Think Influencers for Gen Z Reach and Engagement
Celebrities were once marketers' automatic go-to for endorsement. However, in the age of social media, their influence is waning across generations, with Gen Z sending marketers back to the drawing board by looking to influencers as brand ambassadors.
As a Gen Z-er 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, they’re doing more than just posting content; they’re rewriting the playbook of how brands can successfully capture the attention and wallets of the generation that is spending the most time online.
Technology is Engrained in Gen Z’s DNA
Gen 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 week.
For this reason, advertisers’ previous strategies to target and influence older generations won’t work on Gen Z, because we’re 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 media’s always-on 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 offline.
The influence of these social media stars also goes offline, as teens and young adults discuss what they’re seeing online more than talking about music, sports, or movies. It’s this admiration and repeated exposure to influencers that is providing a powerful tool for advertisers to reach and influence this generation of consumers.
Don’t Pardon the Interruption
No one loves an interruption caused by an ad. Traditional brand placements, including banner ads, pre-rolls, and static posts, are not conducive to the participatory environment of social media. Influencers succeed in catching the attention of Gen Z-ers because they don’t disrupt the digital experience as ads do. Influencers know the trends, and the memes. They know the online culture because they’re a part of it and they’re a powerful tool of persuasion.
Influencers Are a Trusted Source
We see influencers as an extension of our friend circle, often quoting them or feeling like we’re part of an inside joke with their content. Why? Because they treat us like we’re 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 long-term partnerships with these influencers, they’re able to tap into this dynamic and sway purchasing decisions, often without Gen Z realizing we’re being influenced. We don’t see it as we’re watching ads; we’re willingly watching a person we like give us trusted advice on why this product is life-changing and why we must buy it.
Now or Never
According to Civic Science’s 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 Z’s 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 Z’s purchasing power was only $9 trillion.
The 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 behind.
This article was written by: Jackie Turner, Media Assistant, Involved Media
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.
