Today’s young adults have increasing spending power, and they’ve never known a world without technology. It plays a vital role in how they communicate—including with brands.
Our webinar, “The Gen Z Effect”, explores the unique ways Gen Z engages with media and the value of Creators during their journey. LTK drew findings from three of our 2024 studies to paint a thorough picture of these tech-first consumers: the Holiday Shopper Study, the Shopper Study, and the Back to School Shopper Study. Peel back the curtain on the latest trends to understand their evolving needs and how to use Creators for marketing to Gen Z.
Creators Accelerate Trial
The most successful products in the world are heavily supported by marketing, not quietly being stocked by retailers. Brands have to get the word out! Gen Z Creators accelerate consumer trials of emerging products, sharing their experiences to motivate others.
Gen Z Creators develop trends by trying new products
Ever tried something because a popular voice talked about it? Think of it like Oprah’s Book Club, where the former talk show host promotes her favorite reads, sparking interest and driving trends. Similarly, Gen Z influencers share their experiences with their peers and motivate them to action. In fact, Gen Z is the most likely of any generation to try products after seeing Creator posts. Our 2024 Shopper Study indicates that 71 percent of them are more likely to try featured products after this exposure.
LTK Gen Z Are Even More Likely to Try New Brands or Products
LTK is full of early adopters, ready to try the latest trends as soon as they drop. So our Gen Zers are more likely than the generation at large to try something based on Creator posts. In fact, 84 percent of LTK Gen Z shoppers are likely to follow suit versus 71 percent of all of Gen Z.
Barrel jeans are having a moment
To illustrate the power of early adopters, data shows that as the weather shifted, so did clothing searches. LTK identified spikes in activity for “barrel jeans” on our platform from late August to November:
- 211 percent increase in Creator posts
- 178 percent increase in links created
- 196 percent increase in consumer sales
LTK Creators can lean into these moments for your brand, helping to drive brand discovery and purchase.
Gen Z Shop Creators
They aren’t just going into stores or even visiting your website—Gen Z shoppers are consulting Creators for shopping advice. Creator partners can sway audiences in your direction.
Creators propel discovery and inspire purchases
Whether you sell home or kitchen gadgets, Creators drive action across categories. The majority of Gen Z are already using Creators to shop, with nearly 70 percent buying online from Creator recommendations. The key to marketing to Gen Z? Just be where they are when they’re ready to purchase.
LTK Gen Z Are More Likely to Shop from Creators Online
LTK shoppers are all-in on Creator shopping, not just looking to those voices for information. According to the 2024 Shopper Study, a significant 84 percent of our Gen Z shoppers purchase directly from Creators compared to 68 percent of all of Gen Z, opening important opportunities for your brand. By mixing LTK ads into your Creator strategy, you can reach Gen Z shoppers during critical shopping moments such as the holidays.
Gen Z shops through Creators across categories
We took a closer look at what’s really moving LTK’s Gen Zers, and unlocked a few trends. While this group looks to Creators for just about everything, they’re especially drawn to these voices in:
- Fashion and beauty, seeking out trends and new beauty products to try.
- Gaming, especially during the holidays and at a much higher clip than other generations.
- Home and electronics, including dorm room essentials and college technology.
Gen Z Shops from Creators Through Specific Social Platforms
The days of scrolling one social platform are long gone, with today’s consumers using an average of 3-4 social channels. Instagram, YouTube, and TikTok are top choices for Gen Z to shop from Creators on. Each channel fills a different consumer need, such as for long-form content or quick reels.
Be active in the same spaces as Gen Z audiences
Yesterday it was YouTube, but today it’s Instagram. Is your audience gravitating to a different platform? Test, learn, and pivot based on these shifts in audience preferences and habits. As you do, consider incorporating tools like LTK Boost to amplify messages from inside the Creator’s social channel.
Get in on the TikTok Alpha affiliate test
LTK is a pilot participant in TikTok’s new affiliate initiative. With it, Creators can directly link LTK posts and products on their TikTok videos, instead of driving traffic to a link in bio. Remove barriers to conversion and partner with LTK to help your brand become one of the first to leverage affiliate links in TikTok content.
Emotional connection
Never forget to bring audiences in on a deeper level. Creators can emotionally connect through any medium, but the one-to-one feel of video is most effective. Gen Z expects and responds to the authenticity of video content, so it’s a must for reaching them.
Creators Are Integrated Into Gen Z Buyer’s Journeys
We often talk about the steps of the buyer’s journey and the value of Creators at every touchpoint: Awareness, consideration, purchase, retention, and advocacy. Marketing to Gen Z is a different animal, however, as they march to the beat of their own drum.
Creators support a new kind of buying journey
Gen Z Creators provide focus for your brand, driving advocacy and brand love. By being active across video-based social platforms, they can help you reach the 88 percent of Gen Zers who tune into Creator videos on social media.
LTK Gen Zers Are More Likely to Watch Creator Videos
Nearly all—97 percent—of our Gen Z shoppers tune into Creator videos. With such a large majority, if you aren’t using video already, your brand is missing valuable opportunities. Start now with LTK.
Gen Z watches Creator content about everything
Stay top of mind and influence product trials and purchase as Gen Z watches social media content. Marketing to Gen Z might include injecting your brand into their favorite subject categories, including:
- Cooking and meal prep
- College and student life
- Recipes
- Healthy and active lifestyles
- And more
Gen Z Report: Exploring Micro Trends
Micro trends are everywhere—those short-lived movements that develop rapidly and go viral with consumers. While mostly temporary, the attention micro trends command makes it necessary for brands to engage. LTK Creators can help you lean into these moments authentically.
Case study: Lazy Girl Recipes
Raise your hand if cooking dinner is the last thing you want to do after a long day of work. While recipe searches on LTK are up over 40 percent this year, many are for easy or “lazy girl dinner” recipes. Many of our Creators are rising to meet this demand, sharing quick and simple meals audiences can try themselves.
LTK Tools Power Gen Z Creator Marketing
Get on the cutting edge of marketing to Gen Z. LTK’s latest tools simplify the way you assess Creator marketing and open doors to build stronger collaborations.
LTK Leaderboard
LTK’s curated Creator community consists of hundreds of thousands of Creators who authentically inspire shoppers. As you collaborate with them, LTK Leaderboard’s intuitive dashboard provides real-time insights into how each partner is performing for your business. Unlock a new way to inform your Creator strategy and scale your program.
LTK Power Gifting
Gifting is still alive and well in Creator partnerships, empowering brands that nurture those relationships. LTK Power Gifting helps you strengthen connections with Creators and reward top performers with gifted products and promotional codes. Foster authentic relationships and expand your organic reach.
Overhaul Your Marketing to Gen Z with LTK
Gen Zers are some of the most receptive to Creators, favoring authentic content over advertising. These influencers make genuine arguments for why shoppers should be interested in your products and spend their time in all the right places to meet them on their terms.
Maximize the value of Creator collaborations in your marketing to Gen Z. Watch the webinar on-demand for deeper insights and get started with LTK.
