May 23, 2023

The Power of Gen Z Influencers on TikTok: Changing the Face of Marketing

by Nik Asti

Published: May 23, 2023 at 6:00 pm Updated: May 23, 2023 at 5:02 pm

by Karolina Gaszcz

Edited and fact-checked: May 23, 2023 at 5:02 pm

In Brief

It’s important to promote your followers now. You can do this by dressing up for an event or posting content in TikTok.

It’s important to promote your followers now while they’re still active. Rachel Aaron, a 24-year-old who works in public relations in New York, recently dressed up for a work event and filmed herself selecting clothing. Her post garnered hundreds of views and received favorable comments.

The Power of Gen Z Influencers on TikTok: Changing the Face of Marketing — pexels.com

Rachel Aaron

Rachel Aaron is a social media star who uses the platform to share personal activities, pitch or unbox products, and advertise Amazon storefronts. The videos are often viewed as an entrepreneurial achievement and can lead to free stuff and extra cash. She has a link to her Poshmark on her TikTok profile, where she resells her clothing.

The Generation Z group is particularly fluent in TikTok and Instagram-style dialogue. They are accustomed to selling goods on YouTube and Instagram.

The generation of people in the peer group of Aaron and other Gen Z creators don’t feel embarrassed when they act like advertisers on TikTok because it’s easy to get money and free products from companies. They are attracted to social media platforms like TikTok, where it is hard for brands to break in.

The macro movement of everyone being a creator and monetizing themselves is trickling down to the everyday person.

Ngozi Oka

Ngozi Oka, a 21-year-old junior at the University at Buffalo, was inspired to start dabbling in TikTok after giving a presentation to the Black Student Union. She made a new email account for business inquiries, listed recommended wigs on Amazon, and earned hundreds of dollars from doing so. The Linktree and Amazon storefronts helped show her that she was “very much into the content creation and influencing realm.”

Linktree’s data suggests that most people who link to Amazon storefronts are not influencers but people like influencers. People spend a lot of time curating their Amazon storefronts as part of their TikTok personas.

Twenty-two-year-old freshman Chloe Van Berkel lists 47 items on her Amazon storefront, earning about $10 a month. She said the money she earned from the store was tiny, but she still found the experience fulfilling. “It’s just something on the side to help make more money,” she said. “It’s cool to be able to promote stuff that you like and to tell your friends to buy it.”

The CEO of TikTok, Show Chu, couldn’t answer questions during a congressional hearing because he stammered and avoided answering questions. During the hearing, it was revealed that TikTok’s moderation policies were inconsistent, with some content being flagged and removed while other posts were allowed to remain. This raised concerns about potential censorship and political bias on the app.

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Nik is an accomplished analyst and writer at Metaverse Post, specializing in delivering cutting-edge insights into the fast-paced world of technology, with a particular emphasis on AI/ML, XR, VR, on-chain analytics, and blockchain development. His articles engage and inform a diverse audience, helping them stay ahead of the technological curve. Possessing a Master's degree in Economics and Management, Nik has a solid grasp of the nuances of the business world and its intersection with emergent technologies.

Nik Asti