The Power of Influencer Culture on Gen Z
Charli D’melio. Mr. Beast. Alix Earle.
Who are these people and what do they all have in common? They’re social media influencers on YouTube, TikTok, and other popular platforms. Influencer culture has dominated social media for the last several years and is changing the way that students look at trends, products, and entertainment. In fact, data found that the market value in 2022 for influencers was over 16 billion dollars – doubling in size since 2019.
So, what is an influencer? How does one become an influencer? And how does influencer culture impact our students? Let’s huddle on these questions and find out.
Tell me more: What is an influencer?
The influencer culture phenomenon can trace its beginnings back to before social media, even before reality television. An influencer is someone who uses their platform to promote products and influence a certain behavior from their target audiences. This means influencers have been around almost as long as advertising and marketing. Think of the Kardashians, who were “influencers” long before TikTok rose to fame.
According to PRSA, “As social media platforms mature and multiply, it’s becoming increasingly clear that traditional journalists are no longer the only avenue for media coverage and market exposure. Users can choose the content they prefer to follow, view and engage with due to social media’s diverse and interactive culture. Influencer marketing helps brands overcome this model of personalized news feeds through their capability to quickly produce content, provide social proof, and utilize its diverse backgrounds and interests for content that is strongly connected with target audiences.”
When it comes to social media, students want to see funny, lighthearted, inspirational, and helpful content. Influencers can give them that by posting authentic content that is collaborative and engaging while also sharing lifestyle tips.
Is there money in it?
A lot. Charli D’Amelio, one of the most followed influencers on TikTok, has amassed over 149 million followers and over 11 billion likes. She created her TikTok in May of 2019, posting dancing and lip-syncing videos. According to a 2022 report by Forbes, Charli earned $17.5 million dollars in 2021, making her the highest-paid TikToker that year.
Just like celebrities, there are different levels of influencer fame, leading to varying levels of salaries. Here is the breakdown:
Nano-influencer
- Nano-influencers have fewer than 10,000 followers. Nano-influencer, @alexisbakerr, focuses on beauty content and lifestyle, where she shares various beauty and skincare trends that her followers can then be influenced to buy.
Micro-influencer
- Micro-influencers have between 10,000 and 100,000 followers. Micro-influencer, @thedomesticman, uses his platform to share his food blogging and recipes.
Macro-influencer
- Macro-influencers have more than 100,000 followers. These are your typical celebrities and well-known influencers with the biggest followings. Macro-influencer, Charli D’amelio, has nearly 150 million followers on TikTok.
Can I be one?
With the power of video and social media, anybody can become an influencer, even adults. Becoming a celebrity or star isn’t just a pipe dream for the masses anymore. Social media has made it a reality and possibility – as long as you have what it takes.
There are a variety of different social media influencers – from influencers sharing life hacks to educators creating content about what it’s like to be a teacher. Many students follow adult influencers who they see as mentors who can provide them with inspiration and advice on anything from future careers to relationships to lifestyle tips.
Having a specific niche, engaging content, and personal experience, while also getting lucky with the algorithms are key factors to becoming successful in this field. Bakedbymelissa took her business to TikTok where she teaches and inspires students – and adults – how to cook delicious and easy recipes.
Alix Earle is another social media influencer success story. She is a 22-year-old college student who gained more than 1 million followers in December 2022 and reached 4 million by the end of January 2023. She rose to fame through her Get Ready With Me (GRWM) vlogs, where she shared her skincare and makeup routine while talking about her day and experiences. Since then, the hashtag #alixearleeffect is trending with almost 45 million views.
TSI’s Take
When it comes to following influencers, it’s no surprise that what we see online is often a highlight reel. From filters to photoshop, what we see is a culmination of the best pictures and what users want us to see. A recent study revealed that three out of four children as young as 12 years old dislike their bodies and are insecure about how they look and link these feelings to social media. This number increases to 80% when they reach ages 18-21. Influencers and celebrities are often accused of editing and photoshopping their videos and photos, often portraying unrealistic beauty standards.
This report reminds us of the impact that social media can have on student self-confidence, a significant driver of well-being. When it comes to following influencers online, we are big advocates for both finding and being positive influences. One of our Seven Social Standards, Find Your Influencers, means we surround ourselves with positive and credible sources that support us and encourage us to play to our core.
You can empower your students to find positive influencers by:
- Surrounding themselves with positivity
- Studies consistently show that people who focus on positive people and content are less stressed, live longer, and are more fulfilled
- Devoting energy to their interests
- Finding role models that share a common interest can help students sharpen skills, reach goals, and build understanding
- Staying true to their values
- Sticking to their values can help students avoid being negatively influenced by other people and the media
When we follow positive influences that reflect our values and interests, we are more likely to see content on our feeds that empowers us to stay true to our values. In our #WinAtSocial Curriculum Lesson, Recognizing how much we’re influenced by online ads and social media influencers, students discuss the power of influencers and how they can impact the content they consume.
Not a partner but want to run this lesson with your students? Reach out to learn how you can gain access to this lesson and so much more! For more ways on how you can support students to manage social media in positive ways through The Social Institute’s Seven Social Standards, check out this blog.
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The Social Institute (TSI) is the leader in understanding student experiences and creator of #WinAtSocial, a gamified, online learning platform that equips students, educators, and families to navigate social experiences — online and offline — in healthy ways. Our unique, student-respected approach incorporates topics like social media, technology use, and current events that have a significant impact on student well-being. Lessons teach life skills for the modern day to inspire high-character decisions that support the health, happiness, and future success of students, while capturing data that provides insights to school leaders to inform school policy and communications, and enable high-impact teaching and a healthy learning environment. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities. For schools, our turnkey technology allows for easy implementation and a comprehensive game plan to support the well-being of school communities.