’s figuring out what kind of creative actually makes them stop, watch, and care.
At OnDeck, we spend a lot of time looking at what works (and what doesn’t) when it comes to reaching high school students. One thing is clear: the creative itself makes a difference.
Why Traditional Creative Falls Flat
For a long time, higher ed marketing leaned on glossy brochures, slow-moving brand videos, or static campus photos. To Gen Z, that feels a bit out of touch. What they actually want is:
Authenticity: Real faces, not polished stock images.
Speed: Snappy, 6 - 10 second pieces of content.
Relevance: Messaging that fits the platform. TikTok videos should look different than OOH, which should look different than Instagram
A 30-second cinematic brand film might look nice in a boardroom, but in a student’s feed, it’s gone in a swipe.
What Works on Social: Snapchat, TikTok, and Beyond
Across Snapchat, TikTok, and Instagram Reels, we keep seeing a few patterns:
Student voice content: Actual students sharing why they chose a school or what life there is really like.
Micro-moments: Quick clips - think a busy lab, a packed gym, or a music performance - that give a glimpse of the vibe.
Interactive hooks: Polls, “Did you know?” facts, or simple Q&As that invite students to engage.
Flashy production won’t hit as hard as something that feels real. That’s why this kind of content doesn’t just get views; it drives clicks and action.
Why Screens in High Schools Matter
The same creative that works online also works offline, if you adapt it right. That’s why we bring short, authentic messaging into high school digital bulletin boards: large, dynamic screens that reach students where they already are, every day.
When those screens line up with what’s happening on Snapchat or TikTok, you get a nice one-two punch:
Reinforcement: A student sees your ad on their phone at night and then on a screen in their school cafeteria the next morning.
Top-of-mind presence: Frequent, visible reminders keep your brand familiar.
Resources Nearby: Students are seeing messages in school, where they have counselors, peers and teachers to immediately answer questions for them.
The Creative Formula That Connects
Here’s the pattern we’ve found works best across (most) platforms:
Start with a hook: “Did you know 87% of our grads find jobs in six months?”
Show real people: Students, alumni, or faculty - stock photos fall flat
Keep it short: less than 10 seconds is ideal.
End with a clear call to action: Open House dates, deadlines, or scholarship info.
This turns ads into quick stories, not corporate pitches. And that’s what Gen Z responds to.
Final Thoughts
Whether it’s a Snap ad on their phone or a digital screen in their school, the principle is the same: Gen Z values authenticity, speed, and relevance. Schools that adapt their creative style to match those expectations won’t just get seen, they’ll actually connect.
If you are ready to reach Gen Z in a more effective way, hit the button below!