Insights from LTK’s Upfronts: Understanding the Gen Z Creator Mindset
At the recent LTK Upfronts in New York, marketers were eager to glimpse the future. Instead, they received a candid, unfiltered look at the current landscape, presented by the very generation that’s shaping it: Gen Z.
Led by Reesa Lake, LTK’s VP of creator partnerships, this lively panel featured three standout Gen Z creators: Kit Keenan, Brandon Edelman (known online as @branflakezz), and Alexis Wilkerson. Their mission? To share insights on what makes Gen Z tick and how brands can connect authentically—without appearing like they are merely “influencing.”
A New Wave of Cultural Translators
Each creator brought unique perspectives, yet all reflect a larger cultural shift within Gen Z. They are not just content creators—they are cultural translators.
Kit Keenan: A Blend of Fashion and Authenticity
Kit, daughter of designer Cynthia Rowley, gained fame on **The Bachelor** and has since evolved into a multi-faceted creator, merging fashion, food, and podcasting. “I have a very specific point of view,” she shared. “I live at home, cook for my mom, and talk about my everyday life.” This blend, she emphasizes, is all about **balance**.
Kit is set to launch her own product line consisting of her audience’s top requests—kitchen essentials, pantry must-haves, and wardrobe staples. “My followers kept asking for the same things, so I decided to consolidate them into a single collection,” she said.
Brandon Edelman: The Power of Radical Transparency
Brandon, or @branflakezz, has garnered a following by embracing unfiltered honesty. “I post videos that feel like FaceTime with your best friend,” he explains. His approach has led to surprising collaborations, like his recent menu partnership with Just Salad.
Alexis Wilkerson: Building Community Through Connection
Alexis, who pivoted from a STEM career to full-time content creation, advocates for fostering a strong sense of community. “It’s all about making people feel like they’re your best friend,” she states. Her approach involves active engagement—going live, answering DMs, and creating a trusting atmosphere among her followers.
Brands That Get It Right
The creators shared their admiration for brands that successfully connect with their generation:
Gap: Winning Back Hearts
Kit highlighted Gap’s revival: “I used to love Gap. I felt I aged out of it, but their recent collaborations, like the Cult Gaia collab, have made it feel cool again.” This speaks volumes about the power of fresh marketing strategies.
Coach: Consistent Excellence
Wilkerson praised Coach for its flawless execution. “I’ve collaborated with them multiple times, and I’m almost always seen with one of their bags,” she remarked. Their approach to both design and influencer strategy seems to resonate deeply with the audience.
Base Luggage: The Celebrity Factor
Brandon noted the appeal of Base Luggage, co-founded by actress Shay Mitchell. “I’ve been on brand trips where we received Base luggage, and it was a total vibe,” he shared. Shay’s impact is so significant that many now associate her more with the luggage brand than her acting career.
Exploring Beyond the Usual Channels
While TikTok and Instagram are staples for Gen Z, the panel revealed overlooked platforms worth marketers’ attention:
Pinterest: The Underestimated Goldmine
Alexis described Pinterest as an integral part of her nightly routine for inspiration. “I find ideas on what to wear and what to eat there. Brands need to recognize how pivotal this platform is for Gen Z,” she stressed.
Snapchat: The Unfiltered Space
For Kit, Snapchat serves as her intimate, unfiltered zone. “I haven’t posted anything on my Instagram Stories, but on Snap, everyone gets to see my real life,” she explained. This duality emphasizes the necessity for brands to understand and navigate Gen Z’s complex online presence.
Commerce with Authenticity
The tension between authenticity and sales is fading, as these creators shared their ethos of honesty in partnerships.
“I’m running a business, but I’m also a person. I don’t promote brands I don’t use,” Wilkerson affirmed. Her audience knows that when she recommends a product, it’s genuine.
Kit takes a data-driven approach, using audience feedback and analytics to inform her strategy: “I communicate with my followers about their needs and analyze which products they’re interested in.” This creates a **feedback loop** that benefits everyone involved.
Edelman echoed this sentiment, emphasizing utility over chaos: “I once forgot to link a pair of socks, and people wouldn’t stop messaging me! Now, I link everything—if you want it, you’ll find it,” he laughed.
Strategies to Engage Gen Z Effectively
As the session wrapped up, it became evident that these creators are not merely endorsing brands; they’re redefining brand relationships. Their insights encapsulate effective strategies for engaging with Gen Z:
1. Collaborate with Underdogs
“Focus on trust and community, not just follower counts,” advised Wilkerson.
2. Be Genuine
Keenan cautioned brands: “If your product isn’t tailored for Gen Z, don’t pretend it is. Understand your true audience and let your creators guide the tone.”
3. Seamlessly Integrate
“Make your brand part of the moment,” Edelman concluded. “If there’s a trending show or topic, connect with it authentically without forcing the issue.”
The Final Takeaway
The LTK Upfronts provided marketers a unique opportunity to listen to Gen Z rather than speak at them. These creators don’t just set trends; they embody them. In an era where a simple mascara review can compel followers to purchase, understanding their mindset isn’t merely an option; it’s an absolute necessity.
Because the truth is, this generation values more than just great content—they crave the feeling that someone, a brand, is truly paying attention to them.
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