GoDaddy‘s recent survey indicates a shift in consumer behavior, particularly among Gen Z, where influencers are now more trusted than personal recommendations from friends and family.
For small businesses, traditionally relying on word-of-mouth, this finding highlights a significant change in marketing dynamics.
The study, conducted by GoDaddy was among 1,000 U.S. consumers in September, reveals that 41% of Gen Z trusts products recommended by influencers, whereas Millennials (46%) are more likely to trust ads directly from businesses.
When it comes to buying from social media posts, Gen Z ranks influencer endorsements at the top, with posts from friends coming in last. In contrast, Millennials still lean towards posts from businesses they follow, with less influence from friends or influencers.
This evolving trust dynamic reflects a broader shift in how younger generations discover and buy products online. Social media, and especially influencer marketing, now plays a dominant role in shaping consumer preferences.
While Gen Z turns to influencers for purchase decisions, Millennials still value the connection with brands they follow directly.
Alycia Leno, Marketing Director (Content) at GoDaddy said: “Knowing that Gen Z consumers trust social media ads more than recommendations from friends is a game-changer if this is your target audience. Insights into how each generation shops, especially on social media, will empower small businesses to rethink their strategies and using the right tools will maximize their businesses social media marketing.”
For small businesses, these insights emphasize the importance of understanding generational preferences to maximize marketing efforts.
While both Gen Z and Millennials recognize the value of social media ads, businesses should tailor their strategies to engage the right audience more effectively, avoiding wasted efforts and budgets.
With Gen Z’s growing reliance on influencers, small businesses must adapt by incorporating influencer marketing into their strategies.
Focusing on the platforms and figures that influence younger consumers will be key to driving brand awareness and product sales in an increasingly digital marketplace.
