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For Gen Z and Alpha, trust doesn’t come from traditional ads. It’s earned through feeds, stories, and comment sections. Creators aren’t just popular. They’re essential. They lead conversations, influence opinions, and drive purchasing decisions. Whether breaking down new drops or building digital worlds, they define what matters.
These generations aren’t waiting for marketing. They’re already building culture in real time. Creators act as guides in comment threads, live streams, and link-in bios. TikTokkers, YouTubers, digital fashion designers. These voices carry weight, set direction, and command loyalty.
Still briefing influencer campaigns like it’s 2019? That’s the problem.
75% of Gen Z Have Bought Something Because a Creator Told Them To
It’s not hype. It’s a habit. According to LTK’s 2024 Gen Z Shopping Study, 75% of Gen Z have purchased online because of a creator’s recommendation, and 77% have done the same in-store. These decisions are based on trust, not trends.
If creators drive the conversation, brands must give people something worth discussing. That was our approach with Wray & Nephew’s Nieces and Nephews creator programme…a creator-led strategy that handed the mic to emerging voices shaping UK culture. We built long-term relationships across music, food and fashion that made Wray part of the everyday scroll and the group chat debate.
Source: Csnews
88% of Gen Z Follow Creators. 22% Follow Over 50
Nearly nine in ten Gen Z adults follow at least one creator, and around 22% follow more than 50. This isn't just passive scrolling; it's part of their daily rhythm. Creator content is stitched into their routines, shaping their thoughts and discussions.
If your brand wants attention that sticks, don’t rent space. Build relationships.
Source: Morningconsult
66% of Gen Z Talk About Creators in Real Life
This isn't just digital buzz. Two-thirds of Gen Z say they’ve talked about something a creator posted in real life within the past month. This kind of influence hits harder than a boosted post.
If creators drive the conversation, brands must give people something worth discussing.
Source: Morningconsult
Gen Z Feels Closer to Creators Than Celebs
More than half of Gen Z say they feel more connected to creators than celebrities because creators show up, talk like real people, and stream in bedrooms, not on red carpets.
This kind of connection can't be faked. Brands that want to build trust need to act with the same honesty.
Source: Deloitte
Gen Alpha Are Growing Up on YouTube
Over 30% of Gen Alpha spend over two hours daily on YouTube and Shorts. This is where they learn, laugh, and connect. Tutorials, reviews, gaming content—this is their window to the world.
For brands looking to earn early trust, creators on YouTube are the direct route.
Source: aecf
Warm Street’s Take: Don’t Just Show Up. Build With Them
Creators are leading culture, not following it. And the brands that get it? They’re not sliding into inboxes with cold briefs. They’re building long-term partnerships rooted in shared values.
The best work isn’t transactional. It’s collaborative. To reach Gen Z and Alpha, bring creators in early and build campaigns that matter.
Let’s Build Work That’s Worth Saving
At Warm Street, we back the people who shape culture. If your brand wants to connect with creators and communities realistically, we’re ready.
