Beauty Shoppers Share Insight as Influencers and Content Creators

Consumers are sharing more on preferred beauty routines and how the products are effective.
 
One in five (19%) social media users consider themselves to be content creators (10%) or influencers (9%), according to new Mintel research. This number increases to 28% for Gen Z social media users as 11% consider themselves to be influencers and 17% content creators. Meanwhile, three-quarters (76%) of self-proclaimed influencers are living the social media dream by earning enough money from content creation and advertising to support themselves without other work.
 
When it comes to general social media usage, almost all (98%) online adults use at least one social media platform on a daily or weekly basis—jumping to 100% of Gen Z. Mintel research reveals that four in five (82%) social media users follow at least one type of social media personality (content creator or influencer). Spanning the engagement spectrum, three-quarters (72%) of social media users say they create or would like to create content for other’s entertainment and one in seven (15%) don’t post on social media at all.
 

Branding Insight

Brian Benway, gaming and entertainment analyst, Mintel, said, “The combination of nearly universal social media usage among Americans and that one in five users claim to be social media personalities means it’s critically important for brands to approach each platform with unique influencer strategies to reach the differing user bases while maintaining their brand identity."