Gen Z’s Love for Influencers

Gen Z was born into a world of influencers, smartphones, fast information flows, and short form video redefining the way we live, work, interact and advertise.

Who exactly are Gen Z’s?

Gen Z born between the mid-1990s and early 2010s are the product of an ever-evolving digital landscape. Gen Z has not just adapted to the digital world but have embraced their own. Gen Z consumption habits are reshaping the media landscape. A 2022 survey by Morning Consult found that 54% of Gen Z’s said they spend at least four hours daily on social media (which is nearly double the global average), and 38% spend more than four hours a day. The most used social platforms are YouTube, Instagram, TikTok, and Snapchat. Gen Z makes up a big part of the total population, and it’s estimated that Gen Zers are expected to account for 40% of consumers*

Influencers influence on Gen Z’s

While Gen Z is known for their preference for experiences over material possessions, 72% of Gen Z’s say they follow at least some influencers which can influence their spending patterns*. According to a Bloomberg report, Gen Z’s are known for saving about a third of their income. However, 80% of Gen Z consumers have purchased a product they saw on social media and half of Gen Z shoppers think that social networks are better than online searches for finding new products.*

According to a report by the International Council of Shopping Centres, 85% of men and 86% of women said social media sways their buying decisions supported by the statement that Consumers are more likely to consider a product or service recommended by an influencer they follow and trust. Obtaining concrete data evidence to support the claim that Gen Z are the most influenced audience out of all can be challenging. However, when analysing the performance of influencer marketing campaigns, it becomes evident that Generation Z is the most receptive audience, often converting into purchasers until the product is completely sold out.

Influenced and influential

Gen Z is perpetually in pursuit of truth, individual expression and a desire to make a positive impact on the world, though Gen Z’s are not scared off by the label paid partnership. Recent Bulbshare research has shown that 84% of Gen Z consumers have lost faith in influencers and that they are more inclined to make purchases based on authentic recommendations. In fact, 86% would be more inclined to buy a product recommended by a friend than a paid influencer* indicating a shift in the future of influencer marketing.

While this hasn’t changed Gen Z time spent and passion for social media, the rise of influencers marketing might slowly lose its shine. Indeed, an increasing number of brands are gradually shifting their focus away from traditional influencer marketing to reestablish trust and authenticity with their primary audience on social media – Generation Z.

How do we expect to see brands to continue to persuade Gen Z’s?

The key to success will stay in building a trustful relationship and brand perception with the most influenced and influential audience on social media. Gen Z’s media consumption habits, brand interactions, and product research methods have remained constant. It is crucial to maintain a strong presence on Social Media, albeit with less paid partnership labels and an even stronger focus on authenticity.

Brands are expected to continue work with influencers but prioritise collaborations with small-scale micro-influencers and small indie publishers networks, selecting creators and publishers that align with their brand value.

UGC content is back. The generation of content creators and digital natives are passionate about content creation themselves. No need for big followers to find great trustworthy content on brand advocates pages – even better it is free!

Brand ambassadors are back. Building a unique and long lasting relationship with brand ambassadors and their followers will lead to long lasting return on investment. As an example, Dylan Alcott worked with nib on this campaign.

What will happen to the Influencers of today?

The most successful influencers are not only ahead of the curve but they have established flourishing empires well in advance of any potential decline in bookings.

They’ve effectively transformed themselves into brands and enterprises, introducing new products, apps, and fashion lines while relying solely on organic promotion to engage their followers. Take Sarah’s Day, for instance, who has nurtured a long lasting partnership with White Fox, introduced her own recipe app, and is currently launching a cookbook without requiring any paid advertising. Her recent activewear collection sold out within minutes.

Her enduring success throughout the years can be attributed, once again, to the approach of building a trustworthy relationship with the most influenced and influential audience on social media, Gen Z’s.

Want to find out more about how Gen Z impacts influencer marketing & vice versa? Get in touch with an ADMATICian today!