As Millennials have left classrooms and entered the workforce, marketers are turning to Gen Z for the next set of would-be consumers. But this generation has major differences from the one that came before it, which means each group requires completely different tactics.

Researchers agree that members of Gen Z have distinct interests and purchasing behaviors that differ from Millennials, and the way they interact with certain forms of marketing — like influencers — could be subject to a massive shift from the “old way” of doing things.

While Millennials grew up alongside the internet, Gen Z was born into 24/7 connectivity and accustomed to social media from an early age. Their individuality, their values, and their $44 billion in buying power all factor into the need for a new approach to influencer marketing for the younger set.

Influencer Marketing’s Impact

When the impact of influencer marketing first started to take hold, it was targeted with a Millennial mindset. Millennials would seek out brands and products that told a compelling story; they weren’t put off by big-name brands or influencers with massive digital footprints.

Every one of these strategies, however, would turn Gen Z consumers away.

Gen Z influencer marketing, by contrast, requires influencers that connect with how this younger generation feels about themselves. Rather than following a big name like Kylie Jenner, Gen Zers tend to gravitate toward micro-influencers — individuals who have a more engaged crowd of about 1,000 to 10,000 followers on their social media accounts. These influencers are more locally focused, more niche, and more authentic (at least by Gen Z standards).

Gen Z also is more focused on digital presence than the physical world. That’s likely why, when surveyed about where they had made purchases in the past six months, Gen Zers ranked Instagram and Snapchat the highest. Since they shop more on social media, Gen Z influencer marketing should be more effective than the same approach applied to Millennials.

But don’t put your influencer money in the wrong place. Only 11.8% of Gen Z makes purchases from Facebook, which is much lower than the 29.4% of Millennials who do the same. This is an extension of the younger generation’s interest in individuals over brands — an influencer on Instagram or Snapchat is more likely to capture their attention because Gen Zers can see themselves in these personalities. Gen Z simply isn’t interested in trying to connect with faceless, monolithic brands.

While Millennials remain a valuable audience for marketers, the same tactics that succeed with them will not carry over to Generation Z. As this young generation continues to gain buying power, unique individual voices will carry greater weight than any branded talking points could ever hope to achieve.