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“The pandemic expedited the rise of social media influencers. In 2022, there were over 50 million social media influencers. Over 500k professional individual creators on Instagram have over 100k followers each.” (Chugh)

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With the rising popularity of social media came the fame and fortune of young social media influencers such as Addison Rae, Charli D'Amelio and James Charles.

Now, new survey results from HigherVisibilty show 1 in 4 members of Gen Z want to emulate these celebrities, who make millions of dollars through brand sponsorships and advertisements but are also subject to intense public scrutiny on- and off-line. Sixteen percent of those surveyed said they would pay money to become an influencer.

A total of 1,000 individuals in the United States between the ages 16 and 25 completed the survey in July 2022.

Results varied slightly by region. More than 40 percent of respondents in the West said they want to become a social media influencer, compared with 33 percent in the Midwest, 36 percent in the South and 39 percent in the Northeast.

Broken down further, data showed "41% of New York Gen Zs intend on becoming an influencer in the future, whilst 30% from [Los Angeles] also feel the same way."

According to authors, "just 7.13% of Gen Z responded that they would not want to be a social media Influencer."
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Social media influencers can find audiences on a variety of platforms like Instagram, TikTok and YouTube. The rise of the industry was so strong that in 2020 creators launched the American Influencer Council.

More famous celebrities can even make up to $1 million for posting a single sponsored image or video on Instagram.

When queried, the majority of respondents guessed the average yearly income of an influencer was between $75,001 - $100,000, and many pointed to free products, earnings and meeting other influencers as the top perks of the profession.

Over a quarter of individuals also said they regularly post on social media with the intent to gain followers, while 35 percent of men report caring about their follower account compared with 31 percent of women.

Notably, the survey revealed more men, at 20 percent, than women, 13 percent, feel being an influencer is the only career option for them, and 49 percent of males said they consider the path a "good career choice." Almost one in five Gen Z members said they would quit their job to become a social media influencer compared with over 12 percent who said they'd quit college to do so.

A quarter of respondents also think there should be social media influencer training in high school.

When it comes to parents' responses, more 20 percent of individuals felt older generations didn't understand social media influencing, and only 8 percent reported their parents like them using social media.

Survey results showed 26 percent of respondents said they trust influencer product reviews over product page reviews, underscoring the marketing power influencers hold.

"It is safe to say that over the years, the line between 'influencer' and 'celebrity' has blurred. With influencer culture permeating the younger generations and becoming more prominent as time goes on, it is a movement unlikely to falter any time soon," authors concluded.

Copyright 2024 Nexstar Media Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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1 in 4 Gen Z-ers plan to become social media influencers

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Story at a glance The rise of social media has led to a new type of celebrity: the social media influencer. As the most popular influencers can make up to $1 million per sponsored Instagram post, p...

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“The concept of modern day influencers did not start with social media platforms, it started with mommy bloggers… Women across the globe saw mommy blogs as an opportunity to share their parenting struggles and wins with the world.” (Find Your Influence).

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“The concept of modern day influencers did not start with social media platforms, it started with mommy bloggers… Women across the globe saw mommy blogs as an opportunity to share their parenting struggles and wins with the world.” (Find Your Influence).

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Under The Influence: Rise of Social Media Influencers | Vishakha Holsambre | TEDxGeorgiaTechSalon

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“It was in 1760 when Josiah Wedgwood, a British potter, used endorsements from the royal family to promote his pottery business. In the 19th century, businesses started using celebrities to endorse their products, a tactic we still see everywhere even today.” (Wilkens).

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“It was in 1760 when Josiah Wedgwood, a British potter, used endorsements from the royal family to promote his pottery business. In the 19th century, businesses started using celebrities to endorse their products, a tactic we still see everywhere even today.” (Wilkens).

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“...Social media influencers have both negative and positive impacts on health outcomes, with negative impacts seen consistently in studies of body image dissatisfaction. Further research is needed to harness the potential positive health impact of social media influencers, while mitigating against harmful effects.” (Powell)

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“...Social media influencers have both negative and positive impacts on health outcomes, with negative impacts seen consistently in studies of body image dissatisfaction. Further research is needed to harness the potential positive health impact of social media influencers, while mitigating against harmful effects.” (Powell)

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People are more willing to listen to influencers, especially about good changes. “Social media marketing led farmers to adopt the new pesticide at far higher rates than just receiving the free samples, and those in groups with an influencer posted even higher rates.” (Stropoli)

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People are more willing to listen to influencers, especially about good changes. “Social media marketing led farmers to adopt the new pesticide at far higher rates than just receiving the free samples, and those in groups with an influencer posted even higher rates.” (Stropoli)

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0:00 / 7:58•Watch full video

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“[Social Media Influencer}s form strong bonds with their followers and share relatable content with their audience. Some studies found that when influencers created anti-tobacco content, these messages were viewed more positively than those in traditional health campaigns.” (Pramanik).

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“[Social Media Influencer}s form strong bonds with their followers and share relatable content with their audience. Some studies found that when influencers created anti-tobacco content, these messages were viewed more positively than those in traditional health campaigns.” (Pramanik).

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how social media changed the world for the better

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How social media can change the world. | Animesh Bhatt | TEDxNUV

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“Several influencers are teaching practical skills such as digital marketing, content writing, copywriting, SEO, photography, coding, and other job market essentials.” (Chugh). 

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“Several influencers are teaching practical skills such as digital marketing, content writing, copywriting, SEO, photography, coding, and other job market essentials.” (Chugh). 

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How to let go of being a "good" person — and become a better person | Dolly Chugh

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“When an unhealthy food is marketed by an influencer of unhealthy appearance, this led to an increased preference for healthy snacks.” (Powell).

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“When an unhealthy food is marketed by an influencer of unhealthy appearance, this led to an increased preference for healthy snacks.” (Powell).

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“‘Going into the research, we hypothesized that micro-influencers who digitally manipulate their images, offering unrealistic versions of themselves, would be more successful at engaging with other users–getting more follows, likes, and comments from them. And we do find this to be the case…’ says Schweidel” (Emory University Goizueta Business School)

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“‘Going into the research, we hypothesized that micro-influencers who digitally manipulate their images, offering unrealistic versions of themselves, would be more successful at engaging with other users–getting more follows, likes, and comments from them. And we do find this to be the case…’ says Schweidel” (Emory University Goizueta Business School)

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It is 'easy' to change your looks using tools like PhotoShop

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It is 'easy' to change your looks using tools like PhotoShop

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Exposing Influencer Editing Apps!  Facetune / Photoshop FAILS Reaction 🤭

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“The curated content presented by influencers can contribute to unrealistic beauty, lifestyle, and success standards. Followers may experience feelings of inadequacy and body image issues as they compare themselves to these ideals.” (Creaive)

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“The curated content presented by influencers can contribute to unrealistic beauty, lifestyle, and success standards. Followers may experience feelings of inadequacy and body image issues as they compare themselves to these ideals.” (Creaive)

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Don't compare yourself to people like this man. It's not healthy.

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Don't compare yourself to people like this man. It's not healthy.

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Body Image -  A True Story about Body Dismorphia

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"Overweight individuals are stigmatized by social media, which can lead to bullying and stereotype development. Negative self-perceptions and body dissatisfaction can also drive unhealthy habits and lead to substance use and eating disorders" (Pramanik).

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"Overweight individuals are stigmatized by social media, which can lead to bullying and stereotype development. Negative self-perceptions and body dissatisfaction can also drive unhealthy habits and lead to substance use and eating disorders" (Pramanik).

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Some tummy weight is natural, healthy even!

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Some tummy weight is natural, healthy even!

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Is it possible to lose weight fast? - Hei Man Chan

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“Followers seeking validation through likes and comments on their own posts might develop a sense of self-worth that is contingent on social media engagement, which can lead to mood fluctuations and low self-esteem.” (Creaive).

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“Followers seeking validation through likes and comments on their own posts might develop a sense of self-worth that is contingent on social media engagement, which can lead to mood fluctuations and low self-esteem.” (Creaive).

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In a sample size of 1,200, 50.7% of people said they bought a product after seeing an influencer use it (Izea).

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In a sample size of 1,200, 50.7% of people said they bought a product after seeing an influencer use it (Izea).

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Prime is a sports drink made by popular YouTubers Logan Paul and KSI

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Prime is a sports drink made by popular YouTubers Logan Paul and KSI

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Food Theory: Gamer Drinks Are A LIE?! (GFuel)

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In the same survey, 61% of people claimed they trust posts from influencers more than those from famous TV, film, or sports stars (Izea).

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In the same survey, 61% of people claimed they trust posts from influencers more than those from famous TV, film, or sports stars (Izea).

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People blindly trust the people they follow

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People blindly trust the people they follow

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Should you trust what you read on social media?

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"Recent research conducted by Carleton psychologists Chris Davis and Helen Thai found that regular social media use can contribute to feelings of anxiety, depression and lower self-esteem in vulnerable youth and that reducing screen time can drastically reduce these effects." (Lynde-Smith).

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"Recent research conducted by Carleton psychologists Chris Davis and Helen Thai found that regular social media use can contribute to feelings of anxiety, depression and lower self-esteem in vulnerable youth and that reducing screen time can drastically reduce these effects." (Lynde-Smith).

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How to overcome low self-esteem and lack of confidence?

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“‘Promoting a healthier following is beneficial to influencers’ bottom line,” says Farivar, “While initially, it might appear better to encourage excessive engagement, research indicates that over time, such addictive patterns negatively impact both people and business.’” (Lynde-Smith).

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“‘Promoting a healthier following is beneficial to influencers’ bottom line,” says Farivar, “While initially, it might appear better to encourage excessive engagement, research indicates that over time, such addictive patterns negatively impact both people and business.’” (Lynde-Smith).

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“Shane Barker, an influencer expert, predicts that we will see the rise of CGI influencers who are entirely computer generated” (Find Your Influence).

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“Shane Barker, an influencer expert, predicts that we will see the rise of CGI influencers who are entirely computer generated” (Find Your Influence).

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There's been a rising amount of influencers called V-Tubers (Virtual Youtubers) who use Motion Capture software to track their movements onto a character

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There's been a rising amount of influencers called V-Tubers (Virtual Youtubers) who use Motion Capture software to track their movements onto a character

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What Is a Vtuber? Will They Replace Traditional YouTubers?

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“...influencers are a product of the equalizing power of social media, meaning people (not brands and not the media) get to decide who they want to follow. The result is a spectrum of diverse influencers who better reflect our society.” (Garnes).

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“...influencers are a product of the equalizing power of social media, meaning people (not brands and not the media) get to decide who they want to follow. The result is a spectrum of diverse influencers who better reflect our society.” (Garnes).

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how to know who to follow on social media

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How Many People Should You Follow On Instagram? | Social Media Q&A

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“The power of an influencer in being able to impact consumer purchases has not gone unnoticed by brands, as they have carved out specific budgets just for influencer marketing collaborations and campaigns. Well-known consumer brands such as Pretty Little Thing, Adidas, Morphe and even Vue Cinema have all incorporated influencer marketing into their campaigns, and as a result, they have seen their online audience engagement, sales and reputation increase.” (Birmingham City University).

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“The power of an influencer in being able to impact consumer purchases has not gone unnoticed by brands, as they have carved out specific budgets just for influencer marketing collaborations and campaigns. Well-known consumer brands such as Pretty Little Thing, Adidas, Morphe and even Vue Cinema have all incorporated influencer marketing into their campaigns, and as a result, they have seen their online audience engagement, sales and reputation increase.” (Birmingham City University).

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“...social media could potentially be used to help fight a range of social ills such as poverty, disease, and pollution. For example, Chintagunta says it could be crucial to ensuring that everyone who needs information on communicable-disease prevention and management receives it, and he thinks that the information could even lead to improved detection and treatment.” (Stropoli).

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“...social media could potentially be used to help fight a range of social ills such as poverty, disease, and pollution. For example, Chintagunta says it could be crucial to ensuring that everyone who needs information on communicable-disease prevention and management receives it, and he thinks that the information could even lead to improved detection and treatment.” (Stropoli).