The Blubber

More than half of Gen Zers want to be full-time influencers, per MorningStar.


About 53% of Generation Z individuals view becoming an influencer as a legitimate career choice, with a similar percentage willing to leave their current jobs to become influencers if it could support their lifestyle. Additionally, three in 10 young people would be willing to pay to become influencers.

These findings align with a 2019 report by Morning Consult, indicating a consistent interest in influencer careers among young social media users, despite platform changes and occasional content creator controversies over the past four years.

Young people recognize the potential for earning money on their own terms while engaging in enjoyable work. The primary motivator for Gen Z's interest in influencer careers is the income potential, closely followed by the flexibility of working hours and the enjoyment of the work itself.

Furthermore, more young individuals aspire to become online celebrities, as evidenced by a 2021 YouGov poll showing that becoming a vlogger, YouTuber, or professional streamer is the top dream job among 13- to 17-year-olds, surpassing professions like doctor, nurse, athlete, musician, or actor.

The most popular platforms for influencer content are YouTube, particularly among millennials and men, followed by TikTok, which appeals more to Gen Z and women. In terms of content, food and music-related posts are the most engaging for users.

Young consumers' trust in celebrities, athletes, and social media influencers has increased in recent years, making them the only categories to see a rise in trust between 2019 and 2023. However, when it comes to making purchasing decisions, Gen Z and millennials still place the most trust in friends and family, followed by Amazon reviews, although trust in these sources has declined in recent years.

If they were to become influencers, 22% of Gen Zers would focus on gaming, while 10% would concentrate on beauty and skincare. On the other hand, young people are less interested in creating content about drinking, home design, or politics and social causes.