Born between the late 1990s and the early 2010s, Gen Z is no longer just a target audience, they’re what is driving brands to redefine their PR strategies. As their influence grows, traditional public relations tactics are falling short. To stay afloat, brands must adapt to the expectations of Gen Z.
Demand for Authenticity
It comes as no surprise that Gen Z prefers genuine, unfiltered content over polished brand messaging. They are looking for authenticity and transparency rather than broad brand messaging that seems out of touch from its target audience. They are looking for brands to connect through storytelling – breaking down a wall between the business and the consumer, and sharing more about the product with real-time results. Through this, a company can craft a narrative around its brand, values, and impact on customers.
One way to achieve this is through the use of Influencers and User-Generated Content (UGC). Many members of Gen Z prefer peer reviews and experiences over traditional advertising or seeing mainstream celebrities use the product.
The Power of Influencers
It may seem cliche, but influencers are the future of brand marketing, especially when it comes to reaching Gen Z. Unlike traditional celebrity endorsements, Gen Z places more trust in micro-influencers. A study conducted by the Digital Marketing Institute found that 45% of European Gen Zers reported being more likely to buy clothing if they had seen it on an influencer rather than a celebrity.
Influencer marketing taps into consumer trust and transparency. Impact.com reported that 86% of consumers report that recommendations and reviews play an essential role in their purchasing decisions. In other words, Gen Z turns to social media for genuine feedback and testimonials, as influencers often feel more like peers than promoters.
Influencers are everyday people which makes them valuable partners in co-creating content and driving authentic storytelling marketing. Their authenticity helios foster community, which broad, impersonal marketing campaigns fail to do.
As a result, influencer marketing has become paramount in modern brand strategy. The influencer marketing industry has experienced significant growth, with the global affiliate marketing industry projected to reach $40 billion by 2030, as reported by Forbes.
Digital & Social Media First
Traditional marketing is no longer enough, companies are losing ground to the new way of social media marketing. Social media thrives on interaction, allowing businesses to engage with their audience in real-time, whether that be through comments, questions, or feedback.
A study by Archival and Vogue Business found that 57% of Gen Z turns to YouTube, 53% to TikTok, and 44% to Instagram for brand and product discovery. As Vogue Business puts it, “consumption today is an infinite loop of inspiration, exploration, community, and loyalty.”
TikTok
According to the Erie Institute of Technology – with 69% of Gen Z using TikTok, the platform has become the center of attention when it comes to unfiltered and engaging content, aligning with Gen Z’s craving for authenticity.
While they have their attention, TikTok introduced the TikTok Shop in 2023. The platform features over 170,000 small and local businesses. Sales have steadily grown 70% year after year, the company announced in a press release.
83% of all shoppers say they have discovered a new product on TikTok Shop, according to a study conducted by Global Data and TikTok Shop.
To take it a step further, businesses can now offer in-stream shopping, where they showcase their products to followers through try-ons or sampling. 76% of TikTok Shop users have made a purchase through a livestream.
Similarly, Instagram has grown from a platform once used solely for sharing photos to a key platform for product discovery. 75% of Gen Z is actively using Instagram, as they are drawn to its shoppable posts, influencer content, and brand storytelling.
The Q4 2024 Sprout Pulse Survey found that 48% of Gen Z plans to increase their purchases made through social media in 2025, with Instagram Shop ranking just behind TikTok Shop as their preferred channel, followed by Facebook Marketplace.
To be successful, marketers must shift away from traditional press hits and focus on content that engages and tells a genuine story.
We’re Here to Help
Here at Maracaibo Media Group, we understand the importance of connecting with Gen Z. We can help your company build meaningful relationships with influencers and drive visibility and engagement across all platforms.
