While influencer fatigue has been real in recent years, YPulse’s Celebrities and Influencers report shows trust in online creators is on the rise again as Gen Z looks to them to give product recommendations, honest opinions, and reliable information that they can apply to their lives. In fact, online influencers are the most-trusted public figures across age groups, more than movie stars, athletes, or musicians, proving their reach extends well beyond content views. For brands, partnering with online creators isn’t just about getting eyes from big audiences—it’s also about finding creators who hold genuine sway over their followers’ opinions and shopping habits. That’s why in YPulse’s Celebrities and Influencers survey, we ask 13-39-year-olds who their favorite content creator on social media is as an open-ended question.* They can name literally anyone—from massive internet stars to niche creators they see in their feeds every day. While many young people don’t just have one favorite, when they’re asked to choose, the list gets huge and diverse. Out of over 600 creators...
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