A new profession for the young
Most influencers are, or so it is perceived, predominantly young people. This stems from the young generations having grown up in digital technology and social media platforms. This technology and media are now an inseparable part of their lives. Many young people can be described as having been “born with a smartphone in their hand”. This makes them natural creators and consumers of online content.
57% of Gen Z wants to be an influencer
A 2023 Morning Consult survey found that 57% of Gen-Zers want to be influencers, driven by motivations such as the potential for fame, money, flexible work times and doing enjoyable work. This aspiration is fueled by the perspective that becoming an influencer is a very accessible career path. Thanks to TikTok and Instagram (and increasingly YouTube) who prioritize low production, direct-to-camera content. The success of young influencers who have achieved significant followings and earnings, serves as a powerful example, reinforcing the idea that this career is attainable. The relatability, combined with the influence of social media makes young people both the primary audience for and the primary aspirants to becoming influencers.
Key psychological aspects that drive people to take on these professions include identity, meaning, validation, service, agency, catharsis and security.
A new profession build on established paradigms?
As a (admittedly older) journalist observed: “The greatest threat to my role comes from those that interact with journalists and social media influencers and believe we are both the same.”
Preachers of many kinds, teachers, journalists, writers, politicians, artists, musicians and more professions, share some aspects with the identity as influencers. Each mantle mixes the same drivers differently, but the underlying psychology is remarkably consistent. Key psychological aspects that drive people to take on these professions include identity, meaning, validation, service, agency, catharsis and security.
While it may seem that an influencer shares these traits with the other professions, an influencer’s primary aim is often to enrich themselves by affecting the purchasing decisions of their audience based on their authority, knowledge, or relationship with followers.
A preacher’s role centers on spiritual guidance, teaching religious doctrine, and fostering a sense of community within a faith-based context. Their authority is derived from religious belief and institutional affiliation, and their influence is measured by the spiritual impact on their followers rather than commercial outcomes.
A musician’s purpose is to create and perform music, expressing emotions, stories, or ideas through sound. Their success is often judged by artistic merit, audience reception, and the ability to connect with listeners on an emotional level.
A journalist’s fundamental purpose is to seek and report their truth, provide the public with verified, hopefully objective information to inform decisions about their lives, communities, and societies.
Ideally, journalists are bound by a discipline of verification. While they are paid by media outlets (which generates income from subscriptions or adds), their work is not typically anchored in a direct monetary relationship with the subject of their reporting, unlike influencers. Their credibility stems from this commitment to accuracy and generic impartiality or, for the increasingly popular partisan journalist, a commitment to a certain world view.
In recent years a form of partisan journalism has gained popularity, some in the form of podcasts, that may diffuse the line between the journalist and the political influencer.
Commercial and political influencers
There are thousands ‘commercial’ influencers and a much smaller number of political influencers.
In the US in 2024, not counting music idols such as Taylor Swift or Beyoncé, successful commercial influencers include Mr Beast who leads the list with over 500 million followers, known for his entertainment stunts and philanthropy. Selena Gomez, with 421 million followers, is a major figure in music and acting. Kylie Jenner and Dwayne Johnson each boast 394 million followers, with Jenner prominent in beauty and fashion, and Johnson in acting and fitness. Ariana Grande, with 376 million followers, is a top music artist and entrepreneur, having launched her own beauty brand, R.E.M. Beauty. Kim Kardashian, with 357 million followers, is a key player in beauty and reality television. Charli D’Amelio, with over 150 million TikTok followers, is a major figure in dance and lifestyle content. Addison Rae, with over 88 million TikTok followers, has transitioned into acting and launched her own beauty brand, ITEM Beauty. Huda Kattan, a beauty entrepreneur with over 50 million Instagram followers, built her brand, Huda Beauty, into a global success. Olivia Dunne, a collegiate gymnast, has over 12 million followers and is a prominent athlete who has successfully monetized her name, image, and likeness under new NCAA rules, securing deals with major brands like American Eagle and Vuori.
In the US there far fewer political influencers, but those that are successful have managed to engage a younger demographic with remarkable success, leveraging digital platforms and participate in culture-war or political debates. Their followers counts are substantially lower than the commercial influencers, but the ultimate reach of their messages may potentially be longer lasting.
Key figures in the political influencers sphere include Riley Gaines, her combined follower count across X, Instagram, and TikTok is reported to be four million, Charlie Kirk who presides over 8 million TikTok and 6.9 million Facebook followers has a daily podcast with 1 million listeners, Alex Clark, with around 1 million followers and a top 10 health / wellness podcast, and Michael Knowles who has over 2 million YouTube subscribers. In recent years, these influencers are noted for energizing Trump’s base and attracting especially younger voters. The arena for political influencers in the US at this time seems mostly in support of right-wing causes.
It’s not the same
Note to self: I don’t think there is a college major for learning to be an influencer (at least not yet).
While there can be overlap such as a journalist using social media, a preacher creating content online, or a musician aiming to influence, there is a seemingly fundamental difference in being or aspiring to be an influencer and the traditional professions: Ultimately it looks like influencers seek to persuade or promote consumers to consume (more) or to vote for their chosen cause. They seek the power, or impact, over the purchasing or voting decisions of a group of people who follow them.
All the while, journalists seek (their) truth, preachers seek to guide spiritually, and musicians seek to create art. They’re not the same as influencers. When an influencer meets a journalist in a bar and the conversation drifts to ‘why do you do what you do?’ there may not be a large overlap in their motivations. It could be a brief conversation after all…