Influencer Marketing: Do Gen Z Think It’s Lit or Nah?

Influencer marketing has become a popular advertising method in recent years, especially when it comes to targeting the elusive Gen Z audience. With their immense buying power and highly engaged presence on social media platforms like Instagram and TikTok, it’s no wonder that businesses of all sizes are scrambling to figure out how to effectively reach this demographic.

But the question remains: is an influencer marketing strategy really the right approach to speak to Gen Zers? Do they actually buy into the hype, or is it all just a passing trend?

What Is Influencer Marketing?

Influencer marketing is an advertising tactic where businesses partner with individuals who have a strong following on social media – aka, influencers – to promote their products or services. These influencers can range from celebrities or macro-influencers with millions of followers to everyday people or micro-influencers with a smaller, but highly engaged following.

The goal of influencer marketing is to tap into the influencer’s target audience and leverage their credibility and influence to promote your brand or product. This can take many forms, from sponsored posts on Instagram to product reviews on YouTube to short skits on TikTok.

Influencer Marketing Tactics Are Becoming Increasingly Effective On Gen Z Audiences

Source: Freepik

Influencer marketing has become more and more popular in recent years, especially ever since social media became a major part of our daily lives. And with the rise of Gen Z – a significant demographic – on social media, it comes as no surprise that businesses of all sizes are increasingly relying on social media influencers.

Who Are Gen Z’s & Why Should Small Businesses Pay Attention?

Gen Z is quickly becoming a major force in the consumer market. And with their immense buying power, small business owners should definitely be paying attention. 

Gen Z, also known as Zoomers, were born between 1997 and 2012. They’re currently between the ages of 9 and 24.  According to Influencer Marketing Hub, the spending power of Gen Z is on the rise. Over the past three years, their disposable income has more than doubled to a total of $360 billion.

So, what sets Gen Z apart from previous generations? For starters, they’re digital natives. They’ve grown up in a world where smartphones, social media, and instant gratification are the norm. This has shaped their values, beliefs, and buying habits in unique ways. For example, according to TikTok, 3 in 10 Gen Zers use social media for inspiration before they make a purchase.

Gen Z is also a generation that values authenticity, inclusivity, and social responsibility. They’re more likely to support brands that align with these values. This means that businesses that prioritise sustainability, diversity, and social impact have a unique opportunity to stand out to this unique group of consumers.

Influencers Are Trusted By This Demographic

Gen Zers are highly influenced by their peers and online communities. They’re more likely to trust recommendations from people they know or follow on social media than traditional advertising.

Small businesses can tap into this highly influential demographic by partnering with influencers with a strong Gen Z following and fanbase.

One of the reasons why influencer marketing campaigns have become so popular with businesses targeting Gen Z is because influencers are highly trusted by this demographic. And a big reason why influencers are trusted is that they are perceived to be authentic – a value that’s highly important to Gen Z.

Influencers are seen as more relatable and trustworthy than traditional celebrities or advertisements because they often share personal and relatable stories and experiences with their followers. 

In addition to their relatability and engaging power, influencers are also highly influential because of their niche expertise. Many social media influencers have built a following around a specific topic, such as fashion, beauty, or fitness. This means that they’re able to provide highly targeted and informed recommendations to their followers.

But it’s not just about reaching Gen Z through influencers. Small businesses that prioritise authenticity, inclusivity, and social responsibility in their brand messaging and voice – again, values that are important to Gen Z – have a unique opportunity to stand out. Doing so will allow small business owners to build strong relationships with Gen Z consumers and earn their loyalty for the long term.

Start Your Influencer Campaign By Selecting The Right Influencer For Your Brand
Source: Freepik

How To Start Your Influencer Marketing Campaign?

Influencer marketing works, and it is a highly effective way for small businesses to tap into the elusive Gen Z market. 

By working with influencers that have earned their trust, businesses can reach their desired target audience in an authentic and genuine way.

If you’re a small business owner looking to get started with influencer campaigns, there are a few key steps to keep in mind:

  1. Identify influencers that align with your brand’s values and target audience.
  2. Reach out to them with a clear and compelling offer.
  3. Measure and analyse your results to continually improve your strategy.

At Primal Digital Agency Malaysia, we specialise in helping small businesses unlock their full potential to reach their target audience and drive sales. In addition to influencer marketing, we offer a range of other digital marketing services, including social media marketing, pay-per-click advertising, and SEO. Contact us today to learn more about how we can help grow your business.