Four Ways to Recruit Young People via Social Media

Teenagers and young people can have a bit of a bad reputation in the research world.

Many researchers aren’t quite sure how to reach or engage with them, and with their short attention spans and digital-first behaviour, it’s no wonder that response rates can sometimes be low.

However, Generation Z, and now Gen Alpha, are the decision-makers and influencers of tomorrow. Reaching them is no longer optional; it’s essential. And thanks to the continued rise of social media, researchers now have powerful new ways to connect with younger audiences.

Read on for our top four tips on how to recruit young people via social media for your qualitative market research...

1. Use a Targeted Social Media Campaign (for Over 18s)

We’ve been vocal in the past about how effective targeted social media campaigns can be when it comes to participant recruitment for qualitative market research, but it’s important to note that Meta platforms (Facebook and Instagram) now restrict detailed targeting for users under the age of 18.

That said, if your research involves young adults aged 18+, Meta still offers fantastic tools for reaching specific audiences based on location, interests, device usage and more. For example, you can target 18–24-year-olds in Leeds who follow fashion brands, use mobile for shopping, and engage with influencer content.

For under-18s, the best approach is to target the gatekeepers—such as parents or guardians—or to use organic reach and youth-focused platforms like TikTok and Snapchat, where recruitment can be more community and content-led.

Need help with under-18 recruitment? Check out our six ways to recruit children and young people for market research

2. Clearly Explain the Benefits of Taking Part

Despite the stereotypes, young people do care—especially about helping to shape the future. Gen Z in particular are known for wanting to make a difference, collaborate, and understand the “why” behind things.

That means your social media ads or recruitment posts should:

• Clearly explain what the study is about

• Show how their input will help others

• Outline what they’ll be doing (and how long it’ll take)

Being open and transparent helps build trust. It also increases the chances that they’ll not only sign up—but stay engaged throughout the research process.

Want to go deeper? Here are five top tips for engaging and empowering young people during research

3. Ensure Your Posts Are Visually Engaging

Reaching out to young people requires a tailored, visual approach. This generation grew up with Instagram Reels, Snapchat, YouTube Shorts and now TikTok—and they expect content to be quick, visual and relevant.

If you want your recruitment ad to cut through the noise, keep these points in mind:

• Make it visually appealing

• Include short-form video or moving graphics if possible

• Keep the text short and punchy

• Use emojis and clear CTAs (calls to action)

Remember: you’ve got around 8 seconds  to grab their attention. Make it count!

4. Post Across All Platforms

Yes, Facebook is still effective, but it’s not the only option. If you want to truly maximise your reach, make sure you're posting across multiple platforms. Here’s a 2025 update:

• Instagram – Still huge with 16–24s; Reels are your friend

• TikTok – The go-to for Gen Z and increasingly popular with Gen Alpha

• Snapchat – 60%+ of UK teens use it daily for communication and content

• YouTube – A powerful tool for both organic and paid reach

• BeReal – Gaining traction among younger users who value authenticity

Posting across multiple platforms only takes a few extra minutes, but the potential payoff in engagement and recruitment can be huge.

In Conclusion

From targeted ads to authentic engagement, social media is one of the most powerful recruitment tools at your disposal, especially when it comes to qualitative research with younger audiences.

It lets you reach the right people in the right places, in a tone and format they’re familiar with, and when done well, it can drastically improve your recruitment success.

If you are thinking about carrying out a qualitative market research project with young people and aren’t sure where to start, download our guide to conducting market research with children and young people here. From the necessary rules and regulations to choosing the right methodology, it’s got everything you could possibly need to know about qualitative market research with children and young people.

Further Resources

• Four Tips on How to Recruit Gen Z for Market Research