The Goat Agency’s Hannah Ryan on Why Gen Z Trusts Smaller Creators

New research from The Goat Agency reveals a truth we all had an inkling about: Gen Z are more likely to follow smaller, niche creators. But the exact amount was shocking enough to mark a broad industry move towards community and authenticity influencer marketing.

The agency’s latest data, powered by its proprietary tool lBEX and BrandAI, reveals that Gen Z is 14 times more likely to follow nano and micro creators than mega influencers. Over the past six months, spending on micro and nano influencers has increased fivefold as brands respond to changing audience behaviours and rising expectations around transparency and trust.