Brands hoping to connect with Gen Z have a huge opportunity in influencer marketing. However, they must be careful not to enable overspending when students’ money is so tight and their stage of life makes them vulnerable to persuasion.
The concept of 'microtrends' has become impossible to ignore. Whether it’s colours, aesthetics, products or lifestyles, platforms like TikTok have made it easier than ever for something to become a must-have, then disappear in favour of something new.
But for every trend and influencer promoting overconsumption of fast fashion and other cheap products, there’s another spreading a positive message and connecting with their audience beyond convincing them to spend money.
So, how can brands communicate with students in an ethical way and collaborate with influencers to promote genuine value? Here’s how to get it right in your next campaign.
Students’ relationship with influencers
Brands working with public figures to gain exposure among their audience is nothing new – but Gen Z’s relationship with online influencers looks a lot different to the ones millennials and Gen X developed when YouTube first launched in 2005, or Instagram in 2010.
The approach of saturating viewers’ feeds with advertising, and over-promoting products that influencers may or may not actually like, will immediately turn off today’s students.
Microinfluencers (those with between 1,000 and 100,000 followers) are more effective because they appear authentic – which is why plenty of big brands like Glossier, ASOS, and Away partner with them so often.
Brands should tap into this preference for ‘smaller’ influencers, who Gen Z feel are more trustworthy, to foster a community and promote positive messages instead of exploiting student spend.
Choose your campaign focus wisely
Keep in mind that campaigns don’t have to be about selling things.
Brand-building campaigns with no clear link to commercial gain will actually resonate well with student audiences, who are sceptical about mass marketing.
Remember that it’s essential to embody the values central to the campaign. Information on practically everything being readily available online means that young audiences aren’t afraid to scrutinise brands’ promises – and publicly shame those who say one thing and do another.
Influencer content examples
Connecting with a Gen Z audience is about authentic messaging at the right time.
For young people at the beginning of their higher education journey who are considering their course and career options, content that showcases different careers performs really well. This could be vocations, like a midwife or firefighter talking about a day in the life at their job, or even your brand’s own employees sharing what their role looks like and what they love about it.
For first-year students, managing their finances will likely be front of mind. A student influencer or ambassador could talk about how they budget effectively throughout the academic year, or discuss their loan day money routine.
Elsewhere, TikTok has become a popular source of cooking inspiration, and plenty of influencers talk about cooking on a budget – for example, creators demonstrating how they cook five meals for £25 from a budget supermarket.
Many people online also share their self-care routines, or small habits that help them take care of their mental health, which could resonate well with students navigating a significant period of change.
Consider how this type of content might apply to your offering to craft a message that meets students’ needs, and inspires trust in your brand.
Inform your campaigns with quality insights
Students are constantly in decision mode, and it takes in-depth knowledge of how they think and feel to convert them to customers in a non-exploitative way.
At UCAS, we’re proud to have unrivalled insights into students’ attitudes and behaviours, and can help your brand to connect with them in all the moments that matter.
Find out more about our services for brands or read our articles for more insights.