Influencers, Gen Z, and their impact on the Marketplace
Micah Katz, Marketing Intern
In today’s digital landscape, we are bombarded from the time we wake up to the time we go to bed. This constant exposure shapes our preferences and influences our purchasing decisions.
At the forefront of this advertising onslaught are influencers, whose numbers have grown exponentially since the pandemic and have amassed huge followings on social media platforms. They wield immense power, and their curated lifestyles and products create a sense of aspiration and desire among their followers.
This has become a key strategy for brands looking to reach younger audiences. Their influence on Gen Z’s social media personalities cannot be overstated. They portray a glamorous lifestyle that, when examined, creates a sense of inadequacy among those who don’t understand that an influencer’s life is based on half-truths and deception. Companies and brands are able to profit from these half-truths because people are more likely to buy products due to word-of-mouth marketing.
The profitability of influencers is only going to grow. Being able to capitalize on those that would do almost anything to make money has allowed companies to grow exponentially, especially with how spending has unparalleled convenience and access in this digital age. As this symbiotic relationship between brands and influencers continues to grow, it’s important to ask how it will affect us in the future.
While navigating this digital landscape, we must evaluate the impact of influencers on our choices and strive to maintain a healthy balance between aspiration and reality. Businesses profit from cheaper means of advertising, which leads us to figure out where this new way of marketing will lead us. Businesses will continue to sell, our consumerism will only grow, so we must find a way to keep the world in check. It might be stricter limits on sponsorships online or a shift with the coming TikTok ban, either way, it will be worth keeping an eye on.
Publication Links:
https://www.nytimes.com/article/tiktok-ban.html
https://hbr.org/2023/05/how-brands-and-influencers-can-make-the-most-of-the-relationship
