Influencers becoming authorities, especially for young people

Research shows that influencers have a positive impact on the mood of their fans, encourage them to change their habits, visit recommended places or buy specific products. 21 million Poles follow at least one influencer, and three out of four are influenced by it.

"Influencer marketing is the fastest-growing area of ​​marketing due to its business effectiveness. It allows you to reach a very precisely selected target group," Dr. Mateusz Grzesiak, psychologist, lecturer, and consultant, said.

Influencers are becoming authorities, especially for young people who, in addition to guidelines on consumption and lifestyle, also see it as an attractive profession for themselves.

Influencers are becoming authorities today, even though some of them have no experience or knowledge. They especially reach the Y generation, millennials born between 1980 and 2000, and the Z generation born after 2000. In the case of these two generations, we have been dealing with a redefinition of authorities in recent years.

The IQS research agency report shows that 21 million Poles follow the profile or channel of at least one influencer. People aged 16–24 are the most active in this respect, following an average of 64 profiles. 74 percent of Poles who follow at least one influencer declare that they will take specific actions at their instigation.

(Newseria)