What are the ‘X’ factors for brands to capture Gen ‘Z’ influencers?

New Delhi: When it comes to the digital marketing landscape, maintaining a competitive edge demands a keen grasp of the distinct preferences exhibited by each generation. Nowhere is this more apparent than with Generation Z, a demographic of genuine digital natives who wield significant influence on social media platforms throughout India. 

Drawing from their experience as co-founders of an influencer marketing agency, they have observed firsthand the remarkable power of Gen Z influencers in shaping consumer trends and behaviours. 

Understanding Gen Z: the digital natives

Born into a tech-savvy era, Gen Z has grown up surrounded by social media and digital content. They are savvy consumers who value authenticity, community, diversity, and social activism. To effectively engage with Gen Z audiences, brands must understand these key pillars and incorporate them into their influencer marketing strategies.

1. The Power of Authenticity

Above all else, Gen Z influencers prioritise authenticity. They value real, honest content over traditional marketing tactics. Brands looking to connect with this generation must focus on crafting genuine stories that resonate with their desire for authenticity. 

An excellent example of this is Prajakta Koli's partnership with FabIndia. Koli’s relatable style perfectly aligns with FabIndia's ethos, resulting in an authentic collaboration that resonates deeply with their shared Indian audience.

2. Harnessing Micro-Communities

Gen Z influencers often have dedicated followers within niche communities in India. These communities are united by shared interests and passions, making collaborations with influencers more meaningful and impactful. 

For example, Bhuvan Bam has established himself as a prominent figure within the Indian comedy community. Brands seeking to reach young Indian audiences should partner with influencers like him who have a deep understanding of their audience's preferences and behaviours. 

Bam’s partnership with a gaming brand, where he integrates gaming into his comedy sketches, showcases the power of understanding micro-communities.

3. Embracing Diversity and Inclusion

Diversity and inclusion are fundamental values for Gen Z influencers in India. They expect the brands they endorse to authentically embrace these values, celebrating diversity and advocating for inclusivity within their communities. 

Lilly Singh's partnership with Nykaa is a prime example of this. Her vocal advocacy for diversity aligns seamlessly with Nykaa's inclusive product offerings, resonating deeply with Indian Gen Z consumers. Nykaa's collaboration with Lilly on a makeup line that celebrates diverse skin tones exemplifies their commitment to inclusivity.

4. Driving Social Change

Beyond creating entertaining content, Gen Z influencers in India leverage their platforms for social change. Brands that support causes championed by Indian Gen Z influencers demonstrate their commitment to social responsibility, earning respect and loyalty from both influencers and their followers. 

For instance, Manyavar's collaboration with Ranveer Allahbadia on sustainability initiatives resonates with environmentally-conscious Indian Gen Z consumers, showcasing the brand's dedication to environmental causes. Ranveer's partnership with Manyavar includes campaigns promoting sustainable fashion choices, aligning with his audience's values and interests.

Navigating the Gen Z Landscape

In conclusion, to succeed in influencer marketing targeting Gen Z in India, brands must understand and adapt to their unique preferences. 

By prioritising authenticity, engaging with micro-communities, embracing diversity and inclusion, and supporting social causes, brands can form meaningful partnerships with Indian Gen Z influencers that drive tangible results in the digital age. 

As co-founder of an influencer marketing agency, I encourage brands to embrace these principles and harness the immense potential of Gen Z influencers to stay ahead in the ever-evolving digital landscape.