Over the years, we’ve seen an influx of content creators, with Google Searches for ‘how to become an influencer’ increasing by a whopping 5,000 per cent over the last half-decade.
However, these aspiring creators have strong competition to battle against, as Gen Z social users are a lot pickier than their millennial counterparts, according to student discount app Student Beans.
“Gen Z inherited the Instagram era of a filtered, picture-perfect lifestyle that is mostly unattainable, unrealistic - and potentially damaging,” says Ruby Soave, head of influencer marketing at Student Beans. “They are hungry for honesty and a sense of sincerity in the online content they consume - they want to be able to trust, respect and be inspired by the creators they follow and engage with.”
A recent study from the app found fashion influencers are the most popular among Gen Z, with lifestyle, comedy, gaming, and fitness personalities following suit. But more specific niches like mental health, entrepreneurial, studying and environmental creators are also becoming increasingly popular among young social users.
Meanwhile, where a sub-genre doesn’t exist, Gen Z are creating their own. “For example, ‘edutainment’ content is becoming increasingly popular, combining education and entertainment - the perfect blend to engage this switched-on generation,” Soave continues. “Young people understand the importance of values being naturally and genuinely demonstrated within content. As the diversification of platforms continues - with TikTok leading the way - Gen Z are learning how to make these themes both entertaining and engaging.”
According to a recent survey of 1,175 respondents aged 16 to 24 conducted by Student Beans’ youth insights agency, Voxburner, more than three-quarters of Gen Z scrollers would prefer to follow influencers with “like-minded values,” while four in five are also eager to see more diversity across paid promotions.
“When we asked our student users how an influencer can do it ‘right’, Gen Z replied loudly - they want creators who are transparent in their reviews, their paid promotions and their everyday real life,” she adds.
Using this research, the platform has rounded up 10 of the best student TikTokers to follow now.
1. Isseyehaw
“Gen Z are absolutely trend-led, and fashion sits at the very heart. On TikTok , Isabelle shares videos on everything from how to style a Y2K outfit to how to recreate a celeb’s iconic fit. Fashion creators are successful when they break down their styling advice into versatile hacks that can work for any wardrobe or aesthetic, just like Isabelle does.”
2. Feebeye
“Beauty is a form of self-expression for much of Gen Z, allowing them to experiment with new styles, including drag artistry. One of those artists is Feebeye, a regular Student Beans creator and 21-year-old drag queen with a signature purple-hued makeup look. ”
3. Rowanmellingart
“TikTok creator Rowan realistically documents her student life as a fine art student. By letting in her followers and providing a look through the keyhole of a creative degree, Rowan’s is a relatable live-alongside account.”
4. Rumzy_rt
“Gen Z are natural digital natives, so it’s no surprise that creators like Rumman are becoming increasingly popular. Whether it’s by providing authentic high-spec reviews of tech products to help his followers make the right purchase or by sharing how he achieved his gaming setup, Rumman’s passion for his niche makes him one to watch.”
5. _Emmaneill
“Many young Brits are passionate about sustainability and social change; and increasingly choose to follow those who use their platform to advocate for it. Creators like Emma authentically display what a wholesome and sustainably-influenced life can look like, championing delicious vegan recipes and always opting for cruelty-free makeup.”
6. 28kaira_
“Being a student can be quite financially daunting. Creators like Kaira are changing the game by making financial literacy and business-building more accessible. By unpacking complicated concepts surrounding money and entrepreneurship, Gen Z can gain confidence in these areas before stepping into the world of post-grad adult life.”
7. Revishaan
“It’s not just university students who are taking TikTok by a storm - creators like Ishaan are using their platform to document life during A Levels, and all the sixth form stress that comes with it. Ishaan offers studying tips, travel hacks, and other pieces of advice for navigating sixth-form life.”
8. Over_the_spectrum
“Honesty surrounding topics like mental health and disabilities can help relieve the taboo surrounding them. Jess documents their life with ASD and ADHD in a bid to create a safe space for others to feel comfortable being vulnerable about their struggles and experiences.”
9. Megsreadsbooks__
“With the world constantly changing around them, Gen Z loves a bit of escapism. And with so many creators across our social platforms, scrollers really can find their own personal niche of content. Self-proclaimed “book-stagrammers” of Insta and “book-tokers of Tik Tok” like Megs are curating online communities for knowledge-hungry teenagers who want to share their love of literature.”
10. Studyplate
“Social media is now for work and play. Growing up in a digital world, a lot of young people now find it easier to study online rather than with a textbook, which is why Hossein’s revision tips on Tik Tok are proving so popular.”
