Complete Guide to Gen Z Influencer Marketing

By Alexandra Kazakova
15 min READ | Mar 16 2025

Gen Z doesn’t engage with traditional marketing. They scroll past ads, tune out corporate messaging, and look for authenticity.

Brands that rely on outdated tactics lose their attention fast. Instead, Gen Z-ers connect with content that feels real, personal, and made for the platforms they use every day.

NYC Votes got this and teamed up with local TikTok influencers to reach young voters.

The result? 2.5 million views and a 70% view-through rate.

No forced messaging, no corporate fluff—just content that resonated.

This guide breaks down how to connect with Gen Z in a way that actually lands.

Let’s dive in.

PS: Struggling to find the right influencers for Gen Z? We break it down step by step in our latest guide—check it out.

TL;DR:

Gen Z avoids traditional marketing – they engage with authentic, relatable content instead of corporate ads.

They trust influencers over celebrities – 52% prefer influencer recommendations, valuing honesty and transparency.

Short-form content dominates – TikTok, Instagram Reels, and YouTube Shorts are their go-to platforms for shopping inspiration.

Social media drives purchases – 58% buy products they discover on social platforms, and 96% shop online monthly.

Influencer marketing works – because it aligns with Gen Z’s values of authenticity and community-driven content.

Choosing the right influencers matters – micro and nano influencers offer high engagement and trust, while virtual influencers are on the rise.

Successful campaigns focus on authenticity – unscripted content, trends, and storytelling outperform traditional ads.

Legal compliance is crucial – FTC guidelines require influencers to disclose partnerships to maintain transparency.

Influencer marketing costs vary – nano-influencers charge $10–$250 per post, while macro-influencers can cost $5,000–$15,000+.

Hidden costs to consider – agency fees, ad amplification, licensing, and content revisions can significantly impact the budget.

Winning with Gen Z requires:

• Partnering with influencers who resonate with their audience.
• Creating genuine, value-driven content.
• Tracking engagement and optimizing strategies.

Final takeaway – Gen Z’s influence is growing, and brands must adapt by focusing on authenticity, social values, and digital-first marketing.

Who Is Gen Z?

Let's take a closer look at who Gen Z is and what sets them apart:

Demographics and Digital Habits

Generation Z, born between 1997 and 2012, comprises approximately 26% of the global population.

In the United States, this cohort numbers around 68.6 million individuals.

Raised amidst rapid technological advancements, they are true digital natives. A staggering 98% of Gen Z individuals own a smartphone.

They spend an average of 6.6 hours daily consuming digital content.

Platforms like TikTok, Instagram, and YouTube dominate their online interactions.

Notably, 97% of Gen Z consumers consider social media platforms as their top source of shopping inspiration.

Now that we’ve covered Gen Z’s demographics and digital habits, let’s get into what they actually care about:

Values and Preferences

Generation Z really values honesty and relationships, with 91% of them drawn to brands that seem genuine.

They care a lot about social issues, sustainability, and inclusivity; 70% think it’s important for companies to take a stand on these matters.

They also trust influencers and real people more than traditional celebrities, with 52% believing what influencers say over big-name stars. That’s because they see content creators as genuine and appreciate how they’ve nurtured their audiences.

“Trust and transparency are the currency of influencer marketing.” – Amanda Russell, international fitness icon, speaker, brand strategist and educator

This generation loves content made by users like themselves and looks for authentic interactions on social media.

Their buying choices are swayed by social proof and reviews from sources they trust.

But how do these values shape their media consumption habits?

Let’s review:

Media Consumption Patterns

Gen Z loves quick, visual content and is big on platforms like TikTok and Instagram Reels, with 57% using short videos to check out products.

They're also into interactive and immersive media, with nearly 80% watching short-form content every week.

Essentially, they want their media fast, fun, and interactive.

How do Gen Z’s media consumption habits influence the way they shop?

Let’s break it down:

Gen Z shopping habits

Gen Z shops differently than previous generations.

Nearly all (96%) buy online at least once a month, and a third do so daily.

They want speed—46% prefer quick checkouts, and 45% expect fast shipping.

Social media drives their purchases, with 58% buying products they find there.

They claim to care about sustainability (stating they’d be willing to spend 10% more on sustainable products) but still buy fast fashion, showing a disconnect between values and actions.

Many (69%) also engage in “bracketing,” ordering extra items with plans to return some. Brands that understand these habits can better reach and convert Gen Z shoppers.

So, now that we know who Gen Z is, why does influencer marketing resonate so well with them?

Why Influencer Marketing Works for Generation Z

Influencer marketing resonates powerfully with Generation Z for several compelling reasons, as illustrated by their habits and preferences detailed in various studies.

Growing up with gadgets and apps as part of their daily lives, Gen Z folks are always online, where influencers and content creators thrive.

That’s one reason they prefer this kind of influencer-led content to the usual ads. A study found that 68% of respondents are dissatisfied with the high volume of sponsored content, leading to a decline in trust in traditional advertising.

Besides, a NielsenIQ report shows that Gen Z’s two most prominent values are authenticity and relationships.

Influencers, who often seem more like friends than unreachable stars, satisfy these two values. And they have a knack for making content that feels real and relatable.

“Nothing influences people more than a recommendation from a trusted friend.” – Mark Zuckerberg, Founder of Facebook

Then there's TikTok, a hit among Gen Z for its quick and catchy videos that match their swift media habits. This platform is perfect for influencer marketing because it speaks Gen Z's language—fast, fun, and digital.

This social media consumption has changed how they speak and arguably their values:

How to Choose the Right Influencers for Gen Z

Let’s break down how to find the right influencers for Gen Z:

Types of Influencers

Influencers are grouped by follower count, which affects their reach and engagement.

• Macro-influencers (100K–1M followers) give you broad exposure, but less engagement.
• Micro-influencers (10K–100K followers) tap into niche markets with higher engagement.
• Nano-influencers (1K–10K followers) have small, but tight-knit communities built on trust.

Pro tip: To effectively match with influencers who resonate with Gen Z, leverage our comprehensive influencer database. Explore our platform to discover influencers across all categories. Start building authentic connections that make an impact.

Virtual influencers, entirely computer-generated personas, are also gaining traction in the Gen Z demographic.

For instance, Imma, a virtual model from Japan with about 400,000 followers on Instagram, collaborates with fashion brands.

, another virtual persona, engages audiences with her unique style.

When choosing influencers to connect with Generation Z, keep it simple and genuine.

Focus on these key points:

• Audience demographics and engagement metrics: Ensure the influencer's audience aligns with your target demographic. A study found that only 50% of brands prioritize engagement, while just 41% focus on audience demographics when selecting influencers. So, analyze engagement rates to assess the influencer's connection with their followers.
• Authenticity, relatability, and alignment with brand values: Partner with influencers whose content reflects authenticity and aligns with your brand's values. Generation Z favors genuine narratives over polished advertisements.
• Past performance and content style: Review the influencer's previous collaborations to evaluate their effectiveness. Assess their content style to ensure it complements your brand's messaging and appeals to Gen Z's preferences.

This free engagement rate calculator shows you all these details:

Pro tip: Selecting influencers whose audience demographics align with your target market is crucial. Utilize our free toolkit to access top influencer lists, engagement rate calculators, and fake follower checkers to ensure authenticity and maximize your influencer marketing efforts.

Tools and Platforms for Discovery

To connect with Generation Z influencers effectively, start by exploring influencer databases like inBeat's for a quick peek at top influencers and their engagement stats.

Plus, check out platforms like Sprout Social to keep tabs on what's trending and who's talking about what.

Also, don't forget to dive into Instagram and TikTok.

A simple search by keywords and hashtags can help you spot up-and-coming influencers who might be the perfect fit for your brand.

Here’s a quick search by the #genzfashion hashtag:

Strategies for Successful Gen Z Influencer Campaigns

Let's explore the key strategies that drive successful Gen Z influencer campaigns and how you can maximize engagement with this digitally native audience:

Create Authentic Content

To engage Generation Z effectively, prioritize authentic, unscripted narratives in your influencer marketing campaigns.

Allow influencers the creative freedom to express your brand's message in their unique style, fostering genuine connections with their audience.

For instance, Dunkin's collaboration with TikTok star Charli D'Amelio led to a 45% increase in cold brew sales, demonstrating the power of genuine influencer partnerships.

@charlidamelio pumpkin swirl might be my new go to @Dunkin' #dunkinpartner ♬ original sound - charli d’amelio

Leverage Trends and Viral Challenges

To connect with Generation Z, you need to be keeping up with the latest trends, memes, and viral challenges.

Get involved by either jumping on these trends or coming up with your own interactive content to really grab their attention.

For example, Chipotle's #LidFlip challenge on TikTok encouraged users to flip a burrito bowl lid creatively, resulting in over 110,000 video submissions and 104 million views.

@gilmhercroes I Love @chipotle 🤩 I challenge you to try the #chipotlelidflip , can you do it?🤣 #ad ♬ Flip - Future

Storytelling Techniques

Engaging Generation Z requires storytelling that emphasizes visual elements and creative formats.

Incorporate user-generated content to build a sense of community and authenticity.

For instance, Starface, a skincare brand, encourages customers to share photos wearing their star-shaped pimple patches, turning a skincare routine into a shared, relatable experience.

Dos and Don’ts of Gen Z Influencer Marketing

Let's get straight to what works and what doesn't in Gen Z influencer marketing:

Authenticity vs. Over-Commercialization

Generation Z rejects traditional advertising but gravitates toward content that appears effortless while following specific production standards.

Fast transitions, ASMR elements, and signature facial expressions like mewing create the illusion of spontaneity.

In reality, influencer marketing campaigns require approval processes where agencies refine content to match brand objectives.

Successful campaigns balance brand messaging with an influencer’s personal style.

For instance, creators like Anatta UGC produce content that feels organic while adhering to structured marketing strategies.

@anatta._.ha My second UGC example video!!🫶🏻 #ugccanada #ugccontentcreator #ugctoronto #ugcvideoexample #ugcexample #cleansingoil #facewash #beauty #skincare #skin1004centella ♬ original sound - Anatta

Managing Brand Safety and Controversies

Choose influencers who actually fit your brand. 53% of brands worried about brand safety when working with influencers.

Vet them properly—check their content, values, and past behavior.

We already showed you a free engagement rate calculator above – well, here’s a fake follower checker you can use:

This one shows you the proportion of real vs fake followers, but it also shows you the average vs target score in terms of likes and comments/

Set up clear communication, so issues get handled fast. And have a crisis plan ready in case an influencer messes up.

This keeps your brand’s reputation intact and keeps customers trusting you.

Legal and Ethical Considerations

Adhering to the Federal Trade Commission (FTC) guidelines is imperative in influencer marketing.

Influencers must clearly disclose any material connections with brands, ensuring transparency in paid partnerships.

The FTC's "Disclosures 101 for Social Media Influencers" provides detailed guidance on making effective disclosures.

Non-compliance can lead to significant penalties; for instance, the FTC can impose fines of up to $51,744 per violation.

Both influencers and brands should stay updated on these regulations to maintain ethical standards and avoid legal repercussions.

Gen Z Influencer Marketing Examples

Let's explore real-world examples of Gen Z influencer marketing. These showcase how brands successfully leverage Gen Z influencers to drive engagement and conversions:

1. inBeat feat Greenpark

inBeat Agency collaborated with micro-influencers across various niches to promote Greenpark's new app.

This strategy led to a 300% increase in ad spend, a 70% reduction in cost per install (CPI), and a sixfold rise in daily installs.

Leveraging user-generated content and engaging micro-influencers helped Greenpark effectively reach its target audience. This proves the power of influencer marketing in driving app adoption among Generation Z.

2. CeraVe feat Hyram Yarbro

In 2020, skincare influencer Hyram Yarbro significantly boosted CeraVe's popularity among Gen Z.

His authentic product reviews led to an 89% increase in the brand's global sales that year.

@hyram #AD: You’re Cleansing Wrong 😬 w/ @cerave 🙏 #skincarebyhyram #cleanseyourskinweek ♬ original sound - Hyram

3. Nara Smith feat Marc Jacobs

Similarly, in 2024, fashion influencer Nara Smith collaborated with Marc Jacobs to create a unique campaign.

She "made" a Marc Jacobs tote bag, blending nostalgia and aesthetics, which led to significant engagement and media impact value.

Gen Z influencer marketing costs vary widely based on factors like platform, influencer tier, content format, industry, and campaign goals.

Cost by Influencer Tier

Influencer pricing depends on follower count, engagement rate, and platform. Here’s a general breakdown:

• TikTok vs. Instagram: TikTok posts typically cost more than Instagram posts, thanks to the platform’s high organic reach and virality potential.
• YouTube & long-form content: Sponsored YouTube videos tend to cost significantly more—ranging from $2,000 to $50,000+ depending on the influencer’s niche and audience size.

Cost Factors Unique to Gen Z Influencer Marketing

First, engagement rate can matter more than follower count.

Gen Z audiences value authentic, relatable content. Many brands now pay based on engagement rate rather than just follower size. A high-engagement nano or micro-influencer can sometimes charge more per post than a low-engagement macro-influencer.

This free influencer budget calculator spares you the doubts because it gives you estimates for each collaboration. You simply input an influencer’s handle and choose the number of posts, stories, and reels you’d potentially want from them:

UGC creators can cost more than traditional influencers.

Many brands are shifting toward User-Generated Content (UGC) creators who produce brand-affiliated content without necessarily posting on their own accounts. UGC creators typically charge $100-$500 per video.

Pro tip: If you want to repurpose influencer content for paid ads, additional licensing fees apply. This can range from 30%–100% of the original post price per month of usage rights.

How to Budget for a Gen Z Influencer Campaign

A typical Gen Z influencer campaign budget depends on scope:

• Small-scale campaign (UGC + micro-influencers): $5,000 – $20,000
• Mid-tier campaign (several micro & mid-tier influencers): $20,000 – $100,000
• Large-scale campaign (macro & mega influencers + paid ads): $100,000+

Hidden Costs to Consider

• Influencer platforms & agencies: If working with an agency or an influencer marketing platform (like inBeat, Upfluence, or AspireIQ), expect to pay 15%–30% in service fees.
• Ad spend for amplification: Many brands boost influencer content with paid ads, requiring an additional budget. A rule of thumb is to allocate 20%–50% of the influencer budget for paid amplification.
• Creative revisions & deliverables: Some influencers charge extra for multiple content variations or revisions.

Not sure how to plan your budget?

This influencer ROI calculator helps you see the bigger picture. Just set your campaign budget, average follower per influencer, and the number of content assets you want from them:

Final Thoughts: Winning Gen Z with Authentic Influencer Marketing

If you want to win at influencer marketing, getting Gen Z on your side is crucial.

They crave realness and like brands with a purpose that goes beyond just pushing products.

Ready to tweak your influencer game? Here’s your game plan:

1. Pick influencers who truly vibe with your audience.
2. Roll out genuine, off-the-cuff content that tackles real issues and reflects their values.
3. Track your wins by keeping an eye on engagement and conversions.
4. Keep it flexible. Use what you learn to sharpen your tactics and keep up with the digital world’s rapid pace.

Gen Z's impact is only getting bigger—stay genuine to their tastes and your brand’s core message to really connect with them.

PS: Ready to scale your influencer marketing efforts? Book a demo with inBeat to discover how our platform can streamline your strategies and connect you with influencers who resonate with Gen Z. Book your demo today!

Frequently Asked Questions

Does influencer marketing work on Gen Z?

Yes. Generation Z trusts influencer marketing more than traditional ads. They see influencer content as social proof and engage more with micro-influencers and nano influencers due to stronger audience alignment. The best influencer marketing campaigns focus on genuine connections and creative freedom rather than one-off collaborations.

What marketing does Gen Z like?

Gen Z engages with interactive content, product reviews, and influencer content tied to social issues. They prefer digital platforms that support meaningful engagement, like TikTok and Instagram. Shopping habits are driven by social media content and influencer marketing efforts that feel real.

What percentage of Gen Z wants to be an influencer?

Around 57% of Gen Z considers becoming influencers. They see social media accounts as business tools and use influencer marketing platforms for content collaborations, product seeding, and industry knowledge.

What influencers are loved by Gen Z?

Gen Z gravitates toward influencers who balance authenticity with industry knowledge. They follow micro-influencers and mid-tier influencers who offer relevant content without feeling overly commercialized. Social justice advocates, design influencers, and those who integrate scenes content into their posts attract high engagement rates.

How to attract a Gen Z audience?

Brands need influencer partners who align with audience demographics and focus on key performance indicators like social media content engagement. Successful marketing efforts create a sense of community through influencer marketing collaboration and digital content.

How to market to Gen Z in 2025?

Gen Z’s content consumption habits demand transparency, social listening tools, and success metrics beyond conversion rates. Influencer marketing strategies must integrate social issues, product seeding, and regular performance reviews to stay effective.