Influencer Marketing for Gen Z: A Guide

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Gen Z is a major force in e-commerce, bringing their own unique tastes, values, and serious spending power to the table. They practically live on social media, making them perfect for influencer marketing. In fact, 88% of Gen Z users follow at least one influencer, and 22% follow over 50!

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So, how do you get influencers to help your brand connect with Gen Z? This guide has the answers with actionable strategies you can use right away.

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Why Gen Z Matters

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Gen Z isn’t just another demographic—they’re a cultural and economic powerhouse. Making up over 30% of the global population, they influence $450 billion in annual spending. But their purchasing decisions aren’t driven by flashy ads or celebrity endorsements alone. Gen Z values: 

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• Authenticity: They can spot inauthenticity from a mile away. 
• Social Responsibility: Brands must align with their ethical and environmental values. 
• Diversity and Inclusion: Representation matters deeply to this generation. 
• Interactive Experiences: Passive content consumption is out; engagement is in. 

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To win them over, brands must rethink their strategies. Influencer marketing, when done right, checks all these boxes. 

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1. Choose the Right Influencers

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Gen Z distrusts traditional advertising but trusts influencers who feel like peers. Here’s how to pick the right collaborators: 

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Micro-Influencers Over Mega-Influencers 

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While celebrities have broad reach, micro-influencers (10k–100k followers) often drive higher engagement. Their smaller audiences foster a sense of community, making recommendations feel like advice from a friend. For example, Sephora’s “Sephora Squad” program continued into 2024, spotlighting micro-influencers from diverse backgrounds. One standout was Melissa who created YouTube tutorials featuring Sephora’s Clean Beauty line.

Authenticity is Non-Negotiable

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Partner with creators who already use or align with your brand. Gen Z values transparency—avoid influencers who promote conflicting products or seem disconnected from their content. Tools like Favikon can help identify creators whose values match yours. Favikon’s 50+ filters let you search by niche, follower size, location, and engagement rate.

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Here's how to use Favikon to find influencers:

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1. Sign up and log in to your Favikon account.

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2. Go to Favikon's "Advanced Discovery" feature.

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3. Filter by Criteria: Use the filters to narrow down your search based on:

• Niche: Select the industry of your choice.
• Location: Target influencers in specific regions or countries.
• Audience Demographics: Filter by age, gender, interests, and other relevant factors.
• Social Media Platforms: Choose the platforms where you want to find influencers (e.g., Instagram, TikTok, YouTube).
• Other Filters: Use filters for follower count, engagement rate, and other metrics.

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Diverse Voices Matter

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Gen Z is the most diverse generation yet. Collaborate with influencers of different backgrounds, genders, and identities to reflect their world. For instance, beauty brands like Fenty and Glossier succeed by showing a wide range of skin tones and body types.  

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2. Create Content That Resonates, Not Just Sells 

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Gen Z scrolls through thousands of posts daily. To stand out, your content must blend seamlessly into their feeds while delivering value. 

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Embrace Short-Form Video

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Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate Gen Z’s screen time. Create snackable, entertaining videos that highlight your product’s benefits without overt selling.

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Leverage Relatable Storytelling

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Gen Z gravitates toward raw, unfiltered content. Encourage influencers to share personal stories or behind-the-scenes glimpses.

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Incorporate Humor and Trends

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Stay updated on viral challenges, memes, and audio trends. Jumping on trends early (and authentically) signals that your brand is culturally aware. Duolingo’s TikTok account, for instance, gained traction by humorously personifying its owl mascot in trending formats. 

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User-Generated Content

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Invite Gen Z to co-create content. Contests, hashtags, or challenges encourage participation and build loyalty. GoPro’s #GoProAwards, which shows customer adventures, is a stellar example of UGC driving brand advocacy. 

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You can use Favikon's Network Feature to check how Brands are collaborating and what type of content they are producing with Influencers.

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3. Engage, Don’t Just Promote 

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Gen Z wants dialogue, not monologue. Build a two-way relationship by: 

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Encouraging Interaction 

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Pose questions, run polls, or host Q&A sessions. For example, a fashion brand could ask followers to vote on new designs via Instagram Stories. 

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Respond Authentically and Support Causes They Care About

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Reply to comments and DMs in a genuine tone. Avoid robotic responses—Gen Z appreciates brands that “talk like humans.” Plus, align with social or environmental initiatives. Partner with influencers who advocate for these causes.

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Examples of Gen Z Influencer Marketing Successes

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Lululemon - August 2024

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Lululemon ramped up its micro-influencer strategy in 2024 by partnering with yoga instructors and fitness trainers like Ana. These creators produced short-form videos and pictures showing Lululemon’s latest activewear.

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Brandy Melville –

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Brandy Melville defied traditional beauty norms by collaborating with influencers showing diverse body types, pushing against the fashion industry’s narrow standards. These partnerships amplified a message of inclusivity and self-love, aligning with Gen Z’s disdain for unattainable beauty expectations. By celebrating uniqueness, the brand cemented its role as an advocate for body positivity, creating a more inclusive fashion culture.

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Elf Cosmetics – 2022

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Elf Cosmetics used the power of TikTok influencers to propel its #EyesLipsFace challenge. By inspiring creators to produce videos paired with a custom soundtrack, the campaign amassed over 8 billion views. Key strategies included partnering with micro-influencers to drive organic, community-focused visibility, aligning with TikTok’s music-centric storytelling trends, and prioritizing playful, interactive content over overt promotions.

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Final Thoughts

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Gen Z is reshaping marketing, and influencer campaigns are the bridge to their world. By prioritizing authenticity, leveraging the right platforms, and partnering with creators who reflect their values, brands can build lasting connections.

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Ready to Start Your Gen Z Influencer Marketing Campaign?

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You can effortlessly streamline your planning and creator selection with Favikon's AI-powered platform, designed to connect you with ideal influencers for genuine collaborations with your Gen Z brand.

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Influencer Marketing For Gen Z: FAQ

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Does influencer marketing work on Gen Z?

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Yes. 57% of Gen Z are more likely to buy a product recommended by an influencer, more than from company posts (54%), in-feed ads (49%), or friends' posts (40%).

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What marketing is best for Gen Z?

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Value-driven social media is key for both Gen Z and Millennials. Showing your company's values through 'positive impact marketing' on social media has become a crucial content strategy for successful brands.

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Who is the biggest influencer for Gen Z?

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Popular Gen Z influencers include Addison Rae, Charli D'Amelio, Khaby Lame, Emma Chamberlain, and Zach King.

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How much does Gen Z trust influencers?

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Gen Z's trust in influencers is increasing; nearly 40% trust them more than last year. However, this isn't necessarily due to perceived authenticity, as only 35% rank that as a top concern. Gen Z can see surface-level authenticity as insincere.

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Also See 👀

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How Much Does It Cost to Hire an Influencer?

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Does Influencer Marketing Work? [Examples & Statistics]

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How to Reach Out to Influencers: The Only Guide You Need

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