Today, many young people from Generation Z look towards influencers rather than traditional ads. In this article, we will discuss why Gen Z trusts influencers more and discover who they are, how they relate to young people, and why their opinions seem to matter.
Who Are Influencers?
First of all, let’s understand what an influencer is. An influencer is a person with many followers on social media. He uploads photos, videos, and messages that many people like. To be clear, these influencers are like celebrities, for example, singers or actors. On the other hand, they could simply be ordinary people who are especially good at making videos or taking pictures.
For Gen Z, the influencers are relatable because they appear relatable. Most of the influencers share their real-life struggles and successes. They therefore seem to be like friends to many users rather than as celebrities. When the influencer writes about what they love, then it will come out as the friend who is recommending that product.
How do Influencers connect with Gen Z?
I will now discuss how the influencers interact with the young generation. The influencers use social media applications, for example, Instagram, TikTok, and YouTube. These are areas in which people, from Gen Z, spend most of their time.
While creating content, the influencer makes it seem funnier and more interesting when they add humorous stuff, music, and cool visual effects. Such eye-catching content is sure to grab the attention of Gen Z, who prefer engaging content rather than the dullest of ads. Traditional ads have a long and dull structure, just like we see on TV or billboards. On the other hand, influencer posts are quick and entertaining.
More than that, influencers normally respond to comments and messages from their followers. Interaction will help make them feel special by the influencer. Once Gen Z finds that the influencer cares about what they say, they tend to believe them more. It’s as if you’re talking to a friend who listens.
Authenticity Matters
Authenticity makes Gen Z trust influencers more. Authenticity translates as being real and honest. Most of them share, both the good and the bad times. For example, while talking about a product they love, they also tell one when it does not work for them.
Their openness makes Gen Z feel connected to the influencers. They appreciate honesty and are quick to spot when it’s being flaunted over. Traditional advertisements, on the other hand, often show only the best parts of a product, which can be unreal. Then it might not feel like the truth. When a brand mainly shares perfect pictures, it is hard to believe.
Users, also, share a personal story. For instance, they may explain why they use a particular product or how it has helped them. It is this personal touch that makes the recommendation believable for Gen Z.
Peer Influence
Gen Z is a generation that concerns itself with what peers are thinking. They want to hear the opinions of friends and peers before making choices. Influencers, in my view, seem to be friends most of the time, even though they are not your close friends with whom you have played ball, shared college memorabilia, or camped together.
A post by an influencer gives the feeling that it is the recommendation of someone who knows their lifestyle. Traditional advertising does not create the same effect. Ads usually use models who are not ordinary people. So, Gen Z cannot connect with it very easily.
Relevant Content
Influencers produce content on what resonates with Gen Z. Therefore, it could be how to use a new gadget or even how to style an outfit in real life. This will then give the young people a look into how they might use that product in the same way.
As opposed to traditional advertisements, influencers might display perfect, shiny products in fancy settings. This looks very attractive, but it’s not always proof that the product finds its place in one’s daily life. Since the consumer feels that the content delivered by the influencers seems more real and useful, it can be better received.
Influencers often create community feelings with their followers. They ask their audience to participate in one challenge or share their personal stories. Such principles are of much importance to Gen Z since they always love being part of something more than just themselves.
Building a community by the influencer is what creates bonding. As a result, the followers of the influencer will feel included and valued also. It would increase their trust in the influencer. They will believe in products to be promoted by an influencer because they feel like a family.
Role of Social Media
A major reason why Gen Z likes influencers is because of social media: they just need to click one button or tap their screen to know what’s going on with their favorite influencers. They can watch videos, read posts, and look at pictures all day long.
Such easy access allows Gen Z to keep track of the influencers closely. It feels like it is close friends of theirs. When an influencer posts something attached to them, they take it as something special and direct. Traditional advertisements cannot manage to achieve such a sense of relationship.
The Teachers: Influencers
Most of the influencers double as teachers. They keep people posted on products and services. For instance, a beauty influencer may demonstrate how to put some sort of makeup on everyone, explaining what product does what. This information helps Gen Z make informed choices.
Traditionally, little explanation of how a product is to be applied is made in an advertisement. Consequently, many of them find themselves confused. The influencers take their time and describe so much that it gives room for trusting and believing what the influencer has to tell them.
Conclusion
Generally, Gen Z trusts an influencer more than a traditional advertisement for several reasons. Influencers feel close to their audience, connect with them, and share authentic content. They make posts engaging and relatable, grabbing the attention of young people.
For example, influencers build communities, educate their followers, and use social media to create connections. All of these factors demonstrate that Gen Z trusts influencers much more than traditional ads.
Moving forward, it’s clear that influencer marketing will continue to grow. Brands will realize the power of influencers and how they can effectively reach younger audiences. Platforms like Hobo.Video helps brands connect with influencers to create genuine content that resonates with Gen Z. In fact, through influencers, brands can establish real connections and earn the trust of this generation.
It’s not just about selling a product; it’s about relating!