Last year, pandemic-related influencer and celebrity scandals were numerous, and as brands slashed ad budgets, the future of influencer marketing was called into question. But YPulse’s 2020 Celebrity and Influencer report however revealed that with Gen Z and Millennials spending more of their time on social media during quarantine, they were giving even more attention to the influencers they find there. And Gen Z was even more likely to be following influencers than ever. This year’s Celebrity and Influencer report checks back in with the power of online celebrities, reveals the reasons they have remained influential in marketing, and what types of partnerships brands should be making to most effectively reach young consumers.
Download the full report for insights on:
- The type of celebrity young people consider the most relatable and the most trustworthy
- The stats behind the true influential power of online celebrities on direct purchasing
- The influencer sponsored content young people most prefer to see from brands
- How celebrity cancellation culture affects brand partnerships with influencers
Report length: 15 pages
Based on a survey of 1450 13-39-year-olds in the U.S. and Canada, fielded in June 2021
All surveys fielded after June 1, 2021 are expanded to a North American sample and totals now reflect the views of 13-39-year-olds in both the U.S. and Canada
Additional survey content for Pro users: Young consumers’ favorite famous person and why, the celebrities they care about the most, consider the most interesting, and more, interest in seeing online celebrities in traditional content, what they’ve been influenced to do after learning about it from an online celebrity, statements on sponsored content, and who they follow on social networks.