While influencer fatigue has been very real in recent years, it hasn’t erased Gen Z’s trust in content creators completely. In fact, just last week, we told you how Gen Z’s trust in online creators has grown over the past six years. Young consumers continue to turn to them for entertainment every day, as well as product recs, honest opinions, and info they can actually apply to their own lives. For brands, this means creator partnerships are still one of the most effective ways to reach young consumers—but finding the right creator matters more than ever. When we ask Gen Z to name their favorite content creators, their answers make one thing clear: there is no single creator who owns their attention, and each has their own appeal. Out of more than 600 creators named in YPulse’s Celebrities and Influencers survey, nearly 300 received fewer than 10 mentions, showing just how fragmented Gen Z’s fandom is. Even creators with major mainstream recognition can have limited reach across the entire...
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