YPulse has long said that social media has changed the nature of fame. YouTube, Instagram, and TikTok have leveled the playing field between “regular people” and famous ones, making celebrities feel more accessible. Now, instead of revering movies stars and musicians that feel removed and unreachable, Gen Z and Millennials are drawn to celebrities that look, act, talk, and think like them—and that speak directly to them. Yes, these gens still have high affinity for traditional celebs, but online celebrities such as YouTubers and social media content creators are the ones that feel the most relatable to them—and therefore have earned their trust. YPulse’s recent Celebrities and Influencers report shows that young people trust online influencers more than any other public figure, including mainstream celebs and even the police. And that means Gen Z and Millennials trust online celebs’ product and brand recommendations. In fact, out of TV / Movie actors, music celebrities, online celebrities, and athletes, young consumers are most likely to say they would buy a product recommended by an...
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