Gen Z – the most misunderstood generation
Every marketer's biggest obsession is not the advertising budget, nor Google's unpredictable algorithm, but customer understanding. And for many people, understanding what makes Gen Z in Southeast Asia (SEA) “move” is always the number one priority.
Gen Z – young people born around 1997–2012 – currently accounts for nearly 25% of SEA's population. This is a huge, dynamic customer base, but is often surrounded by stereotypes: "impatient", "easily influenced by trends", or "only interested in social networks".
The truth is far different. Instead of building marketing strategies based on assumptions, smart brands choose to listen to Gen Z themselves talk about their interests and habits.
Tan Phat Digital - a specialized digital marketing agency in Vietnam - has carried out many data analysis campaigns and deployed multi-channel advertising aimed at Gen Z. The results show: if marketers only rely on old "patterns", they will quickly be left behind. Next.
In this article, I will analyze 3 important facts about Gen Z in SEA:
Gen Z is a "heavy user" of Search.
Gen Z shops and makes decisions through Google more than you think.
Gen Z trusts content from YouTube creators more than any other channel.
Besides, I will analyze real cases from Shopee, L'Oréal Vietnam, tiket.com and international brands, and draw practical lessons for Vietnamese marketers.
1. Gen Z: The “Search first” generation
Active search behavior
Unlike the image that Gen Z only surfs TikTok or Instagram, the truth is that they are extremely heavy Search users.
In the Philippines, up to 89% of Gen Z said they use Google and/or YouTube every day to search for information. This shows that Gen Z are not “passive consumers”, but rather proactive people explore – gather information – compare options before buying.
In an internal report, Google pointed out that Gen Z users in SEA tend to ask longer, more detailed questions than Millennials. For example, instead of searching for "good smartphones", Gen Z will search for "phones under 10 million that take good photos and have good battery life in 2025".
Search helps increase conversion rates
A global study by Google shows that: paid Google Search campaigns bring an average 56% increase in conversion rates for advertisers.
This is especially true when targeting Gen Z - a group of customers who are always checking Cross-check information before finalizing the order.
Case Study: Shopee uses AI Max to double conversions
Shopee has deployed AI Max in the Search campaign in SEA. Results:
Conversion rate 2 times.
ROI increased 49%.
Reduced 23% cost per order.
The campaign proves that when Gen Z “search – browse – buy” seamlessly, which brand appears at the right time in Search will have a huge advantage.
Lessons for Vietnamese brands
Don't ignore Search when thinking about Gen Z.
Combine long-term SEO and Google Ads to take over the entire search journey.
According to Tan Phat Digital, SME businesses in Vietnam should allocate at least 40% of their digital budget to Search Ads when targeting Gen Z.
2. Gen Z: Shop through Google more than you think
Google is the “first store”
In Thailand, 82% of Gen Z use Google for shopping – from discovering, browsing, getting ideas, researching to closing.
In Indonesia, 95% of Gen Z viewers say information on YouTube helps them feel more confident when making purchases. In Thailand, this number is 93%.
This proves that: Gen Z not only buys through social networks, but also considers Google as a giant supermarket where every shopping journey begins.
Performance Max: A tool to "capture" Gen Z
Google introduces Performance Max - an AI-driven advertising solution that helps brands reach customers Potential on all channels: Search, YouTube, Gmail, Maps.
Strengths:
Automatically find people with the ability to convert.
Show ads where Gen Z spends the most time.
Case Study: L'Oréal Vietnam "won big" with Performance Max
In the 12.12 super sale campaign, L'Oréal Vietnam used Performance Max to target Gen Z:
ROAS (return on advertising spend) increased 4 times.
Achieve record revenue, while optimizing costs much more effectively than traditional social ads.
Lessons for Vietnamese marketers
If you sell cosmetics, fashion, F&B, put Performance Max at the center of your Google Ads strategy.
Don't just focus on Facebook or TikTok, because Google is the channel Gen Z uses to decide.
Tan Phat Digital deployed Performance Max for a Vietnamese sneaker brand: in 2 months, conversion rate increased 70%, cost per order decreased 25%.
3. Gen Z: Trust belongs to YouTube creators
Why do Gen Z trust YouTube more?
Gen Z values authenticity and transparency. They can accept sponsored content, as long as the creator is honest and has their own voice.
In Thailand:
67% of Gen Z trust product reviews from YouTube, even if they know it is an advertisement.
This number on Instagram is only 38%, and on TikTok it is 63%.
In Indonesia:
60% of Gen Z trust brands recommended by YouTube creators.
Case Study: tiket.com – Cheap travel via YouTube Shorts
Tiket.com – an online travel company in Indonesia – cooperates with 4 famous YouTube creators in Gen Z to promote cheap travel packages.
They produce YouTube Shorts with their own style, with airline ticket discount codes. Tiket.com then ran Partnership Ads and Video Reach to expand its reach.
Results:
Reached more than 2 million unique Gen Z users in just 11 days.
Engagement rate reached 13% (twice the average of 6% above social).
Cost per view is 88% reduced compared to other 15-second social media ads.
Lessons for Vietnamese brands
If you want to reach Gen Z, combine Influencer Marketing on YouTube with Google advertising.
Choose the right creator with an authentic voice, instead of just looking follower.
According to Tan Phat Digital's experience, small brands in Vietnam should prioritize micro-influencers YouTube because they have loyal, trustworthy Gen Z files.
Gen Z in Southeast Asia is not just "social network consumers", they are the generation:
Search first - always look up information carefully carefully.
Shop through Google - see Google as a "digital commerce center".
Trust YouTube creator - consider YouTube as the most reliable source of reviews.
For marketers, the important message is: ignore prejudices, rely on real data and actual behavior to build strategies.
If you want to conquer. Gen Z, brands need to combine:
SEO & Search Ads to be present in the search journey.
Performance Max to optimize shopping efficiency.
YouTube influencer to build trust.
This is also the direction that Tan Phat Digital has been applying to partners: not only running ads, but also designing multi-channel, multi-touch strategies to "touch the right trust points" of Gen Z.
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