Micro-influencers the way to go when targeting Gen Z consumers – study

Recently published in the Journal of Brand Strategy, the article titled ‘Tapping generation Z micro-influencers for marketing and branding’ notes that the key to reaching Gen Zers may be micro-influencers. 

The article is authored by Jay Sinha, an Associate Professor of Marketing at Temple University in the US, who has spent several years studying how to best reach Gen Z – those who were born roughly between 1997 and 2012. 

“I investigated the characteristics that make Generation Z a different type of consumer,” explains Sinha. “The traditional ways to appeal to consumers are not as effective with this audience.” 

From a business standpoint, the stakes are high. According to Sinha, Gen Z presently accounts for approximately 30% of the world population. As of last year, their global spending power was estimated to be more than US$450-billion and they will soon become the wealthiest generation ever. 

To reach this audience, it is imperative that brands adapt, which is why he views his research as important. 

Defined as social media influencers with follower numbers between 10,000 and 100,000, micro-influencers are known to have meaningful relationships with their followers. According to Sinha, that is part of what makes them so appealing to Gen Z. 

As part of the study, Sinha examined some of the key findings related to the preferences of Gen Z.  

More likely to be influenced by their peers 

Past research has outlined how Gen Z is more likely to be influenced by their peers than by authority figures. Additionally, Gen Zedders also spend significant time online, seeking virtual connections and virtual friendships. 

They value authenticity, Sinha emphasises. A post from a movie star is not going to come off as authentic, but a micro-influencer is someone they can actually aspire to. 

“The person who is doing the marketing and pitching matters,” he says. “Generation Z finds micro-influencers to be more credible. Micro-influencers communicate and engage with them on a very personal level, which heightens engagement. That’s a big difference with a mega-influencer, as they are far less likely to interact directly with fans.” 

Some businesses are already reaping the benefits that come from using micro-influencers for marketing. Sinha cites large companies like Coca-Cola, Nike, Starbucks, Gillette and Red Bull, who have found that collaborating with micro-influencers allows them to speak directly to new and niche markets. 

For example, Coke has used micro-influencers to run the #cokeambassador campaign in countries across the globe where the influencers post photos of themselves enjoying Coca-Cola beverages. 

“They (Gen Z) have tremendous potential for buying power, and most have not entered their careers. Once they do, the implications of this will be even more significant,” Sinha observes. 

You can find out more about the study here.