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Among the younger generations, the big influencers are becoming less influential…than the small ones!<\/strong> That’s the paradoxical finding of YPulse, the market research specialist<\/strong> that tracks the habits of Gen Z and Millennials…<\/strong><\/p>\n <\/p>\n But<\/strong> while the phenomenon is true in America and Europe, young French people are resisting, and continue to place their trust<\/strong> in the recommendations of big influencers.<\/strong><\/p>\n <\/p>\n The first YPulse study was conducted from February 13 to 25, 2024<\/strong>, among 1,500 people aged 13 to 39 in the United States and Canada.<\/strong><\/p>\n <\/p>\n <\/p>\n According to the study, young people on the other side of the Atlantic are now wary of influencers who are too popular. 65% of 13-39 year-olds say they prefer recommendations from content creators followed by smaller communities…<\/strong><\/p>\n <\/p>\n\n <\/p>\n This evolution can probably be linked to the distrust also shown towards overly intense advertising activity<\/strong>, which is generally the hallmark of the biggest influencers. 61% of young Americans say they \u201ctrust an influencer less if they publish too much advertising content\u201d.<\/strong><\/p>\n <\/p>\n In fact, for the majority, when you like it, you don’t count it! 55%<\/strong> of young Americans surveyed say they don’t care how many subscribers<\/strong> follow a content creator…<\/p>\n <\/p>\n Across the Atlantic, 44% of 13-39 year-olds believe that influencers don’t have as much power as they used to<\/strong>. In fact, 78% place more importance on what their friends<\/strong> buy<\/strong> than on what an influencer buys!<\/p>\n <\/p>\n <\/p>\n YPulse also noted the waning aura of influencers on the Old Continent in a recent study, WE Influencers Anonymous .<\/p>\n <\/p>\n According to this study, 47% (three points more than Americans) of Europeans aged 13 to 39 believe that influencers no longer have the power they once had.<\/strong><\/p>\n <\/p>\n The very young, however, remain slightly more susceptible to influence from these \u201cfamous strangers\u201d. 64% of 8-12 year-olds say they would buy something recommended by an online influencer<\/strong>. But \u201conly\u201d 56% of 13-17 year-olds<\/strong> would do so.<\/p>\n <\/p>\n <\/p>\n Departing from this general European average and growing disenchantment, young French people nevertheless continue to \u201ckiffer\u201d their influencers, and in particular, the heavyweights.<\/strong><\/p>\n <\/p>\n 38% of French people aged 13 to 39 (i.e. nine points more than the average for other young Europeans<\/strong>, including English, Germans, Spaniards and Italians) say they are more inclined to listen to a product recommendation from an influencer with a large community of followers than from a smaller one.<\/strong><\/p>\n <\/p>\n And \u201conly\u201d 39% of young French people (versus 55% for the average of other young Europeans…)<\/strong> say they are prepared to listen to product recommendations from influencers, regardless of the number of their followers…<\/strong><\/p>\n <\/p>\n Could this ever-present aura of the big influencers be explained by the fact that young people readily project themselves into such and such a \u201cprofession\u201d? 42% of 13-39 year-olds in France (8 points more than in other European countries)<\/strong> believe they already play an \u201cinfluencer\u201d role with their group of friends<\/strong>, testing new products and recommending them to their circle.<\/p>\n <\/p>\n And these young French improvisers also venture beyond their own circle of friends. According to YPulse’s WE Social Media Behavior report, France ranks second in the world for the number of young people creating content recommending products<\/strong> to an audience beyond their friends and family. 47% of French 13-39 year-olds (compared with 33% of other young Europeans)<\/strong> say they have recommended a product on social media… A far cry from the Baby Boomers and their rejection of the consumer society in 1968!<\/p>\n <\/p>\n However, the French public authorities<\/strong> have not been idle in the face of the risks of influencers taking hold of vulnerable young people. A year ago<\/strong>, Parliament adopted a bill on influencers<\/strong>. Since then, the law has given influencers greater control, requiring them to be more transparent about the advertising nature<\/strong>, if any, of their publications.<\/p>\n <\/p>\nDislike for big influencers<\/h2>\n
Europeans less fond of big influencers…<\/h2>\n
French exception<\/h2>\n
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