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NA vs WE: Who Are Online Celebs Influencing The Most?

How does young Europeans’ and North Americans’ affinity for online celebs compare? We have three charts that tell the story…

Written and Edited by the YPulse Editorial Team

Apr 6 2023
North America, Western Europe

KEY TAKEAWAYS

Young consumers in both regions trust online celebs more than any other public figure—but young Europeans have higher trust for traditional figures
Young Europeans’ favorite influencers are on Instagram, while North Americans still favor YouTubers
The majority of young people in both regions have purchased something an online celeb recommended, but one region is +8pts more likely to have been influenced

Gen Z and Millennials pioneered the age of the influencer a while ago, dismantling celebrity as we knew it and changing the face of marketing to boot. And while the pandemic (not to mention celeb scandals) threw the future of influencer marketing into question in 2020, 2021 proved to be a boon year for influencers: niche interests, such as investing and esports, spawned new classes of online celebs, 44% of European brands increased their influencer marketing budgets, and spending in the sector rose from $13.8 billion in 2021 to $16.4 billion in 2022—and is expected to reach $143.10 billion by 2030, according to Grand View...