Content > Ads: Why Gen Z Buys Merch From Creators, Not Campaigns
This article was written by: Myrtle Bautista
Gen Z doesn’t respond to ads the same way past generations did. Instead of trusting traditional marketing, they buy from people. More specifically, they buy from creators—online personalities who share content they enjoy, follow, and believe in.
This shift in buyer behavior is forcing brands to rethink how they sell. Ads alone don’t cut it. Content does. Cover image by cottonbro studio.
Gen Z Buys Through Connection, Not Persuasion
Millennials watched advertising evolve. Gen Z was born into it. From the start, their screens have been loaded with pre-roll videos, branded content, and influencer endorsements. Because of this constant exposure, they’ve become quick to filter it all out. Skip. Mute. Scroll. Repeat.
They’re skeptical of anything that looks like a pitch. What grabs them isn’t a brand trying to sell, but a creator sharing something genuine. If someone they follow is wearing a hoodie, testing a product, or casually sharing a personal story, it feels authentic. Gen Z reacts more to the moment than the message. Context—not persuasion—drives their attention.
Authenticity Drives Buying Decisions
High-production ads often trigger skepticism. Gen Z sees them as obvious attempts to sell. In contrast, an unfiltered Story or behind-the-scenes clip feels real. That difference matters.
Creators communicate like peers. Their suggestions don’t feel forced. Even with paid content, the tone stays natural. The product shows up as part of their routine—not as the focus.
That’s why merch introduced through a creator’s content carries more weight than something promoted through a brand’s campaign.
Trust is Built Through Content
Content builds credibility over time. A creator who posts consistently and shares personal insights earns trust. This trust translates into action.
For example, a YouTuber who vlogs weekly builds a deeper relationship with their audience than a brand that posts glossy ads. Gen Z follows creators across platforms, watches their growth, and feels part of their journey. When these creators launch merchandise, the purchase becomes personal.
It’s not a transaction. It’s support. It’s a shared identity.
Social Proof Comes From Real People
Gen Z doesn’t want to hear from a brand why a product is great. They want to see a creator they respect using it. They look for signals: “Is this person like me? Do they believe in what they’re wearing?”
Creators serve as both influencers and validators. Their content becomes the review, the testimonial, the product page. And since creators interact directly with followers—through comments, live streams, and DMs—the trust loop closes faster.
This organic form of social proof consistently outperforms scripted ad campaigns.
Merch is a Symbol, Not Just a Product
Official merchandise isn’t just clothing. It’s a badge. It shows loyalty to a creator, a cause, a belief system. It reflects identity.
That’s why Gen Z flocks to creator merch drops. The hoodie or hat isn’t just an item—it’s a link to a community. A way to say “I was there” or “I support this.”
In student communities, for instance, buying officially licensed merchandise tied to campus culture and peer groups follows the same pattern. The purchase is driven by belonging, not branding.
Shortform, Longform, and Everything In Between
Creators produce content in multiple formats. TikToks, YouTube videos, Instagram Reels, newsletters, podcasts. This distribution builds repetition and trust across multiple touchpoints.
Traditional ads rely on frequency, too—but the difference is in tone. Ads interrupt. Creator content engages.
A single creator can post dozens of micro-moments each week. Each one strengthens the bond with their audience. Each one reinforces their values. When they release merch, it feels natural—an extension of their personality, not a pushy upsell.
Traditional Campaigns Can’t Compete With Creator Gravity
Campaigns are built around brands. Creator content is built around people.
The gravity of creator influence is stronger than brand messaging because it feels earned, not manufactured. Gen Z tunes out branded content because it feels calculated. They lean in to creators because it feels spontaneous—even when it’s strategic.
Performance insights still play a role, especially for creators who refine their messaging through analytics. Techniques for making more data-informed content are quietly shaping what ends up in the feed—just without the corporate polish.
The content still looks like real life. That’s what makes it work.
What Brands Can Learn
Brands don’t need to abandon ads altogether. But they must learn to partner with creators in meaningful ways. That means giving creators control over how the message is delivered. That means not sanitizing their voices.
It also means understanding that the product might not even be the star. The creator is.
And if merch is the goal, the story around the merch has to matter more than the merch itself.
Final Thoughts
Gen Z is clear about how they shop: they buy from people, not pitches. They want transparency, connection, and identity. That’s why they prefer content over ads—and creators over campaigns.
If brands want to reach them, the path is clear. Let creators lead. Make content that builds trust. And understand that community sells better than commercials.
