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 others, whether because of the kind of content young people follow there or the niches they’re interested in. But when it comes to following influencers, Gen Z in Europe and America don’t exactly see their favorites on the same platforms. While we know Gen Z is a global generation who is influenced by many of the same viral cultural moments and creators, there are still regional preferences in their...
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