Gen Z is the first generation to grow up entirely in the digital age. They are true digital natives, comfortable navigating the online world from an early age. To get through to this demographic, it is necessary for brands and marketers to understand a few things about this generation:
Gen Z is heavily reliant on smartphones, spending a significant amount of time on various social media platforms. Their mobile-centric lifestyle makes them a prime target for influencer marketing on platforms like Instagram, TikTok, and Snapchat.
Preference for Authenticity:
Gen Z values authenticity in marketing and have low tolerance for content that seems forced, scripted or pushy. They are more likely to respond positively to influencers who appear genuine and relatable rather than those who seem overly scripted or promotional.
Micro-Influencers Hold Influence:
Unlike previous generations, Gen Z trusts micro-influencers more(those with smaller followings, typically under 100,000) as compared to celebrity influencers. Micro-influencers are valued for their authenticity and for their rapport with their audience, making their endorsements more impactful.
Visual and Bite-Sized Content:
Gen Z strongly prefers visual content, such as short-form videos, memes, and visually appealing images. Influencer marketing campaigns that leverage these formats tend to perform well among this demographic. Humorous and witty content certainly gets through to Gen Z better.
Socially Conscious Consumers:
Gen Z is comparatively more socially conscious and environmentally aware. They are more likely to support brands and influencers who align with their values, especially those promoting sustainability, diversity, and social justice causes.
Gen Z seeks to be actively engaged rather than passive consumers. Influencer marketing campaigns that encourage participation and interaction through challenges, polls, and user-generated content resonate well with this generation.
Mobile Shopping Trends:
Gen Z's shopping behaviour is influenced by social media. They are more likely to discover products through influencers and make purchases directly on social platforms. Brands that facilitate seamless shopping experiences through influencer collaborations can tap into this trend.
Short Attention Spans:
Due to the abundance of content available, Gen Z has shorter attention spans. Influencer marketing campaigns need to capture their attention quickly and deliver messages concisely to be effective. Several brands have discovered that endorsing their products through stories on Instagram has been more effective than conveying the message through reels.
Influencers as Role Models:
Gen Z often considers influencers as role models. Brands collaborating with influencers who share positive messages and embody values important to Gen Z can create a strong connection with this demographic.
Contact us on [email protected] to discuss how we can leverage influencers for your brand and drive impactful results through our performance marketing campaigns.
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