Got your coffee mug in hand? Get ready to learn why more than 70% of Generation Z consumers follow influencers on social media and trust their recommendations as much as those of a friend, according to a survey by Morning Consult.
Generation Z values authentic and relatable content, making influencers an effective strategy to capture their attention and trust while driving sales. Therefore, brands must carefully select influencers who represent their values and effectively communicate their message.
Why Does Generation Z Trust Influencers?
Authenticity is the cornerstone of influencer marketing, especially for Generation Z, who value genuine and spontaneous content. To ensure authenticity:
- Allow influencers to express the brand’s message in their style, avoiding strict scripts that may feel forced.
- Choose influencers who already have an affinity for your product or service, as this increases trust and credibility in the collaboration.
- Support the creation of organic content, such as real experiences using your products, sincere testimonials, or everyday stories.
By setting general guidelines rather than imposing rigid scripts, brands enable influencers to adapt the message to their style and audience. This ensures that the content remains organic and credible. Companies seek to collaborate with influencers who already use or are genuinely interested in their products or services, making the partnership feel natural.
According to a survey by Influencer Marketing Hub, 89% of marketers reported that the ROI of influencer marketing is comparable to or better than that of other marketing channels. This success is often attributed to clearly identifying the target audience and selecting influencers whose followers align with that profile. Consequently, brands increasingly prioritize micro-influencers and niche influencers over celebrities.
Influencer Marketing Trends in 2025
In 2025, influencer marketing is expected to continue growing, playing a pivotal role in shaping brands and their engagement with audiences, particularly Generation Z.
Micro-influencers (with 10,000 to 50,000 followers) and nano-influencers (with fewer than 10,000 followers) are gaining prominence due to their ability to forge authentic, close connections with Generation Z. This demographic perceives their content as more genuine, leading to higher interaction and trust rates.
A noteworthy trend is “deinfluencing,” which emerged on TikTok and encourages more mindful purchasing decisions. In this approach, influencers recommend products and services they do NOT endorse, redefining influencer marketing with values of sustainability and transparency.
Additionally, LinkedIn is becoming an important platform for B2B influencers. “Linked Influencers” are creating educational and professional content, attracting business audiences and decision-makers.
These trends are complemented by the growing integration of artificial intelligence in campaign personalization. AI helps brands identify ideal influencers and develop more effective, data-driven strategies.
These developments reflect a more strategic and mindful approach to influencer marketing, aligned with Generation Z’s expectations for sustainable and exclusive content. Are you ready to embrace this trend? Your brand can grow significantly with the right strategies.
