Oct 20, 2021
The latest generation of creators are expanding the definition of an influencer. Here’s what brands, marketers, and media planners need to know.
With increasing power and cultural cache, today’s biggest influencers are creative powerhouses at the frontlines of a rapidly evolving influence marketing industry.
They also drive mainstream culture and fuel the advertising economy, as YouTube sensations join A-list celebrities on the prestigious Met Gala red carpet and TikTok stars snag mega endorsement deals with Fortune 500 companies. In fact, 27% of Gen Z and millennial consumers associate the word “influencer” with someone who is impacting culture in significant ways.
For the second installment of its "EyeQ Culture Of..." series, the ViacomCBS Creative Strategy and Cultural Intelligence team conducted a nationwide quantitative survey, consumer and expert interviews, and cultural analysis. The result is the "Culture of Influence" report, which uncovers the evolution of today’s online creators into entrepreneurs and outlines what that means for brands, marketers, and media planners looking to enter cultural conversations and connect with online and offline audiences.
"This is more than just kids making videos on the internet. This is the New American Dream."