Gen Z Influencer Marketing: Everything You Need To Know

Danil Salukov
Danil Salukov
CEO & Co-Founder at Insense
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Insense is a marketplace to collaborate with creators for UGC, posting, and whitelisted ads. 
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If you’re curious about who Gen Z is, why influencer marketing to Gen Z is important and how to market to Gen Z then you’ve come to the right place. In this article, we’ll cover everything you need to know about reaching Gen Z with influencer marketing.

Here’s what you need to know about Gen Z influencer marketing...

Who Is Gen Z?

Gen Z is probably a term that you hear a lot, but you may be wondering exactly what it means.

Gen Z, short for Generation Z, is the group of people born between 1995 and 2010. There are 3 billion people in the world that are part of Gen Z, and they make up 35% of the global population.

A simple way to identify someone is Gen Z is this; if they were 25 or younger in the year 2020, they’re part of Gen Z.

picture that says GEN Z

Why Influencer Marketing to Gen Z Is Important

The simple answer to why influencer marketing to Gen Z is important is that they respond very well to it. Whether you understand it or not, influencers are at the forefront of Gen Z culture, and that isn’t likely to change.

Why does it matter what kind of marketing Gen Z responds well to? Well, they’re estimated to have $143 billion in spending power.

Gen Zers influence family spending on both consumer decisions, small and large. They do makeup 35% of the world’s population, after all.

A lot of companies market their products directly to Gen Z, and for good reason. If you’re interested in reaching Gen Z, influencer marketing is your best bet.

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Insights About Gen Z and What They Care About

Here are some general insights about the things that resonate with Gen Z…


A common characteristic amongst Gen Zers is that they want to make the world a better place, and they believe they can.

Causes like social justice and environmental sustainability are the bread and butter of what Gen Z cares about.

Gen Z cares a lot about diversity and makes it a point to amplify the voices of people of color.

In their quest to make the world a better place, Gen Z often speaks about and tries to improve their physical and mental well being.


Like most generations, Generation Z is all about connecting with their peers. What’s unique to Gen Z, however, is their preference for digital interaction, as opposed to in-person interaction. They’re by and large a digital-first generation, and often find their third spaces on social media.

Social media is really at the forefront of communication for Gen Z. Whether it’s video content (which they respond to very well), text with a lot of emojis or memes, social media is where news and hot topics spread like wildfire for Gen Z.


In a sense, social media influencers are the movie stars of Gen Z. There are still movie stars, of course, and some of them are influencers, but in general, the new mega-celebrities are influencers.

Gen Z keeps a close watch on every move that influencers make and every word that comes out of their mouth.

That means that Gen Z doesn’t blindly follow influencers. In fact, they don’t react positively to anything that influencers do that doesn’t resonate with their values.

Anything perceived as racist, prejudice, sexist, homophobic or generally negative will result in the influencers being “canceled,” which is when people are encouraged to not view their content.

young people from different ethnicities

What Kind of Influencer Content Does Gen Z Respond Well To?

Gen Z is a very particular and unique generation, to say the least. They won’t respond well to any old content you throw at them, even if it’s made by an influencer. There are some common threads in the content that they respond well to...

1. Eye-catching Visual Content

Gen Z loves videos, memes, graphics and really any visual content that pops. They want their attention to be grabbed!

2. Honest Content

Use content that doesn’t feel super salesy. Gen Z grew up watching infomercials that didn’t resonate with them. They want something more raw and honest, like an influencer vouching for a brand or product.

They know the influencer is being paid to promote the product, but they trust that the influencer is only advertising products that are of high quality.

3. Humorous Content

Don’t be afraid to make funny content that’s a bit on the strange side. Most importantly, just don’t be boring.

4. Mobile-first Content

Mobile optimization is key for successfully making an impression on Gen Z, and that’s an understatement. If a Gen Zer is seeing your content, it’s most likely on a smartphone.

young woman with sunglasses

How Insense Helps You Reach Gen Z With Influencer Marketing

There’s a reason we know so much about Gen Z, why they love influencer marketing and how to market to them. We specialize in helping businesses find and partner up with content creators.

Specifically, our community of content creators is made up of creators in various categories and content styles. We’re proud to partner with content creators spanning several demographics.
If you’re interested in creating excellent, compelling social content, check out Insense to see if it’s right for you.

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Danil Salukov

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