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The love for authentic content among younger audiences is evident, and it's driving a shift in how brands connect with them. Experts weigh in on the shift and how platforms like Snapchat are adapting.
Growing up, we were constantly exposed to advertisements that drew us in with flashy visuals and sometimes exaggerated claims. Reflect on any iconic advertisement and you'll likely notice that rather than the product, it's the advertisement itself that often overshadows any genuine connection to the product's actual value or utility. This constant exposure to polished advertising made the products feel familiar, subtly influencing our buying choices so much that it became hard to tell our real desires from marketing.
Today, however, digital platforms have emerged as dominant spaces for communication and commerce changing the way products are marketed and consumed. Social media influencers have stepped in as the new trendsetters, reshaping the way we perceive brands and helping us make purchasing decisions by sharing genuine and relatable experiences. This transformation in marketing can be summed up in a word that the young people care about — authenticity. Just a decade ago, most people rarely paid attention to the ingredients in the products they used, nor did they often question whether those products were vegan or eco-conscious. The focus was primarily on functionality or popularity, with little thought given to sustainability or ethical considerations.
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Things have shifted dramatically, especially among younger audiences who now place a strong emphasis on choosing products that align with their values. This was also the case with the idea of personal style, which wasn’t a prominent conversation. While fashion mattered, expressing individuality through style wasn’t a priority. Social media has played an important role in shaping these conversations and making them mainstream.
Highlighting this shift, creator Vridhi Pattwa highlights how today’s creators go beyond simply promoting products and focus on bringing authenticity to their content. "As creators, we are not just endorsing products; we are sharing experiences and stories that resonate with our audience on a personal level. Unlike regular ads, our content needs to feel real and relatable, making it easier for our community to trust and engage with us," she explains. Platforms like Instagram, Snapchat, and Pinterest have amplified these topics, making them part of everyday dialogue and influencing how people think, shop, and live. What was once niche or reserved for a few has now become a shared consciousness.
As Saket Jha Saurabh, Director of Content and AR Partnerships at Snap Inc., puts it, "Gen Z's demand for authenticity and relatability is reshaping India's creator economy, shifting the narrative from traditional advertising to raw, unfiltered storytelling that prioritizes engagement over followership." This shift tells us about the growing influence of Gen Z, a demographic that has become a driving force in industries like e-commerce, fashion, and beauty.
Platforms are also actively pushing creators forward with tools and features that make it easier to share authentic, engaging stories and Snapchat is a great example of this. As Saket says, "At Snap, we recognize the power of this shift and empower creators with content surfaces like Stories and Spotlight to share content that resonates in real-time." Snapchat doesn’t stop at providing these tools—it also rewards creators for their efforts through programs like Story Revenue Share, Paid Partnerships, and affiliate marketing. These features help creators not only build genuine connections with their audiences but also create real opportunities for brands to reach people in a meaningful way. “With over 200 million monthly active users, it’s clear how these efforts are making a difference, especially in Tier 2 and Tier 3 cities, where creators are leading the charge in shaping trends and building communities,” Saket adds.
Resonating with the thought that authenticity is what truly connects with Gen Z, Rahul Tamada, Co-Founder of Tamada Media Pvt. Ltd.—one of South India’s fastest-growing digital media and brand solution companies—shares, "Creators have emerged as trusted voices for Gen Z, offering authenticity and relatability that traditional advertising often lacks. This generation values real connections and seeks out creators who share content that aligns with their lives and values." Platforms like Snapchat have become key players in enabling these connections, providing creators with the tools to share content that genuinely resonates. Rahul further adds, "One of our creators, Preethi Ashokan, has built a loyal following by leveraging Snap to create engaging and authentic content that speaks directly to Gen Z’s online ‘inner circle’—people they trust." Platforms like Snapchat give creators a space to express themselves without pretences, ensuring more organic and natural engagement. This ultimately helps creators to influence opinions and purchasing decisions in ways that feel personal and impactful.
As brands begin to shift their focus toward creating more meaningful connections with consumers, the line between advertising and real engagement is blurring, and it will be exciting to see how this shift shapes the future of consumer-brand relationships.
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