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43% of adults follow influencers, with food creators most popular
22 November 2021
43% of adults follow influencers, with food creators most popular
Influencers, Creators, KOLs Social media audiences India

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.

As well as this, there needs to be strong alignment between the brand and the creator for the campaign to resonate with audiences.

Takeaways

  • Globally, 43% of...

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