Eight Influencer-Marketing Trends for 2026: How to Capture Gen Z's (Z世代) "Trend Loyalty" at Lower Cost?

Trend snapshot

Gen Z, or Z世代, is shifting loyalty from brands to products and creators — and marketing budgets are being forced to follow. SAP Emarsys’s 2025 data show 64% of Gen Z are more loyal to products than to brands, 31% trust trend recommendations on TikTok and similar platforms more than traditional ads, and 18% reportedly buy products promoted by influencers. It’s a blunt message: short-lived “trend loyalty” and the creator-driven economy are eroding years of brand equity. Source: Huxiu (虎嗅) summarised these findings and related industry reports.

Why creators now beat traditional ads

Creators convert because they feel real. VML (伟门智威)’s Future 100: 2026 report finds emotional ties between creators and audiences are deepening — 60% of users say they feel a personal connection to creators, and 68% follow creators for authenticity and emotional resonance. Micro- and nano-influencers, niche comedians, short-drama performers and even virtual idols all matter; it’s not about follower count but about trusted attention. Short video formats and conversational, unrehearsed content extend reach cheaply and drive higher engagement than glossy, highly produced ads.

What brands must do differently

So how should marketers respond? Shift budgets to creator partnerships that are goal-oriented, long-term and flexible. Brands should treat creators as creative partners, give them editorial freedom, and measure success by conversion metrics — not just views or likes. Short-term one-offs bring spikes; sustained collaborations build “familiarity trust” that converts over time. In practice that means reallocating spend to mid- and long-tail creators, integrating product learning into creator content, and using creator-led feedback loops to refine offers.

The bigger context: scale and risk

The creator economy is scaling fast — it has been reported that Goldman Sachs projects growth from $2.5 trillion in 2023 to $4.8 trillion by 2027 — but geopolitical and regulatory headwinds complicate platform choices. Amid U.S.-China tensions and heightened scrutiny of apps like TikTok, global brands must weigh platform risk when building ecosystems that rely on China-origin short-video formats. The takeaway for Western readers? Influencer marketing is no longer an experimental channel. It’s central to reaching Gen Z — but success requires new operating models, measured risk-taking, and a sharper focus on creator authenticity and measurable ROI.