Gen Z’s Favorite Influencers Aren’t Famous

Authenticity > Perfection:

Gen Z values authenticity, not the picture-perfect, curated lives of celebrities. Micro-influencers create genuine, relatable content that resonates more with us, and brands can tap into this by moving away from glossy, unrealistic ads. Let’s face it: getting Kim Kardashian or Noah Beck to advertise your product shows that you’ve got money, but that’s all it shows. Gen Z (including myself) don’t trust the obvious product placements and sponsored posts because all it translates to is capitalism; not a genuine care for the consumer.

We’re not fooled by the slick ads or perfect influencer personas anymore. Big brands don’t understand that we can see right through them. We’re after real stories, real struggles, and brands that align with our values, not just the ones that can afford big-name endorsements. When a brand partners with a micro-influencer who shares an authentic connection with their followers, it doesn’t just feel like an ad; it feels like a recommendation from a friend. And in a world where trust in big corporations is at an all-time low, that’s what makes all the difference.

It’s about building genuine relationships rather than focusing on selling a product. Brands that use influencers who engage with their audiences on a personal level—not just on a transactional one—are the ones winning. We want to be seen, heard, and understood, not sold to. So, when brands invest in micro-influencers who align with their messaging and culture, it shows they care about the consumer and are willing to put in the effort to connect authentically. That’s how you build brand loyalty.Trust and Relatability: Micro-influencers are actively engaging with their followers, not just talking at them. They see them as actual people, and that’s something that builds trust. Their recommendations are more likely to be listened to because they are recommendations, not just a paycheck.

Engagement Over Reach:

Micro-influencers may not have the massive follower counts of celebrities, but the trust and authenticity they build with their smaller, more niche audiences can result in significantly higher engagement rates and better conversion.

This is because Gen Z values relatability over celebrity status. They don’t want to feel like they’re just a consumer of a product being pitched to them by someone who’s far removed from their day-to-day reality. Instead, they want to feel like they're being spoken to directly, by someone who shares their interests, experiences, and struggles. This is where micro-influencers thrive.

Their smaller audiences tend to be more loyal and invested, making them much more likely to act on product recommendations. Because micro-influencers engage directly with their followers through comments, stories, and personalized content, the relationship feels more like a conversation than a commercial. This personal connection fosters trust, which is key to driving conversions. The result? Higher engagement rates and, ultimately, better sales, even though the influencer may not have millions of followers.

Micro-Influencers: The Secret to Authentic Brands

Glossier, the beauty brand that began as a humble blog, has become a cult favorite by tapping into the power of micro-influencers. Rather than relying on traditional ads or big-name celebrities, Glossier partnered with everyday people who had real, authentic connections with their followers. These influencers weren’t just pushing products—they were genuinely sharing their love for Glossier in a way that felt personal and unfiltered.

This approach helped build a loyal community of brand advocates who trusted the product not because of flashy campaigns, but because they saw real, relatable people talking about it. Glossier’s strategy of user-generated content, primarily from their engaged micro-influencer base, helped drive organic growth and word-of-mouth buzz. The result? A more engaged audience that wasn’t just passively consuming ads, but actively promoting and recommending the brand to their own circles. Glossier’s commitment to authenticity over celebrity endorsements has shown that trust, not reach, is the true driver of loyalty.