Influencer marketing is a strategy that connects brands and digital content creators (Influencers). The goal is to drive authentic conversations about a product or service to drive awareness and engagement.
Influencer marketing helps brands to reach and engage new audiences and increase sales.
Influencer Marketing: How Gen Z is Changing The Marketing World
Here are some tips about influencer marketing and how Gen Z is changing the marketing world.
- Influencer Hype
Marketers and brands know that the “influencer hype” will not end soon. It has been predicted that brands may spend up to $15 billion on influencer marketing by 2022.
But the term “influencer” has started to change. Some prefer to be called “content creators”. They are online creators that put more value on their creative worth and the quality of the content they deliver.
Content creators (Influencers) these days are more than just social media celebrities. They are also photographers, performers, writers, and videographers. They want to be recognized for the quality of their online content instead of their follower count.
- Short-form video Keep Growing
Short-form videos are popular and keep growing. Experts say that people want to be entertained, and short-form video has proven to be one of the most addictive forms of entertainment. (one of the reasons why TikTok has become so popular).
Short-form videos will continue to appeal to consumers in 2021. So brands need to produce short-form video content for their target audience.
- eCommerce and Social Media
More social media platforms are incorporating e-commerce features into their apps. With this new shopping feature available to consumers, new online shopping behaviors are expected to grow.
Influencer marketing and brand sponsorship can reach a new level with shoppable posts. A transition from influencer content to e-commerce stores.
- Authenticity and Gen Z
The Gen Z audience is the new consumer powerhouse. Their reported spending is estimated at $100 billion. Brands need to pay more attention to their needs and interests.
This generation (Gen Z) tends to value quality over quantity and individual expression. They prefer brand authenticity and companies that take a stand on social issues that they care about.
- Gen Z and Influencer Marketing
Gen Z represents the largest generation of consumers. Studies show that 93% of parents say that their Gen Z children influence their household purchases.
Gen Z is also changing the way consumers shop for products. They look for deals and not brands.
For this generation, shopping is a way to assert their values and social activism. They are also the generation that is more comfortable around influencers since they care most about the social context of their products.
- TikTok and New Influencer Marketing
TikTok is the most popular social media platform for the youngest generation.
TikTok has generated new influencers and influencer marketing strategies. These influencers are more popular than movie or TV stars.
- Gen Z Influencers and Brands
Gen Z influencers are interconnective. Brands need to create multi-platform campaigns for their influencers.
Brands can have influencer content on TikTok, they can promote products on their podcasts, and creating behind-the-scenes content for Youtube.
You need to create a new influencer marketing strategy to attract the Gen Z generation. Create quality content and provide value to your target audience. Create short-videos content and collaborate with Gen Z influencers to promote your business successfully.