What Millennials are to Social Media, Gen Z is to Influencer Marketing

“Goldfish have longer attention spans than people now.” Not true.

Our brains get 300 calories to spend per day. That’s it.

All that thinking you’re doing gets done in that. Exceed that limit and you’ll get what’s known as Thinky Pain (not a scientific term).

We’ve evolved to be picky to avoid the anxiety caused by overstimulation.

Luca Tornese explains how our brains are designed to ignore the noise and seek familiarity. 

We don’t live in tribes anymore, but it’s our nature to surround ourselves with people who share our values. Who makes us feel safe.

Influencer marketing works because it solves a problem that most other marketing mediums don’t.

As Ian Rudolph puts it; marketing channels may hold our momentary attention but they don’t hold our trust.
Influencer marketing does. Or that’s the idea anyway.

According to a recent Digiday survey, one of the biggest problems with influencer marketing is trust.

Just two years ago, several leading influencers were caught buying followers and using bots to overinflate their engagement metrics. 

Honestly, out of 10 problems plaguing influencer marketing listed by Rand Fiskin in 2018, most are still around today.
Despite some growing pains, influencers are big business. And getting bigger.

What millennials did for social media, Gen Z is doing for influencer marketing.

10 years from now, any marketing strategy worth it’s salt will include influencer marketing.

In a McKinsey podcast, Emma Spagnuolo explains that the trends started by millennials are being pushed further and accelerated by Gen Z.

Gen Z has also impacted influencer marketing in the last few years.

Instead of having big, macro-influencers with huge audiences to take up magazine ad budgets, now you have to cultivate a community of micro-influencers, each talking to 30 thousand people, no more.

If it sounds like a lot of work, it is. But it’s worth it.

As research shows, across all major platforms, influencers with less than 1,000 followers generate the highest engagement rates.
Because they create a collaborative dialogue with their following.
It’s time to start thinking of influencers as collaborators.
Rather than mass-media.

The two most important priorities for the next generation of consumers are (1) brand value and (2) influencers.

So, as a brand, you need to let go of amplification and think about nurturing communities instead.

Work with influencers who are already in the safety-hub of the people you want to reach and give them a good reason to speak on your behalf.

Examples

Here’s how General Mills, Tafler and Glossier are already doing just that.