Once upon a time, there was a formula to being a successful content creator, but now, all it takes is a well-timed 15-second video. Where five years ago a YouTuber may spend a full week writing, filming, and editing a video in hopes of it making the trending page, a TikTok user today can use the right sound once and have a million followers within the month. Not only do they gain these followings fast, they gain trust from them just as quickly. Especially from Gen Z and Millennials, who rely on influencers their own age to direct them to products, useful information, and other follow-worthy accounts. Last year, YPulse data showed that Gen Z and Millennials trusted YouTubers more than any other public figure (including the police). This year, our research shows YouTubers remain their top most trusted source, but TikTokers have gained more trust, especially from Gen Z. YPulse’s most recent Celebrities and Influencers report explores the ways, and reasons why, young people trust online celebrities, and...
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