From sparking viral dance challenges to spicing up relationships with a pair of magic leggings, Generation Z – or ‘Gen Z’ as they’re more commonly known – are shaping up to be a powerful generation of natural-born social media influencers. Yet despite their innate creative talents and pro-level content creation skills, brands and businesses alike are still learning how to engage, and market to this emerging consumer group. That’s where we come in. In this post, we’re talking all things Gen Z, from their buying power to the value of their influence, so grab a pen, stream Olivia Rodrigo’s Sour, and get ready to take notes.
To understand any new consumer audience, and how they’ll factor into your brand strategy, you have to start by unpacking the basics – who they are, what drives them, and what things they value. The Gen Z consumer was born between 1995-2009, and currently makes up 41% of the world’s population. With a spending power estimated at $143 billion in the US alone – a figure that will only grow as more age into the workforce – Gen Z is poised to become a uniquely powerful audience of inclusive, progressive, global-minded, thoughtful consumers. As a Facebook IQ article details:
[Gen Z has] inherited the wisdom of Boomers, the independence of Gen X and the confidence of Millennials, while developing their own “me is we” worldview. Gen Zers see themselves as part of something greater. By accepting and uplifting others, they see themselves rising too.
The “me is we” characteristics of Gen Z comes to life in the content they share on their social channels, primarily Instagram, TikTok, Snapchat, and YouTube. Gen Z’s core values of curiosity and reciprocity help shape their content creation. They are driven by authenticity, and demand the same in media representation and from brands alike. In some ways, the Gen Z influencer is the antithesis of the overly-curated millennial influencer, opting to share real, stripped-down experiences, and fresh perspectives with their communities.
Where Gen Z influencers really over index on providing brand’s with unique value propositions, is in their effortless command of digital mediums, ability to cultivate engaged online communities, and passion for incorporating activism into their platforms.
Just like any influencer brand partnership, there’s a necessary evaluation process to take before deciding on a potential Gen Z influencer. Check out our Influencer Evaluation Guide and accompanying blog to ensure your potential influencer checks each box like brand alignment, shared values, and cultural credibility.
To get started, assess the following questions to help determine whether a Gen Z partnership makes sense for your brand.
Remember: Gen Z influencers are uniquely valuable, and can help your brand reach a new audience of interested consumers, but if there’s a clear disconnect between the two, don’t force it. Here’s a quick example:
Recently, PLANOLY partnered with creator Deja Foxx, who founded GenZ Girl Gang, a community centered around bridging generational gaps. Deja shared how she uses PLANOLY to plan and schedule her content by leveraging a projector filter from TikTok. The standout video showcased how simple concepts can be maximized through the lens of Gen Z creativity.
Whether you decide to work with a Gen Z influencer or not there’s an opportunity to learn from the younger generation. They’re launching viral trends, commanding attention from every audience, and creating content that’s original and authentic – a lesson any brand can apply to their strategy.