Only 2.1 pc Gen-Z individuals (born 1997-2012) follow celebrities, while 97.9 pc follow influencers, according to a comparative data study titled ‘Marketing to Millennials and Gen-Z’ initiated by OMG Content using Omnifluence data powered by Qoruz. Meanwhile, 6.9 pc of millennials (born 1981-1996) follow celebrities and 93.1 pc of them follow influencers, the study adds.
The report also finds that 87.9 pc Gen-Z individuals follow Instagram influencers while 13.1 pc follow celebrities. Correspondingly, 52 pc millennials follow Instagram influencers and 47 pc stay tuned to celebrities on the social media platform.
Among all GenZ individuals, 35.22 pc follow Mid-tier Influencers (50k to 500k followers) while a majority of 55.57 pc follow Micro and Nano Influencers (5k to 50k followers). According to the report, “This goes to show that influencers are the new celebrities.”
Gen-Z was found to be drawn toward fashion, travel and cinema-based pages, while millennials gravitated more towards clothing, movies and beauty.
The report also revealed that among social commerce platforms, the ones actively engaged in influencer marketing were Roposo, Trell and Meesho. The highest number of content created by influencers went up on Roposo, Trell and Meesho. For creators focusing on short video content, MX TakaTak, Josh and Moj were found to be the most popular.
Shailja Saraswati Varghese, Chief Content Officer, Omnicom Media Group India, said, “Going through the compelling and decisive data found in the report, it becomes evident that social media has been playing a major role in the surge of e-commerce and influencers are leading the charge in that realm. Gen-Z constitutes a huge portion of the population in the world and tapping into the interests of the younger generation is an effective strategy for businesses to maximize reach.”
Priya Vivek, Managing Partner – Revenue, Qoruz, the company that powers the platform, said, “It is no secret that influencers are here to stay and they will continue to play a crucial role in increasing brand exposure.”