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TikTok or Insta? Where Gen Z is Seeing Their Fave Influencers

Knowing exactly where Gen Z in North America and Europe see their favorite influencers can help brands build optimal influencer marketing strategies…

Written and Edited by the YPulse Editorial Team

Oct 29 2024
North America, Western Europe

KEY TAKEAWAYS

Young Europeans are more likely than their American peers to see their fave influencers on Instagram and TikTok
A near equal number of Gen Z in both regions see their favorite influencers on YouTube
Facebook and Snapchat are top influencer platforms, too, depending on the region

The influencer marketing industry is set to reach $24B by the end of the year, a 46% increase since 2022. And as YPulse has reported before, the reason brands are investing so much in paid content with influencers (regardless of follower count) is because their recs have a uniquely powerful sway over young people’s purchase decisions. YPulse data shows that 41% of Gen Z say they’re more likely to buy a product if their favorite online celebrity were to recommend it—the same number in both Europe and America. But, some social platforms are naturally more attractive for following influencers than...