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 multi-faceted 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 below. 

Digital Audio Has a Permanent Slot in College Students’ Schedules

If we think back to our college days, we can likely recall 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. 

The daily pressures that today’s students face are mounting, including financial stress, burnout, and the search for stability. And digital audio is there throughout it all. Over eight in 10 Gen Zers listen to music to boost their mood, and 75% listen to music to escape the pressure and stress of life. 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 party 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. When it comes to this demographic, it’s no longer parents that are influencing their children’s consumer decisions but the other way around. In fact, 70% of parents of college students say their kids actively influence where they shop and what they buy.

When gearing up to target college students, it’s important to know the timelines they’re following. For the 2024-25 school year, 69% of current students started school in August, and 28% started in September or later. This makes August the peak time for shopping—and June and July the months to target for your campaigns. And when it comes to the buying window, it’s getting shorter. In 2024, college students were looking to get everything they needed for school within 30 days. It’s almost an even match between how students shop, with 74% going in-store and 82% scouring online.  

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

• Shorter shopping periods

• Potential out-of-stock items

• Deals and promotions 

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.

Reach your target Gen Z-ers with a first-impression takeover, so your brand stays top of mind. As soon as listeners start their Pandora experience, brands can capture their attention with 100% share of screen. Or you might opt for our sponsored listening solution on mobile. If your listeners spend a minimum of 15 seconds with your brand video, they receive uninterrupted listening. 

SoundCloud 

SoundCloud is the destination for innovators and tastemakers—and its listeners are young and ad-receptive. Over five in 10 listeners are Gen Z, and 90% of the platform’s Gen Z SoundCloud users listen with ads. Brands can partner with SoundCloud on Promoted Tracks, which help advertisers drive discovery through native promotion. By aligning with listeners’ favorite SoundCloud creators, you’re creating even more positive association for your brand. 

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. 

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, and 42% of Gen Z discovering new brands while listening. Advertisers can target Gen Z podcast lovers with host reads or video host reads. When your audience’s favorite creators are delivering the ad, they’re more likely to listen. 

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. 

HBCU Homecoming

If your goal is to reach Black college students, there’s no better opportunity than through HBCU Homecoming. In fact, 40% of Black college graduates have been educated at an HBCU. This year, SiriusXM and Pandora hosted the third annual HBCU Pop Out at Florida A&M University. The experience combined top sponsors, like Cricket Wireless and State Farm, leading influencers, including Swaggy Sie and DJ Steel, and star performers, from Glorilla to Veeze. The metrics speak for themselves—after our 2024 event, we saw a +107% increase in sponsor consideration for events with predominantly Black consumers.  

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, and two of three Latin music superfans plan on attending a live concert in the next 12 months.  

Get on the School Bus for an A+ Audio Advertising 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