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As brands strive to connect with Gen Z—those born between 1997 and 2012—it’s clear that the old playbook of corporate advertising no longer works. Gen Z brings a discerning eye to content, seeking brands that prioritises authenticity, transparency, and real human connection. According to Statista, 63% of this generation prefers brands that feature real people over celebrities in their ads. This shift means brands must rethink their content strategies to foster genuine relationships with their audience.

Neil Patel highlights that 45% of Gen Z believe trustworthiness is the most critical factor when choosing a brand—meaning traditional advertising no longer cuts it for this cohort. Brands need human-driven strategies—and that’s where nano and micro-influencers come in. Gen Z isn't interested in engaging with perfect ads from big brands or paid endorsements from mega-influencers. Brand Influence , South Africa's pioneering influencer marketing agency, has perfected the art of leveraging nano and micro-influencers to drive meaningful engagement built on real human connection.

“We create communities of 100 to 1,000 micro-influencers, amplifying a large-scale social conversation using gifting strategies and a unique, conversational hashtag per campaign,” says Lori Weiner , Founder of Brand Influence. “We unite hundreds of trusted voices to shape one larger, authentic narrative that explodes online. We don’t pre-approve influencer content. Our influencers are consumers too and our approach allows for real conversations that other consumers can engage with and trust.”

So, what makes micro-influencers so effective for engaging Gen Z?

Their content feels like it’s coming from a friend, not a brand. With smaller, more niche audiences, these influencers tend to build more personalised relationships with their followers—meaning their recommendations carry more weight. They excel at driving immediate sales uplift when their voices are brought together in a community of conversation. Brand Influence operates as a neutral facilitator to bring hundreds of unique voices together into a large-scale social story. This creates a sense of excitement around a product—unlocking Gen Z’s fear of missing out (FOMO).

Whether it’s through a personal recommendation or a limited-time offer, these influencers can convert engagement into action quickly.?The bottom line? Trust drives sales. According to Statista , 70% of Gen Z trust recommendations from people they follow on social media over traditional ads. When a micro-influencer recommends a product, their highly engaged audience is more likely to act—whether by clicking a link, visiting a website, or making a purchase. At Brand Influence, we handpick influencers, inviting them to trial products or services in exchange for their genuine feedback.

Brands looking to assess the impact of their micro-influencer campaigns can rely on Return on Ad Spend (ROAS) as a key metric. ROAS allows brands to measure the uplift in revenue generated during a campaign against its cost, making it a particularly useful tool for evaluating sales-driven initiatives. Micro-influencers deliver a high return on investment (ROI) and the results can be immediate and tangible. Another key metric to assess success is to review a brand's Share of Voice (SOV) to understand how much attention and visibility it commanded digitally compared to its competitors over the same time period.

Jason Frichol , Managing Director of ACDOCOSA , states, “Brand Influence is our preferred influencer marketing partner for bankable reach. Many campaigns they’ve executed have achieved double-digit sales volume growth and unparalleled ROI.” If you’re looking for an influencer marketing agency in South Africa that understands Gen Z’s values and delivers not just engagement but measurable sales uplift, reach out to Brand Influence. Our free consultation and tailored influencer marketing proposals are designed to connect brands with Gen Z and South African influencers authentically.?

About Brand Influence

Brand Influence is South Africa’s top influencer marketing agency for mass social sampling with influencers in the nano and micro-influencer space. The agency specialises in crafting social stories that deliver consumer-generated content through scaling bespoke brand communities of between 100 and 1,000 micro-influencers per campaign. With a primary focus on authenticity, brands are empowered to engage audiences with genuine narratives that drive real results, using Brand's Influence pioneering recruitment and campaign methodology - a strategic approach that has been refined over 15 years.

Contact: Lori Weiner - Founder, Brand Influence

Email: [email protected] ?

Article sources:

• Statista. "Consumer Trust in Influencer Recommendations Among Gen Z" (2023).
• Neil Patel. "Micro-Influencers vs. Celebrities: Why Micro-Influencers Are More Effective."