For Gen Z, Instagram influencers have greater pull than celebrities: Omnicom report


The ‘Omnifluence Report,’ powered by Qoruz, was just introduced by Omnicom Media Group India. The analysis identifies important distinctions in how various generations consume social media content and provides key influencer marketing insights.
It claims that social media influencers are swiftly becoming into new-age celebrities, and that the Gen Z generation finds them more alluring than actual celebrities. Shailja Saraswati Varghese, chief content officer, Omnicom Media Group India, told afaqs! that being unapologetically themselves and speaking their minds are two guiding concepts for Gen Z’s social media habits.
“From a marketing sense, this generation aligns with artists and brands that walk the walk because they focus on quality and authenticity.” Influencers don’t merely indulge in outside packaging and pomp and show like huge celebs. While creating material, creators are more forthcoming. “It’s because of this that they connect with Gen Z,” Varghese continues. According to the survey, influencer marketing is quickly becoming the go-to strategy for reaching a wide audience, and all firms should pay attention to it. In today’s obviously digital world, word of mouth promotion is a powerful technique, and influencers are the ideal vehicle for this.
Varghese goes on to say that material created by influencers resonates with Gen Z far more than content created by a greater star. While it may have a wider reach, influencers are favoured in terms of engagement with Gen Z, even as a source of entertainment. Gen Z makes up 32% of the global population and are truly digital natives, having grown up with access to the Internet, social media platforms, and technology. According to the survey, 98 percent of Gen Z worldwide owns a smartphone.
“This generation’s self-expression is at an all-time high. Brands and producers who overlook Gen Z’s evolving attitudes and preferences will be left behind, according to Varghese. As a result of this quick adoption of social media, India’s social commerce sector has grown. According to the survey, social commerce platforms such as Trell, Roposo, and Meesho are dominating the Indian market.
Previously, e-commerce behemoth Flipkart teamed up with Moj for its social commerce venture. With the debut of its platform M-Live, fashion e-commerce operator Myntra forayed into large-scale social commerce to suit to consumers’ fast changing content consumption patterns and purchase preferences.

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