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How does Gen Z change the influencer marketing game?


If influencer marketing is the contemporary marketing strategy, Genz is the integral momentum. The new Genz youth is clearly influencing the purchase of various products and services, be it personal care, apparel, or food and beverages. A consequential number of consumer behavior is based on Genz influencer marketing. Now those who are not familiar with the term Genz, let's leap into the breach.

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What is Genz?

Genz or Generation Z (Also known as zoomers) are considered to be the first social generation to have grown up with digital technology and the internet from a very young age. Researchers and modern media call those who have been born in the late to mid-1990s Generation Z. They are the children of Generation X. 1990s are stated as the starting birth years and early 2010s as the ending birth years of Generation Z. It is a term initially used to determine Americans, but eventually became relatable to all demographic cohorts. Unlike Millennials, Gen X represents a digitally literate generation (Millennials are the people born from 1981 to 1996). Millennials are the first global generation and the very first generation brought up in the internet age.

Why is Genz fit for the new world of influencer marketing?

Gen Z a.k.a. Zoomers are becoming the most literate and ethnically diverse generation in the world. According to the World Economic Forum, Gen Z spends an average of 3 hours per day on social media. This makes them the most digital natives of any other generation. They are multitasking, multi-device personalities who live in multiple realities at the same time. Living in both real and digital life, they are consciously aware and tolerant of differences. They are socially committed as well as pragmatic to technologies. Gen Z takes part in social activism and is more concerned about climate change, hence they seek sustainable products. Some factors considering the value of Gen Z in influencer marketing are:

  • Their social media literacy makes them comfortable with influencers.
  • They are more likely to trust recommendations from influencers.
  • Influencer marketing encircles Gen Z. In other words, Gen Z is the new influencers or they want to be influencers.
  • Gen Z is pragmatic, they don't just spend 3 hours on social media, but seek out how to make use of it in all possible ways.

The essential unpredictability

Gen Z is in the phase of becoming a potential customer. The concept of influencer marketing affects them so much that even before becoming the earning member of the family, each Gen Z youth is going to influence their buying decision. Influencer marketing strategy is dynamic, as are the decisions made by Gen Z. The changing factors influencing Gen Z are so unsure that brands need to keep on revamping the campaigns.

  1. Gen Z is not brand loyal, they can easily switch from one brand to another. Anything reiterative is not going to lay hands on the attention of Gen Z youth. Hence they are not brand loyal but particular about the brand content.
  2. Gen Z is a technologically advanced generation. They are highly literate in at least one niche, so they don’t have to depend on influencers when it comes to acquiring knowledge about a specific product or service.
  3. They are great at instantly articulating digital data. This makes Gen Z a fast opinionated audience, hence their word of mouth matters in the influencer marketing game.
  4. Gen Z is everywhere so the influencer marketing strategy has to be relevant and on point. Their most engagement happens on Instagram, TikTok, YouTube, Twitch, Spotify, etc.
  5. The hero-worship of celebrities is long gone. Generation Z youth does not blindly do whatever their favorite celebrity preaches. Gen Z demands equal attention and respect, hence they want to be connected with influencers rather than just praising celebrities redundantly.
  6. They tend to follow micro-influencers and nano-influencers. What Gen Z is looking for is a genuine insight into a product or service. Micro-influencers with a niche are more likely to get adequate engagement with this generation. They look for authenticity and valuable information.
  7. They are a visually augmented generation. Not necessarily an expert in visualization. But when it comes to information analysis, they choose visual representation more than any other medium. So for Gen Z, video content is the king.
  8. Gen Z considers visual content more beneficial. They are particular about shareable content. Gen Z is always ready for content that is unique and worthy of sharing.

Who is the game-changer?

The baby zoomers or Generation Z youth are changing the influencer marketing world. Brands are already aware of how Millennials respond to campaigns. They are comfortable buying through in-store shopping. Gen Z is a group of tech-savvy young buyers who could easily be turned into potential customers if their demands are met by the brand. When an influencer deals with endorsements and product placements, they are more likely to be engaged with Gen Z. If not, definitely a Millennial who feels more like Gen Z or influenced by Gen Z.