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Gen-Z and Influencer Marketing Strategies: The Importance of Brand Awareness and Authenticity.

Are you curious to get the inside scoop on how Gen-Z interacts with influencer marketing? Well, you're in luck because we’ve recapped the findings from our recent 2023 Gen-Z Influencer Insights report.


Firstly, Gen-Z is all about making purchases based on what they see on social media. If they spot a product on their favourite influencer's feed, they're more likely to make a purchase. So, if you're a brand, it's a no-brainer to hop on the influencer marketing train. It's an effective way to boost awareness, consideration, and conversions.

Now, let's talk brands. We've noticed that certain key players like Aldi, Smirnoff, and various own-brand products have captured Gen-Z's attention. It seems they have a keen interest in food, drink (alcohol of course🙈), and affordability. So, brand awareness is increasingly important as Gen-Z are more likely to buy products that are trending hot topics among their friend group.

But wait, there's more! Authenticity and trust are everything to Gen-Z when it comes to influencer marketing. In short, Gen-Z are savvy.

As a demographic they can unpick over-exaggerated and ‘too good to be true’ Ads from a mile away. They'd rather purchase a product recommended by an influencer they know and trust than directly from the brand itself. Talk about the power of influence, right?

They’re also more inclined to watch an ad if they recognize the creator. Familiar faces do make a difference. When Gen-Z believes in a brand and feels the influencer promotions are authentic, they're more likely to whip out their wallets and make a purchase.


Now, let's touch on the topic of virality. Our findings reveal that Gen-Z is all about hopping on the bandwagon of viral trends and sounds.

But here's the catch—the novelty wears off pretty quickly. These trends have a life cycle of just two weeks! That's right, the attention span of Gen-Z is shorter than a TikTok clip.

Speaking of attention, they're most likely to scroll away from an ad within 4-8 seconds. This short attention span is a crucial factor to consider when crafting your influencer marketing strategy.


So, there you have it. If you want to dive deeper into our findings and get some recommendations based on our perceptions, be sure to check out the Bulla Co 2023 Gen-Z Influencer Insights report. It's packed with all the fascinating details you need to stay ahead of the game in the ever-evolving world of influencer marketing.

Ready to take your brand to Gen-z?