Influencer marketing has become an essential component of digital marketing strategies. For Gen Z and Millennials, influencers serve as sources of inspiration and key information providers, shaping their perceptions of brands. Both generations, having grown up with technology, approach information consumption and purchasing decisions differently. Gen Z values authenticity and genuine engagement, while Millennials prioritize credibility and expertise from influencers.

Why Is Influencer Marketing Effective for These Two Generations?

Clove Research reveals that over 70% of Gen Z and Millennials purchase products based on influencer recommendations. While both generations are highly connected digitally, their expectations regarding influencer authenticity and credibility differ. These differences significantly impact how brands select and collaborate with the right influencers.

Gen Z: Seeking Authentic and Relatable Influencers

Gen Z is drawn to influencers who appear “real” or “relatable” and do not come across as “walking advertisements.” They seek strong emotional connections and are more responsive to influencers who seem like everyday people but have unique personalities or interesting perspectives. Characteristics of influencers appealing to Gen Z include:

1. Authenticity and Transparency: Gen Z can easily detect inauthenticity. They appreciate influencers who openly share their strengths and weaknesses and live their daily lives as they are.

2. Interactive and Engaging Content: Gen Z loves direct interaction with influencers. Features like live streams, polls, and ask-me-anything (AMA) sessions help them feel closer to the influencers they follow. Influencers who engage in conversations and listen to their opinions can build stronger bonds.

3. Natural Appearance and Minimal Brand Ties: Gen Z prefers influencers who collaborate only with brands they genuinely like. Those who frequently promote various brands and products may come across as less authentic to Gen Z.

Millennials: Seeking Credibility and Expertise from Influencers

Millennials tend to have different preferences. They value credibility, expertise, and influencer authority in specific fields, especially when choosing products related to health, beauty, or finance. Millennials are more critical and often conduct in-depth research, seeking influencers who provide valuable information. Characteristics of influencers appealing to Millennials include:

1. Expertise in a Specific Field: Millennials trust influencers with knowledge and expertise in specific areas, such as nutritionists for healthy food products or beauty experts for skincare. They want to know that influencers have relevant backgrounds and provide accurate information.

2. Reputation and Track Record: Millennials tend to look for consistent track records from influencers in promoting certain brands. For example, they are more likely to trust influencers who remain loyal to a single brand or consistently promote quality products rather than frequently switching between brands.

3. Detailed and Data-Based Explanations: Being more critical, Millennials appreciate detailed product explanations. They prefer informative and objective content, such as in-depth reviews or even product comparisons with competitors.

Marketing Strategies for Both Generations

Conclusion

Using influencers to engage Gen Z and Millennials requires tailored approaches. Gen Z values authenticity and relatability, while Millennials are drawn to credible and knowledgeable influencers. By understanding these differences, brands can select the right influencers and build appropriate content strategies, ensuring their products receive positive attention from both groups.