How to Capture the Attention of Gen Z Through Influencer Marketing: 4 Essential Factors

By 2030, the global Generation Z’s direct purchasing power is projected to reach an astounding US$33 trillion, underscoring that Generation Z is an undeniable force in consumerism. To capitalise on the immense business opportunities presented by Generation Z, brands must strategically establish a presence within the social media marketing segment, and the influence of Key Opinion Leaders (KOLs) will serve as one of the strongest allies for brands.

In this article, let’s dive deep into how brands can effectively promote their products through tailored influencer marketing strategies, harnessing the power of Key Opinion Leaders (KOLs) to tap into the new wave of consumption driven by Generation Z.

The term “Generation Z” broadly refers to the group of people born from the late 1990s to the early 2010s. They are currently aged approximately between 10 and 25. According to the analysis by Bank of America entitled “OK Zoomer: Gen Z Primer”, by 2030, the global Gen Z’s purchasing power is projected to increase by 400%, reaching a staggering US$33 trillion. This will account for over a quarter (27%) of the world’s purchasing power, making Gen Z an indispensable consumer powerhouse that brands cannot overlook.

Gen Z is known as the first wave of digital natives who grew up with the internet and are accustomed to communicating through social media. Consequently, to effectively tap into the vast business potential of Gen Z, brands must invest in strategies using social media as a vehicle. Therefore, influencers and celebrities become a marketing and promotional avenue that brands can fully exploit.

Based on our vast experience, KOL Radar shall explain how to capture the attention of Gen Z from four key angles: 

1. Characteristics of Gen Z
2. Preferences in following influencers
3. Influencer marketing
4. Trends in social media usage. 

This comprehensive approach enables brands to identify the best influencer marketing strategies tailored for Gen Z. It assists brands in harnessing the influence of KOLs to capture the hearts of Gen Z and ride upon this new marketing wave.

Generation Z, aged approximately between 10 to 25 years old, not only represents the new generation of consumer power but also stands as the first wave of digital natives (Source: Unsplash)

1. Characteristic of Gen Z: Pursuit of Individual Style, Emphasis on Social Issues

Coming of age in an era defined by information overload and the internet, Gen Z grapples with heightened levels of anxiety regarding their skills and prospects. They yearn to live a life of meaning, charting their paths while exhibiting a focus on brand aesthetics and taste in their consumer choices. At the same time, the internet erases boundaries between Gen Z and the world, cultivating their awareness and concern around global causes. According to a comprehensive survey by Cheers Magazine, Gen Z’s top three concerns, listed in order, are gender equality, climate change, and environmental pollution.

From the analysis above, brands that wish to capture the attention of Gen Z should focus on their brand’s values, style, and usage scenarios while also highlighting the brand’s dedication to social responsibility, equality, and environmental preservation.

Source： KOL Radar【2022 Influencers Marketing Trends Reports】

2. Gen Z Perception: Following Influencers is Just like Hanging Out with Friends

Standing out from Generations X and Y who idolised celebrities and followed stars, Gen Z is more inclined to support Key Opinion Leaders (KOLs). According to an official survey by Instagram, rather than fame, Gen Z places a higher value on whether creators share common interests or hobbies with them.

KOL Radar’s 2022 Influencer Marketing Trends Report highlights that Gen Z perceives the action of following influencers as hanging out with friends, while also placing importance on the influencers’ lifestyles and values. Therefore, when brands select influencers for marketing campaigns, it’s crucial to consider the KOL’s style and tone. This approach ensures that the design of the promotional content is not only effective but also captivating to the eyes of Gen Z.

Source： KOL Radar【2022 Influencers Marketing Trends Reports】

3. Influencer Marketing Strategies for Gen Z: Prioritising Objectivity and Authenticity

Source： KOL Radar【2022 Influencers Marketing Trends Reports】

In addition to this, the survey also indicates that Gen Z tends to view live streaming as an opportunity for casual conversation with influencers. They dislike blatant and forced influencer collaborations during live streams.

Therefore, KOL Radar suggests that if brands intend to collaborate with influencers through live streaming, their content strategy should revolve around the influencer’s personal stories. This approach helps to establish a connection between the influencer’s experiences and the product, deepening the impression among fans.

To achieve optimal live streaming results, brands must respect the influencer’s style. Instead of rigidly scripted endorsements, brands should allow influencers to showcase their genuine, natural selves.

4. Tapping on Gen Z’s Favourite Social Media: Instagram and YouTube

The research also shows that Gen Z consumes content mostly on Instagram and YouTube. So, KOL Radar suggests that if brands want to target Gen Z for marketing, they should focus on Instagram and YouTube. By creating content that appeals to Gen Z’s interests, they can achieve successful marketing results.

Source： KOL Radar【2022 Influencers Marketing Trends Reports】

From the chart above, it’s evident that Facebook is no longer among the top three platforms for Gen Z. However, it remains the most commonly used social media platform for Gen X, who are the parents of Gen Z. This suggests that Facebook’s user base is gradually shifting towards older age groups. On the other hand, Gen Z’s usage of Instagram surpasses that of Gen X and Gen Y by a considerable margin.

With this in mind, brands can use Instagram as the main collaboration platform with Key Opinion Leaders (KOLs) to execute bulk purchases or partnerships, thus increasing brand and product exposure and capturing business opportunities among the Gen Z demographic.

By marketing to Gen Z, a group that heavily relies on the internet and social media, influencers can serve as a bridge between brands and Gen Z, expanding the market for products and services. With the robust AI-driven KOL Radar database, brands can now identify the most suitable KOLs to engage with the Gen Z audience. By combining innovative content marketing strategies, brands can seize the opportunity to engage consumers of the new generation.

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Interested in learning more about influencer marketing services?

Explore KOL Radar now: https://www.kolradar.com/en/

KOL Radar is a leading company in influencer marketing, boasting an exclusive AI-driven influencer database that encompasses over 300,000,000 influencer profiles and billions of real-time data points. We offer a comprehensive range of influencer marketing solutions, including strategy formulation, campaign planning, influencer matchmaking, and digital advertising. Our professional service team, coupled with a powerful database, has accumulated expertise from serving thousands of companies, resulting in highly effective influencer marketing campaigns. Feel free to inquire about our services to achieve greater and better results in influencer marketing!

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