It’s no longer a secret: Generation Z is heavily influenced by social media when discovering and purchasing products. Specifically, we’re seeing a critically important trend of younger consumers encountering TikTok and othre social platforms as their primary source of product information, then actively seeking those items in brick-and-mortar stores.
the Rise of Social Commerce and the Z Generation
consider this: a recent study by Statista (December 2025) revealed that 68% of Gen Z consumers report discovering new products through social media, a 15% increase from 2024. This isn’t just about seeing an ad; it’s about authentic recommendations, influencer reviews, and the power of community-driven finding. I’ve found that this generation values transparency and peer validation above traditional advertising.
They aren’t simply browsing; they’re actively researching.You’ll often see them going from a TikTok video showcasing a Korean skincare product to a Sephora or Ulta store to experience it firsthand. This behavior highlights a crucial shift in the consumer journey – the blending of online influence and offline purchasing.
But why is this happening? it’s about experience. Gen Z craves tactile engagement.They want to see, touch, and try products before committing. Social media sparks the initial interest, but the physical store provides the reassurance and sensory experience they desire.
Did You Know? The term “social commerce” – buying and selling products directly on social media platforms - is projected to reach $2.9 trillion globally by 2026, according to a report by Accenture.
The Power of Influencer Marketing
Influencer marketing plays a pivotal role in this trend. Authentic reviews and demonstrations from trusted creators carry significant weight with Gen Z. They’re more likely to trust a peer recommendation than a polished advertisement. As a result, brands are increasingly investing in collaborations with micro-influencers – individuals with smaller, highly engaged audiences – to build credibility and drive sales.
Though, it’s not just about the influencer’s reach; it’s about their relevance.Brands need to carefully select partners who align with their values and target audience. A mismatch can damage brand reputation and erode trust. I’ve seen firsthand how a well-executed influencer campaign can generate a significant spike in both online and in-store traffic.
Here’s a rapid comparison of how diffrent generations discover products:
| Generation | Primary Discovery Method |
|---|---|
| Gen Z (1997-2012) | TikTok, Instagram, YouTube |
| Millennials (1981-1996) | Instagram, Facebook, Blogs |
| Gen X (1965-1980) | Facebook, Email, Word-of-Mouth |
| Baby Boomers (1946-1964) | Television, Word-of-Mouth, Print |
Pro Tip: Don’t underestimate the power of user-generated content.Encourage your customers to share their experiences with your products on social media using a branded hashtag. This builds social proof and fosters a sense of community.
What This Means for Your Brand
If your looking to connect with Gen Z, you need to meet them where they are - on social media. But it’s not enough to simply have a presence; you need to create engaging, authentic content that resonates with their values. Here are a few key strategies:
- Embrace short-form video: TikTok, Instagram Reels, and YouTube Shorts are the dominant formats for reaching this audience.
- Prioritize authenticity: Gen Z can spot inauthenticity a mile away. Be real, be clear, and be relatable.
- Partner with relevant influencers: Choose creators who genuinely love your products and have a strong connection with their audience.
- Encourage user-generated content: Let your customers be your brand ambassadors.
- Optimize for mobile: Gen Z is a mobile-first generation. Ensure your website and content are optimized for mobile devices.
Ultimately, understanding the evolving consumer journey is crucial for success. The line between online and offline is blurring, and brands that can seamlessly integrate these experiences will be the ones that thrive. The power of social commerce is undeniable, and leveraging it effectively is no longer an option - it’s a necessity.
Are you prepared to adapt your marketing strategy to meet the needs of this dynamic generation? What steps will you take to leverage the power of social media and drive in-store traffic?
Share your thoughts in the comments below!
