How Influencer Marketing Now Targets Gen Z Through Niche Communities

In this episode, Lucas and Luna explore how influencer marketing is shifting from broad reach to niche community targeting, specifically to engage Gen Z. They discuss the case of a skincare brand that partnered with micro-influencers in the 'skin positivity' corner of TikTok, achieving a 12 percent engagement rate versus the industry average of 3 percent. The hosts break down why Gen Z values authenticity and community over celebrity endorsements, how brands are using data to identify these micro-communities, and the role of platforms like Discord and Substack in fostering deeper connections. Lucas cites a 2025 study showing that 68 percent of Gen Z consumers trust a niche creator's recommendation over a traditional ad. They also examine the risks of inauthenticity when brands parachute into communities. This episode provides concrete takeaways for marketers looking to adapt their strategies for the next generation of consumers. #InfluencerMarketing #GenZ #NicheCommunities #MicroInfluencers #SkinPositivity #TikTok #Authenticity #MarketingStrategy #BrandPartnerships #EngagementRate #DataDrivenMarketing #Discord #Substack #CreatorEconomy #SocialMediaTrends #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo