How Gen Z shops in the influencer age of social media fads

Influencer culture has been around for over a decade at this point, coming into its own and growing in popularity with the rise of social media and video platforms like YouTube, Instagram, Vine (RIP), Twitter, Snapchat, and now, of course, TikTok.
Although it targets all generations, social media in the influencer age specifically puts a heavy focus on Gen Zers, who have a buying power of more than $140 billion according to Barkley Inc. But with all that buying power comes the mess of trying to get the right products to the right audience at the right time. To make the most out of social media fads and capitalize on trends, strengthening product discovery is crucial for retailers.