TikTok marks a new age of influencing for marketers targeting Gen Z

Kalila Welch

March 17, 2022 1:06

Gen Z are engaging in authentic freeform content from TikTok creators over the polished Instagram brand deals spruiked by influencers of the past, according to social and influencer marketing experts.

Sharyn Smith, founder and CEO Social Soup

The centrality of creators to Gen Z engagement with brands was the point of conversation at Youth Marketing Australia day 1 session Authenticity And Alignment: Influencer Marketing Strategies For Gen Z hosted by AIMCO and presented by Social Soup.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

Topics