Blog Post

Influencer Content That Works: Targeting Gen Z

October 20, 2022

In our Influencer Content That Works series, we spotlight successful influencer posts and point out why they work to connect with audiences and generate engagement.

This week we are showcasing what’s working for targeting the Gen Z audience for three different campaigns, Skin Proud, Splash Blast, and Soap and Glory. We love the variety of content SheSpeaks influencers created across multiple social platforms, with a heavy emphasis on TikTok.

Let’s take a look at some of the content. 

1. @loveartesia‘s TikTok for Skin Proud at Walmart

Artésia is a lifestyle, beauty, fashion, and selfcare influencer. She regularly features her everyday, AM to PM, routines and openly shares her prior struggles with acne. With a focus on clean products, she was a perfect fit on the Skin Proud campaign. Her TikTok followers (also known as her “cousins”) love her “day in the life” content, and that showed with the high engagement on this TikTok. With over 335k views and 143% engagement rate – we’d call this a success!


Hey cousin! With me having to be on camera for my online school, it’s important for me to have an affordable morning routine. @Skin Proud is clean, inclusive and accessible and available at @Walmart . Tap the link in my b!0 to have the product delivered right to your doorstep from iamskinproud, Walmart, #ad 💓

♬ Lo-fi hip hop – NAO-K

2. Splash Blast

@kennadee_haddock‘s TikTok

Kennadee’s bubbly bright personality made her an instant fit for the Splash Blast campaign. Her followers love joining along on her adventures, and her TikTok kicking off a girls trip with Splash Blast was a great way to feature the product in an authentic way. She had over 90k views and an 18% engagement rate!


@Splash IS A MUST!! Click the link in bio to get your DrinkSplash!!! Comment your favorite flavors below! ❤️ #ad

♬ 10 Things I Hate About You – Leah Kate

@sophialayne‘s Instagram Reel

Sophia might be a Netflix star from ‘The Circle’, but she is also known for her bright, colorful Instagram feed/aesthetic – making her a perfect fit for the Splash Blast campaign. While Gen Zers are heavy users of TikTok, they still love their Instagram Reels!

3.‘s TikTok for Soap & Glory at Walmart

Katie is a Gen Zer who is known for her humorous content being relatable with a twist. Her channel has a heavy focus on product reviews and recommendations and she has a very dedicated & trusting audience, which is always a plus when working with brands and sponsored content. We love how she not only showcased not featured product, but also her in-store shopping journey in this TikTok with over 134k views and an engagement rate of 23%.

i always get asked why i smell so good, and i always respond with “@Soap & Glory !” check out these amazing products by using the link in my bio!! #fyp #favorite #soapandglory #ad #walmart @Walmart #flakeawayatwalmart

♬ original sound – katie

We love the variety of content SheSpeaks Gen Z influencers create. TikTok is the perfect place for Gen Z to share their creative content. With its short videos and easy-to-use editing tools, it provides a platform to express themselves in new and interesting ways. Brands can capitalize on this by partnering with influencers on TikTok to create engaging content that will reach and resonate with this generation, and we’d love to help you do that.

If you have questions, or want to learn how influencers can help your brand succeed with the Gen Z audience, please feel free to reach out to

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