According to a Unidays survey, value is most important in attracting students to a brand. In fact, 93% of students are more likely to try a brand that offers discounts. Authenticity also matters to Gen Z, with 77% preferring adverts that show real people doing real things. In terms of the features of a brand’s products, students prefer products that are high quality and good-looking. It’s clear to see that this demographic are attracted to authentic, personable brands. This is why micro-influencing can be hugely important in getting on their good side.

By collaborating with real people who genuinely care about the products they’re promoting, brands appear to Gen Z audiences as authentic and likeable. Moreover, micro-influencing campaigns tend to include incentives such as individual promotion codes. This is a sure-fire winner for discount-loving students! Micro-influencers spreading the word about a brand through their engaged and organic following can have a far bigger impact than traditional advertising, and its results make brands far more likely to win over Gen Z.