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22 November 2021
43% of adults follow influencers, with food creators most popular
Influencers, KOLsSocial media audiencesIndia
More than two-fifths of adults worldwide follow influencers on social media, and food creators are most popular, according to a consumer survey by YouGov.
Why it matters
Influencer marketing has expanded in recent years and investment looks set to grow strongly in 2022. However, their appeal varies across markets – food creators are most popular globally, but gaming influencers lead among men aged 18-34, and music influencers are most popular among US teens.