Five lessons for brands who want to make authentic connections with Gen Z.
If you haven’t heard about Alix Earle, it may simply be a matter of time. This young influencer — who just graduated from the University of Miami — has more than 5 million followers on TikTok and was recently signed by United Talent Agency , one of the top three firms that represent talent globally across the media and entertainment ecosystem. She has leveraged her personal brand to partner with beauty companies like Tarte and Rare Beauty.
That approachability is why Earle resonates so much with Gen Z. Authenticity is among this generation’s most important values. As: “After an era of fake news and filtered photos projecting the ‘perfect life,’ Gen Z is over it.” They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science.
Once brands define the category in which they compete, marketers can look for the influencers who have the most engagement and who have a voice and style that resonates with the brand. AI and other tools to analyze data can help you figure this out — for example, data analytics can reveal followers, creative approaches, and communities in common between influencers and brands.
A young person who sees a beauty product in a GRWM video from Earle on TikTok who subsequently endorses that product with their friend group in their private story on Snap is an example of how the brand journey goes from high-profile social media influence to deeply personal influence. A brand must earn the right to access this sacred space — and it must understand the opacity and new risks of these more personally intimate venues.
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