Gen Z trusts influencers more than your brand

An illustration of a smartphone with hands holding megaphones emerging from the screen.

Social media has become a part of many of our lives as we become addicted to trudging through the endless swamp of content. From keeping us connected to shaping the latest trends, social media's impact touches almost every aspect of everyday life – and that includes the world of advertising.

Gone are the days of print ads and TV commercials; for the next generation, ads are spoon-fed straight from the source thanks to influencer marketing. While it might seem like a dubious take on sleazy celeb salesmanship, it turns out Gen Z trusts influencers over advertisers thanks to one special technique – the art of authenticity.

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In a recent study, Adobe Express surveyed 2,000 Brits to understand how the shift to influencer marketing had affected the ad world, finding that a quarter of Gen Z (25%) was impacted by influencer-branded content. Despite only 5% beliving influencers are truly honest, almost nine in ten Gen Z (88%) would still trust an ad if it wasn’t clearly disclosed, with 75% still trusting influencers who aren't transparent about sponsorships.

So where does authenticity play a part? Data shows that 38% of Gen Z's are turned away from content that feels scripted, while 30% prefer the influencer to actually use the product they're promoting. The fact is, Gen Z can see through the bulls**t. They just want real, candid content.

(Image credit: Getty Images)

Sadly, leveraging this growing trend isn't as easy as sending an influencer your product and asking them to mindlessly flog it for 30 seconds. From slick unboxing videos to lifestyle vlogs, capturing the Gen Z audience is all about authentic promo that feels integrated into content. Sponsored content that feels organic is far less likely to get called out for soulless marketing than a clunky promo. Context is key.

Growing up in the internet age, the new generation is tired of unskippable ads and corny campaigns made to manipulate. It's no wonder so many brands are getting it wrong when trying to connect with Gen Z. They don't care about brand heritage or slick marketing; it's as simple as transparency and truth.