43% of adults follow influencers, with food creators most popular | WARC | The Feed

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.