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

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

TL;DR

  • 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...

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