Generation Z have started making up a majority of the consumer market especially online which has led to brands becoming more reliant on influencer marketing due to the rise of social media. Influencers have the ability to convince this age demographic to purchase certain products due to their already instilled connection with their followers which is why they've become great marketing tools. However, Generation Z care a great deal about authenticity from the influencers they follow so if the influencer is involved in controversy it will have drastic negative affects on the brand. To prevent this, a combination of trust created, charm to sway followers into thinking they are relatable and honesty can be used when promoting. All happening on multiple different social media platforms for coverage but most certainly TikTok as Generation Z are more attracted to short form visually pleasing content.