The rapid growth of social media has given birth to a new professional group: influencers. With unique content creativity and strong fan appeal, they have not only changed how people access information but also profoundly influenced younger generations' career choices and consumption habits. But how does Generation Z—the first true digital natives—perceive these influencers? Do they aspire to join their ranks?
Based on research data from HigherVisibility, this article examines American Gen Z's perceptions, attitudes, and career aspirations regarding social media influencers, revealing how influencer culture impacts their lifestyles, purchasing behaviors, and future development.
The "Influencer Dream": A New Career Path for Gen Z?
Research shows that over one-third of American Gen Z youth aspire to become social media influencers. The western United States shows the highest interest at over 40%, followed by the northeast at 38%. At the state level, New York leads with 41% of Gen Z expressing this ambition, while Los Angeles stands at 30%.
Notably, Gen Z males show greater enthusiasm for this career path than females. Twenty percent of males consider becoming an influencer their only career choice, compared to just 13% of females. Nearly half of male respondents (49%) view it as a good professional option.
Overall, over 25% of surveyed Gen Z individuals plan to pursue influencer careers, with 16% willing to pay for this opportunity. Thirty-eight percent believe becoming successful requires significant effort, while 34% claim to understand what the journey entails.
"Dropping Out to Follow the Dream": How Strong Is the Pull?
Despite the allure, Gen Z still prioritizes education. Nearly 20% would quit their jobs to become influencers, but fewer than 15% see it as their sole career option. Just over 12% would leave school for this pursuit.
When asked about post-graduation plans, 69% intend to work after completing their studies, while 55% plan to attend college. Only 27% aim to become social media influencers after finishing school.
Interestingly, nearly 25% believe schools should offer influencer training courses, and 6% actively choose to skip college to pursue influencer careers.
"Generational Divide": Parental Perspectives on the Influencer Dream
Gen Z's parents maintain more conservative views. Over 20% of Gen Z respondents feel older generations don't understand social media's impact, while only 8% report parental approval of their social media use. Nearly 25% say their parents follow them on social platforms, and almost 50% acknowledge their parents prefer college over influencer careers.
The research reveals that 27% believe their parents wouldn't support influencer aspirations, with over 50% preferring traditional higher education—highlighting significant generational differences in career values.
"Income Perceptions": How Gen Z Views Influencer Earnings
Regarding compensation, Gen Z most frequently estimates influencer annual earnings between $75,001-$100,000, followed by $50,001-$75,000. Ten percent believe influencers earn $5,001-$10,000 annually, while merely 2% select "over $100,000"—suggesting significant underestimation of top influencers' income potential.
"Motivating Factors": Perceived Benefits of Influencer Status
Gen Z identifies "free products" (62%) as the top influencer benefit, followed by income (60.59%) and networking opportunities with other influencers. Additional perks include gaining followers, travel opportunities, and achieving celebrity status.
Notably, over 25% regularly post content to gain followers, with males (35%) showing slightly greater concern about follower counts than females (31%), reflecting Gen Z's desire for social validation.
"Role Models": Gen Z's Favorite Influencers
TikTok sensation Charli D'Amelio tops Gen Z's favorite creator list, surpassing Kim Kardashian and Kylie Jenner. The dance video star boasts 193.9 million followers across TikTok and Instagram.
YouTube-turned-TikTok personality James Charles ranks second, known for makeup tutorials and celebrity collaborations. The top ten also includes MrBeast, Emma Chamberlain, Markiplier, Addison Rae, Kim Kardashian, CoryxKenshin, Jake Paul, and Kylie Jenner—each commanding substantial influence in their respective niches.
"Platform Preferences": Where Gen Z Wants to Build Influence
TikTok emerges as the preferred platform (37%), with 51% believing it offers the easiest path to influencer status. YouTube (21.68%) and Instagram (21.39%) follow, demonstrating TikTok's strong Gen Z appeal.
Influencer Marketing: Bridging Brands and Gen Z
As influencer culture proliferates, the line between influencers and celebrities blurs. Influencer marketing has become a powerful tool for brands to connect with Gen Z through authentic, engaging content. Many companies now successfully leverage this strategy to boost online engagement.
Conclusion: The Multifaceted Impact of Influencer Culture
Influencer culture presents Gen Z with new career opportunities while potentially fostering unrealistic expectations about income and professional value. A balanced perspective is essential to guide Gen Z toward healthy career aspirations and values.