What Gen Z wants from influencer marketing

Creators are an integral part of many marketers’ efforts to reach Gen Z consumers. At Ad Age’s Gen Z Summit conference yesterday, several marketing executives and creators—many of whom are Gen Zers themselves—discussed the influencer marketing strategies they’re leveraging to engage with the coveted age cohort. For Eos Products, “we’re in a position now where ‘creator’ I think can mean a lot of different things,” said Soyoung Kang, the brand’s chief marketing officer. The brand has largely moved from structured, carefully planned creator campaigns led by handpicked macro-influencers to an “always-on, continuous search for people who have something interesting to say about your brand,” she said. Check out the latest Ad Age events and award programs Kang highlighted the brand’s recent TikTok campaign stemming from a viral video of a man purchasing Eos lotion not knowing whether it was intended for only female consumers, which angered dozens of women who didn’t want men to buy up all of the product. The brand tapped the man who shared the original video and, in the words of Eos, “all of the pissed-off women” for a TikTok push focused on Eos’s lotion and its cheeky “Lotion Lock” campaign meant to keep men from using their wives’ or girlfriends’ lotion. @kevin.preston.white #stitch with @maiphammy ♬ original sound - Kevin White ✨ Several panelists also brought up how Gen Z is quick to scroll past videos of macro-influencers delivering scripted brand messaging. Though the earlier years of influencers were about big-name YouTube or TikTok stars, Gen Zers today are far more interested in creators whose content aligns with their interests, said Clay Lute, a member of Gen Z network the Z Suite. “I, as a consumer, am much more likely to purchase from a small-scale creator that is super in line with my values and interests than I am someone that has 10 million followers,” he said. Shaina Zafar, co-founder and chief marketing officer of JUV Consulting and executive at UTA’s marketing division, emphasized the importance of a brand’s influencer partners not simply being “pay to play relationships” and instead “making them really feel like they’re a part of the fabric of the work that you’re doing” through long-term partnerships and collaborative content creation. “Then, you don't need to worry about them not answering your emails or not posting on time, because they'll really be invested in your work and feel like they have a relationship with you,” she said. “I think [what] you have to remember is influencers want the content to perform probably better than [marketers] do,” said Kenneth Pabon, a content creator. “It’s embarrassing for me if I’m getting paid and [the video] flops … I want this [ad] to succeed just as much. And a good way that I've done this is having these kind of long-term partnerships and these close relationships [with brands].” A video concept he pitched to long-term brand partner OPI Products, for example, “became one the most successful campaigns I’ve had.” @kennethpabon Using @OPI xPRESS/ON Nails to recreate Kendall Jenner’s iconic dress for halloween #OPIPartner#greenscreensticker ♬ original sound - Kenneth Pabon Influencers’ role in helping brands enter Gen Z internet subcultures was also a frequent topic of discussion. For its recent anime-focused “WcDonald’s” campaign, McDonald’s teamed up with creators in the anime and gaming niches—including several Twitch streamers, who helped promote a brand activation in the game Fortnite, said Kaylah Burton, social strategy director at Wieden+Kennedy. “These creators allow us to reach corners of the internet that we would not otherwise reach, and it allows us to further meet fans exactly right they are,” she said. Read more about the “WcDonald’s” campaign Some marketers are also leaning into the fact that many Gen Zers are viewing entertainment content such as sports through the lens of their favorite creators. The New York Liberty women’s basketball team, for example, created a row near the court for influencers to film video content and interview players, said Shana Renee Stephenson, the team’s chief brand officer. “Really adapting with the time has really just made us think about other ways that we can bring Gen Z closer to our game,” she said. Also read: Inside women’s sports marketing Whalar Talent president Victoria Bachan highlighted the importance of working with a diverse range of creators—a process that “starts with each individual marketer,” she said. “You can train your algorithm to show you these sorts of things,” Bachan said. “You can train your algorithm if you see an amazing Black or brown creator, click on their profile, spend time on it, engage with it, you will see more. It will show up. They are there, they are hungry to work, they have incredible POV and perspective. And if you're not sure where to go—little plug—you can reach out to management companies or agencies and specifically ask for their Black or brown rosters.” Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here

What Gen Z wants from influencer marketing

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