According to a report from Morning Consult, a decision intelligence company, a significant percentage of young people, particularly Gen Zers, view social media influencing as a promising career. The report states that 57% of Gen Zers expressed their interest in becoming influencers if given the opportunity, surpassing the overall adult figure of 41%. The popularity of platforms like TikTok has contributed to this perception of accessibility, as the platform thrives on unedited and direct-to-camera content. As a result, more than half of Gen Zers believe that a career in influencing can be easily attained.
The data from Morning Consult is based on two surveys conducted among 2,204 U.S. adults and Gen Zers aged 13 to 26 who actively use social media platforms such as Twitter, Facebook, Snapchat, Instagram, TikTok, Twitch, or YouTube. A significant number of Gen Zers, around 53%, consider influencing to be a reputable career choice, and a similar percentage would be willing to quit their current jobs if they could sustain their lifestyle as influencers. Furthermore, 30% of young people would even be willing to pay to become influencers.
This trend among young social media users has remained strong over the years, despite platform changes and occasional controversies involving content creators. According to Ellyn Briggs, a brands analyst at Morning Consult, young people are attracted to the opportunities for making money on their own terms and engaging in fun work. The primary driving factors behind Gen Z's interest in influencing as a career are the potential to earn money, flexible working arrangements, and the enjoyment of their work.
Interestingly, trust in influencers is increasing among consumers, while trust in friends, family, and review sites has declined. A 2021 YouGov poll revealed that becoming an online celebrity, such as a vlogger, YouTuber, or professional streamer, is the top dream job for teens aged 13 to 17, surpassing aspirations for traditional careers like being a doctor, nurse, athlete, musician, or actor. YouTube and TikTok are the preferred platforms for influencer content, with YouTube being more popular among millennials and men, while TikTok appeals more to Gen Z and women. In terms of content preferences, food and music-related content are highly sought after.
When it comes to making purchasing decisions, Gen Zers and millennials rely on the trustworthiness of celebrities, athletes, and social media influencers. Interestingly, trust in these categories has increased in recent years, while trust in friends, family, and Amazon reviews has declined. If they were to become influencers themselves, 22% of Gen Zers would focus on gaming, followed by 10% who would focus on beauty and skincare. On the other hand, young people display the least interest in creating posts about drinking, home design, politics, and social causes. Among all adults, 20% are unsure of their niche, while 13% would create content related to food and 8% would focus on music.