Thank you to Forbes for referencing us in this great article.
While the oldest Gen-Zers only recently graduated from college, they already wield an impressive $44 billion in purchasing power. When you consider the influence they have on their parents’ spending, research puts that figure at closer to $200 billion. Clearly, both new and established consumer brands need to gain the attention and respect of Generation-Z.
To achieve this, corporate marketers sometimes pay big bucks for influencers to review their products in a social media blitz. Digiday reports that one influencer post on Instagram will cost about $1,000 for every 100,000 followers, while a video endorsement on YouTube is double that. On Snapchat, where Gen-Zers are twice as likely as Millennials to be influenced to make a purchase, a 24-hour campaign can cost up to $30,000 for 100,000 views.
This technique may work for corporate brands with big budgets, but it directly contradicts the principles of effective personal branding.
Read the full article at Forbes.com.
