{
  "slug": "brands-across-platforms-2026-09-03t00-6",
  "company": "Brands across platforms",
  "headline": "Millennial and Gen X creators outperform Gen Z on authenticity and retention.",
  "topic": "{Stash Edge — Influencer & Seeding}",
  "source_name": "Digiday",
  "source_url": "https://digiday.com/media/why-brands-are-turning-to-older-creators-for-authenticity-ai-cant-fake/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/brands-across-platforms-2026-09-03t00-6",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Influencer & Seeding}\n◆ GRAPHITE · Creator age shift · Brands across platforms\n\nMillennial and Gen X creators outperform Gen Z on authenticity and retention.\n\nThis is the market correcting itself. Gen Z creators built the influencer category and were rightfully paid for it, but the supply is now infinite and the fatigue is real. Brands chasing the newest Gen Z creator are chasing a depreciating asset — a follower list that will be gone in six months when the algorithm rotates. Millennial creators are boring and consistent, which is exactly what you want in a partner. They show up, they shoot, they do it again next week. No drama.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/brands-across-platforms-2026-09-03t00-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/brands-across-platforms-2026-09-03t00-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/brands-across-platforms-2026-09-03t00-6",
      "chars": 1090,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Influencer & Seeding}\n◆ GRAPHITE · Creator age shift · Brands across platforms\n\nMillennial and Gen X creators outperform Gen Z on authenticity and retention.\n\nThis is the market correcting itself. Gen Z creators built the influencer category and were rightfully paid for it, but the supply is now infinite and the fatigue is real. Brands chasing the newest Gen Z creator are chasing a depreciating asset — a follower list that will be gone in six months when the algorithm rotates. Millennial creators are boring and consistent, which is exactly what you want in a partner. They show up, they shoot, they do it again next week. No drama.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/brands-across-platforms-2026-09-03t00-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/brands-across-platforms-2026-09-03t00-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/brands-across-platforms-2026-09-03t00-6",
      "alt_chars": 1090,
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Influencer & Seeding}\n◆ GRAPHITE · Creator age shift · Brands across platforms\n\nMillennial and Gen X creators outperform Gen Z on authenticity and retention.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/brands-across-platforms-2026-09-03t00-6",
      "chars": 284,
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    },
    "substack": {
      "label": "Substack · Fending",
      "title": "Millennial and Gen X creators outperform Gen Z on authenticity and retention.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nBrands are increasingly turning to older creators — Millennials and Gen X — for authenticity and consistency that AI-generated or younger creator content cannot replicate, per Digiday.\nHere's the cool part — the lever almost everyone misses (and you don't have to): stop seeding to the highest-follower Gen Z creators and instead seed to Millennial creators with 50k–500k followers who have been posting in the same niche for 3+ years. They may have lower engagement rate, but their audience is older, has disposable income, and actually remembers product recommendations from previous posts. Measure repeat traffic from their content, not viral reach. Test with five creators in a category adjacent to your product and give each one the same brief: 'Show how you actually use this.' Do not ask for the dance or the cuteness — ask for the story.\nWhat that means for you: This is the market correcting itself. Gen Z creators built the influencer category and were rightfully paid for it, but the supply is now infinite and the fatigue is real. Brands chasing the newest Gen Z creator are chasing a depreciating asset — a follower list that will be gone in six months when the algorithm rotates. Millennial creators are boring and consistent, which is exactly what you want in a partner. They show up, they shoot, they do it again next week. No drama.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Digiday: https://digiday.com/media/why-brands-are-turning-to-older-creators-for-authenticity-ai-cant-fake/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
      "chars": 2083,
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}