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Influencer Marketing: The Gen Z Way

Vrinda Mathur
May 27, 2024

Influencer marketing among Generation Z has never been more popular than it is now. Today, social media platforms have catapulted regular Gen Z youth into a spotlight that would not have been possible otherwise. And India is no different! Companies are increasingly targeting the new Gen Z Indian Influencers across numerous product categories, such as fashion, homecare, personal care, and food and beverages, in the last year or so.

There's a new type of consumer in town, and despite their youth, they're upending brand and business strategy all over the world. This key demographic is expanding and spending more time online than ever before, providing a clear indication of what's hot and what's not.

Millennials are over traditional advertising, but Gen Z is considerably more extreme. When it comes to consumer choice, they instead rely on their peers and tribes to identify the finest items. This is where influencer marketing comes into play; how should you contact this new generation? To begin with, lest understand who these Gen Z are

Who are Gen Z

Gen Z is not only a slang most commonly used in hashtags and instagram, there's more to the table. Gen Z is the second-youngest generation, following millennials and Generation Alpha. Gen Z's behaviors, like those of previous generations, are influenced by their upbringing. Young people today have grown up in the shadow of climate change, pandemic lockdowns, and economic collapse worries.

When the first Generation Zers were born, the internet had just recently been widely available. They are known as "digital natives," as they are the first generation to have grown up with the internet as a part of daily life. The generation is diverse: the oldest Gen Zers have jobs and mortgages, while the youngest are still in their twenties. Globally, Gen Z is rapidly expanding: by 2025, Gen Zers will account for one-quarter of the Asia-Pacific region's population.

While there are significant distinctions among Gen Z members, there are a few things they all have in common. Generation Zers, as the first true digital natives, are extremely online. In Asia, Gen Zers spend six or more hours each day on their phones, working, shopping, dating, and establishing friends online.

Prior to making a purchase, digital natives frequently resort to the internet for any type of information, including news and reviews. They switch between websites, apps, and social media feeds, each of which serves a particular purpose in their online world. Because they grew up with social media, Gen Zers curate their online selves more carefully than previous generations, and they are more likely to embrace trends such as anonymity, more personalized feeds, and a smaller online presence, even as they consume media online voraciously.

Influencer Marketing and Gen Z

According to research into Gen Z behavior, influencers have the capacity to impact their purchasing habits. According to Kantar research, 44% of Gen Zers have made a purchasing decision based on the recommendation of an influencer. According to another SurveyMonkey study, more than half of Gen Z (58%) has shopped based on a recommendation from a social media influencer or content creator.

There's a logical reason why Gen Z is so 'affected' by influencer marketing strategies. Authenticity is a quality that Gen Z values highly. They are more likely to trust those who are sympathetic and have extensive understanding of the thing they are marketing. As a result, influencers are incredibly popular among Generation Z, according to research conducted by morningconsult.

Influencers are popular among Generation Z. Almost two-thirds say they follow them, and half say they trust their advice.

However, they would want brands to use relatable artists rather than celebrities in their advertisements. They don't just admire influencers; they want to be them, implying that paid sponsorships are something that the typical 'Zoomer' supports.

Gen Zers have been found to have an impact on all aspects of family expenditures, including both minor and large consumer decisions.

Along with their individual significance, this generation is leading in terms of numbers. Bloomberg anticipated that by 2019, Gen Zers would have surpassed Millennials for the first time, accounting for 2.47 billion of the world's 7.7 billion people, or 32% of the global population.

Also Read | Influencer Marketing - The Ultimate Guide

Social Media Used by Gen Z

Social media platforms have become an essential aspect of the lives of Generation Z.

Initially, these platforms were created to link people and make worldwide communication easier. However, Generation Z uses social media in a unique way. Gen Zers use social media to have fun, educate themselves, learn new skills, keep up with current events, and so on. It's a method for them to keep connected to the world.

According to a recent study, 94% of Gen Zers utilize social media. That is a large number!

What does this figure imply for brands? Potential clients with an interest in a wide range of topics and sectors are just a click away. That is why having an online presence allows firms to tap into a fresh pool of prospects. Some of the most common apps used by Gen Z are -

YouTube

YouTube is a popular video-sharing platform among Generation Z. This medium has evolved into their primary source of entertainment and education.

Despite its age, YouTube remains the most popular platform. In fact, YouTube is the most popular among teenagers, with 85% of them using it. It seems that young people have largely abandoned other traditional media like TV and radio, as YouTube has taken over this role. In relation to this, we’re getting data about the behavioral characteristics of Gen Z.

YouTube is where young people go to develop deeper relationships since watching videos with others makes them feel more connected to them.

Simultaneously, 7 out of 10 Gen Z teens watch videos to unwind. They not only consume online content, but they also contribute to it. Gen Z accounts for more than one-third of social media influencers.

TikTok

TikTok's rise is primarily due to Gen Z teens' preference for short-form videos. More than half of the platform's users in the United States are Gen Zers. In fact, according to a survey, 20% of respondents spend 5 hours or more per day on TikTok. This is absolutely shocking. Nonetheless, TikTok's popularity is not by chance.

It is the platform that has brought to the forefront small videos that can be consumed in a continuous stream.Initially, the platform became famous for the trends it created through the use of royalty-free music, in contrast to other platforms, such as YouTube.

Instagram

Instagram is still one of the most popular social media platforms among Generation Z. In fact, 64% of Generation Zers use Instagram at least once every day.

While Instagram began as a platform for sharing images, it has evolved into much more. It has attempted to replicate trends from other social media platforms, such as: Stories that were primarily utilized on Snapchat

Instagram Reels are short-form videos similar to TikTok.Despite these adjustments, the platform remains one of the most popular social apps among Generation Z, since they prefer it for the majority of their online social activity.

Snapchat

Snapchat, believe it or not, is one of the most popular social media apps among Generation Z.

Its innovative storytelling capabilities, as well as time-sensitive access to photographs and videos, are extremely popular with the youthful demographic. In this day and age, 95% of Gen Z use visual communication while messaging peers.

Additionally, Snapchat's filters and usage of augmented reality (AR) in content creation are particularly popular among users who enjoy playing with their appearance.

To Sum Up

Finally, companies should strive to not only represent but also empower their target audience's values through actionable actions. Brands that provide discounts or buy backs to support sustainability or donate to social causes allow their customers to make a difference while also taking a stand.

This type of empowerment transforms customers from passive recipients of a brand's message to active participants in the process, transforming influence into a dialogue. This kind of empowerment will characterize the sector in the coming years.

Also Read | All About Influencer Marketing

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Influencer Marketing: The Gen Z Way

Who are Gen Z

Influencer Marketing and Gen Z

Social Media Used by Gen Z

YouTube

TikTok

Instagram

Snapchat

To Sum Up

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