New research from Temple University suggests that companies targeting Gen Z consumers may achieve better results by partnering with micro-influencers rather than celebrity endorsers.
The study, conducted by Jay Sinha, Associate Professor of Marketing at Temple’s Fox School of Business and published in the Journal of Brand Strategy, examines how these smaller-scale content creators (10k-100k followers) connect more effectively with the demographic born between 1997 and 2012.
According to the research, Gen Z currently represents 20% of the U.S. population and approximately 30% globally. This demographic, Sinha notes, wields spending power exceeding $450 billion worldwide and is projected to become the wealthiest generation in history.
These influencers typically maintain more meaningful relationships with their followers than mega-influencers/celebrities like Dwayne “The Rock” Johnson, who reportedly command $1.7 million per sponsored Instagram post.
Corporate Adaptation to New Consumer Behavior
“Generation Z finds micro-influencers to be more credible,” Sinha notes in the study. “Micro-influencers communicate and engage with them on a very personal level, which heightens engagement.”
The research indicates that Gen Z consumers value authenticity highly and are more influenced by peers than authority figures. They spend significant time online seeking virtual connections, making micro-influencers’ more personalized approach particularly effective.
Several major brands have already implemented micro-influencer strategies. Coca-Cola, Nike, Starbucks, Gillette, Sephora, and Red Bull use these partnerships to reach niche markets.
For instance, Sinha cites Coca-Cola’s #cokeambassador campaign, which utilizes micro-influencers worldwide to share content featuring their products.
The study concludes that traditional marketing approaches are less effective with this demographic, necessitating strategic shifts from companies seeking to capture Gen Z’s substantial and growing market potential.
New research from Temple University suggests that companies targeting Gen Z consumers may achieve better results by partnering with micro-influencers rather than celebrity endorsers.
The study, conducted by Jay Sinha, Associate Professor of Marketing at Temple’s Fox School of Business and published in the Journal of Brand Strategy, examines how these smaller-scale content creators (10k-100k followers) connect more effectively with the demographic born between 1997 and 2012.
According to the research, Gen Z currently represents 20% of the U.S. population and approximately 30% globally. This demographic, Sinha notes, wields spending power exceeding $450 billion worldwide and is projected to become the wealthiest generation in history.
These influencers typically maintain more meaningful relationships with their followers than mega-influencers/celebrities like Dwayne “The Rock” Johnson, who reportedly command $1.7 million per sponsored Instagram post.
Corporate Adaptation to New Consumer Behavior
“Generation Z finds micro-influencers to be more credible,” Sinha notes in the study. “Micro-influencers communicate and engage with them on a very personal level, which heightens engagement.”
The research indicates that Gen Z consumers value authenticity highly and are more influenced by peers than authority figures. They spend significant time online seeking virtual connections, making micro-influencers’ more personalized approach particularly effective.
Several major brands have already implemented micro-influencer strategies. Coca-Cola, Nike, Starbucks, Gillette, Sephora, and Red Bull use these partnerships to reach niche markets.
For instance, Sinha cites Coca-Cola’s #cokeambassador campaign, which utilizes micro-influencers worldwide to share content featuring their products.
The study concludes that traditional marketing approaches are less effective with this demographic, necessitating strategic shifts from companies seeking to capture Gen Z’s substantial and growing market potential.