Gen Z is actively seeking out product recs on social media. And more often than not, they want those recommendations to come from regular people, not just influencers or brands. YPulse’s Influencer Anonymous trend report shows 81% of 13-17-year-olds and 73% of 18-24-year-olds agree, “A recommendation from a regular person is more authentic than an ad from a brand.” Part of the appeal is that these unsponsored recommendations feel more genuine, less polished, and often way more entertaining than traditional ads. But online word of mouth recs aren’t just happening in regular people’s videos; every comment section is a hub for even more anonymous influencers—ones that Gen Z trusts. What is even more interesting is that for this gen, product placement has reached a whole new (unintentional) level. On top of these young users asking about the products being promoted in the comment section—they’re inquiring about anything in the background, from a cozy couch in a GRWM to a water bottle in a gym selfie. So, brands should understand that everything in the frame is potential product placement. That’s why in YPulse’s Influencers Anonymous trend survey, we ask 13-39-year-olds if they’ve ever commented...
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