Trust beats polish
Polished ads are losing their grip on Gen Z, and local brands are turning to influencers instead. Around 50% of Gen Z trust influencer recommendations more than traditional celebrity endorsements, and 61% of consumers trust them when making purchases. The shift isn't about follow
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Polished ads are losing their grip on Gen Z, and local brands are turning to influencers instead. Around 50% of Gen Z trust influencer recommendations more than traditional celebrity endorsements, and 61% of consumers trust them when making purchases.
The shift isn't about follower count anymore. An academic study confirms credibility, authenticity, and interaction quality matter more, so brands are prioritizing micro and nano influencers with niche loyal audiences.
Agencies like clickbait.co.id now integrate KOL campaigns into scalable marketing ecosystems, handling creator selection, rate cards, and briefs that preserve each creator's natural style. Digital already accounts for 72% of local ad spend, and local media companies sold $17.8 billion in digital ads in 2025.
Yet 84% of local digital advertising still goes out of market, meaning your competitors are spending on audiences not ready to buy. By partnering with micro-influencers your local Gen Z already follows, you can capture that trust and turn it into customers.
