How to Reach Gen Z-ers Through Influencer Marketing
Wed May 29 2019
Image by @theurbandarling
Now that the youngest members of the millennials have joined the workforce, marketers are starting to shift their focus to Gen Z-ers — those born between 1997 and 2012, according to Pew Research Center. This comes as no surprise, as Gen Z members are becoming increasingly important players in setting trends and directing purchase decisions. Don’t believe me?
Take a look at previously “uncool” brands like Crocs, Fila, and Champion that have all made their way into cultural zeitgeist this past year by working with these young consumers to drive up their user-generated content on social media. Even Revolve, while well-established among millennials, is looking to gain more attention from Gen Z customers by launching a sub-brand specifically catered to them.
And these brands are smart to do so. With Gen Z’s spending power of $143 billion, there’s a big opportunity for brands that target this demographic. So, what’s the best way to effectively reach young consumers?
You guessed it — through influencer marketing! Below, we’ve listed three best practices that you should incorporate into your marketing strategy.
1. Have a solid presence on Instagram, Snapchat, and YouTube.
Gen Z members live on their smartphones and are almost constantly on social media. In fact, the average Gen Z-er spends about 3 hours on social media on the daily — that’s nearly 24 hours per week!
Therefore, it’s extremely important to have a strong social media presence. According to a recent study, 70% of Gen Z-ers prefer when brands contact them on Instagram, while nearly 50% prefer brands use Snapchat to reach out to them. Needless to say, young customers value brands that communicate with them via these social platforms.
Additionally, you can work with influencers to further establish your brand’s social media presence. These tastemakers will allow you to expand your reach through their existing follower base. The best platform for Gen Z influencer marketing is YouTube. A whopping 95% of Gen Z-ers use YouTube for shopping recommendations and how-to videos, and having a familiar face endorse your product will make them trust your brand more.
Check out how Poshmark worked with popular YouTuber Nia Sioux to gain more traction among Gen Z-ers.
Keep in mind that not all social media platforms are popular among Gen Z-ers. While YouTube, Instagram, and Snapchat are well loved by these young consumers, Facebook and Twitter are not. These platforms have proven to be less popular than email, text message, and website ads when it comes to communicating with Gen Z-ers.
2. Work with micro-influencers.
Did you know Gen Z-ers are 1.3x more likely to choose a product based on a recommendation by an influencer than a recommendation by a celebrity? As the largest, most diverse group in history, Gen Z-ers care a lot about authenticity and inclusivity. And they’re not easily fooled. They expect brands to be loyal to them and transparent in their communications.
So how can your brand ensure that your partnerships are authentic and inclusive?
Work with micro-influencers, or creators with under 100k followers, who typically achieve higher engagement for a lower CPE due to their knowledge about a specialty niche. Micro-influencers are usually very cautious when it comes to the brands they choose to work with because of the close relationship they share with their followers.
But that’s what’s great about it all. Their reliability, specialized content, and strong connection with their audience will help establish trust in your brand!
To further ensure each influencer’s credibility, use a tool like AspireIQ to check for follower authenticity. Lately, the influencer marketing industry has been under fire for fake engagement and fraud. But with a feature like our follower authenticity check, your brand can be sure that the influencer you’re working with has legitimate engagements and real interactions with their followers.
3. Power all of your marketing channels with influencer generated content.
Good content is everything when it comes to Gen Z-ers. Because 65% of them are content creators themselves, they prize brands that go the extra mile to provide quality content. In fact, 82% of Gen Zers are more likely to purchase from a company that provides consistent and relevant content.
But at the same time, we know it’s difficult to create content that will resonate with every type of Gen Z-er. That’s why we urge each brand to work with influencers to supply your content needs. Find influencers who align well with your brand, then invest in them. They’ll be able to create informative, authentic, aspirational (yet relatable) content for your brand.
See how JC Penney was able to create relevant content around the New Years with the help of their influencers!
The other benefit of working with influencers? You can repurpose their content on all of your branded marketing channels and ads. Influencer-generated content is eye-catching and engaging, allowing it to seamlessly integrate into Gen Z-ers’ social media feeds. After all, the best ads are the ones that don’t look like advertisements!