Think Micro Not Macro / by Brendan Maher

The power of micro influencers in regard to marketing to Gen-Z is no secret. When utilized correctly they have proven time and time again to deliver amazing results. But I am not here to talk about them. I am here to talk about influencers that have an even smaller following. 

As a student it would be unheard of to find a peer without social media. Student's personal accounts range from 200-5000 followers on Instagram. If brands can utilize these small users they will own Gen-Z. 

When young people observe their "irl" (in real life) friends posting and discussing products they are infinitely more likely to look into getting involved with that brand. In my experience they feature a much higher conversions rate than all other forms of advertising. Social media conversations are an amazing tool that can be used to break down the social barriers that stop students from purchasing products. 

How do you start this conversation? 

Aside from distributing monetary compensation getting your brand under the spot light can be a very daunting task. You must make your brand "cool". The number one factor in the eyes of Gen-Z when picking a product is what their peers will think of them using it. That is why kids pay $100 for a tee shirt. Those brands are idolized by young people. 

As Gen-Z ages and matures I am sure that their purchasing habits will reflect more practice values but we have a few years until that happens. Take advantage of the "cool" factor while you can!

 

-Jake