Gen Z Influencer Marketing: Helpful or Harmful?

"Gen Z is the most cynical generation yet: only 15% said they believe what social media influencers share online." - Archrival, Almanac Vol. 2

Gen Z Influencer Marketing

One of the most trustworthy sources to get opinions on products and brands is from a close friend. Right? Influencer marketing dates back to the early 1920s and has exponentially grown in popularity since then. The Marilyns and Martha's of the world have been influencing society's sentiments towards products for decades. In today's social media era, influencer marketing has managed to stick around.

Currently, it is seemingly impossible to get on any social medium and NOT see a social media influencer trying to advocate for products they 'believe in' or 'can't live without'. Gen Z is a generation full of aspiring creators, innovators, and entrepreneurs. It's no wonder that influencer marketing has become so unbelievable popular amongst this generation.

That's not to say Gen Z will trust just any influencer on the web. Archrival, a creative agency with expertise in youth culture conducts and publishes Gen Z research in their very own Archrival Almanac. In a recently published Almanac, Archrival found Gen Z to be the most cynical generation yet. "Only 15 percent of Gen Z's believe what social media influencers share online".

Influencer marketing exists in a multitude of different brand categories. There are fashion, fitness, beauty, and a plethora more of influencers clouting the way Gen Z feels about brands. Often times, these influencers are given product or money in exchange for their explicit support or endorsement.

The above photo demonstrates why influencers are making a splash in the marketing world. Read more about influencer marketing on the Archrival website here.

Ethical Conflict

Is influencer marketing ethical?

Pros

Influencer marketing should be seen as ethical. Social media platforms have enforced many precautions surrounding influencer marketing in order to protect Gen Z and other generations from the pitfalls of false reviews fueled by money or other incentives. Influencer marketing fosters creativity and allows Gen Z's to be creators as well as entrepreneurs from a young age. Influencers are helping guide decision making and are mostly seen as helpful. Gen Z is smart enough to know when someone is trying to profit off them instead of helping them.

Cons

Influencer marketing is unethical and therefore should not be encouraged. Based on what we know, the majority of Gen Z distrusts influencers. According to the Enlightenment viewpoint, truth is the basis for the marketing ideal of objectivity (p. 26). Influencer marketing lacks a certain degree of objectivity if brands are paying influencers to give its products a thumbs up to followers. In order to be seen as ethical, influencers must be objective in the nature of their reviews or recommendations.

The Solution

It is clear influencer marketing is here to stay at this point. Influencer marketing continues to evolve as time goes on. As recent studies demonstrate, stereotypical influencers are becoming less effective. While influencer marketing is not a black and white ethical dilemma, there is still room in the gray limbo for vast improvements. Brands should encourage their Gen Z influencers to act ethically in their reviews. Gen Z influencers can remain objective by not accepting money for their brand/product recommendations.

Luckily, Gen Z is wise and well educated on how to spot shady recommendations from influencers. As long as social mediums are vigilant in their efforts to combat dubious influencers this type of marketing should be seen as ethical. When influencers post for brands it is pertinent to indicate whether your post is a #ad.