Online celebrities are still the public figures young consumers trust most, despite recent headlines about “influencer fatigue.” Though, it’s not totally untrue that influencers with millions of followers and huge brand deals are losing their authentic shine. But the viewpoints of the celebs and influencers that take up their FYP is undeniably important. It’s just that now, the “influencers” they trust most for recommendations are the ones they relate to and who make entertaining content, so brands need to adapt to the ever-changing influencer landscape.
YPulse’s Celebrities and Influencers report looks into young consumers’ viewpoints on traditional and online celebrities, what type of content they’re after from their feed-favorites, and how influencers and celebrities have shaped their behaviors.
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded in June 2024. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in June 2024
