Celebrity appeal over Gen Z is limited if they are endorsing something outside of their expertise

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2019, 2:02 PM UTC

Micro-influencers are more relatable to Gen Z consumers.

This article says that Gen Z consumers prefer influencers who are authentic and genuine about their product endorsement. Working with people who are talented and compliment the brands’ values can help marketers connect with the younger generation better.

We Are Social’s in-depth study in the UK with 12 GenZers shows that people born after 1996 prefer micro-influencers who bring credibility to brand endorsements. Individuals from this age group are more likely to lean towards marketing messages on social media, which hold some value or learnable skill.

Brands should connect with micro influencers who are from the same community to create authentic connections with the target audience. The article says that creating a network of relatable peers is an organisational challenge but is more effective than latching onto a more prominent influencer.

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