"The data shows that actually all consumers are actually increasing their trust in influencers. Gen Z's are just doing it at the highest rate," said Evan Wray, CEO of Mavely. "The bigger reason, from a Gen Z perspective, is they're social natives. It's the first generation that really grew up with social media, and as a result, the habits of searching Google aren't as seamless as what they grew up with - searching TikTok, searching Facebook."
"Looking at micro- and nano-influencers, they are extremely niche. So they're very good at certain topics or trends and then become a trusted source, specifically for a Gen Z audience," Wray said.
"Because they are more relatable, because they are more trustworthy, they can actually drive higher conversion rates and higher engagement rates," Wray said.
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