1. Gen Z Can Smell the Script
Gen Z grew up with ads everywhere. They’re not just used to being sold to — they’re over it. When your influencer posts sound like a brand brief instead of a human voice, they scroll right past.
Gen Z prefers content that feels spontaneous, unfiltered, and, above all, real. If your influencers are clearly reading a script or sticking too closely to your brand guidelines, you’ve already lost.
2. You’re Confusing Reach With Influence
Many brands still choose creators based on follower count. That might work with millennials. But Gen Z values creators who are part of the conversation, not just talking at them.
Micro and mid-tier creators with deeply engaged communities often outperform macro-influencers when it comes to real impact. Gen Z pays attention to who’s in the comments, who’s in on the joke, and who’s trusted — not who has a blue checkmark.
3. Your Product is the Main Character (and That’s the Problem)
If the product is the punchline, Gen Z’s not laughing. Campaigns that lead with “Buy this now” or “New flavor drop!” don’t resonate. Gen Z responds to context, not commercials.
The brands winning Gen Z are embedding themselves in humor, culture, and shared experiences. The product comes after the hook — or sometimes not at all. If the content is good, they’ll find the brand.
4. You’re Choosing Platforms Like It’s 2022
Instagram is where Gen Z shows things. TikTok is where they feel things. If your influencer strategy is stuck on static content or Reels-only formats, you’re not in the conversation.
To succeed in Gen Z influencer marketing, your brand has to move fast on the platforms where trends actually start. TikTok, YouTube Shorts, and even new spaces like Lemon8 and Geneva are places where your campaign needs a pulse.
5. You’re Measuring the Wrong Things
Are you optimizing for likes and reach? Gen Z isn’t. The signals that matter most:
- Are people stitching the video?
- Are they sharing it?
- Are they remixing it in their own voice?
When your metrics are stuck in the awareness era, you’ll never build actual brand love — and Gen Z is highly selective with their love.
So, What Works Instead?
At Cool Nerds Marketing a social media agency, we work with some of the most ambitious CPG brands trying to connect with Gen Z. Here’s what we’ve seen actually work:
- Let creators create. Give them the vibe, not the verbatim. If you try to control the message too tightly, the content dies.
- Start with culture, not commerce. The best campaigns begin with a cultural insight — not a SKU.
- Make room for chaos. Trends change by the hour. The brands that win Gen Z are the ones ready to pivot their content mid-campaign.
- Treat engagement like currency. Comments, stitches, shares — these are proof of relevance, not just fluff.
Final Word: Gen Z Influencer Marketing Is a Different Game
If your current influencer strategy looks anything like the one you used in 2021, it’s time to rethink everything. This audience is too smart, too fast, and too connected to fall for stale formulas.
Your brand has one shot to feel human, relevant, and in tune with culture. Otherwise, Gen Z will swipe past — and remember you as the brand that just didn’t get it.
Want a Gen Z strategy that actually hits?
We’ve helped launch campaigns for some of the most recognizable food and beverage brands out there. If your current agency isn’t delivering on Gen Z, Cool Nerds Marketing can.
