How to market to Gen Z?

For Egyptian marketers looking to engage Generation Z, traditional advertising methods are becoming less effective. Gen Z, the digital-native generation born between 1997 and 2012, prioritizes authenticity and peer recommendations over celebrity endorsements. A recent study highlights a powerful marketing tool to tap into this audience: micro-influencers.

Who are micro-influencers, and why do they matter?

Micro-influencers are social media personalities with a following between 10,000 and 100,000. Unlike mega-influencers and celebrities, micro-influencers build strong, personal relationships with their audiences. This makes their recommendations more relatable and trustworthy, a key factor in capturing the attention of Gen Z.

Why Gen Z in Egypt prefers micro-influencers

Egypt’s Gen Z spends a significant amount of time online, engaging with content creators who align with their interests and values. Research suggests that:

• Authenticity is key: Gen Z trusts influencers who seem genuine and relatable rather than those who appear overly commercial.
• Engagement matters: Micro-influencers interact more with their audience, making their endorsements feel more personal.
• Niche appeal: Unlike celebrities, micro-influencers often specialize in specific areas like fashion, fitness, gaming, or food, making their recommendations more targeted and relevant.

How Egyptian brands can leverage micro-influencers

To successfully integrate micro-influencers into marketing strategies, Egyptian brands should consider the following approaches:

• Identify the right influencers: Choose micro-influencers whose followers match the brand’s target audience.
• Foster long-term partnerships: Rather than one-off campaigns, build lasting relationships with influencers to maintain credibility and trust.
• Encourage user-generated content: Allow influencers to create content that feels natural and aligned with their personal style.
• Focus on engagement, not just reach: A smaller, engaged audience is more valuable than a large, passive one.

Successful global examples and lessons for Egypt

Major brands like Coca-Cola, Nike, and Sephora have already seen success using micro-influencers to engage Gen Z. In Egypt, local brands can adopt similar strategies by leveraging regional influencers who have built trust within their communities. A campaign featuring Egyptian micro-influencers enjoying a local product, for example, can create stronger brand loyalty than a celebrity endorsement.

The future of Gen Z marketing in Egypt

With Gen Z becoming a dominant consumer segment, Egyptian marketers must adapt their strategies to stay relevant. Micro-influencer marketing offers a cost-effective and impactful way to connect with this audience on a deeper level. By prioritizing authenticity and engagement, brands can build stronger relationships with Gen Z consumers and drive long-term success in the digital era.

 

A version of this article was published in Marketing Boerse.