At Footprint Digital we recently welcomed Jarad, a work experience student spending the week learning about digital marketing and paid media. As Head of Paid Media, I introduced him to the basics of how platforms like Google Ads, Meta Ads and LinkedIn Ads work. But rather than simply explaining how digital advertising operates, I decided to turn the conversation around.

Instead of teaching Jarad about the internet, I asked him to teach me.

Framed around a simple Q&A format, we discussed the apps he uses, how he discovers products, what influences his purchasing decisions, and how he experiences advertising online. 

The conversation offered some fascinating insights into how Gen Z discovers brands, engages with content, and responds to advertising.

The Apps That Dominate Gen Z Attention

When asked which apps he uses most often, Jarad didn’t hesitate.

His top three were: TikTok; EA Sports; WhatsApp.

TikTok is by far his most-used platform. It’s the first app he opens regularly and the one that captures most of his attention during the day. Interestingly, Jarad openly described his behaviour as “doomscrolling”, showing a clear awareness of how platforms like TikTok are designed to keep users engaged for long periods of time.

But rather than seeing this purely as a negative habit, he described it as something he is conscious of and therefore able to control. That level of awareness is notable. Many marketers assume younger audiences consume content passively, but Jarad demonstrated a clear understanding of how digital platforms influence behaviour.

WhatsApp, on the other hand, serves a completely different purpose. For Jarad it’s primarily a communication platform, used mainly to stay in touch with family. In fact, he described it as something that “older people use more”, which highlights how different platforms naturally evolve into different generational spaces.

TikTok for Discovery, Google for Research

One of the clearest insights from the discussion was how product discovery and product research now happen on different platforms. Jarad explained that he often discovers products through TikTok content. 

Videos, creators and sports personalities introduce new brands and products naturally within his feed.

However, when he wants to seriously research a product, such as a new pair of running shoes or trainers, he still turns to Google Search.

This reveals an important shift in digital behaviour: Social platforms drive discovery and search engines support research and decision-making.

For marketers, this highlights why both paid social and paid search remain essential in a digital marketing strategy.

How Aware Is Gen Z of Digital Advertising?

Another interesting insight was Jarad’s awareness of advertising online. 

He notices ads across multiple environments, including: In-app advertising; website display ads; and advertising within video games.

He specifically mentioned noticing Pepsi advertising inside the FIFA game, showing how brands integrate into gaming environments to reach younger audiences. 

Despite this exposure, Jarad believes he is quite good at identifying the difference between content and advertising. He also said he feels confident spotting scams or suspicious offers. 

For example, he mentioned seeing ads from Temu offering extremely large discounts to new users. His reaction was immediate scepticism. If something appears too good to be true, he assumes it probably is. 

This could mean that Gen Z audiences are often more digitally literate than marketers realise.

The Power of Influencers and Athlete Endorsements

When the conversation turned to brand loyalty, Jarad revealed that he mainly buys from two brands: Nike and Adidas.

Switching away from these brands would require something significant. Although he initially said he doesn’t think influencers affect him much, the discussion revealed something more nuanced. 

He admitted that endorsements from major athletes like Cristiano Ronaldo or Kylian Mbappé would absolutely influence his interest in a product.

The key factor here is credibility. 

For Jarad, influence works best when it comes from someone with genuine authority in the sport he cares about. 

This highlights an important lesson for marketers targeting younger audiences; authentic influence matters more than generic influencer marketing.

Why Too Many Ads Can Backfire

Like many online users, Jarad said he doesn’t like feeling overwhelmed by advertising.

If he sees the same ad repeatedly, it can quickly become annoying. However, he also acknowledged something many marketers already know, repetition still creates memorability. 

For example, he mentioned remembering ads for SpongeBob slippers and t-shirts with ducks on them, purely because he had seen them so often.

This perfectly illustrates the balance marketers must strike between brand recall and ad fatigue.

Too little exposure and people forget the brand. Too much exposure and the brand becomes irritating.

Reviews vs Influencers: A Generational Difference

One of the most interesting insights came when we compared how different generations make buying decisions. Jarad explained that his mum tends to rely heavily on customer reviews, ratings, and accreditations.

His own approach is different. He places more weight on influencers, athletes, and social credibility.

He acknowledged that the difference is often about perception and identity rather than product performance. 

In other words, younger audiences are often influenced by who represents a product, not just how well it works.

The Brands and Content Jarad Follows

Jarad’s social feeds reflect his interests in sport and gaming. He follows: Nike; Adidas; England football players; Swim England; Gaming content related to football games.

Interestingly, he doesn’t consider himself someone who wants to build long-term relationships with brands online. He tends to buy when he needs something and moves on. 

However, he did mention that compelling discounts or incentives might encourage him to engage more with brands.

A Surprising Lesson From a Week in Digital Marketing

One of the most interesting moments came when Jarad realised something he had never thought about before.

While learning about Google Ads this week, he discovered that when he clicks on a sponsored listing in search results, someone is paying for that click.

It’s something marketers understand instinctively, but most everyday internet users never consider. Jarad said it’s something he’ll now notice every time he searches online.

What This Tells Us About Gen Z Online Behaviour

Reflecting on the conversation, one thing became clear. 

The real difference between generations online isn’t intelligence, awareness, or scepticism. It’s where attention lives. 

As a veteran marketer, my online habits stem from a world where discovery often began with search engines. For Jarad, a 15-year-old digital native, discovery starts in the feed.

Social platforms introduce ideas, algorithms shape exposure, and search engines help evaluate options.

Understanding this shift is critical for modern digital marketing. 

If brands want to reach younger audiences effectively, they need to understand how social discovery, influencer credibility, and search-based research work together in the modern customer journey.

Sometimes the best insights into the future of marketing don’t come from data reports or industry studies. They come from simply asking the next generation how they experience the internet…

…and listening carefully to the answers.