Why GenZers in Mexico Trusts Influencers More Than Advertising

What is it about?

This article explores how Generation Z influencers in Mexico use digital marketing strategies to connect with their audiences and influence purchasing decisions on social media. The study focuses on three highly visible Mexican influencers—Domelipa, Kim Loaiza, and Ralf Morales—who have built massive followings on platforms such as TikTok, Instagram, and YouTube and are frequently sought out by major brands. Using a qualitative case study approach, the authors analyze the content these influencers publish, their interactions with followers, and the types of collaborations they establish with brands. The analysis pays special attention to three key strategies: user-generated content (UGC), gamification (such as challenges, contests, and giveaways), and the deliberate creation of a sense of closeness and authenticity with followers. These strategies are examined in relation to each influencer’s style, audience demographics, and engagement levels.

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Photo by Diggity Marketing on Unsplash

Photo by Diggity Marketing on Unsplash

Why is it important?

The findings show that Generation Z influencers succeed not simply because of their popularity, but because they build trust and emotional connection with their audiences. By inviting followers to participate in challenges, respond to content, and share their own experiences, influencers transform marketing into a more interactive and community-based process. Authenticity—showing everyday life, personal struggles, and behind-the-scenes moments—emerges as a central factor in maintaining credibility while promoting brands. The study also highlights how these strategies are especially effective with Generation Z, a group that tends to distrust traditional advertising and values transparency, participation, and shared values. Beyond commercial implications, the article shows that influencers act as cultural intermediaries, shaping consumption habits, identities, and social trends among young audiences. The findings offer useful insights not only for brands and marketers, but also for educational institutions and organizations seeking to communicate meaningfully with Generation Z in digital environments.