Gen Z Trends are Evolving Influencer Marketing–What that Means for your Strategy in 2025
The world can say that the influencer marketing industry is over-saturated, but the truth is it’s just dynamic. In 2025, it’s shifted once more as Gen Z grows up, accessing adult money and beginning to be able to fuel the economy. Over time, it’s clear that this young generation will re-shape the influencer landscape as we know it.
As the most digitally native generation, Gen Z has completely redefined authenticity, social engagement, and even brand trust. To stay ahead, brands have to stay in the know and evolve their strategy to meet Gen Z consumers where they are, not where brands want them to be.
The Shift in Gen Z Trends
Gen Z trends are more nuanced and niche than the trends of past generations. With micro-trends on social media and sub-genres of certain styles constantly changing, the days of a one-size-fits-all influencer endorsement have completely changed. Now, it’s nuanced and more experience-driven, and the creator economy thrives on a community-focused approach that integrates consumers.
As young consumers begin to demand genuine connections and reliability from creators rather than an aspiration influence. This explains the rise of micro- and nano-influencers. These smaller influencers are able to prioritize transparency and emphasize educational content–both of which are pivotal shifts in the industry.
The Power of Social-First Platforms
It’s no secret that social media remains one of the primary ways that Gen Z discovers trends, beauty movements, and lifestyle shifts. Platforms like TikTok, Instagram, and YouTube allow people all over the world to engage with each other and create powerful movements. In one of our recent blog posts, we polled our Youthtellers (ages 15-27) about the growing shift we’re seeing online for long, luscious hair to be the goal. An even third (33.3%) told us that their new goals for hair growth originated directly from social media. This only reinforces what we already know: These channels are crucial for shaping Gen Z’s purchasing decisions.
Social Media Pressure and Beauty Investments
The power and influence of social media extends beyond basic trend adaptation. It truly impacts spending habits. When we’ve polled our Youthtellers about the pressure social media applies when looking to invest in new products or treatments, 40% told us that while it somewhat influences them, they try to be selective. Another 35% told us that they stick to what works for them. But 17.5%? They told us that the more they see a product online, the more it grows in popularity, and the more they feel they need to buy it.
The Influence of Trust and Accessibility
If you’re a brand looking to connect with Gen Z, authenticity isn’t the only thing that factors into purchasing decisions. The most important aspects often are:
Affordability and accessibility – 40.9%
If it’s something they’d actually use – 31.8%
Seeing influencers genuinely use the product – 13.6%
When multiple trusted influencers discuss it – 13.6%
This underscores the need for brands to move beyond traditional sponsorships and create deeper, more transparent partnerships with influencers who align with their audience.
Where Gen Z Turns for Advice
Gen Z trends might say that influencer marketing is key, and while it remains impactful, when it comes to who Gen Z consumers trust when it matters most, the results are little different. When talking to our Youthtellers (ages 15-27) about who they turn to when it comes to hygiene advice, 47% said they’ll go to dermatologists or estheticians, 21% turn to friends and family, and 16% ask online forums. Only 11% turn to influencers.
This overall shift marks a shift in trust and the growing focus to seek real and unbiased opinions. As one Youthteller, age 25, explains, she trusts Reddit more because “You get actual opinions instead of influencers pushing a brand."
Strategies for Brands to Win in 2025
1. Prioritize Relatability and Authenticity
Gen Z has made it clear they are tired of seeing things through the ‘highlight reel lens’ that social media can give. Instead, they want to see real-life usage, unfiltered reviews, conversational marketing and influencers who genuinely care about and incorporate products into their lives.
Instead of curating ‘fake’ content, brands should encourage influencers to create content that mirrors their daily lives and that of their followers.
2. Leverage Micro-Influencers and Community Leaders
If you haven’t learned this secret yet, we’ll tell it to you now; smaller influencers often have stronger engagement credibility in their niche. By partnering with these creators, instead of looking for influencers with follower counts in the millions, you can create more authenticity and meaningful content for your consumers.
3. Focus on Educational and Value-Driven Content
Gen Z trends indicate that informational and tutorial-based content is more persuasive than traditional ads. Brands should collaborate with experts (like dermatologists) while also fostering discussions on platforms such as Reddit and TikTok.
4. Create Multi-Influencer Momentum
Instead of relying on one influencer, brands can amplify impact by ensuring multiple trusted voices within a niche discuss their products. This taps into the 13.6% of Gen Z who are more likely to purchase when multiple influencers endorse an item.
5. Adapt to Platform-Specific Trends
While TikTok is leading in trend creation, brands must ensure they tailor their content for each platform’s unique audience expectations. Short-form storytelling, user-generated content, and interactive elements will drive engagement–but only if you’re giving them to the right app. Otherwise Gen Z will be able to smell your attempt to lure them from a mile away.
The Future of Influencer Marketing in the Era of Gen Z Trends
Gen Z trends are rapidly evolving, pushing brands to adopt a more holistic, trust-centric, and experience-driven influencer marketing approach. By understanding this generation's motivations, concerns, and preferences, brands can build long-lasting relationships and remain relevant in 2025 and beyond.