The boom of social media and the internet has brought with it a huge change in today’s society, especially when it comes to the new generations – who, according to a report by the Morning Consult’s, are interested in becoming influencers more than anyone else.
Based on more than 2,000 survey interviews with individuals between ages 13 and 38, “The Influencer Report” is a study that explores the “scale and nature” of influencer engagement in America; the results might surprise you… or not.
It’s not a secret that among Millennials and Gen Z the idea of becoming an influencer is more prominent than with older generations, but to what extent? Well, according to the report 86% of young Americans showed interest in becoming influencers on social media.
The Micro-influencer market has huge potential
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As the report highlights, young Americans are “willing to post sponsored content” if they are getting paid for doing so. This doesn’t come as a surprise, given the fact that the micro-influencer market is massive, stealing more and more attention from mainstream advertising mediums.
Platforms like YouTube, Twitter, and Instagram are a good testimony to the aforementioned, and it is in good part due to the fact that their top influencers are as popular as major celebrities among these generations.
The study revealed that more than 50% of the participants admitted making purchases based on the recommendation of an influencer, but not only that, 61% of the surveyed confessed posting about their favorite brands on social media for free.
Given the chance, 54% of the surveyed said that they would agree to become influencers.
Gen-Z are more interested in making money and having fun while doing so than in trying to become famous. Meanwhile, Millennials are on board for the chance to make a difference in the world and for the flexible schedule.
When it comes to the most popular platforms for following influencers, YouTube and Instagram are at the top, with YouTube being the favorite for Gen-Z and Millennial men, while Instagram is the favorite for women of both generations.
Instagram is the second choice for males, and the same goes for YouTube when it comes to the female audience. Facebook places third for both men and women of the two generations, with the only exception of Gen-Z men, who funnily enough prefer Snapchat over Facebook.
Last but not least, the most popular influencers among the surveyed are PewDiePie, Jeffree Star, Shane Dawson, Makiplier and Kylie Jenner, which doesn’t like a surprise either.