Honesty is one of the most important values of Gen Z. They feel empowered to ask and answer their own questions in various social forums on any topic – from beauty to health to home improvement to of technology to science. And their perception of authority has expanded from traditional sources, such as academic institutions or prominent editorial voices, to perceived influence. The author offers five lessons for brands that want to tap into this era of influencers and make real connections with Gen Z.
If you haven’t heard of Alix Earle, it’s about time. This young influencer – who recently graduated from the University of Miami – has more than 5 million followers on TikTok and was recently signed by United Talent Agency (UTA), one of the top three companies representing talent across the globe in the media and entertainment ecosystem. She leveraged her personal brand to partner with beauty companies such as Tarte and Rare Beauty.
Watching several Alix Earle videos online explains her formula. She has model-like beauty, check the box for full aesthetics. She has perfected the “get ready with me” (GRWM) format (along with others), a short form video where she goes from natural beauty to absolute perfection, showing professional yet relatable techniques in makeup and product application. As she applies her look during “selfie” videos, she offers a mix of storytelling, humor, vulnerability, aspiration, relatability, and product mentions in a fast-talking, effortless monologue. He felt that he could easily be approached to become a college student.
That approachability is why Earle resonates so much with Gen Z. Authenticity is one of this generation’s most important values. as recent EY research highlights: “After an era of fake news and filtered photos showing the ‘perfect life,’ Gen Z is done.” They feel empowered to ask and answer their own questions in various social forums on any topic – from beauty to health to home improvement to technology to science. And their view of authority has expanded from traditional sources, such as academic institutions or distinguished editorial voices, to perceived influence – as Earle’s meteoric rise shows.
Alix Earle’s success story offers brand marketers five powerful lessons on how to tap into this era of influencers — and make real connections with Gen Z.
1. Find the right influencers for your brand
Simply forcing ranked lists of top influencers is not the answer. Brands want to find the person or people who reach their target audience.
Once brands define the category in which they compete, marketers can find influencers with the most engagement and with a voice and style that aligns with the brand. AI and other data analysis tools can help you figure this out – for example, data analytics can reveal followers, creative methods, and communities in common between influencers and brands. There are also companies, from Gallery Media, for example, to leading talent agencies, which curate influencers and manage more complex relationships and implementation of brands.
2. Create brand stories for mobile consumption
Gen Z fills their spare moments by scrolling through their algorithm-powered, personalized “for you” feeds on their phones, filled with photos, videos, and memes. Ideally, brands should empower the influencers they work with to create content that is short, engaging, and made for mobile.
Embracing vulnerability and openness, as Earle does in short one- to three-minute stories, enables brands to connect with the younger generation in a way that is personally relevant and authentic. However, brands need to understand that this is not a 30-second scripted television spot, and influencers will take the story in the direction they choose. It is a complement to other brand storytelling — not a substitute.
3. Encourage consumers to make brand content their own
Unlike previous generations, Gen Z does not “broadcast” their posts on social networks. They often share with fewer people through “private stories.” Engagement is higher due to the frequency and intimacy of these posts, and with this shift, we can also see Gen Z moving away from the previous generation’s habits of broadcasting their happy moments widely on their social media. account to sharing more raw moments such as personal crisis. and tears in more private circles.
A young person who sees a beauty product in a GRWM video from Earle on TikTok who then endorses that product to their friend group on their private Snap story is an example of how the brand’s journey from high-profile social media influence to the more personal. influence. A brand must earn the right to access this sacred space – and it must understand the opacity and new risks of these more personal intimate areas.
4. Crossing boundaries to stand out
It will require new sources of inspiration and creativity to stand out as generative and conversational AI is applied in creative contexts at scale. As all influencers now have access to the same technology to drive research, boost ideas, and accelerate production, forward-thinking brands will look to differentiate through human originality or authenticity. offer. The bar for true creativity is only going to rise, requiring unconventional connections with brands or new invitations to consumers to co-create. Our current definition of influence may change rapidly as AI manipulates targeting and creatively drives algorithms.
5. Avoid clone culture
As marketers, we can prize the opportunity to drive consumption at all costs by engineering trends to speed through influencers. But if we succeed too much in the science of it all, do we create echo chamber trends that contradict our commitments to diversity and inclusion, or clone repetitive behavior within some social archetypes? And if influence relies on at least the guise of originality, would it be harder if everyone used the same AI-driven insights? Brands push their commercial ambitions with precision using a combination of creativity and data (or art and science), but even more, they can seek to expand strategies to find new audiences. , voice, and inspiration to transform their consumer base and ideas.
The creator economy is thriving, creative, and valuable, especially as technology-enabled economic models encourage strong talent to make this a truly professional endeavor. Brands that use this new dynamic to create value will differentiate themselves and drive exponential growth. The key to success is relying on the latest sources of influence with all the latest risk and reward dynamics.
The views expressed in this article are those of the author and do not necessarily reflect the views of Ernst & Young LLP or other members of the global EY organization.
