Social media, influencer and creator marketing
min read

Three ways to reach Gen Z with creator marketing in 2024

Published on
January 5, 2024
Last updated
January 23, 2024

What this article covers

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Whether it’s through the content they read, the content they interact with or the content they learn from, Gen Z are always searching for one key metric: authenticity.


When it comes to purchasing power, authenticity has never been more influential in swaying the purchasing decisions of young consumers, with 86% wanting their advertorial content to blend seamlessly into their feeds. Creator marketing plays an integral role in this, as brands move away from large-scale celebrity endorsements and macro-influencer partnerships to favour trusted, smaller-time creators.

In this blog, we’ll outline three top ways to reach Gen Z through your creator marketing strategy. We’ll discuss why Gen Z are drawn to creators, what kind of creators are resonating with them and who brands should work with as a result.

Why are Gen Z drawn to creators?

Gen Z have grown up immersed in social media. So it should come as no surprise that they have a close relationship with the creators that populate their feeds on the day-to-day. 

Gen Z are drawn to creators because they’re a generation built on collective individuality – and creators offer them intimacy on a non-proximite basis. For example, an individual may be watching a creator’s Get Ready With Me (GRWM) livestream from Hull whilst the creator is recording from Malibu, but they still feel actively involved due to the intimate and close format. 

Consider the meteoric rise of Madeleine Argy, the London-based, oversharing aficionado (and on-and-off girlfriend of Central Cee...).

Dubbed as the UK's Emma Chamberlain, Argy has built a huge platform. Her content is chaotic, relatable and, occasionally, downright bizarre. Gen Z are hooked: she now has almost 4 million followers on TikTok alone, and is consistently praised for her honest approach to topics such as mental health and sexuality.

Brands have tapped into Argy's success. She's secured partnerships with Coach, attended New York Fashion Week with Prada, and, as of last year, signed to Alex Cooper's venture The Unwell Network.

What kind of content resonates with Gen Z?

When it comes to the stylistic way that creators capture the attention of Gen Z, there are a few formats that have become popular. Despite TikTok crediting its growth for being a short-form platform, the tide appears to be changing, as long-form content sees a resurgence. 

Long-form content is a valuable tool for creators to build deeper connections with their audiences. Long-form videos give the creator more room to tell a story and curate a meaningful moment between audience and creator. 

GRWM videos are a strong example of this. This style of content has been around for a long time, but took flight in 2023 due to the rise of creator Alix Earle. Alix has popularised this format to tell stories to her audiences in a one-to-one and intimate setting – and even though we're early into 2024, we expect this format to continue to surge in popularity...

@alixearle Do you guys use the CT contour wand ? #grwm #umiami ♬ original sound - alix earle

Other creators have tapped into this trend to film GRWM videos where they share facts about themselves that others don’t know; again making the audience feel close to the creator.

Which kinds of content creators should brands look to work with?

We already know the commercial potential of creator marketing is huge. But when it comes to actually picking one to work with, things aren’t always as plain-sailing.

Picking a creator that aligns with the values of your brand is essential for reaching Gen Z audiences, who are the first to detect insincere partnerships.

Don’t rush into picking a creator just because they’re available, as this has the potential to undermine your product at a later date. Instead, get into the world of Gen Z and research the creators that are resonating the most with them. 

Ask yourself who are Gen Z audiences drawing their purchasing inspo from? Which creators are they interacting with? Which brands is the creator already working with, and are those brands Gen Z orientated?

A few caveats...

The timelessness of the internet means that creators and brands are under a closer magnifying lens than ever. It’s imperative to  research a creator first in case anything could come back to bite you in the future. 

Whilst Gen Zers aren’t as stringent on cancel culture than they’re made out to be, they’re still extremely quick to call out those who get it wrong. In 2023, fitness influencer turned entrepreneur Grace Beverley came under fire.

After sharing details about her extravagant engagement, Beverley posted the following on her Instagram:

“Just had a potential wedding planner meeting and all I’m saying is you better buy that digital planner tomorrow because I’m sorry I did not know weddings were that expensive? Anyone got contacts in Vegas?? Magaluf?? Not feeling very picky rn.”

Users were quick to react, with one writing on X (formerly Twitter):

This is just one example of influencers promoting services that don't align with the current economic realities – and half of the reason why "Eat The Rich" narratives took flight so much last year.

Big yikes.

Lastly, it’s also important to note that long-term creator partnerships are integral to overall sales, with 30% of consumers citing that a long-term relationship between brand and creator drives their purchasing trust. So, when you’re kicking off a creator campaign, remember that it's not just about the right now – consider whether you can see your brand working with this creator in a year's time!

We hope you enjoyed this teaser! To learn all the best tips and tricks around enhancing your eCommerce potential through creator marketing, download our exclusive guide today.

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