Nearly three-quarters of Generation Z (people born between 1996 and 2010) follow at least one influencer on social media platforms and 44% buy things based on influencers’ recommendations.
This age group is estimated to comprise as much as 30% of the global population, so marketers sit up and take notice when influencers become popular among this age group. Having a popular influencer talk about your product on social media can make your brand go viral.
