GenZ hearts influencers; Why brands should too

Think of influencers as modern-day evangelists with their mission-driven messaging and passionate advocacy for their loyal community. They're not only promoting products but also curating lifestyles.

With India’s influencer marketing industry set to hit Rs 5,500 crore in 2024 and 377 million Gen Zs—the largest cohort ever in India —these influencers hold the key to winning hearts and wallets as this group redefines consumption patterns across the country.

According to the Snapchat and BCG report, Gen Z is driving 43% of India’s consumer spending, with much of their purchasing power being directed by influencers across categories from fashion to dining.

Yet, only 15% of brands are actively taking steps to engage with Gen Z—a significant missed opportunity. Brands that fail to innovate and connect with Gen Z through influencers risk losing relevance.

Forget the big-name celebrities. Micro-influencers , often with followings between 10,000 and 100,000, with their niche audiences and authentic voices, are the real MVPs. They're like trusted friends, recommending products that genuinely resonate.

Gen Z is a generation raised on social media. They're not just consumers; they're creators. Influencers mirror their values, their aspirations, and their desire for authenticity. Brands that ignore this trend are missing out on a massive opportunity.

Influencers aren't just marketers; they're storytellers. They weave brands into the fabric of their lives, building trust and loyalty that traditional advertising can't match. It's like having a friend recommend a product, only on a much larger scale.

Sometimes, the best campaigns aren't planned. When brands align with cultural trends and resonate with influencers, organic growth can explode. Remember "Korean Maggi" and "Pahado Wali Maggi"? Those viral sensations were fuelled by the power of influencers.

Chandan Mukherji, Director at Nestlé, highlights the importance of influencers in reaching younger consumers, stating, “Influencers have good followings, which makes their reach sizable and interesting.” However, Mukherji cautions that brands must be strategic in selecting influencers who align with their objectives, whether it’s for building awareness, driving product trials, or educating consumers.

“We can't disclose future collaborations or reveal specifics at this point, but aligning with influencers who resonate with our brand values will always remain crucial to our strategy,” he said.

Influencers can be incredibly effective in building brand trust, especially when launching new products. Gen Z is 1.7 times more likely to shop based on trending styles than stick to brand loyalty, heavily influenced by social media. This makes influencer partnerships crucial for brands to stay relevant.

Mukherji points out, “For new products, influencers could bring in a good amount of trial and consideration.” The trust Gen Z places in influencers stems from their preference for authentic, real-life content, which can make or break a brand's campaign.

However, this relationship also comes with risks. Influencer partnerships must be managed carefully to avoid controversies that could damage brand reputations. Mukherji advises that brands should be proactive in addressing any issues that arise, underscoring the need for transparency and authenticity.

Vidushi Goyal, Chief Marketing Officer of Swiss Beauty, emphasizes how the brand has effectively integrated both macro and micro-influencers into its strategy. “We send our products to influencers, let them experience them, take their feedback, and then they talk about our products on social media,” Goyal explains. This strategy allows Swiss Beauty to benefit from real, user-generated content, which resonates well with younger audiences.

Swiss Beauty’s current festive campaign, ‘Savar Ke Ana’, leverages influencer content to maintain consistency and ensure brand recall. By working with influencers on a month-to-month basis, the brand stays relevant and maintains a continuous conversation with its target audience.

For brands looking to succeed in India’s rapidly evolving market, the key is to work with influencers strategically, particularly micro-influencers who offer better engagement, and to understand the unique purchasing behaviours of Gen Z. As Pulkit Trivedi, Managing Director of Snap Inc. India, said, “Gen Z will be the biggest contributor to India's consumption growth driving $1.8 trillion worth of direct spend by the year 2035.” Brands that get ahead of this trend will be well-positioned to thrive in the future.