Reaching Gen Z with influencer marketing | Article

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“Reaching Gen Z with influencer marketing: Four Trends for Success”
https://www.forbes.com/sites/forbescommunicationscouncil/2018/10/09/reaching-gen-z-with-
influencer-marketing-four-trends-for-success/#13f020495050
By Nicolas Miachon (Oct 9, 2018)
This article is all about marketing tools that are used by companies in order to attract Gen Z.
For American youth, social media plays an important role and considered the biggest influencer.
Gen Z mainly influenced by social media posts as 45 percent of teens in America stay online
constantly. Nowadays, due to the heavy usage of digital platforms and the internet, companies
trying to use promotion tools such as TikTok, advertisement on streaming sites like Amazon,
Netflix and game video content. Further, MNCs are using YouTube influencers to attract more
audience and to reach GenZers. In a survey conducted by Defy Media, of 1,452 teens between
the ages of 13-20, it was found that 50 percent of teens used YouTube actively. Another
marketing tool that companies are using in this digital era is Instagram; this application is used
mainly for the purpose of influencer marketing with its integrated analytic, tagging and
discovering (Miachon,2018). The market value of Instagram doubled in the past few years that
indicate the strength that this platform has to influence others. Influencers of Instagram are “the
voice of Gen Z”. Influencers use microblogging and storytelling to influence their followers.
Marketers can use this trend and culture by a partnership with influencers who represent their
faithfulness, belief, and diversity and come in the Z list. This article includes marketing tools
that can be used by Marketers to attract today’s generation that is Gen Z. It is highlighted in the
article that marketers can attract and reach Gen Z through influencer marketing. The four trends
of influencer marketing are the use of the TikTok platform, video gaming content, making use of
different networks, and developing partnerships with Instagram influencers (Miachon,2018).
From the review of this article, it can be said that the marketing concepts that are used in this
article are the target market, promotion strategies used by firms in this digital age and marketing
strategy that help to attract more customers. This article discussed the social marketing concept,
this is the newest concept in marketing and comes with a new and progressive mindset. It is
identified that marketing strategies are formed according to the characteristics of the target
market. Promotion strategies that are used by companies to attract Gen Z are the use of social
media platforms and in that influencer marketing approach.
The target market in this article is millennial and Gen Z that are active users of the internet
and social media sites. This generation is the future of companies and most firms nowadays are
targeting these segments to strengthen its customer base. Identifying the right target market and
using appropriate tools to influence them and to attract them is a difficult task for marketers
(Lou, & Yuan, 2019). The target market is defined as a “group of potential customers to whom
the company wants to sell goods and services”. This is also people to whom a business directs its
marketing mix. At last, a target market is a part of the total market for which a company
produces products and services to satisfy their needs and wants and their marketing strategies are
formulated keeping in mind the preferences and characteristics of the target market.
Understanding target markets leads to the success of companies and gives a competitive
advantage to companies to sustain and compete in the market in the long run (Van Heerde, &