What Gen Z and Millennials Want on Instagram vs. TikTok
40% of younger consumers now use TikTok and Instagram for their searches, increasing pressure on brands to reach Gen Z and Millennials on social media.
Heather Dretsch
Recent reports show that approximately 40% of younger consumers now use TikTok and Instagram for their searches, increasing pressure on brands to reach Gen Z and Millennials on social media. But are all social platforms created equal when it comes to capturing this pivotal audience?  <anchor>Heather Dretsch</anchor>, assistant professor of marketing, explains how important it is for brands to understand the consumer psychology driving current social media behavior when planning a social media presence and content.
Heather Dretsch | Poole College of Management
Heather Dretsch \| Poole College of Management [Skip to main content](#main-content)

[Internal Website](http://poole.ncsu.edu/internal)

[Poole College of Management](https://poole.ncsu.edu)

MenuClose

- [About](https://poole.ncsu.edu/about/)
  - [Facts and Rankings](https://poole.ncsu.edu/about/facts-and-rankings/)
  - [Strategic Framework 2030](https://poole.ncsu.edu/about/strategic-framework-2030/)
  - [History](https://poole.ncsu.edu/about/history/)
  - [Student Awards](https://poole.ncsu.edu/about/student-awards/)
  - [Advisory Board](https://poole.ncsu.edu/about/advisory-board/)
  - [Faculty and Staff Directory](/people)
  - [Contact Us](https://poole.ncsu.edu/about/contact-us/)
- [Academics](https://poole.ncsu.edu/academics/)
  - [Undergraduate Programs](https://poole.ncsu.edu/undergraduate)
  - [Jenkins Graduate Programs](https://poole.ncsu.edu/academics/graduate-programs/)
  - [Programs Search](https://poole.ncsu.edu/explore-graduate-programs/)
  - [MBA](https://mba.ncsu.edu/)
  - [Master of Accounting](https://mac.ncsu.edu/)
  - [Master’s, Marketing Analytics](https://ma.poole.ncsu.edu/)
  - [Master’s, Risk and Analytics](https://ra.poole.ncsu.edu/)
  - [Master’s and PhD in Economics](https://poole.ncsu.edu/gradecon/)
  - [Ph.D. in Operations Research, Operations & Supply Chain](https://poole.ncsu.edu/academics/phd-in-ops-research-scm-track/)
  - [Global Programs](https://poole.ncsu.edu/global/)
  - [Executive Education](https://execed.poole.ncsu.edu)
- [Careers & Employers](https://poole.ncsu.edu/careers-and-employers/)
  - [About the Career Center](https://poole.ncsu.edu/careers-and-employers/about-the-career-center/)
  - [Undergraduate Career Outcomes](https://poole.ncsu.edu/careers-and-employers/undergraduate-outcomes/)
  - [Graduate Career Outcomes](https://poole.ncsu.edu/careers-and-employers/graduate-outcomes/)
  - [Recruit Our Students](https://poole.ncsu.edu/careers-and-employers/recruit-our-students/)
  - [Employer Partnerships](https://poole.ncsu.edu/careers-and-employers/employer-partnerships/)
- [Faculty & Research](https://poole.ncsu.edu/research/)
  - [Meet Our New Faculty](https://poole.ncsu.edu/research/meet-our-new-faculty/)
  - [Centers and Initiatives](https://poole.ncsu.edu/industry/initiatives/)
  - [Accounting Department](https://poole.ncsu.edu/accounting/)
  - [Business Management Department](https://poole.ncsu.edu/business-management/)
  - [Management, Innovation and Entrepreneurship Department](https://poole.ncsu.edu/mie/)
  - [Economics Department](https://poole.ncsu.edu/economics/)
  - [Sponsored Research](https://poole.ncsu.edu/research/sponsored-research/)
- [Thought Leadership](https://poole.ncsu.edu/thought-leadership/)
  - [Poole Thought Leadership](https://poole.ncsu.edu/thought-leadership/)
  - [Risk Management Resource Center](https://erm.ncsu.edu/erm-resource-center/)
  - [Supply Chain Management Library](https://scm.ncsu.edu/scm-articles)
- [Giving & Alumni](https://poole.ncsu.edu/giving-and-alumni/)
  - [Day of Giving](https://poole.ncsu.edu/dayofgiving/)
  - [Ways to Give](https://poole.ncsu.edu/alumni/ways-to-give/)
  - [Extraordinary Impact](https://poole.ncsu.edu/alumni/extraordinary-impact/)
  - [Distinguished Professorships](https://poole.ncsu.edu/giving-and-alumni/distinguished-professorships/)
  - [Alumni Profiles](https://poole.ncsu.edu/alumni/alumni-profiles/)
  - [Alumni & Friends Connections Newsletter](https://poole.ncsu.edu/alumni/alumni-friends-connections/)
  - [Contact Us](https://poole.ncsu.edu/contact-development-team/)
- [News & Events](/news)
  - [Digital Magazine](https://poole.ncsu.edu/magazine/)
  - [Poole Startup Stories](https://poole.ncsu.edu/startup-stories/)
  - [Events Calendar](https://calendar.ncsu.edu/department/poole_college_of_management)
  - [Commencement](https://poole.ncsu.edu/commencement/)
- [Give Now](https://give.ncsu.edu/pcom)

- About
  - [About](https://poole.ncsu.edu/about/)
  - [Facts and Rankings](https://poole.ncsu.edu/about/facts-and-rankings/)
  - [Strategic Framework 2030](https://poole.ncsu.edu/about/strategic-framework-2030/)
  - [History](https://poole.ncsu.edu/about/history/)
  - [Student Awards](https://poole.ncsu.edu/about/student-awards/)
  - [Advisory Board](https://poole.ncsu.edu/about/advisory-board/)
  - [Faculty and Staff Directory](/people)
  - [Contact Us](https://poole.ncsu.edu/about/contact-us/)
- Academics
  - [Academics](https://poole.ncsu.edu/academics/)
  - [Undergraduate Programs](https://poole.ncsu.edu/undergraduate)
  - [Jenkins Graduate Programs](https://poole.ncsu.edu/academics/graduate-programs/)
  - [Programs Search](https://poole.ncsu.edu/explore-graduate-programs/)
  - [MBA](https://mba.ncsu.edu/)
  - [Master of Accounting](https://mac.ncsu.edu/)
  - [Master’s, Marketing Analytics](https://ma.poole.ncsu.edu/)
  - [Master’s, Risk and Analytics](https://ra.poole.ncsu.edu/)
  - [Master’s and PhD in Economics](https://poole.ncsu.edu/gradecon/)
  - [Ph.D. in Operations Research, Operations & Supply Chain](https://poole.ncsu.edu/academics/phd-in-ops-research-scm-track/)
  - [Global Programs](https://poole.ncsu.edu/global/)
  - [Executive Education](https://execed.poole.ncsu.edu)
- Careers & Employers
  - [Careers & Employers](https://poole.ncsu.edu/careers-and-employers/)
  - [About the Career Center](https://poole.ncsu.edu/careers-and-employers/about-the-career-center/)
  - [Undergraduate Career Outcomes](https://poole.ncsu.edu/careers-and-employers/undergraduate-outcomes/)
  - [Graduate Career Outcomes](https://poole.ncsu.edu/careers-and-employers/graduate-outcomes/)
  - [Recruit Our Students](https://poole.ncsu.edu/careers-and-employers/recruit-our-students/)
  - [Employer Partnerships](https://poole.ncsu.edu/careers-and-employers/employer-partnerships/)
- Faculty & Research
  - [Faculty & Research](https://poole.ncsu.edu/research/)
  - [Meet Our New Faculty](https://poole.ncsu.edu/research/meet-our-new-faculty/)
  - [Centers and Initiatives](https://poole.ncsu.edu/industry/initiatives/)
  - [Accounting Department](https://poole.ncsu.edu/accounting/)
  - [Business Management Department](https://poole.ncsu.edu/business-management/)
  - [Management, Innovation and Entrepreneurship Department](https://poole.ncsu.edu/mie/)
  - [Economics Department](https://poole.ncsu.edu/economics/)
  - [Sponsored Research](https://poole.ncsu.edu/research/sponsored-research/)
- Thought Leadership
  - [Thought Leadership](https://poole.ncsu.edu/thought-leadership/)
  - [Poole Thought Leadership](https://poole.ncsu.edu/thought-leadership/)
  - [Risk Management Resource Center](https://erm.ncsu.edu/erm-resource-center/)
  - [Supply Chain Management Library](https://scm.ncsu.edu/scm-articles)
- Giving & Alumni
  - [Giving & Alumni](https://poole.ncsu.edu/giving-and-alumni/)
  - [Day of Giving](https://poole.ncsu.edu/dayofgiving/)
  - [Ways to Give](https://poole.ncsu.edu/alumni/ways-to-give/)
  - [Extraordinary Impact](https://poole.ncsu.edu/alumni/extraordinary-impact/)
  - [Distinguished Professorships](https://poole.ncsu.edu/giving-and-alumni/distinguished-professorships/)
  - [Alumni Profiles](https://poole.ncsu.edu/alumni/alumni-profiles/)
  - [Alumni & Friends Connections Newsletter](https://poole.ncsu.edu/alumni/alumni-friends-connections/)
  - [Contact Us](https://poole.ncsu.edu/contact-development-team/)
- News & Events
  - [News & Events](/news)
  - [Digital Magazine](https://poole.ncsu.edu/magazine/)
  - [Poole Startup Stories](https://poole.ncsu.edu/startup-stories/)
  - [Events Calendar](https://calendar.ncsu.edu/department/poole_college_of_management)
  - [Commencement](https://poole.ncsu.edu/commencement/)
- [Give Now](https://give.ncsu.edu/pcom)

Top of Page

Filter By

- People
  - [Executive Team](https://poole.ncsu.edu/group/people/executive-team/)
  - [Administration](https://poole.ncsu.edu/group/people/administrative-staff/)
  - [Faculty](https://poole.ncsu.edu/group/people/faculty/)
  - [Staff](https://poole.ncsu.edu/group/people/staff/)
  - [All](https://poole.ncsu.edu/people/)
- Student Focus
  - [Undergraduate Programs](https://poole.ncsu.edu/group/student-focus/office-of-undergraduate-programs/)
  - [Jenkins Master of Accounting](https://poole.ncsu.edu/group/student-focus/mac/)
  - [Jenkins MBA](https://poole.ncsu.edu/group/student-focus/mba/)
  - [Master of Management, Marketing Analytics](https://poole.ncsu.edu/group/student-focus/marketing-analytics/)
  - [Master of Management, Risk and Analytics](https://poole.ncsu.edu/group/student-focus/master-of-management-risk-and-analytics/)
  - [Economics Graduate Program](https://poole.ncsu.edu/group/student-focus/econ-grad/)
  - [Executive Education](https://poole.ncsu.edu/group/student-focus/executive-education/)
  - [Global Programs](https://poole.ncsu.edu/group/student-focus/global-programs/)
  - [Career Center](https://poole.ncsu.edu/group/student-focus/career-center/)
- Academic Departments
  - [Accounting](https://poole.ncsu.edu/group/academic-departments/accounting/)
  - [Business Management](https://poole.ncsu.edu/group/academic-departments/business-management/)
  - [Management, Innovation & Entrepreneurship (MIE)](https://poole.ncsu.edu/group/academic-departments/mie/)
  - [Economics](https://poole.ncsu.edu/group/academic-departments/economics/)
- Academic Disciplines
  - [Audit](https://poole.ncsu.edu/group/academic-departments/accounting/audit/)
  - [Econometrics](https://poole.ncsu.edu/group/academic-departments/economics/econometrics/)
  - [Entrepreneurship and Innovation](https://poole.ncsu.edu/group/academic-departments/mie/innovation-and-entrepreneurship/)
  - [Enterprise Risk Management](https://poole.ncsu.edu/group/academic-departments/accounting/erm/)
  - [Finance](https://poole.ncsu.edu/group/academic-departments/business-management/finance/)
  - [Financial Accounting](https://poole.ncsu.edu/group/academic-departments/accounting/financial-accounting/)
  - [Information Technology and Business Analytics](https://poole.ncsu.edu/group/academic-departments/business-management/information-technology/)
  - [Information Technology (Accounting)](https://poole.ncsu.edu/group/academic-departments/accounting/information-technology-accounting/)
  - [International Economics](https://poole.ncsu.edu/group/academic-departments/economics/international-economics/)
  - [Labor and Health Economics](https://poole.ncsu.edu/group/academic-departments/economics/labor-and-health-economics/)
  - [Macroeconomics](https://poole.ncsu.edu/group/academic-departments/economics/macroeconomics/)
  - [Managerial Accounting](https://poole.ncsu.edu/group/academic-departments/accounting/managerial-accounting/)
  - [Marketing](https://poole.ncsu.edu/group/academic-departments/business-management/marketing/)
  - [Microeconomics](https://poole.ncsu.edu/group/academic-departments/economics/microeconomics/)
  - [Operations and Supply Chain Management](https://poole.ncsu.edu/group/academic-departments/business-management/supply-chain-operations/)
  - [Management](https://poole.ncsu.edu/group/academic-departments/mie/management/)
  - [Tax](https://poole.ncsu.edu/group/academic-departments/accounting/tax/)
- Initiatives
  - [Business Analytics Initiative (BAI)](https://poole.ncsu.edu/group/initiatives/business-analytics-initiative/)
  - [Business Sustainability Collaborative (BSC)](https://poole.ncsu.edu/group/initiatives/business-sustainability-collaborative-bsc/)
  - [Entrepreneurship Clinic (eClinic)](https://poole.ncsu.edu/group/initiatives/entrepreneurship-clinic/)
  - [Enterprise Risk Management (ERM) Initiative](https://poole.ncsu.edu/group/initiatives/enterprise-risk-management-erm-initiative/)
  - [Supply Chain Resource Cooperative (SCRC)](https://poole.ncsu.edu/group/initiatives/supply-chain-resource-cooperative-scrc/)
  - [Technology Commercialization and Entrepreneurship (TEC)](https://poole.ncsu.edu/group/initiatives/technology-commercialization-and-entrepreneurship-tec/)

Menu People– Executive Team– Administration– Faculty– Staff– All Student Focus– Undergraduate Programs– Jenkins Master of Accounting– Jenkins MBA– Master of Management, Marketing Analytics– Master of Management, Risk and Analytics– Economics Graduate Program– Executive Education– Global Programs– Career Center Academic Departments– Accounting– Business Management– Management, Innovation & Entrepreneurship (MIE)– Economics Academic Disciplines– Audit– Econometrics– Entrepreneurship and Innovation– Enterprise Risk Management– Finance– Financial Accounting– Information Technology and Business Analytics– Information Technology (Accounting)– International Economics– Labor and Health Economics– Macroeconomics– Managerial Accounting– Marketing– Microeconomics– Operations and Supply Chain Management– Management– Tax Initiatives– Business Analytics Initiative (BAI)– Business Sustainability Collaborative (BSC)– Entrepreneurship Clinic (eClinic)– Enterprise Risk Management (ERM) Initiative– Supply Chain Resource Cooperative (SCRC)– Technology Commercialization and Entrepreneurship (TEC)

# Heather Dretsch

[HD\
\
![](https://poole.ncsu.edu/wp-content/uploads/sites/8/2016/12/Dretsch-Heather-1-6290-500x500.jpg)](https://poole.ncsu.edu/people/hmjohns6/)

Assistant Professor of Marketing

Department of Business Management

Nelson Hall 2316

[919.515.7680](tel:919.515.7680)

[hmjohns6@ncsu.edu](mailto:hmjohns6@ncsu.edu)

[View CV](https://poole.ncsu.edu/wp-content/uploads/sites/8/2016/12/Heather-Johnson-Dretsch-CV-Apr2024.pdf)

## Bio

Follow Heather Dretsch on Twitter [@drdretsch](https://twitter.com/drdretsch).

## Education

Ph.D.MarketingUniversity of Maryland2014

## Area(s) of Expertise

Branding, Luxury, Advertising, Millennials/GenZ, Gen Alpha

## Publications

- [Designing Brand Cocreation Activities to Increase Digital Consumer Engagement](https://ci.lib.ncsu.edu/citation/1141036), JOURNAL OF INTERACTIVE MARKETING (2023)

- [Brand Secret Micro-Collectives](https://ci.lib.ncsu.edu/citation/745772), JOURNAL OF THE ASSOCIATION FOR CONSUMER RESEARCH (2021)

- [Who needs a reason to indulge? Happiness following reason-based indulgent consumption](https://ci.lib.ncsu.edu/citation/364765), International Journal of Research in Marketing (2018)

- [Hearing their Voice: When Brand Co-Creation Leads to Social Brand Engagement](https://ci.lib.ncsu.edu/citation/653022), Consumer Psychology in a Social Media World (2015)

- [The dynamics of consumer behavior: A goal systemic perspective](https://ci.lib.ncsu.edu/citation/391227), Journal of Consumer Psychology (2011)


[View all publications](https://www.lib.ncsu.edu/repository/scholpubs/search.php?page=author&pos=1&aid=hmjohns6)

### Groups

- [Faculty: Assistant Professor](https://poole.ncsu.edu/group/people/faculty/assistant-professor/)
- [Department of Business Management: Marketing](https://poole.ncsu.edu/group/academic-departments/business-management/marketing/)

[Honors and Awards](#awards-and-honors)

- NC State Outstanding Teacher Award, 2019-20
- Member of NC State’s Academy of Outstanding Teachers
- Marvin A. Jolson Outstanding Marketing Doctoral Student Award, Robert H. Smith School of Business, 2012
- Top 15% Teaching Award, Robert H. Smith School of Business, 2010–11

[News](#news)

- [Heather Dretsch Explains Why Gen Z is Layering Their Social Media Time (Nov. 10, 2022)](https://poole.ncsu.edu/thought-leadership/article/heather-dretsch-explains-why-gen-z-is-layering-their-social-media-time/)
- [Gen Z Want to Go Behind-the-Scenes with Brands on TikTok and Instagram (Oct. 14, 2022)](https://poole.ncsu.edu/thought-leadership/article/gen-z-want-to-go-behind-the-scenes-with-brands-on-tiktok-and-instagram/)
- [What Gen Z and Millennials Want on Instagram vs. TikTok (Sept. 22, 2022)](https://poole.ncsu.edu/thought-leadership/article/what-gen-z-and-millennials-want-on-instagram-vs-tiktok/)
- [Heather Dretsch on Branding for Generation Alpha (September 23, 2022)](https://poole.ncsu.edu/thought-leadership/article/heather-dretsch-on-branding-for-generation-alpha/)
- [Heather Dretsch Shares the Right Way to Engage with Consumers on Social Media (July 1, 2022)](https://poole.ncsu.edu/thought-leadership/article/heather-dretsh-shares-the-right-way-to-engage-with-consumers-on-social-media/)
- [Current Insights for Local Brands Who Use Instagram (April 25, 2022; Poole Thought Leadership)](https://poole.ncsu.edu/thought-leadership/article/current-insights-for-local-brands-who-use-instagram/)
- [Heather Dretsch Explains Why Generation Alpha Will Choose Their Parents Brands (March 10, 2022)](https://poole.ncsu.edu/thought-leadership/article/heather-dretsch-explains-why-generation-alpha-will-choose-their-parents-brands/)
- [Meet the Mini Millennials: Generation Alpha (Oct. 1, 2021; Poole Thought Leadership)](https://poole.ncsu.edu/thought-leadership/article/meet-the-mini-millennials-generation-alpha/)
- [Heather Dretsch Breaks Down How to Market to Gen Alpha (Aug. 12, 2021)](https://poole.ncsu.edu/thought-leadership/article/heather-dretsch-breaks-down-how-to-market-to-gen-alpha/)
- [Conveying Authenticity Amidst Uncertainty (May 2020; Poole Thought Leadership)](https://poole.ncsu.edu/thought-leadership/need-to-know-conveying-authenticity-amidst-uncertainty/)
- [Brand Identity in a Changing World (May 2020; Poole Thought Leadership)](https://poole.ncsu.edu/thought-leadership/brand-identity-in-a-changing-world/)
- [Win-Win for Poole Students and Trophy Brewing (February 2019, Poole Digital Magazine)](https://poole.ncsu.edu/magazine/win-win-for-poole-students-and-trophy-brewing/)
- [More than Avocado Toast (Raleigh Magazine, March 2019)](https://raleighmag.com/2019/03/more-than-avocado-toast/)
- [Poole College Research Takes Aim at Unlocking Mystery to Better Brand Secrets (February 2020; Poole Thought Leadership)](https://poole.ncsu.edu/news/2020/02/03/poole-college-research-takes-aim-at-unlocking-mystery-to-better-brand-secrets/)

[Poole College of ManagementHome](http://poole.ncsu.edu/internal)

Nelson Hall

2801 Founders Drive

Raleigh, NC 27607

919.513.7100

![AACSB Accredited](/wp-content/uploads/sites/8/2023/09/AACSB-logo-accredited-200x69-transparent.png)

## Campus Map

[![Campus Map](https://poole.ncsu.edu/wp-content/uploads/sites/8/2020/09/campus-map-300x169.png)](https://maps.ncsu.edu/#/buildings/078)

- [About](https://poole.ncsu.edu/about/)
- [News](https://poole.ncsu.edu/news)
- [Faculty and Staff Directory](https://poole.ncsu.edu/people/)
- [Contact Us & Directions](https://poole.ncsu.edu/about/contact-us)
- [Nelson Hall Map](https://poole.ncsu.edu/wp-content/uploads/sites/8/2021/08/PCOM_Nelson_Aug2021-Maps_v2b.pdf)
- [Internal Website](https://poole.ncsu.edu/internal)
- [Information Technology (IT)](https://it.poole.ncsu.edu/)
- [Privacy](https://www.ncsu.edu/privacy/)
- [Poole Thought Leadership](https://poole.ncsu.edu/thought-leadership/)
- [Magazine](https://poole.ncsu.edu/magazine)
- [Undergraduate Programs](https://poole.ncsu.edu/undergraduate/)
- [Graduate Programs](https://poole.ncsu.edu/academics/graduate-programs/)
- [Executive Education](https://execed.poole.ncsu.edu/)
- [Global Programs](https://poole.ncsu.edu/global/)
- [Industry Engagement](https://poole.ncsu.edu/industry/)
- [Poole Initiatives](https://poole.ncsu.edu/industry/initiatives/)

## Connect With Us

- [Facebook](https://www.facebook.com/ncstatepoole)
- [X](https://www.twitter.com/ncstatepoole)
- [LinkedIn](https://www.linkedin.com/company/nc-state-university-poole-college-of-management)
- [Instagram](https://www.instagram.com/ncstatepoole)
- [YouTube](https://www.youtube.com/ncstatepoole)

© 2024 NC State University. All rights reserved.


[Accessibility](https://accessibility.ncsu.edu/) [Privacy](https://www.ncsu.edu/privacy/) [Resources](https://www.ncsu.edu/resources/)