Audio Motivates Gen Z—How to Get on Back-to-College Lists

It’s time to start thinking about BTS. And no, we don’t mean the K-pop band BTS but rather, back-to-school. Remember the classroom poster that says, "If you’re early, you’re on time, and if you’re on time, you’re late"? The same logic applies to brands and the back-to-college season. While summer may not have officially started, students, parents, and brands alike are already looking ahead to the back-to-college season and the buzzy return to campuses. 

Gen Zers have many titles beyond just college students. They’re content creators, social advocates, and entrepreneurs. As you prep your back-to-college campaign, it’s important to make it as multifaceted as they are. The one constant? Digital audio has an increasingly important role in college students’ lives.

As a brand, you might have a million questions. What month are students returning to campus? Are they shopping online or in stores? How do you best reach them with digital audio? Luckily, we have all the answers and more. 

To get in on the action, download our Back-to-Class Advertising Guide.

Digital audio has a permanent slot in college students’ schedules

Think back to your college days. Recall the countless memories of how digital audio played a major role in those four (or more) years, from late-night parties, to concerts, to walking to class with our favorite tunes blasting in our headphones. Not much has changed for Gen Z college students, who enjoy both music and podcasts throughout their busy routines—spending over four hours a day with digital audio.

The channel is a source of comfort for today’s students—who face daily (and mounting) pressures, including financial stress, burnout, and the search for stability. Over eight in 10 Gen Zers listen to music to boost their mood, 1 and 76% listen to music or podcasts to escape pressure and stress. 2 To start off the day, a student may play Pandora’s Calm station while getting ready. Then, they might switch to a podcast when they’re off to class, followed by Classical for Studying when they’re in a study session. And finally, they might end the day with EDM Hits while they’re out socializing. 

Whether college students are prepping for finals or celebrating at a tailgate, digital audio is their daily companion, and your brand can be front-and-center with your messaging. 

The ABCs of how students shop for the back-to-college season

Much of Gen Z is officially grown and out of the house—even if only when they’re away at school for most of the year. And parents are no longer calling the shots when it comes to consumer decisions. Whether it’s deciding between a Stanley Cup or Owala or a MacBook or Lenovo, 99% of parents say their kids influence what they buy for back to college. 3

To reach college students when they’re back-to-school shopping, it’s important to know the timelines they’re following. Seven in 10 college students start school in August. Nearly six in 10 students start and finish their back-to-college shopping within 30 days. And over one in three finished their back to college shopping within one to 15 days. This makes August the peak time for shopping—and July and August are the months to target for your campaigns. And when it comes to the buying window, it’s getting shorter. As for how they’re shopping, many are taking a hybrid approach, with 74% of college students go to a physical store and 82% scour online. 3

To create campaigns that hit the mark, keep these factors in mind: 

• Shorter shopping periods

• Deals and promotions

• Potential out-of-stock items

The content and creators Gen Z loves are on SiriusXM Media   

There’s no better channel to reach Gen Z students than digital audio and no better platforms than the SiriusXM Streaming Network and Podcast Network. 

Pandora 

Pandora is popular with Gen Z, especially on mobile. The platform boasts 3M mobile monthly Gen Z users, and one in three enjoy Pandora because the algorithm predicts what they want to hear next. 4 And don’t forget parents. Pandora listeners are 13% more likely to have a child going away to college this year. 5

Reach your target Gen Z-ers and parents with premium, high-impression ad solutions: 

• First impression takeover: Own the start of the listener experience and generate top-of-mind awareness 

• Sponsored listening: Reward users with uninterrupted audio in exchange for engagement 

• Shoppable carousel: Deliver value-driven interactions at scale and take advantage of a 3.2%+ average engagement rate 5

SoundCloud 

SoundCloud is the destination for innovators and tastemakers—and its listeners are young and ad-receptive. In fact, SoundCloud listeners are 149% more likely to be currently attending a college or university. 6 Over five in 10 listeners are Gen Z, 7 and 90% of the platform’s Gen Z SoundCloud users listen with ads. 8 By aligning with listeners’ favorite SoundCloud creators—or recognizing that some SoundCloud listeners are creators themselves—you’re creating even more positive association for your brand. Here’s how to reach them: 

• Promoted tracks: Drive discovery through native promotion

• Meme packs: Get on the fast track to virality with culturally relevant memes that stop users mid-scroll and spark engagement 

• Mobile interstitials: Create high-impact takeovers surrounding the biggest shopping moments 

• Creator contest: Invite creators to produce, remix, or respond to prompts inspired by your brand’s voice or mission 

The SiriusXM Podcast Network 

Many Gen Zers have grown up with podcasts, and some of their favorite hosts are Gen Z as well—who can be found on the SiriusXM Podcast Network. Over six in 10 college students are podcast listeners, whether they’re listening to The Friend Zone in between class, taking a study break with Call Her Daddy, or getting motivated for an exam while listening to The Mel Robbins Podcast. 3

Podcast listeners are not only ad-receptive but action-oriented, with nine in 10 listeners taking action after hearing a product or service advertised on a show, 9 and 42% of Gen Z discovering new brands while listening. 10 Here’s how to capitalize on the connection listeners have with their favorite hosts and shows: 

• Host reads: Enhance the host-listener connection during moments of high attention and decision-making 

• Video host reads: Combine the trust of podcast hosts with the visual impact of social and video platforms 

• YouTube video ads: Extend your brand presence into full-episode content by aligning with popular podcasts on YouTube 

Reach college students, and the music that moves them, through our live events

Speaking to college students through their headphones isn’t the only path your brand can take to reach your target audience. Take the connection IRL through our live events, where we create once-in-a-lifetime memories for students, celebrate culture, and boost positive associations for our sponsors. 

El Pulso 

Looking to target young, Hispanic music lovers? Look no further than El Pulso, also known as the number one station for Latin music on Pandora, boasting over 4M listeners. In past years, SiriusXM and Pandora have come together to throw El Pulso events, combining Latin music lovers, top sponsors, standout Latin artists, and a celebration of Hispanic culture in a single night. 

To this music-obsessed demographic, digital audio is an identity shaper and community booster, whether fans are listening online or IRL. Over five in 10 Latino students say that music is a part of who they are, 2 and two of three Latin music superfans plan on attending a live concert in the next 12 months. 11

Connect with college kids for an A+ campaign

While parents with small children are one demographic to target this upcoming school season, Gen Z college students can’t be overlooked thanks to the enormous influence and consumer power they have. As you make your back-to-college campaign checklist, digital audio should be right at the top. 

Ready for your brand to hit college campuses? Let’s chat.

Get in the back-to-school groove