SPECIAL REPORT

Gen Z From B1

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come in waves. It could be through trending audios, meme formats, relatable POVs, Get Ready with Me, ‘budol’ content or product reactions, using e-commerce tools like link-in-bio stores, shop affiliates link and reseller networks.

For many MSMEs, this means modernizing strategies, allowing them to gain publicity without paying upfront marketing fees.

Hazel Cruz, 22-year-old shop affiliate, shared that while product availability affects what she promotes, it is often the brands themselves that reach out to creators like her.

She says that partnering with small businesses is more personal and collaborative, adding that they are more open to ideas and are flexible. She added, “I feel more that I am part of their growth.”

Affiliates use trackable links that direct customers to the product, where they can get a share once the item has been sold. And the impact on consumers is clear.