How to win over Gen Z & their impact on buying behavior

LTK’s Ally Anderson & Reesa Lake joined two Gen Z panelists and LTK Creators at the Launchmetrics event to discuss the power of the Gen Z audience in Creator marketing.

Watch the recording

Gen Z is the future

The Gen Z audience will need to be a staple in future marketing strategies.

• The Creator is the most trusted digital media for Gen Z.
• Gen Z is the most influential generation on social media.
• Gen Z has shown short-form video is here to stay.
  

The always-on disruptors

They are the current trendsetters and true to their core of wanting authenticity. They seek practical, cost-conscious, and integrated technology.

What consumers from LTK’s national study are saying…

• 79% of Gen Z say some of their shopping originates from social media.
• Video and Gen Z go hand-in-hand with 73% saying they watch Creators videos.
• Top shopped channels include Instagram, TikTok and YouTube–while TikTok is the most talked-about platform, Instagram is still the winner for shopping.
• Gen Z leans into Creators 28% more than the general population- both shopping 28% more through Creators and watching Creator videos, 28% more.
• 43% of Gen Z audience is shopping in-store from Creator recommendations.
  

Short-form video is here to stay
99% of the Gen Z audience watch videos on social media. Where video content is consumed is not always where video content is shopped through Creator. See below the top platforms for various usages–each channel has its pros and all serve as a place to create strategy to reach Gen Z.

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% of Gen Z are still watching their finances more closely vs. 64% for the general population.
• Majority report that their buying power is actually up year over year!

Gen Z is the group most likely to be spending. From a brand standpoint, this shows an opportunity to continue to lean into the group, especially as an ‘always-on’ activation.

Summary

We know the following about the Gen Z population:

Least Impacted by Inflation
The majority are still watching their purchases more than last year.

Majority of shopping online
They’re on their phone, shopping through social media, and short form videos are very important to them.

Creator’s are most trusted
Gen Z trusts Creators more than social ads or celebrities.

Most influential social shoppers
Nearly 2/3 of Gen Z share Creator recommendation, which is the highest of any generation.