For Gen Z, Playing an Influencer on TikTok Comes Naturally

One of the hot links to include is to an Amazon storefront, where people curate their recommendations for clothing, makeup, body lotion and more.

According to Linktree, its data suggested that most users who linked to Amazon storefronts were not influencers but, rather, people acting like influencers. Seventy-seven percent of Amazon links created on Linktree last year came from users who received fewer than 1,000 visits to their profiles.

Still, many young people spend a painstaking amount of time curating their Amazon storefronts as part of their TikTok personas. Often, it’s the sole link in their TikTok bios or the first one on their Linktree pages.

Chloe Van Berkel, a 19-year-old freshman at James Madison University, lists 47 items on her Amazon storefront in categories like “skincare” and “summer essentials.” Ms. Van Berkel, who has about 6,800 TikTok followers, said the commission she earned from her storefront was paltry, bringing in roughly $10 a month. But, she added, there is always the chance that a video might go viral and send a lot of traffic to her site.

“It’s just something on the side to help make more money, and it’s cool to be able to promote stuff that you like, obviously, and to tell your friends to buy it,” Ms. Van Berkel said.

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