Influencer Marketing for Gen Z

 

The largest consumer population today has had access to technology since they were toddlers. So it’s no surprise Gen Z is the most digital-savvy generation yet. Born after 1995, Gen Z now represents a third of the population and influences household purchasing decisions. 

 

Marketing to Gen Z is often at the top of the list for the brand’s marketing priorities. And there is no better way to reach them than through influencer marketing. Gen Z trends have transformed the impact influencers have online. They have elevated role models and build communities around their favourite internet sensations.

 

Now, Influencer marketing is one of the top Gen Z trends for businesses to watch out for. In this article, we’ll discuss how you can reach youths with influencer marketing.

Making the Most of Daily Connection

 

Gen Z spends an average of 2 hours and 55 minutes per day on social media. Especially during the significant disconnect caused by the Pandemic in 2020, young people rely on digital connections every day. As such, they constantly immerse in new information and spend a lot of time following their favourite influencers on social media.

 

The first step to successful influencer marketing is for brands to recognise where their consumers spend their time.

 

Instagram and TikTok are both platforms that enjoy great popularity, especially for influencers. 41% of Gen Zers name Instagram as their favourite platform for following brands, and 65% of them check the platform daily.

 

By now, the impression your brand makes on social media can actively influence the buying decisions of your consumers. For example, 48% of Gen Z is swayed by a brand’s social media activity as soon as they discover a new business or product. 

 

Whilst these numbers showcase how crucial social media marketing is, this comes with a flipside. Gen Z is constantly bombarded with various brands across all forms of digital media. So it’s no wonder that they have become sceptics when it comes to the old sales pitch. Gen Z is the most resistant to advertisements out of all the generations.

That’s why Influencer marketing is so crucial for brands to adapt.

Why Influencer Marketing Works

 

Although Gen Z has lost their trust in traditional advertising, they still seek product recommendations from their role models. Gen Z has faith in their favourite influencers and most often learn about new products from these individuals. Digital creators with a healthy following establish social proof for a product.

There’s plenty of evidence to suggest Gen Z craves these authentic recommendations.

 

67% of Gen Zprefer to see real people in advertisements (that is, people who appear as themselves rather than acted characters). In addition, 55% of the generation is influenced by the recommendations of friends or peers when they discover a new brand. And nearly three-quarters of Gen Z watch or read reviews about a product to make a purchasing decision! 

 

So what makes influencer marketing more effective than other types of marketing? It’s all about authenticity. Gen Z wants to form genuine connections with brands through people that feel honest and unbiased. They expect a sales pitch with purely commercial intentions from brands. Reviews from influencers appear more legitimate. And thanks to the tech-savvy nature of Gen Z, they’ll always want to make educated decisions when it comes to spending their money.

How to Succeed with Influencer Marketing in 2021

 

The trend towards influencer marketing is clear, but how can your business make the most of this strategy? Here are a few tips for your consideration.

• Focus on emerging channels. These are where users can interact with new creators the most. For example, Youtube, Snapchat and Instagram are all platforms on which Gen Z have increased their usage in the last few years. 
• Invest in more live media. Twitch is a fantastic channel for live streams. The benefit of live influencer marketing is that the audience can interact directly with their role models. They can ask questions, comment, and receive real-time responses from digital creators.
• Encourage influencers to produce raw, honest, visual content. You need to have faith in your product and expect brutal honesty when it comes to influencers. This transparency is what will inspire Gen Z to trust your integrity as a brand.
• Select the right influencers for your audience. Micro influencing is another Gen Z trend worth your while. Instead of finding influencers with thousands of followers, concentrate your efforts on those with a small but dedicated following. The following should represent your audience niche. The benefit of smaller communities is that they’ll often have a more personal connection to the influencer!

 

Are you struggling to find the right influencer to work with? A market research company could help you identify Gen Z trends and find the best way for your brand to meet its needs. 

 

At SELFHOOD, we listen closely to our network of Gen Z consumers to learn what motivates them. You can benefit from these insights too! Visit our website to learn more.