Influencers aren’t just recommending products to buy; they’re influencing young people’s media consumption habits, too. Raise your hand if you started binging Love Island USA this summer after seeing all the TikTok edits (we did!). The hype social media and influencers specifically (even the nano ones) bring to TV and movies is a major driver for viewership—especially when it’s organic, like making a line from a show a trending TikTok sound. While the curated content brought on by running trailers and previews helps, it’s the fan discussions, dreamy cast edits, and memes—along with unique press runs that blend traditional movie stars with online personalities (Ryan Reynolds and Hugh Jackman on Hot Ones and Chicken Shop Date)—that make young viewers want to watch. In YPulse’s recent Celebrities and Influencers survey, we ask 13-39-year-olds “Have you ever done any of the following after learning about it from an online celebrity (e.g., blogger, vlogger, YouTuber, Instagrammer, etc.)” and provided a list of 18 options including “bought a product,” “tried a new...
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