10 Min. Read
The New Rules of Influence
Gen Z is rewriting the rules of influence, and shifting the focus from followers to genuine connections. From peers and employees to community-driven creators, influencers that can build trust and meaningful engagement across multiple platforms are the ones drawing Zs in.
Influencer, Interrupted
For years, marketers have leaned on influencers to connect with young audiences; in fact, 68% tell us they currently incorporate influencers into their strategies. But this might be a misstep: while nearly half of marketers still believe influencer-generated content is more effective than user-generated or brand-generated content, Gen Z doesn’t see it that way. Less than a third of Zs say influencer content is most relevant.
Simply put, traditional influencers have lost their edge. Oversaturation and Gen Z’s ever-sharpening radar for all things disingenuine have left mainstream influencers looking untrustworthy and out of touch. As Joanne, 19, in Ilchester, MD, says, “Every social media content creator is marketing something to me, and I feel like I can’t trust every creator out there anymore.” The rise of movements like #deinfluencing, which has garnered over 1.4 billion views on TikTok, is proof that Gen Z is pushing back against overhyped products and insincere endorsements. Now, 72% of Zs say they find peer recommendations more influential than traditional marketing.
The democratization of influence has only added to the problem. Gen Z is so over the influencer hype that many think pretty much anyone can do it. Amanda, 21, in Ann Arbor, MI, goes so far as to say that becoming an influencer “seems more attainable than getting a job in corporate America right now.” While this accessibility might broaden the pool of voices, it also dilutes the impact of influencer content. For a generation craving reality over polish, the traditional influencer model is increasingly seen as just another form of advertising cluttering their feeds — easy to spot and even easier to scroll past. Brands need to rethink their approach, focusing on genuine connections rather than relying on influencers who may no longer hold the sway they once did.
Real Talk
Beyond big names making big promises, Zs are up against even more daunting forces on their feeds. From virtual personalities to deep fake clips to DALL-E-generated pics, emerging technology is blurring the lines of what’s real and what’s not, plunging Gen Z into an even deeper crisis of trust. And while “authenticity” is a word that’s been buzzing for a while now, for Zs, it’s a lifeline — something real amid the digital noise. Now, the influencers they trust most are those who feel genuinely relatable, whether they’re mega-stars or people like them.
Take Emma Chamberlain and Alix Earle, for example, both of whom have built their empires on a foundation of cool-girl no-nonsense-ness: they chat with followers in a way that feels raw and unfiltered, open up about everything from anxiety to Botox, and have even turned their beds into podcast sets. Despite their massive followings, these influencers maintain a sense of “real talk” that resonates with Gen Z, proving that even at the top, authenticity wins.
But Alix and Emma are fast becoming the exceptions to the rule. The reality is that Gen Z cares more about what their peers think than what any influencer or brand says — a truth many brands have yet to catch up with. While nearly three-quarters of Zs say recommendations from their peers are more influential than those from big-name influencers, celebrities, or any traditional marketing, our research shows that marketers are still partnering with macro-influencers (100K-1M followers) the most and are more likely to work with mega-influencers (1M+ followers) than nano influencers (1K-10K followers). But studies show that 92% of consumers trust nano- and micro-influencers more than traditional advertising or celebrity endorsements, a fact that leads to far higher engagement. The reason? Trust. “People tend to believe smaller creators more because it doesn’t look like they’re just taking a check,” says influencer Maggie Thurmon, who has over 5 million followers on TikTok. “It looks like they care about what they’re promoting.
Insiders & Experts
As Zs chase authentic POVs from real people, they’re seeking insiders and experts who can draw back the curtain on culture — and brands. From staff to CEOs to super-fans, people with access to real tea increasingly have real platforms and influence. This new paradigm will turn industry influence on its head. Take Hollywood: Zs are more likely to want to hear behind-the-scenes gossip from the fanfic author-turned-scriptwriter who spent time on set than from the A‑lister playing the lead role. Who do you think has the better stories?
Brands take note: Employee influencers have also risen in popularity by bringing a level of ‘realness’ that traditional ads or creators can’t match. Arby’s employee @IconicWill and Walmart employee @CameronFromWalmart both grew their followings by posting videos of them dancing at work while Wendy’s employee Ricky Federici got popular for sharing videos of himself making Wendy’s staples and Dunkin’ Donuts had so many viral TikTok stars that they created an ambassador program to celebrate them. Of course, some employees have gone viral for exposing what brands might not want the public to know, but the lesson is that when real employees share their real experiences, it cuts through the skepticism. As Lilly, 22, in Los Angeles, puts it, “When the actual people working at the brand talk about it, it makes it feel more authentic.”
Employee influence can rise all the way to the top, too. In our research, several Zs told us that they follow Tarte’s CEO, Maureen Kelly — and that she directly influences how they feel about the brand. Mary, 22, in Glendale, CA, for instance, said that “Tarte’s CEO is super engaged and super personable. When I think of Tarte, I think of her.” And Amanda said that she credits Kelly for Tarte’s comeback over the past few years. “Whatever she’s doing is working.” Brands can build trust and loyalty by elevating the voices of their own people, showing that authenticity starts from within.
Creatorhoods
As traditional influencers lose their sway and real talk becomes the new currency, a cultural shift is emerging — from valuing mere content creators to celebrating community creators. For Gen Z, the influencers that matter most are the ones who can build real, meaningful connections. In fact, 81% of Zs say they prefer influencers who foster a sense of community over those who are simply pushing products. Gigi Robinson, who has thousands of followers across platforms and now coaches other content creators to build their brands, put it simply: “Building trust really has to do with the community element.”
This isn’t just about having followers; it’s about creating spaces where people feel seen, heard, and valued. Influencers who understand this are thriving, moving beyond one-way broadcasts to cultivate their own culture clubs — cross-platform, content-rich, and exclusive. Influencer Brittany Xavier, for instance, charges her fans for a more intimate social media experience via Patreon, complete with bonus footage like family moments, TikTok bloopers, and unpublished photos, as well as direct interaction with her and her family. Meanwhile, visual artist Slawn has ‘The Slawn Club’ on Discord to connect fans directly and foster collaboration and loyalty; Canadian media brand Yes Theory has built global communities by encouraging followers to face fears together; and influencers like Bryanboy and Tina Craig use subscription features on Instagram to deepen their engagement. All of this proves that real influence isn’t about the size of your following but the depth of your connection. In fact, being a part of a community creates a sense of empowerment for all included: 81% of Zs agree that “my community has the power to create collective influence.”
For brands, joining forces with influencers that create a sense of connection may just be the ticket to reaching young consumers. After all, nearly half of marketers say that the biggest challenges they face in marketing to Gen Z is engaging with their communities (44%) and building brand trust and loyalty (43%). By working with the right influencers — whether mega, micro, or behind-the-scenes — brands have a chance to kill two marketing birds with one stone.
