Youth Generation Z's Ascendancy and the Expansion of Influencer Trends
In the ever-evolving landscape of social media, a new generation, the Gen Z, is making its mark. According to a recent survey conducted by Censuswide, over 1 in 4 Gen Z individuals are actively posting on social media platforms with the primary goal of gaining followers. This trend is not surprising, considering that Charli D'Amelio, a Gen Z sensation, has become the favourite influencer among this demographic, outranking even the Kardashians.
The survey also revealed that over 1 in 4 Gen Z trust influencer reviews more than product page reviews. This shift in consumer behaviour has significantly impacted the marketing landscape, with influencer marketing playing a pivotal role in taking brands to new heights, increasing engagement among users online.
The financial aspect of influencing is another intriguing factor. While 2% of Gen Z respondents guessed that influencers could make over $100,000 per year, some influencers are now earning millions for a single social media post. The most commonly guessed annual income for an influencer by Gen Z was $75,001 - $100,000, followed by $50,001 - $75,000.
The survey also shed light on the aspirations of Gen Z. Over 1 in 4 Gen Z surveyed plan to become social media influencers themselves, with TikTok being the most preferred platform for this endeavour, chosen by 37% of respondents. YouTube follows closely in second place with 21.68%, and Instagram in third with 21.39%.
The benefits of being a social media influencer are not just monetary. According to the survey, 60.59% of Gen Z respondents consider earnings as one of the best benefits, while 62% believe that receiving free products is the most appealing aspect. Interestingly, men are more interested in their follower count than women, with 35% of men caring more compared to 31% of women.
The Gen Z influencer landscape is not just a recent phenomenon. Social media influencers began to emerge on web forums and blogging sites in the 1990s. Fast forward to 2020, and organisations like the American Influencer Council and Glewee, founded by Dylan and Christian Brown, have been established to support and guide the influencer marketing industry.
However, not everyone in Gen Z is keen on the influencer life. Just 7.13% of respondents stated that they would not want to be a social media influencer. Despite this, the majority of Gen Z feel that there is a place for them within the influencer industry. In fact, over 1 in 5 Gen Z told us that they would quit their job to become a social media influencer, and over 12% would even forgo college for the same.
The World Wide Web, incepted in 1991, has indeed opened up a world of opportunities for the digital natives of today. As Gen Z continues to shape the social media landscape, one thing is clear: influencer culture is here to stay.
