Demetra Dias is the leader of teen girl spending. Over the last year, 17-year-old Dias has become a must-have partner for brand ads. Her content reaches 2.9M followers—or more in views—who all want whatever she has. Brands she promotes can see entire collections sell out in hours or less, though her typical per-post rate after working with brands like Steve Madden, PacSun, and Hollister sits somewhere around $20K. But tween girls are massively important customers for brands, and 8-13-year-olds in major cities are already reportedly bigger spenders than older teens. And even if they can’t afford Dias’ support, brands are banking on teen girls acting as influencers regardless of follower count because of the way they adore each other’s hauls and recommendations. (WSJ)
📊 YPulse data: 54% of 8-12-year-old girls say being a content creator or influencer is a future career goal
