Gen Z Influencer Marketing Strategy

Influencer marketing has become a go-to for brands looking to expand their reach. Partnering with creators can result in very different outcomes depending on the industry you’re in, the product or services being promoted, and, importantly, the generation of the creator. Let’s take a look at the hallmarks of Gen Z influencers.

Introducing the Illustrious Gen Zs

When seeing content created by trusted and reliable figures, audiences feel at ease when being introduced to new products and services on the market, compared to seeing ads pop up. Gen Z creators are powerful in their ability to engage their age demographic, born between 1997 and 2012. While each generation is different from the last, this one is known for being the first to grow up with the internet, smartphones, and social media. Now, we’re seeing this generation become influential spenders in the global economy, with a collective income of about $360 billion in disposable income according to a report by Bloomberg.

In terms of spending habits, we’ve already seen this group saving more, owning less, and boycotting brands that don’t reflect their personal values. Even though they’re spending less, as many as one-third are living at home into adulthood, which means they have more disposable income than their Millennial counterparts did at their age.

People want to be in the know and see glimpses of tantalising experiences that they can experience for themselves. Brands partner with influencers to expand upon their marketing campaigns, and in today’s world where everyone can be a creator, freely available UCG content has also levelled up, which brands can reshare after gaining consent to do so.

Social media is also highly integrated into their everyday lives, with over 50% of Gen Zs spending at least 4 hours on social media every day. Their favourite apps are YouTube, TikTok, and Snapchat.

Because social media is where Gen Zs spend a lot of time, it is also a shopping source for them, with data from Statista in 2022 indicating that close to 80% of Gen Zs (and Millennials) have bought products they’ve seen on social media. Online shopping presents convenience, though they also enjoy real-life experiences and quick turn-around times on collections.

It’s no wonder influencer marketing on social media is so important.

The Gen Z Influencer Modus Operandi

Gen Zs as a whole are known to value authentic, honest content. Raw footage is shared without the super polished aesthetic that the millennial generation is known for. That doesn’t mean the content looks scruffy; instead, Gen Zs show a real-life look at things by simplifying the strategy and getting straight to the point to capture the attention of audiences who are born to scroll.

@lielnicole IS KIEHLS WORTH THE SPLURGE⁉️⁉️ don’t worry y’all’s i got your back sign up and log in and use my code NICOLE10 for 10% off $120 spend SO YALL CAN HAVE YOUR OWN SELF CARE SPA SESS AT HOME 🧖🏻‍♀️🫧🫶🏻 @KiehlsSG #KiehlsCalendulaToner#MySkinPeacekeeper#KiehlsSG♬ original sound - nicole liel 🤪🤪

Certain brands have followed this strategy too, resulting in brand voices that are more casual, personal, and humorous. This cuts through the noise online and when pulled off well, can result in highly effective engagement rates and brand perceptions.

Read more about brands going wild with their digital marketing.

Gen Z Opt for Engagement-first Content

An article by Deloitte also found a 50/50 split between Gen Zs and Millennials who see online interactions as meaningful replacements to in-person experiences, versus those who prefer the real thing.

The algorithms on popular platforms like TikTok and Instagram reward posts that generate good engagement, which means these influencers are able to reach out to a wider audience. These platforms are also creating new features to enable influencers to find more ways to connect with their audiences, be it via broadcast messaging or subscription-based content.

It is also worth noting that with Gen Zs, it is more about the story you’re telling than the person you are. It is about an individual communicating something valuable with others, rather than an individual being the star – this has resulted in a shift away from celebrity culture which was far greater during the Millennial reign.

@mozzarellapapi P.s. this is not me excusing how toxic boomers can also be 💀 #millennial#genz#workculture#corporatelife♬ original sound - Edo

Trending Topics

Gen Zs consume trends rapidly. They aren’t afraid to dance or jump into new trends with vigour. This can help brands to capitalise on the momentum of trends via creators. The mere association of brands with the latest happenings can result in greater awareness and positive brand associations. A prime example of this would be using the latest trending CapCut template for TikTok videos, or tailoring your content in line with trending sounds or features.

@capcutdels#CapCut July Dump 2023 #julydump#julydump2023#julidump#fotorandom#templatecapcut#trend#fyp♬ Seven (feat. Latto) - Clean Ver. - Jung Kook & Latto

The Gen Z content strategy ultimately changes the ways experiences, services, products, and places are communicated with others. This approach has changed the way content is both produced and consumed. If you’re looking for a creative team to help tap into the Gen Z market, speak with us at Imperial Leisure.