Much like millennials, Generation Z (or Gen Zers) are part of a truly digital age. Including anyone born between 1997-2013, Gen Z expects speed, convenience, and constant connection. They’re known for their extremely short attention spans, hyper-awareness of social issues, and a strong preference for authenticity.
When you pair all of these characteristics with the fact that Gen Zers are the most online generation, it makes sense that Gen Z influencers can be powerful allies when it comes to growing your brand.
Why You Should Care About Appealing to Gen Z to Grow Your Brand
Before discussing practical ways Gen Z Creators help grow your brand, let’s get a deeper view of Gen Z buyers’ fundamental characteristics and motivating forces.
Buying Power
According to a 2021 report, Gen Z has achieved substantial buying power, with an estimated $360 billion worth of disposable income.
In addition, according to LTK’s research, the Gen Z age demographic remains the least impacted by inflation. Eighty-six percent of Gen Z report their household income has stayed the same or improved compared to the previous year, with 58 percent claiming that they watch their finances more closely (versus 64 percent for the general population).
Online Presence
Members of Gen Z are constantly connected, spending a staggering 74 percent of their free time online in some capacity. Instagram, YouTube, and TikTok are Gen Z’s preferred social media networks. With all this time online and a presence across so many platforms, it’s no wonder Gen Z is currently considered a powerfully influential generation across all social media.
A Desire for Brand Authenticity
Businesses hoping to grow their brand and tap into this market should think carefully before launching ad campaigns that appeal to Gen Z. This generation loves companies that promote authenticity, honesty, and transparency. They prefer businesses that focus on realistic storytelling, and they have a keen eye for spotting inauthentic or dishonest marketing ploys.
Gen Z believes that their actions and values can improve the world around them, and they love supporting companies with shared values.
A Craving for Creator-Driven Content
When looking for ways to grow your brand, remember that Gen Zers consider Creator-driven content to be the most trusted form of consumable digital media. Ninety-two percent of Gen Z shoppers have made purchases based on influencer recommendations versus 75 percent of the general population.
How Can Gen Z Influencers Help Grow My Brand?
Here are a few ways that Gen Z influencers can boost your company’s online presence.
1. Creating Unique Video Content
Short-form content has become the top choice for content consumption. Social media platforms such as TikTok, Snapchat, YouTube clips, and Instagram Reels are a highly effective way to market to Gen Z.
Working with Gen Z influencers can help brands reach different audiences through the right campaign and message. Because Gen Z consumers prefer viewing video content, they often perceive this type of advertising as more authentic than television or print ads, especially when it’s in the form of product favorites or personal recommendation videos.
2. Tapping into Different Audiences
Gen Z influencers can reach audiences whose values align with theirs, helping increase brand awareness and establishing trust.
It’s okay to start small—you may not need to reach millions of followers. A Gen Z influencer with a loyal following of even a few thousand can still help grow your brand, especially if they’ve already established a trustworthy presence on the social media platforms used by your target audience.
3. Following Trends
Collaborating with Creators on digital marketing campaigns that focus on certain trends or seasons can take your marketing game to the next level. Celebrating various holidays or promoting specific product launches can draw the right attention to your brand.
Start Marketing to Gen Z the Right Way!
LTK helps brands increase sales and boost their digital presence by seeking out the right Gen Z Creators to grow your brand. LTK works with more than 5,000 brands around the world and hundreds of thousands of creators across more than 100 countries.
Watch our on-demand webinar “Gen Z Shopper Study” to learn how Gen Z plans to shop in 2023 and beyond.
