How Social Media Influencers Shape Gen Z Shopping Habits in 2024

Quality Value Convenience also called QVC has evolved the entire game by integrating the television shopping format and the shopping experiences. It is not just very engaging and fun but is a new experience, especially for the millennials. Although it was launched over 3 decades ago, the hype today is real. QVC has made buying and testing things so reliable, that it can be done from the comfort of your home. Imagine viewing every little detail of the product, engaging with hosts, and in case you fall in love you can shop the product sitting on a couch. Convenient shopping has always been a dream for many! The launch of QVC has also changed perspectives greatly as people no longer see shopping as a tiring experience where they previously had to take time out from their busy schedules, just to get a pair of slippers or a new make-up product. It’s more like a fun activity now. QVC especially can satisfy customers who are not outgoing. You can view the products being tested, read and view reviews from clients globally, and also share yours to facilitate others.

The relationship of Gen Z with the digital world is something new that the previous generations have not experienced. No high-speed internet now means you are surely missing out on some big news. Also, for the love of shopping, people had to find stores nearby first, visit them, and view the products, and in case you did not like anything it was a complete waste of time. However, Gen Z’s, have everything in their hands, just one click away. It’s the era, where the digital world and social media have been taking over completely and nobody likes being left behind. Platforms like Instagram, Snapchat, and Facebook are no longer just used to stay connected to your loved ones or stay updated with the latest news. Now, they are complete shopping avenues with thousands of shops with all your favorite products! Information, entertainment, engagement and now purchasing all through one app. It is more like a dream come true.

In the following article, you’ll read about how the integration of social media in our lives has shaped and impacted the shopping habits of Gen Z. Moreover, you’ll also read about the power of influencers and what makes the digital world so appealing to the generation. Let’s dive in!

Appealing visuals and engaging content are what attract Generation Z, particularly whenever they are looking forward to purchasing something e.g. pages that are consistent and posts short trending on Instagram have higher chances of more sales than the ones who are sticking to traditional advertising options. The video-centric nature of the most used platforms globally i.e. TikTok and Instagram is what keeps the youngsters hooked up to the same app for hours and all they do is scroll. The viewers are not the only ones gaining benefits from this influencer-generated content, but so are the influencers (How Much TikTok Influencers Are Earning in 2024). Not just this, if you are a business owner and your target audience and mission is to attract Generation Z, ‘aesthetically pleasing content’ is what can make you successful. It’s not an easy job!

Why do You Need a Brand Identity?

Your brand needs to have an identity to thrive on any social media app. It can be made by uploading alluring high-quality images distinct from the ones that the users are already tired of viewing on their explore pages. Moreover, make sure to utilize all formats of posting e.g. stories, reels, and carousels, and use the latest features launched by apps. Take the example of a small business that sells clothing, unless and until you are posting styling videos, transitions with trending music, and different ways to style outfit videos, you will struggle greatly with the sales of your products. Social media platforms are the most common way this generation shops so you need to know how to create value for your products through the content you post.

What Role Do Influencers Play?

Following are a few key points emphasizing the role of influencers in shaping shopping trends:

Influencers even if they are micro-influencers (How to Discover Micro-Influencers (Free & Paid Methods!) play the role of QVC hosts e.g. by sharing tutorials or by promoting products uniquely through collaboration.
If you collaborate with an influencer who has a good relationship with his/ her followers, there is a high chance your brand is going to get a boost as Generation Z highly relies on the reviews of the influencers and tends to shop the recommended products more.
Social media platforms, like Instagram and TikTok, also provide the unique feature of introducing your products and services live, which has further enhanced the way Gen Z shops and it also mimics the QVC engagement style.
Through these live sessions, the brand can introduce its products, engage and respond to the queries of the followers, and also create a wave of excitement through limited-time offers.

If you are a brand that wishes to get some influencers on board, especially on TikTok, to boost their sales and purchasing power, make sure to check the article Top Strategies for Hiring TikTok Influencers to Boost Sales in 2024 on SocialBook!

Shifting Shopping Habits: Convenience and Community

The shopping habits of Generation Z are set per their convenience and how strong the community is. No matter how good your product is, as long as the page does not showcase customer reviews and feedback and the purchasing process is not seamless, there is a high chance this is the reason why the target audience does not show interest. The following are two characteristics of Gen Z that have revolutionized shopping trends:

1. Simplicity in Shopping:

One great characteristic of Gen Z is that they demand gratification. The world of online shopping depends on how quickly you can buy a product; swipe, click, buy - ideally these should be the only three steps required to make a purchase. You must have noticed, that brands with proper websites tend to be more successful. This is because of the following reasons:

Youngsters these days do not like to wait for hours to get a response.
Gen Z prefers simplicity and chooses to shop at websites offering them quick and swift service.
In one single click, the buyer reaches the shop from the explore page directly.
The fun part is, that there is also an option for in-app payment!

However, as mentioned above if you are not willing to spend hundreds of dollars on website creation use the free tools to showcase products on apps.

2. Community Shopping:

Adding on, Generation Z highly values interactive and community-driven shopping which means there are higher chances of a purchase if a peer has already reviewed the product or if there are any shared experiences in the purchasing decision. Thus, Validation is the key, and using social media marketing to its full potential is how it can be possible! A tip is to ask the buyers to post unboxing videos or pictures of them using/ wearing your products. If not this, at least make sure you get a written review to post on the feedback highlight. Thus, brands need to adapt to what Generation Z prefers i.e. convenience and community.

The Power of Influencers in Driving Purchases

Currently, there are over 65 million influencers on Instagram alone right now. It’s the era of social media marketing rather than sticking to traditional ads because of the way they have. Although selecting the influencer that fits your brand's mission and vision can be a tough job you can use websites like socialbook.io to discover the best fit for your brands.

Below are a few tips to help you with this:

Find the influencer that generates user-generated content
Utilize the new tools and hashtags to their full potential
Find influencers whose followers are from your target audience.
Influencers who interact regularly and are on positive terms with their followers mean that when they promote services and products people will rely on them because of transparency and authenticity.

User-generated content (UGC) plays an integral role in shaping the behavior of the consumer i.e. your customer. Generation Z highly relies on influencers for product recommendations for the niches they are interested in e.g. a person interested in fashion would only follow influencers that introduce the people to affordable brands, give honest reviews, and post detailed reels about the products. These are the weapons for growth online, as everyone is just searching for social proof before they spend! Such content is beneficial as it not only helps the consumer in quicker decision-making, and becomes a proof of authenticity so people do not end up falling in traps but it also promotes a strong sense of community which is far more effective than traditional marketing ways.

The appeal of social media Ads for promotion is in trend. You boost a single boost and if it catches the eye, you can gain hundreds of followers. Oh, but first you need to understand the Algorithm of each app that you use e.g. Instagram, TikTok. Before you decide to invest in the promotion of your products and services, you need to be clear about your objectives and the target audience. Through targeted advertising, you would not just make your content reach the explore page of people who would be interested in making purchases but will also boost your insights e.g. the average watch time and number of shares. The algorithms are all about analysis. The more you post, interact, and spend time on the app the higher your chances are to get the hype everyone looks forward to.

The key is to impress Gen Z and you can do so in the following ways:

Figure out their preferences and incorporate their wants into what you offer.
You could have hundreds of products but would not be able to sell a single if your strategy is not correct.
Understanding the optimal time to post is also necessary i.e. the time most of your followers are active on the app.
Posting on peak time can not just lead to higher engagement on posts but also means the chances of getting ROI increase automatically.
To learn more about posting at optimal times, make sure to check our article The Ultimate Guide to the Best Times to Post on TikTok for Maximum Views on SocialBook.

Most of the brand owners keep neglecting newly launched features which is not recommended e.g. the recently launched shopping features are facilitating in many ways. From saving your time, money, and effort in creating a website, you can now simply add the products to your Instagram or TikTok page. The shoppable posts allow users to select the products, save them in a wish list to buy later, and even make in-app purchases. Do not forget the keywords- convenience and community! A good social media handle can offer both at the same place.

Impact of User-Generated Content on Shopping Trends

User-generated content is a necessity to attract consumers as it also acts as a word of mouth. Whenever an influencer promotes or recommends a product or service to the followers be it through stories or reels it is also a source of increased trust and proves the authenticity of the brand and its product quality which Generation Z values a lot. A few key statements that reflect the impact of Gen Z users are provided below:

Keeping track of all the latest trends and trending hashtags can also impact purchasing decisions.
Creating videos using viral audio or recreating trending videos can increase the brand's visibility and reach a community of people who have an interest in the type of content you make or what you are selling.
Similar is the case with hashtags, just make sure you do not overuse them. For example, when a person sees their favorite influencers endorsing a product and putting forward its pros and cons in a very transparent manner, he is more likely to follow suit.
This will help him/ her make the purchasing decision with great ease especially when the content he is viewing is influenced by something that has been making rounds on social media recently.

Thus, trends and hashtags significantly impact the way a person especially from Generation Z views the brand because not only do the reviews from the peers/ community matter a lot to them but also if the content you are making or what you offer is currently trending or not.

Conclusion

Hence, in conclusion, social media has officially become the QVC of Generation Z. From completely relying on influencers for product recommendations to making online purchases in just a few clicks, everything is seamless and so convenient. Moreover, with new features and tools being introduced repeatedly e.g. AI-driven recommendations and interactive shopping experiences it is going to evolve the world of social media into an even better place for e-commerce.

We hope this article proved to be helpful. For more information or any queries logon to Socialbook.io.