‘I want to be an influencer when I grow up’: Influence Index reveals the true power of social media stars

More than half of all Gen Z girls would quit school or their job to become an influencer if they could, according to new research.

More than half of all Gen Z girls would quit school or their job to become an influencer if they could, according to new research.

The groundbreaking behavioural analysis of Aussies aged 15-40 reveals the enormous impact that online content creators are having on young people, influencing everything from what they buy and do to how they think and feel.

The study shows that 73 per cent follow at least one influencer on platforms such as TikTok, Instagram, Facebook and YouTube, with most of those following multiple creators. They view influencers overwhelmingly positively and lean on them to form their opinions on issues.

Creating contentment ... teenage friends (L-R) Mia Brammall, Jahrielle McAlary, Isabelle Godfrey, Juliette Moran and Olive Oxland follow lots of influencers. Picture: Josie Hayden

The research was conducted for The Influence Index, a ranking of the 100 most truly impactful influencers in Australia, which will be published by The Oz on Thursday. The world-first index uses a bespoke measurement tool built in partnership with global experts in behavioural science, The Behavioural Architects, and social intelligence monitoring agency Storyful.

SEE THE FULL TOP 100 HERE ON THURSDAY

The research found Generation Z respondents don’t just follow influencers, many want to be one: 56 per cent of females aged 15-25 said they would leave their career or education to become an influencer if they could, compared with 39 per cent of Millennial women.

Sixty-nine per cent of followers have purchased something recommended by an influencer and 77 per cent look to influencers to help them make up their mind about issues, while 59 per cent acknowledge they have changed their opinion because of an influencer.

Winfluencers ... TikTok is the best-performing platform for influencers, according to the Influence Index research.

Eighty-seven per cent see influencer content every time or most of the time they log on to platforms like TikTok, Instragram, YouTube, Facebook and Snapchat; and 80 per cent use social media multiple times a day, which increases that exposure.

In addition to overall trends, the research highlights the differences between the many types of creators, from fashion and food to gaming and comedy, and the multiple platforms, with TikTok emerging as the big winner. It also dives down into generational and gender splits.

According to the study, almost all Gen Z girls are active on social media and 88 per cent of them follow at least one influencer.

Melbourne schoolgirl Mia, 14, said influencers felt like friends because their posts were relatable, fun and honest. She estimates she follows more than 50 influencers and said she had bought clothes, make-up and haircare products and tried out recipes after seeing them on social media.

Rock star? Astronaut? Vet? ... increasing numbers of kids want to be influencers when they grow up.

“I like people who make funny videos, or dancing videos or people who make food,” she said.

“I even have some people who just talk about what they do in their day, and I follow them too.”

The Australian Influencer Marketing Council chair Sharyn Smith said this research would help destigmatise the term “influencer”, particularly with older generations who often “couldn’t wrap their heads around what it is they do”.

While some older people may remain sceptical that it is a real job, Ms Smith said for younger generations social media content creation has always been a means to express themselves, find information and follow like-minded people.

“Young people or younger generations have grown up following people and being surrounded by this content and creativity,” she said.

Helping old people understand ... Sharyn Smith.

“And there’s a real rejection of commercial content and commercial objectives. So, they’re drawn to that authenticity, they’re drawn to that creativity. Someone with an iPhone and a good idea can often produce something way more interesting and more engaging than the biggest advertising agencies.”

During the pandemic, Ms Smith said, there had been an evolution of influencers from people who flogged products on Instagram into creators who “add value to people’s lives” with their creative and informative posts.

“It’s not just this kind of stereotypical lifestyle beach babe influencer,” she said.

“It goes into any form of interest or niche whether I’m interested in baking or plants or mending my own clothes, every possible interest that you could have you can find people who are influencing you or creating content to inspire or inform or educate you.”

See the Top 100 Influence Idex of who really rules Australian social media only at The Oz on Thursday, August 25.

The real influence of social media creators on Gen Z and Y

Stars of social ... Aussie creators like The Inspired Unemployed are now invited to red carpet events along with mainstream celebrities. Picture: Damian Shaw

– 80% use social media more than once a day

– Females and Gen Z are higher social media users than Males and Millennials respectively. 92% of Gen Z Females and 88% of Millennial Females use social media, compared to 82% of Gen Z Males and 80% of Millennial Males

– 73% follow at least one influencer; most follow many more, with 63% following more than five

– 87% see influencer content every time or most of the time they are on social

– 59% have changed their opinion on something because of an influencer – with the figure 66% for both males and Gen Z

– 70% of followers have bought a product, brand or service because an influencer recommended it

– Overall sentiment towards influencers is positive. People see them as a source of entertainment and inspiration

– The key factors in influence are trustworthiness (authenticity, reliability) and attraction – followers aspire to be like them and would want them in their own circle of friends

– Health and fitness influencers are the most popular type overall, with beauty, fashion and entertainment/pop culture influencers especially appealing to younger Australians.

* Source: Understanding and Mapping the Australian Influencer Landscape Using Behavioural Science report, by The Behavioural Architects, 2022.

Originally published as ‘I want to be an influencer when I grow up’: Influence Index reveals the true power of social media stars