How to Choose a TikTok Influencer Who Resonates With Gen Z

In today’s digital landscape, connecting with Gen Z is an important yet daunting task. This younger generation is redefining how content online is both created and consumed—and they place a lot of value on authenticity.

Gen Z prefers real, relatable content over polished or produced ads. That’s why influencer campaigns that showcase genuine, everyday moments are one of the best ways to connect with this hard-to-reach audience. And one of the best platforms for authentic influencer content is TikTok, which is dominating the attention of users aged 18-24.

But in a sea of micro and macro TikTok influencers, how do you pick someone to best represent your campaign and resonate with Gen Z? From follower count to content niche, there’s a lot to consider. That’s why, in this blog, we’re breaking down the questions your brand should be asking before selecting an influencer to partner with.

1. Will the partnership feel authentic? 

According to VICE, 9 in 10 young people say authenticity is important to earn brand trust. That’s why it is essential to ensure that the influencers you partner with authentically align with your brand image and target audience. 

Do the influencer and brand share similar values and ideas? Oftentimes tapping smaller, more niche influencers leads to more authentic-feeling content than partnering with large influencers where the partnership may feel forced.

2. Does the influencer’s reach align with the size of your brand? 

If you’re a smaller brand, consider aligning with micro-influencers who have smaller, more loyal followings. Follower count matters less when the partnership feels true to the influencer and brand. In fact, brands that use micro-influencer campaigns report up to 50% higher engagement than mega-influencer campaigns. 

Take Luseta Beauty, for example. The beauty brand partnered with micro influencer Guliette Maribel to promote its new Biotin + Collagen shampoo. Maribel makes relatable “Day in My Life” and ASMR content, and despite only having 46k followers, their video garnered 1.8 million views and 300,000 likes. 

On the other hand, for a massive brand like Six Flags, working with macro influencers who have a bigger reach can also prove beneficial. For example, The Infinite Agency facilitated a partnership with Alex Ojeda, a well-known thoosie (AKA roller coaster enthusiast) influencer with 8.5M followers on TikTok, to promote Six Flags’ annual “12 Days of Giveaways.” 

Alex delivered an exciting coaster POV from his local Six Flags in San Antonio, Texas, staying true to his typical content style. Beyond his engaging content, his expansive following allowed the brand to target theme park enthusiasts, reaching more TikTokers outside of Six Flags’ following.

3. Is the influencer relatable? 

One of the pitfalls of becoming a successful influencer is that, as you grow in following and status, you can also lose relatability with your audience. Knowing how important relatability is to Gen Z, this comes into play when considering who to partner with. 

The average Gen Z consumer is not attending brand-sponsored trips to private islands, so while it may be entertaining to watch influencers living lavishly, partnering with this kind of creator won’t strike a genuine or relatable cord.

Instead, brands should consider what experiences their target demographic might relate to, and tap influencers who can speak to that.

Audible’s partnership with micro-influencer Jesse Driftwood is an excellent example of this. Driftwood, a videographer and outdoorsman, positioned Audible as the solution to an issue shared by many endurance runners: keeping yourself entertained while exercising. The partnership tapped into a niche audience insight that felt relatable without feeling overly marketed.

4. Does the influencer engage with their audience?  

Gen Z enjoys interacting with content as much as they enjoy consuming it! They look for ways to get involved in communities by following their favorite accounts, commenting on posts, and connecting with fellow fans. 

Because of this, brands should know how frequently and personally influencers engage with their followers before selecting who to partner with. Do they respond to comments directly? Host engaging livestreams? Make an effort to interact with fans in person? Do they have a good engagement rate (ER)?

Deeper engagement between fans and influencers can maximize the total engagement of a campaign, meaning more return on your brand’s investment.

5. Does the influencer use humor? 

Gen Z has a quirky, enigmatic sense of humor that has reshaped the content landscape on TikTok. In fact, 76% of Gen Z respondents in a recent study said they want to see comedic content on the platform, including from brands.

Mattress Firm tapped into humor through its partnership with Giggly Squad, a podcast led by influencer Paige DeSorbo and comedian Hannah Berner. The two had recently discussed their love for “bedrotting,” a term coined by Gen Z, opening up the perfect reactive opportunity for a natural partnership.

Mattress Firm invoked Gen Z humor and slang by helping the creators achieve the ultimate “bedrotting” experience with a new, uber-comfortable mattress. The partnership, coordinated by The Infinite Agency, exemplifies how quickly reacting to current trends in humor can help you win over Gen Z.

6. What kind of content do they produce? 

While some influencers specialize in funny diologue, others might lean into content such as lifestyle videos, educational conversations, or wellness vlogs. 

Whatever the case, it’s essential that brands work with influencers whose content style aligns with their own. For example, it would seem inauthentic for a sushi influencer to do a skincare-focused “get ready with me” video. 

Consider what kind of content would align best with your brand’s goals and messaging. If you’re a restaurant, consider working with foodies. If you’re a beauty company, partner with makeup and skincare-obsessed influencers. Of course, there are always ways for your brand to expand outside of its category, but as a general rule of thumb, it’s wise to select influencers whose content authentically aligns with your product or services. 

For instance, Southwest Airlines worked with travel influencers to promote Wanna Get Away Day, an annual celebration of its first commercial flight. Because these influencers typically post travel-related content, the partnerships felt organic to a Gen Z audience. Coordinated by The Infinite Agency, the brand worked with influencers of various follower sizes to make a splash across social. Influencers @caelynnbell (1.3M followers) and @colorado_kristin (72k followers) helped reach a wider audience, resulting in more daily sweepstakes entries for Southwest.

7.  Are they willing to extend beyond TikTok?  

Gen Z enjoys interacting with content online, but they also enjoy opportunities to connect with influencers and brands in the physical world. 

According to LTK, 34% of consumers want to see creator content beyond social media. Consider how your influencer could make waves off-screen: Where are they located? Do they have experience with brand activations? 

Dunkin Donuts’ collaboration with Charli D’Amelio is a great example of expanding beyond TikTok. D’Amelio, a Gen Z creator with 140+ million followers, partnered with Dunkin to create “The Charli” drink available in-store alongside a Dunkin x Charli TikTok challenge. The limited-edition drink sold hundreds of thousands of cups on its first day, and the brand saw a 57% increase in app downloads.

Conclusion

While partnering with influencers may be an easy choice, selecting the right ones can prove challenging. Our hope is that these seven questions serve as a resource for your brand, helping you select the right TikTok influencers to create the strongest partnerships—and leave a lasting impression with Gen Z.

Written By

Ella Price

The Infinite Agency is an integrated advertising agency designed to drive brand growth through data driven insights, inspiring creativity, and connected experiences.