A new study from Kantar reiterates the strength of influencer marketing as a tool to reach Gen-Z consumers.
The study states that 44% of Gen Z relies on influencers for purchase decisions, compared with 26% of the general population. The study also reported that 70% of Gen Zers follow at least one influencer on platforms like YouTube or Instagram. Gen Z comprises 32% of the world’s population with an estimated $143 billion in spending power and so ignoring influencer marketing is choosing to ignore a big piece of the potential revenue pie.
Social commerce platform Poshmark released a 2020 report that found that 58% of consumers said they were comfortable with buying goods via social media rather than a company’s website. And as a true testament to the value of influencer marketing– 75% said that they would buy something directly from a person online. The report also discovered that 57% of consumers discover new brands via word of mouth, 41% of them through influencers and 33% through social media, proving that social media is not just a place for shopping but also discoverability.
These new findings at the very least act as a testament to the real power and results that arise from having a social strategy, specifically an influencer marketing strategy.
Here are 3 ways brands can appeal to Gen Z through influencer marketing:
Want to learn more about using influencers to reach out to Gen Z? Let’s chat!