Any brand that chooses to ignore the Gen Z audience in this era already trails behind other market players. This demographic, which existed between 1996 and 2010, has arrived in the present, even though some people see them as representing only the future.
According to What’s The Big Data , Gen Z possesses substantial purchasing power worth $450 billion and incredible abilities to detect false claims of products and services. Therefore, they guide brand marketing operations, which means you can avoid missing opportunities when you adapt to their needs.
Decoding Gen Z’s preferences and the best way to engage them is not a hard nut to crack. You will first need to find them on platforms they dominate and communicate with the language and style they understand.
One of the best ways to easily achieve this is leveraging influencers in your marketing strategy.
Gen Zs and Influencers
Gen Z has grown from standard demographic numbers into a strong cultural power. Despite being the second-youngest generation, between millennials and Generation Alpha they differ in their upbringing as they were born in the time of advanced technology and social media. Several studies reveal that more than 95 percent of the Generation Z audience have a smartphone, of which about 75 percent of them reveal not to go more than 8 hours without accessing the internet. Therefore, they are deeply connected to the internet and are heavily dependent on it compared to other generations. This has shaped their perspectives, consumption and communication styles.
What does this mean for your brand?
Gen Z values authenticity, transparency, and social consciousness. These consumers are not easily moved by sophisticated marketing materials or messages. Instead, they prefer recommendations from user-generated content and influencers over traditional advertisements. Successfully capturing their attention requires you to transform your present approach.
On the other hand, influencers have a direct impact on Gen Z because this demographic relies on their recommendations. Gen Z consumers mainly use TikTok, Instagram and YouTube as their primary platforms to find entertainment and guidance. Influencer recommendations from these platforms motivate 44% of Gen Z consumers to make their shopping choices.
They prefer watching micro-influencers and niche creators because they possess a relatable, authentic quality.
Therefore, businesses must put in effort and research in choosing any influencer for collaborations, considering reputation, niche focus, and brand alignment.
How to Engage Gen Z Through Influencer Marketing
In acquiring the Gen Z audience, your brands should run influencer marketing campaigns on Instagram, TikTok or YouTube, platforms where they spend most of their time. In addition, finding suitable influencers is important as they need to match brand values and possess a dedicated audience.
Gen Z are more inclined to short-form videos, polls, video challenges and other relatable content that comes up as genuine and organic. Therefore, you need to step up from creating standard content to allowing influencers to generate tailored and organic content that appeals to their different audience.
Furthermore, this young generation immediately identifies sales attempts, so cut the unnecessary messages and focus on displaying genuine benefits through real customer stories and influencer content that captures their attention.
In a Nutshell
Your brand needs to follow influencer marketing strategies that serve Gen Z consumers effectively.. If you want the full scoop on how to dominate the Gen Z market? Reach out to us for a consultation and strategy session.
