The power and impact of Influencer Marketing on Gen Z
The 21st century is the era of technological advancements, where gadgets and electronic devices play an imperial role in the lives of people. Digitalization has been observed in every aspect of life, be it education, home renovations, entertainment or entrepreneurship. Now, Digital Marketing refers to the promotion of products via electronic media platforms.
Influencer marketing is one such aspect of it.
In the pandemic period, social media took a toll over the masses. The consumption of social media skyrocketed in the lockdown period due to which content creators and influencers benefitted the most, as brands commenced to harness the power of Influencer Marketing.
What is Influencer Marketing?
There is an old credo that "Change is the only constant thing happening in this world," but something in life never changes, rather it gains popularity and fame over time and becomes a trend. In this digital world, influencer marketing is one such thing.
It involves a collaboration between a brand and an influencer to market one of its products or services. It involves influencers who have strong social sway over the generations, especially Gen Z.
What is Gen Z?
The most important element in the evolving digital marketing era is the hiking presence of Gen Z. This is the demographic cohort succeeding millennials and proceeding Gen A. This is the newest generation after Gen A, currently between 6-24 years of age.
Landing straight into the digital world, Gen Zers are the first generation to grow up with no distinction in the online and offline world. They've had access to social media, digital entertainment and smart technologies since birth. This is the real generation with unprecedented influence. Therefore, IBM calls them 'Digital Natives'. They make decisions in a highly analytic and realistic way. A global survey of 15,600 Gen Zers was conducted, which produced impactful results on their economic influence.
Gen Zers influence all the spending areas, whether on small or large decisions in the family. One of the best ways to tap into these generations is via their own peers and communities, since this generation is all about relationships with tribes and influencers.
Impact of Influencer Marketing on Gen Z
The introduction of Influencer Marketing began with the targeted audience with millennials mindset people. It was thought that millennials would seek out brands and products that told a compelling story but they weren't put off by big brand names and influencers with massive digitalisation.
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Each and every strategy of influencer marketing, however, would turn Gen Z as consumers.
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Gen Z influencer marketing requires influencers how this generation feels about themselves. Gen Zers tend to gravitate toward micro influencers rather than following a big influencer like Kylie Jenner. The individuals who are more locally focused, more niche specific and more authentic. The individuals who have followers ranging 10k-100k.
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Gen Z is more focused in the digital world rather than the physical world. That's likely why, when the global survey was conducted about their shopping places, most of the stores were found on social media.
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Instagram is ranked the highest. Since Gen Zers shop more on social media, Gen Z influencer marketing must be more effective on them than on millennials.
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There is an extension of interest of the younger generation in individuals over brands; an influencer on Instagram is more likely to grab attention because Gen Zers see themselves in the shadows of those personalities.
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Most of the purchasing decisions made by Gen Zers are based on the recommendations from social Influencers rather than the purchasing decisions made by other generations.
Influencer Marketing on social media is becoming one the most important tools for marketing strategies for businesses. It has both positive and negative impacts on the lives of Gen Zers. It has been globally proven that influencer marketing gives better reach out to the targeted audiences. Most of the Gen Z customers follow social media accounts of the various influencers.
Influencers must be thoughtful enough before signing a contract as their single project can sway the minds of thousands of Gen Zers, who look up to them as their role models.
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