Teenagers today are digital natives—having grown up in an environment where smartphones, social media, and the internet have been an integral part of their daily lives. As a result, traditional forms of advertising no longer have the same influence on them as they did on previous generations. Today, they are more likely to trust a peer or a social media personality over a corporate brand message. This is where influencer marketing comes in.
Influencer marketing is a strategy where brands collaborate with individuals who have significant social media followings to promote products or services. When done correctly, influencer marketing has the power to drive brand awareness, increase sales, and build long-term customer loyalty—particularly among teenagers. However, tapping into this demographic requires an in-depth understanding of teen culture, trends, and behavior online.
In this op-ed, we’ll explore the nuances of influencer marketing to teens in 2025, how brands can successfully engage with this highly coveted demographic, and the ethical considerations that marketers must navigate to remain effective and responsible.
1. Understanding Teen Behavior and Preferences in the Digital Age
Teens are a unique demographic when it comes to marketing. They are not only tech-savvy but also highly discerning and skeptical of traditional advertising. The internet and social media have provided them with the tools to curate their own worlds and choose which brands or influencers they want to engage with. According to a 2024 study by Pew Research, more than 95% of teenagers own smartphones, and the vast majority of them use social media platforms such as TikTok, Instagram, and YouTube.
Why it matters: Understanding the platforms teens frequent and how they consume content is crucial for brands. Platforms like TikTok and Instagram are popular with teens because they offer an interactive and immersive experience that feels more authentic compared to traditional ads. On these platforms, content is largely driven by user-generated posts and peer engagement, meaning that influencer recommendations carry more weight than conventional ads.
Teens also value individuality and authenticity. They are more likely to engage with influencers who appear relatable, transparent, and in tune with their interests, rather than those who appear overly polished or “salesy.” Authenticity and relatability have become the cornerstones of successful influencer marketing campaigns targeting this demographic.
2. Choosing the Right Influencers: Authenticity is Key
When marketing to teens, it’s not just about partnering with an influencer who has millions of followers. The key is finding influencers who truly resonate with your target audience. Teens are highly attuned to inauthenticity, and they can quickly spot a brand partnership that feels forced or disingenuous. For this reason, micro-influencers—those with smaller, highly engaged followings—are often more effective than celebrities or influencers with massive audiences.
Why it works: Micro-influencers typically have a niche audience that they engage with on a personal level. Their followers are more likely to trust their opinions and recommendations because they perceive them as more relatable and trustworthy. According to a 2023 report by Influencer Marketing Hub, micro-influencers (those with 10,000 to 100,000 followers) tend to have higher engagement rates than macro-influencers, making them an ideal choice for brands trying to reach teen audiences.
For example, a 16-year-old beauty influencer with a following of 50,000 on TikTok might have more influence over her followers than a celebrity with millions of followers. Teens are drawn to influencers who seem more like them—people who they can see themselves in, not someone who lives a life that feels out of reach.
Real-life example: A brand like Fenty Beauty, founded by Rihanna, leveraged micro-influencers and everyday beauty enthusiasts to promote their products. Instead of relying solely on celebrities, Fenty tapped into a diverse array of influencers with varying skin tones and identities, making the brand feel accessible and relatable. This approach resonated strongly with teenage consumers, who valued diversity and authenticity.
3. Leveraging the Power of Visual Content: Video, Stories, and Livestreams
Video content continues to dominate social media platforms, and this is especially true for teens. Platforms like TikTok, Instagram Reels, YouTube Shorts, and Snapchat Stories are highly engaging, offering short-form video content that is easily shareable and highly consumable. This makes video one of the most powerful tools for influencer marketing targeted at teens.
Why it works: Teens are visual learners and highly interactive with video content. Short, snappy videos can showcase products in a fun, dynamic way that feels organic and engaging. Whether it’s a product demonstration, an unboxing video, or a day-in-the-life vlog, teens are more likely to connect with content that feels personal, raw, and fun.
Additionally, livestreaming has grown increasingly popular, with platforms like Instagram Live, TikTok Live, and YouTube Live allowing influencers to engage with their followers in real time. This direct interaction creates a sense of community and trust, allowing brands to be a part of authentic, unscripted moments.
Real-life example: In 2024, brands like Gymshark leveraged influencer marketing through live streams and interactive workout sessions on Instagram. By partnering with fitness influencers who hosted live workouts, Gymshark tapped into the growing trend of fitness livestreaming. Teens not only interacted with the influencer in real time, but they were also able to ask questions and learn more about the products, making it feel like an authentic part of the experience.
4. Emphasizing User-Generated Content and Peer Recommendations
Teens trust their peers more than they trust brands or even professional influencers. User-generated content (UGC), such as product reviews, unboxing videos, and “try-on” hauls, has become a key component of influencer marketing. UGC not only helps build trust but also encourages teens to create and share content around their favorite products, thereby amplifying the brand message.
Why it works: Teens are more likely to trust recommendations from friends or people they admire over traditional advertisements. When influencers encourage their followers to share their own experiences with a product—through hashtags, challenges, or contests—it creates a sense of community and belonging. This peer-driven content becomes more influential because it’s perceived as more authentic and less promotional.
Real-life example: Coca-Cola’s “Share a Coke” campaign, which featured personalized bottles with popular teen names, was a huge success among younger demographics. Teens loved sharing photos of their personalized bottles on social media, creating a viral, peer-driven movement that generated buzz and increased sales. The campaign allowed Coca-Cola to tap into teens’ desire for personalization while leveraging their natural inclination to share experiences with their peers.
5. Creating Shareable, Interactive Experiences
Teens today crave interactive, immersive experiences that go beyond passive content consumption. Interactive experiences, such as branded challenges, polls, quizzes, and augmented reality (AR) filters, are highly effective tools for engaging this demographic.
Why it works: Interactive content allows teens to participate in a brand experience, making them feel like active contributors to the brand’s narrative. These experiences create a sense of excitement and involvement, which encourages sharing among their social circles. Challenges and competitions, for instance, can go viral, driving massive brand visibility among a teen audience.
AR filters, which have gained popularity on platforms like Instagram and Snapchat, are particularly effective in creating fun, engaging experiences. Brands that create their own AR filters give teens the opportunity to experiment with their products or virtual experiences, which they then share with their followers.
Real-life example: In 2024, Snapchat’s partnership with Nike allowed teens to try on virtual sneakers using augmented reality. This collaboration allowed users to visualize the shoes on their feet through their phone cameras and then share their experience with friends. It not only enhanced the product experience but also made it highly shareable, leading to a significant increase in engagement.
6. The Importance of Social Responsibility: Aligning with Teen Values
Today’s teens are deeply socially conscious. They care about issues like environmental sustainability, social justice, diversity, and mental health. Influencers who align themselves with causes that matter to teens are more likely to earn their trust and loyalty. This generation wants brands to be socially responsible and transparent, and they are quick to call out companies that fall short of their values.
Why it works: Teens are passionate about the brands they support, and they are increasingly looking for companies that share their values. By partnering with influencers who advocate for social causes, brands can foster a deeper connection with their audience and create lasting loyalty.
Real-life example: Patagonia has built a loyal following among young consumers by focusing on sustainability and environmental activism. Their collaboration with influencers who share these values has allowed them to connect with environmentally-conscious teens. The brand’s commitment to sustainability resonates deeply with younger consumers, especially those who view their purchases as a way to support causes they care about.
7. Transparency and Ethical Considerations: Authenticity in the Age of Scrutiny
One of the biggest challenges of influencer marketing to teens is ensuring transparency and honesty. Teenagers are incredibly savvy when it comes to spotting inauthenticity or misleading promotions. They have been exposed to so many branded messages that they can easily identify when an influencer is promoting a product solely for compensation, rather than out of genuine love for the brand.
Why it works: Teens appreciate when influencers are honest about their sponsorships and partnerships. The Federal Trade Commission (FTC) requires influencers to disclose paid partnerships, but beyond compliance, influencers who are open about their relationships with brands foster trust with their followers. Being transparent and maintaining a strong ethical stance is vital in maintaining credibility with a teen audience.
Real-life example: In 2024, TikTok star Charli D’Amelio, one of the most popular influencers among teens, made waves by openly discussing the potential benefits and drawbacks of sponsored content. Her honest approach to paid promotions helped establish a deeper bond with her audience, proving that transparency can help create stronger, more genuine influencer-follower relationships.
In the age of influencer marketing, teens represent one of the most influential and coveted audiences for brands. However, effectively marketing to teens requires a deep understanding of their digital behavior, preferences, and values. Authenticity, relatability, and transparency are essential for building long-term trust with this demographic. Brands that successfully leverage micro-influencers, interactive content, user-generated content, and socially responsible messaging will be the ones that stand out in the crowded digital landscape.
To win over the next generation of consumers, brands must shift their focus from traditional advertising to meaningful, authentic connections with influencers and their followers. When done correctly, influencer marketing to teens can not only increase brand awareness but also create lasting relationships that drive loyalty, advocacy, and sales.
Ronn Torossian founded 5WPR, a leading PR firm.
