Gen Z is fully embracing the role of influencers on social media platforms like TikTok. Everyday creators are constantly making content similar to professional influencers, like sharing daily routines, reviewing products, modeling clothes, and promoting personal Amazon storefronts. And despite having modest followings, they are approached by brands for endorsements and can earn money and free products through these partnerships. Many young influencers use tools like Linktree to gather their commercial affiliations in one place, signaling their influence and expertise. Amazon storefronts are popular among both top creators and nano-influencers, where they curate recommendations for various products. While fame and large followings are not always the primary goals for these young creators, having an online presence and demonstrating influence can attract huge opportunities—just look at Alix Earle and Monet McMichael. (NYT)
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