article

Gen Z’s Favorite Influencer? The Comment Section

Gen Z is turning to the comment section, not just social posts, for trusted product recommendations from regular people…

Written and Edited by the YPulse Editorial Team

Jun 30 2025
North America

KEY TAKEAWAYS

Product recommendations matter to Gen Z—especially when they come from regular people who feel relatable and authentic
Young adults especially are using the comment section to ask where items are from or look for more recs
Brands should be paying attention to comment threads—they’re a goldmine for insights and organic engagement

Gen Z isn’t just stumbling across product recommendations on social media—they’re actively seeking them out, and not from brands or celebrities, but from regular people they relate to. While a brand having a social presence is obviously important, word of mouth from regular people is the content with clout to Gen Z. The opinion of someone who shares with their lifestyle, budget, and values is often far more convincing than paid content. YPulse’s Influencer Anonymous trend report shows 81% 13-17-year-olds and 73% 18-24-year-olds agree, “A recommendation from a regular person is more authentic than an ad from a brand.” These...