To Win Gen Z, You Need More Than Just A One-Time Post

If you’re still running one-off influencer campaigns hoping to win over Gen Z, it’s time to rethink your strategy. For real.

Gen Z consumers are some of the most marketing-savvy, socially aware audiences we’ve ever seen. They scroll fast, spot fakes faster, and won’t hesitate to click away if something feels even slightly off. According to a McKinsey report, 70% of Gen Z say they try to purchase from brands they consider ethical, and they’re quick to hold brands accountable for performative or inauthentic behavior. So what’s the problem with single-shot influencer posts? Simple: Gen Z doesn’t just want a pitch, they want proof.

According to Later’s Gen Z consumer insights, 49% of Gen Z relies on influencers to discover new products, and 58% follow them for entertainment. But those influencers aren’t just selling, they’re seen as virtual friends, trendsetters, and trusted voices. In a generation built on connection, a one-time ad just won’t cut it.

Let’s break down why these short-term campaigns are falling flat and what marketers can do instead.

Why One-Off Campaigns Aren’t Effective

Lack of Consistency = Lack of Trust

Gen Z can smell a transactional endorsement a mile away. If they see an influencer promoting a product just once and never again, it raises questions. They need to see consistent usage and long-term engagement before they consider buying in.

Inauthenticity Feels Loud

Forced collabs? Scripted lines? Gen Z will scroll past. They want storytelling, not sales pitches. Influencers who post candid, unfiltered content about their real experiences are far more likely to spark interest and trust.

It’s About Community, Not Clout

A huge following isn’t enough–Gen Z prefers creators who have meaningful engagement with their audience: ones who answer DMs, start conversations, and act like people, not billboards. That’s why micro and mid-tier influencers often perform better than macro ones in this space. Read more below:

Culture > Product

Product-first posts feel out of place in a generation that values shared experiences. Gen Z connects with brands that embed themselves in their lifestyle, values, and humor—not ones that interrupt it.

Enter: The Age of “Deinfluencing”

The rise of deinfluencing proves that Gen Z is increasingly critical of overconsumption. They reward brands that promote sustainability, transparency, and responsibility, not hype.

What Smart Marketers Do Instead

1. Build Real Relationships with the Right Influencers

Winning brands don’t just collaborate, they commit. Long-term partnerships with creators who align with your values allow for more natural, recurring content that feels real, not rehearsed. It’s what Gymshark does by working with fitness influencers who genuinely use their products, and it’s how Spotify turned their Wrapped KOL campaign into a cultural moment.

Start by partnering with influencers who already reflect your audience’s values and lifestyle. Then stick around. Gen Z needs to see consistency before they buy in.

2. Prioritize Authenticity

Forget polish—focus on personality. Gen Z craves storytelling that feels spontaneous, not staged. Let influencers speak in their own voice, share real experiences, and even show imperfections. That’s where trust builds.

And if your brand aligns with Gen Z’s bigger interests (like mental health, sustainability, humor, or activism), don’t just nod to it—embed it into the content. This kind of cultural fluency is key to standing out.

3. Focus on Engagement, Not Just Exposure

It’s not about how many followers  they have, it’s about how many care. Partner with KOLs who are talking with their audience, not just talking at them. Prioritize those who start conversations, share comments, or co-create content with followers.

Gen Z also responds well to campaigns that invite participation. Think TikTok challenges, comment-led prompts, even gamified or AR experiences. Interactive campaigns create shared experiences—something one-time posts rarely do.

Key Takeaway

Gen Z isn’t buying into one-time influencer posts—they’re looking for proof, patterns, and people they can believe in. Winning their loyalty takes time, intention, and a strategy that puts real connection first. That means fewer quick hits, and more long-term partnerships rooted in trust, culture, and creativity.

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Want to learn more on how to make marketing campaigns that actually resonate with Gen Zs? Download Near’s Social Media Trends Guide here.