Think Influencers for Gen Z Reach and Engagement

As a Gen Zer myself we perceive celebrities as icons people who are aspirational and whom we look up to We see influencers in a totally different way as people who are our friends whom we look to for guidance on purchasing and style decisions and can relate with on a personal level According to Deloitte 52 of Gen Z say they feel a stronger personal connection to media creators than traditional celebrities As influencers have built these connections through their online platforms theyamp8217re doing more than just posting content theyamp8217re rewriting the playbook of how brands can successfully capture the attention and wallets of the generation that is spending the most time onlineTechnology is Engrained in Gen Zamp8217s DNAGen Z has only known a world with technology in it We grew up during the launch and rise of YouTube and the release of the first iPhone From the days of Vine to TikTok social media has helped raise us and influence who we are EMarketer reports that 99 of us are online with 28 spending at least five hours on social platforms during the weekFor this reason advertisersamp8217 previous strategies to target and influence older generations wonamp8217t work on Gen Z because weamp8217re carving our own path and putting social media first Deloitte found that 56 of Gen Z find social media content to be more relevant to them than TV shows or movies So to be successful in reaching this highly targeted demographic brands need to turn to the vehicles that drive this monopolization of attention influencers As a generation we live online and because of social mediaamp8217s alwayson nature we are constantly exposed to influencer content due to the algorithm rewarding their steady posting schedule making them a popular discourse both online and offlineThe influence of these social media stars also goes offline as teens and young adults discuss what theyamp8217re seeing online more than talking about music sports or moviesamp160 Itamp8217s this admiration and repeated exposure to influencers that is providing a powerful tool for advertisers to reach and influence this generation of consumersDonamp8217t Pardon the InterruptionNo one loves an interruption caused by an ad Traditional brand placements including banner ads prerolls and static posts are not conducive to the participatory environment of social media Influencers succeed in catching the attention of Gen Zers because they donamp8217t disrupt the digital experience as ads do Influencers know the trends and the memes They know the online culture because theyamp8217re a part of it and theyamp8217re a powerful tool of persuasionInfluencers Are a Trusted SourceWe see influencers as an extension of our friend circle often quoting them or feeling like weamp8217re part of an inside joke with their content Why Because they treat us like weamp8217re there in person with them having a conversation and not a nameless face behind a screen Because of this Gen Z has developed emotionally invested parasocial relationships with influencers When brands form longterm partnerships with these influencers theyamp8217re able to tap into this dynamic and sway purchasing decisions often without Gen Z realizing weamp8217re being influenced We donamp8217t see it as weamp8217re watching ads weamp8217re willingly watching a person we like give us trusted advice on why this product is lifechanging and why we must buy itNow or NeverAccording to Civic Scienceamp8217s 2025 Gen Z Media Consumption report 56 of US Gen Zers purchased a product because of a recommendation from a social media influencer This number is only going to grow over time with Gen Zamp8217s influence on the economy just beginning Bank of America found that Gen Z will be the largest population over the next 10 years at 30 amassing a purchasing power of 74 trillion by 2040 To put these numbers into focus in 2023 Gen Zamp8217s purchasing power was only 9 trillionThe data is clear The brands that partner with influencers will have a competitive advantage whereas those that only partner with celebrities risk losing authenticity among Gen Z and get left behindThis article was written by Jackie Turner Media Assistant Involved MediaPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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