How to Unlock Gen Z Spending Power

November 14, 2022

1 minute read

Influencer Marketing Gen Z Social Strategy Creator Commerce Marketing Strategy Creator Marketing

Gen Z has emerged as a powerful and unique group of consumers. In 2023, it will need to be a staple in your marketing plan to really future-proof your strategy. And with the current economy, budgets need to be spent more wisely than ever.




LTK recently conducted two studies to better understand Gen Z shopping habits and key characteristics to help brands make more informed decisions. Below are some of the key findings:


Economic Impact
Gen Z is the least impacted by inflation and has a more positive financial outlook.

  • 86% of Gen Z report their household income has stayed the same or improved versus last year
  • 58% are still watching their finances more closely vs. 64% for general population

Mobile Shopping and Social Channel Usage
Gen Z is influenced more than any generation through content on social media.

  • Mobile shopping and social channel usage is highest among Gen Z
  • Gen Z shops on their phones 12% more than the general population
  • 71% of Gen Z shop from influencers - that’s 40% higher than the general population

Creator Influence
Creator is the most trusted digital media for Gen Z

  • 90% of Gen Z follow Creators on social channels, with top social networks for following Creators being Tiktok, Instagram and YouTube
  • Gen Z trusts Creators more than any other digital placement, outranking social media sponsored ads and celebrity posts
  • Creators are a top 3 reason they visit social media

Video Content
Gen Z has shown short-form video is here to stay

  • 99% of Gen Z watch video on social media, with top channels being YouTube, TikTok and Instagram
  • Gen Z spends the most time consuming social video on Instagram, Facebook, TikTok and YouTube
  • On LTK, video campaign content drives a 50% higher engagement rate than static content

Understanding Gen Z consumers can help your business create an optimal strategy for 2023. Click here to watch LTK’s Gen Z Shopper Whitepaper and check out our Ultimate Guide to Influencer Marketing for Retail Brands for even more insights now!


Interested in joining LTK, the #1 Influencer Marketing platform? Contact us today.


Topics: Influencer Marketing Gen Z Social Strategy Creator Commerce Marketing Strategy Creator Marketing