Influencer Marketing to Gen Z on Live Streaming

Effective influencer marketing to Generation Z requires a departure from traditional advertising methods, as this demographic is highly skeptical of conventional marketing ploys. Research conducted in partnership with YouGov, surveying U.S.-based respondents aged 18 and older, reveals that Gen Z is notably selective, preferring to engage with brands they already trust. However, this skepticism is balanced by a high receptivity to creative, interactive, and authentic content. When campaigns successfully capture their interest, Gen Z members are more likely to convert, research products, and engage with marketing than the general population.

Key findings highlight that Gen Z favors digital-first platforms, with significantly higher usage of Twitch, Discord, and Snapchat compared to older generations. Live streaming is a critical engagement channel, as 63% of Gen Z watch game streams, a figure that rises to 83% among Gen Z gamers. Furthermore, while traditional print and standard product demonstrations have lost traction, influencer-led content—specifically blogs and vlogs—remains effective. Trust in celebrity and influencer recommendations is notably higher among this cohort, at 34% compared to 22% for the general population.

The data also underscores a strong preference for specific gaming franchises, such as Minecraft, Call of Duty, and Roblox, which see significantly higher engagement among Gen Z than the general public. Brand loyalty is similarly distinct, with younger consumers gravitating toward specific dining, tech, and apparel brands that demonstrate innovation. Ultimately, the analysis concludes that brands must prioritize creative, culturally relevant activations and leverage influencer partnerships to break through the cynicism of this demographic, moving away from static advertisements toward interactive, community-driven experiences.