Generation Z is the largest group of consumers entering the market and has very different characteristics and preferences from other generations, which makes it essential for companies to understand their behavior and how to relate to them in order to attract them. In this sense, a new figure emerges in the market, which is essential to facilitate this engagement : influencers .
It is not strange that in the United States alone there are more than 10 million influencers on TikTok, according to statistics from influencity , or that 90% of active influencers are on Instagram and 66% on TikTok, two of the most used social networks by this generation, according to the study The 2023 State of Influencer Marketing Report , carried out by Emplifi.
César Meza, general manager of Mu Marketing & Content Lab, indicates that social networks generated a tribalization of audiences and they began to organize themselves into different groups: anime lovers, those who like natural infusions, those who do crossfit, vegans, Hot Wheels lovers, etc.
“In every tribe there are leaders, someone we follow for principles, qualities or values. Zs are much more prone to that and seek to follow people with very similar tastes. Instead of following brands, they follow the influencer first and then the brands,” he said.
For this reason, we want to present you some success stories in which brands have taken advantage of the potential of these people to reach Generation Z, who according to Beresford Research , were born between 1997 and 2012.
Victoria Dallier. Photo: Instagram
Victoria Dallier, Peruvian influencer. Photo: Instagram
Rare Beauty by Selena Gomez
When it comes to personal development, Gen Z looks to social media, brands and celebrities. Right now, they find all three in Selena Gomez , who is the woman with the most followers on Instagram (430 million), despite having left social media for a year.
Originality, inclusion and the demand for responsibility are some of turkey phone number list the values that this generation possesses, according to McKinsey & Company , and this is also part of the values that the celebrity transmitted to her makeup line Rare Beauty.
“I’m not unattainable. I look at someone like Beyoncé and I’m just in awe. Every part of her is just flawless and she’s so beautiful. But I’m just not that and that’s OK. I’m me, and I’m a little bit silly, but I also like to be sexy and fun, and I also want to have a good time in the time that I have,” Gomez said during an interview with Fast Company .
Selena Gomez is the owner of Rare Beauty. Photo: Jessica Chou
Rare Beauty is known for sharing content from its own users using the brand, ranging from a Filipino fashion blogger named JR to Emily's grandmother, Maria , a company employee in Mexico.
Today, the brand's products are sold in 36 countries, through its own website and at vegan and cruelty-free Sephora. In addition, more than 60% of the staff are people of color. All of this fits with the personality of Generation Z, who are more individualistic, spend more time online and belong to an inclusive community.
Thanks to these values, the brand currently has 6.4 million followers on Instagram and 3.4 million on TikTok. It is expected to exceed $300 million in sales in 2023, three times what it earned in 2022, when sales doubled compared to 2021.
It is worth noting that it ranks second among the main cosmetics brands for Generation Z, with a 13% market share, behind the giant ELF, and above Maybeline and L'Oreal, according to the 46th Semi-Annual Taking Stock With Teens Survey, Fall 2023, conducted by the investment bank Piper Sandler.