Class of 2021

Influencer
Marketing THE CREATOR
ECONOMY
EXPLOSION
Yearbook
 Treat creators
like your brand
revolves around
them, because
in the Creator
Economy, it does
There was a time when consumers turned to radio
and television as their source of product information.
That was the old way. Now we tune into people. This
changes the way the entire marketing team operates
as the focus is now on social media creators as the
new brand storytellers.

These storytellers should love the brands they

promote, use their products, and believe in both.
Creators fuel brand-consumer partnerships in the
21st Century and should be treated like trusted,
empowered partners — not transactions.

This yearbook is a review of everything that happened

in the Creator Economy in 2021. Our collection of the
year’s top creators, hottest trends, lessons learned,
and future predictions will inspire you to level-up your
influencer marketing approach in 2022.

2
4 
TOP 5 Ways DTC Brands
Can Stay Ahead Of
14 Top 10 Fitness Influencers
to Enhance Your
The Competition Marketing Campaign

5 
9 Tips for Mastering Influencer
Marketing on YouTube
16 9That
Influencers of Color
Brands Should Know

6 Top 8 Tips for Instagram

Influencer Marketing
18 Top 10 YouTube
Influencers in 2021

7 
5 Crucial Guidelines to
Influencer Marketing
20 Top 8 Gen Z Influencers
to Follow
for Ecommerce

22 Top 10 Creative Tattoo

8  Instagram vs YouTube
influencers: 6 Key differences
Influencers on Instagram

24 Top 10 Beauty Vloggers

9  10 Ways to boost post
engagement on Instagram
You Should Be Following

26 Top 10 Streamers for Twitch

10  Top 10 Best Tips for
Tracking and Measuring
Influencer Marketing

Your Influencer Marketing

Campaigns 28 Top 27 TikTok Fashion
Influencers

11 
11 
9 Steps to Manage
your Influencer 32 Top 10 LBGTQ Influencers
to Watch
Campaign like a Pro

12 Top 10 Influencer 34 Top 9 Equality, Diversity,

and Inclusion Influencers
Negotiation Tips
to Watch in 2021

36 Top 10 Pinterest Influencers

38 Top 10 Kid Influencers of 2021
40 CGI Influencers: What Are They
and How to Work with Them

41  Predictions for 2022

3
 71% of marketers
think the quality of
71% influencer marketing
traffic is better than
other sources.

1.
TOP 5 Ways Social
Commerce

DTC Brands Can Strategy

Stay Ahead Of 2. 5.
The Competition
Influencer Pop-Up
Click
Marketing to read Shops
more

DTC brands are exploring ways to

serve consumers more effectively.
Here are the top five ways that
DTC retailers can overcome these
challenges and remain competitive. 3. 4.
Google Amazon Prime
Shopping Selling

Why do consumers shop at

55% 49%
4 Exclusive Curiosity/
products or excitement/
pop up shops in the US? Experiences entertainment
 9 TIPS for Mastering Influencer
Marketing on YouTube
For all the hype around TikTok, Twitch, and Instagram, YouTube remains a robust platform for
influencer marketing. Additionally, recent feature updates on YouTube signal a new era for
creators who want to cross-platform with other social channels and grow their audience online.

1. Recruit YouTube influencers that will help

you meet your campaign goals and KPIs.

2. Remember that most YouTube creators

are experienced videographers. Identified YouTube as their
favorite platform used to
3. Lean into YouTube’s long-form, follow influencers
horizontal-format videos while Source: Statista

experimenting with Shorts and live

streaming when appropriate.
49% 55%
Gen Z Gen Z
Women
4.
Men
Compose YouTube campaign briefs
that set your creators up for success.
38% 47%
5.
Millenial Millenial
Establish methods for tracking Women Men
campaign performance.

6. Google indexes your video descriptions,

so don’t forget to use the right Most effective ad formats
keywords and SEO best practices. on YouTube (according to
marketing professionals
7. Engage respectfully in the video post Source: Statista
comments to encourage UGC and build
relationships with your audience. Pre-roll (skippable) video ads
29%

8. Look for ways to repurpose influencer Display ads

content for paid video ads. 10%

Non-skippable ads

9. It’s okay to repurpose your YouTube Click 7%

videos across other platforms, so long to read
more Bumper ads
as you adjust the length and format.
3%

Overlay ads
3%

Skippable video ads/sponsored cards

1%

To support More Engage

47% 38% 29% 27%

local/ To get good personalized with brands 5
deals or free
independent shopping products for
items/services
businesses experience the first time
 TOP 8 Tips TIP 1: Assess your current program.

for Instagram TIP 2: Identify your top performers.

Influencer TIP 3: Test different types of content.

Marketing TIP 4: Consider whitelisting
For influencer marketers, Instagram is top-performing creators.
the place to be. It is the most vibrant
creator environment and offers some of
the best visual posting options available TIP 5: Experiment with different
anywhere online for the average Instagram types of campaigns.
influencer marketing campaign.

TIP 6: Leverage your best

influencer relationships.
The number of Instagram
users in the US is projected
TIP 7: Incorporate post best practices.
to grow to 123.1 million in
2022, representing 36.5%
of the population.
TIP 8: Set aside funds for “test spend.”
Source: InsiderIntelligence

Click
to read
more

How do online customer reviews affect

94%
6 Positive reviews make me
your opinion of a local business? more likely to use a business
 5 Crucial Rule #1:

Guidelines Follower counts don’t show you

the whole picture.

to Influencer Rule #2:

Marketing for Learn to be selective and to

negotiate with creators.

Ecommerce Rule #3:

Establish your campaign goals and select

I f you’re not sure where to start, you’re not alone.

Many ecommerce brands are just now “testing the
waters” with influencer marketing. This approach
the right social media channel(s).

Rule #4:
is not like other digital marketing strategies. Social
media creators are collaborators and capable of Make sure that your influencer can
doing so much more for your brand than merely
seamlessly integrate your product into
their organic content.
helping you sell your products. Influencers will allow
you to connect with your audience in a deeper
Rule #5:
way. The results don’t just increase your immediate
returns, they will also lower your costs when getting Use the right tools to launch, scale,
new customers, increase customer loyalty, and track your influencer program.
and normalize fast-spreading word-of-mouth
among your audience segments.

Click
to read
more

Influencer marketing
content vs brand-created
content on channels other
than social media
Source: Statista

Influencer marketing 13.8

Influencer content outperfoms our
brand-created content
market size worldwide
36% (in billions)
Source: Statista 9.7
Influencer content
outperfoms the same as our
brand-created content
22%
6.5
Influencer content underperfoms
our brand-created content 4.6
10% 3
1.7
I’ve never tested the performance
of influencer content in relation to
brand-created content
31% 2016 2017 2018 2019 2020 2021

92% 79%
Statista
Source:

Negative reviews make me I trust online reviews as much as personal 7

less likely to use a business recommendations from friends or family
 Instagram vs YouTube influencers:
6 Key differences

VS

Which Social Media

1. 
YouTube is a platform that overwhelmingly
Platforms are you
favors long-form, horizontal video posting.
planning to use for
2. 
YouTube videos need to be evergreen Influencer Marketing?
and search friendly to be effective,
while Instagram may be closing
(2019 vs 2021)
the gap on post searchability. Source: InsiderIntelligence

2019 2021
3. 
Instagram content is easier to consume
and is therefore more cost effective, Instagram 97% 93%
while YouTube engagements — though
fewer — tend to be more valuable. Instagram Stories 83% 83%

TikTok 16% 68%

4. 
YouTube affiliate links last longer,
Facebook 79% 68%
particularly with unsaved IG Stories
that contain Swipe-ups. YouTube 44% 48%

5. 
Instagram Reels - 36%
Instagram posts have more filtering
and editing features to enhance Pinterest 29% 35%
the content’s visual appeal.
Twitter 35% 32%

6. 
Instagram has all the social Snapchat 16% 26%
commerce features offered by
Blogs 24% 25%
Facebook Marketplace, while Click
to read
YouTube is beta testing in-app more Twitch 5% 13%
purchasing backed by Google.

How many Instagram Influencers Are There?

20,000-40,000
8 More than
1 Million
Source: Mediakix followers
10 WAYS to VS

boost post
engagement 1 billion
Number of active
monthly users 774.6 million

on Instagram Short-form &

Short-form & long-form
Currently, Instagram is one of the best long-form
places to connect with buyers online. Vertically
With in-app shopping features that Vertically Type of video posts formatted and
formatted horizontally
make it easier for consumers to browse
formatted
and checkout products, it’s no wonder Live, Reels, Posts,
that Instagram dominates social Stories, IGTV Shorts, standard
commerce. It functions as a virtual Click YouTube video
to read
playground for users to be inspired more
and complete their next purchase.
IG Stories YouTube Stories
last 24 hours Ephemeral posts last 7 days

1. Prioritize authentic, relevant content.

Slideshow
Yes (1:1) Image posts videos only
2. Know your audience.
Most popular Most popular
among ages
3. among ages Age demographics
Start posting — then 18-34 25-44
evaluate post performance.

4. Get comfortable with Travel Gaming

Instagram Insights. Fashion/Beauty B2B/Tech

Health & wellness Fashion/Beauty

Top industries
5. Improve your hashtag Pets/Animals Travel

and tagging skills. Music DIY

Food/Beverage Food/Beverage

6. Use compelling copy for

captions and comments. Available
Limited to Story for video

7. Swipe-ups, DMs, Hyperlinks descriptions,

Keep current on Instagram and bios comments, and
feature updates. About page

8. Partner with Instagram creators.

Number of Greatest advantage
Content
engagement &
active users search engine

9.
optimization
Encourage follower participation.

Yes In-app shopping In beta testing

10. Cross-promote popular posts from
other channels, and vice versa.

300,000-2 million 2-37 million

More than 9
Less than
100,000 1,000 followers
followers
 TOP 10 Tips for
Tracking and
Measuring 1. Set marketing objectives
and break those objectives
down into measurable key
Your Influencer performance indicators (KPIs).

Marketing 2. Be aware of all the social

media features that allow

Campaigns
audiences to engage.

3. Track metrics that match

your campaign KPIs.

4. Discuss your campaign

KPIs with the influencer.
I t’s no secret at this point that influencer marketing
disrupts all traditional approaches to digital adver-
tising. Instead of studio-built ads, DTC and eCom- 5. Find the right automation and
merce brands have partnered with influencers to see analytics tools to help you track
positive ROI from those collaborations. influencer performance.

6.
Authentic brand mentions — rather than self-pro-
Look for ways to integrate
moting ads — turn the heads of consumers today.
influencer content across your
And even if a strategically-placed influencer post
various marketing mediums
doesn’t produce a sale, chances are that the creator’s
and compare results.
shoutout significantly shortens the buyer’s journey for
that brand’s audience.
7. Involve your influencer
community when planning events
and track participation that
originated from your influencers.

8. Match every campaign metric

and KPI to the right stage of
your marketing funnel.

9. Create more opportunities

to convert customers
on social media.

10. Note changes in website

traffic before, during, and
after influencer campaigns.

Click
to read
more

10
 Influencer Marketing Funnel
How to incorporate influencers and their content in your marketing strategy.
TOFU
Top of the funnel
Goal:
Introduce your brand to new
audiences and broaden your reach.
MOFU
Middle of the funnel
Goal:
Stay “front-of-mind” with your
audience and educate them on your
product or service.
BOFU
Bottom of the funnel
Goal: 
Convert prospects into customers.
Brand Awareness
Key Influencer Metrics:

# of active influencers

# of influencer campaigns & posts

Influencer reach

Follower growth on brand pages

Ongoing user-generated content (UGC)
Influencer Content Types:
In-feed post, Unboxing video, Branded, hashtags, Blog
Audience Nurturing
Key Influencer Metrics:
� # of influencer engagements
� Quality of influencer engagements
� Top-performing posts & content types
� # of influencer reviews
� Organic social growth
Influencer Content Types:
Influencer content, FAQs, How-to tutorials, In-feed post,
Contests, Informational videos & livestreams, Product
offers & promotions
Conversion
Key Influencer Metrics:

Link clicks (CTR)

Subscriptions

Leads

Discount code redemptions

Sales

ROAS on repurposed influencer-generated content
Influencer Content Types:
Product reviews, In-feed post, Video testimonials,
Experiential video collaborations between brand & influ-
encer, Product offers & promotions
11
 9 Steps to
Manage your
Influencer
Campaign
Like a Pro
Arranging your campaign management steps
in chronological order will ensure that you don’t
let key tasks fall through the cracks. If you don’t
already have a clear process for launching your
campaigns, consider the following approach.

1. Set up a campaign according to Share of US Marketers Using

your objective(s).
Social Media and Influencer
Marketing
2. Invite influencers to join
your campaign. Source: InsiderIntelligence

3.
Social Media marketing
Negotiate with your influencers
and come to terms on Influencer marketing

compensation, content usage,

and campaign parameters.

4. Take and fulfill product orders with

your influencers. 2020
62.3% 91.7%

5. Provide the support your creators

need to be successful.

6. Establish campaign timelines

and track influencer content.
2021
67.9% 91.9%
7. Confirm influencer ROI and
disburse payments.

8. Create a process for influencer

campaign reporting.
2019

9.
Click
Reflect, update, & repeat! to read 72.5% 92.1%
more

12
TOP 10 Influencer How much should I
pay an influencer?
Negotiation Tips Quantitative and qualitative factors
affect how much you pay an influencer
Influencer negotiations take practice.
To accelerate the learning curve,
here are ten influencer negotiation Influencer Factors
tips to help you move forward.

Influencer Type
Engagement Rates
1. Be specific on content.
Follower Demographics
Audience Quality
2. Discuss content usage rights. Content Quality
Name Recognition
3. Keep repurposed content in mind.

Social Media Networks

4. Prepare for contingencies.

Not all networks are created equal.

5. Talk about brand exclusivity. Here is an example of the how and what
looking at Instagram and YouTube.

6. Ensure non-disclosure.
Network Integration Type

7. Define engagement expectations.

• Feed post
• IG story
8. Anticipate more negotiating.
• IGTV
• Link in bio
9. Discuss short-term versus • Highlight reel
long-term partnerships. • Story takeover

10. Renegotiate with your

top-performing influencers. • Shared in a video
• Dedicated video

Campaign Factors
Click
to read
more

Budget Usage Rights

Types of Campaign
Partnership Duration

Exclusivity Brand Fit

13
 Fitness Influencers
to Enhance
Your Marketing
Campaign

I nstagram can be a great resource

for finding inspiration, and the fitness
influencer community is as familiar with
these benefits as any. The most successful
fitness influencers strive to inspire others
to achieve their health goals by cultivating
a positive and inclusive community. This
creates the perfect opportunity for your
brand to leverage their content to promote
products and improve visibility. All you need
to do is find the right influencers that align
with your vision.
Michelle Lewin
With almost 13 million followers,
Michelle Lewin is one of the
most prominent Instagram
fitness influencers. The
31-year-old went from being
a clinic worker in Venezuela to
becoming one of the biggest
stars in the fitness industry. Her
down-to-earth personality
makes her very approachable
on social media.
Jen Selter
Jennifer Selter is a fitness,
nutrition, and lifestyle
influencer with 12 million
followers on Instagram. She
started her fitness journey
back in high school, working
as a front desk clerk at a
local gym. Jen launched her
Instagram account to foster
a supportive community of
like-minded individuals.

Did you know?

At-home fitness
companies spent more
than $280 million in Emily Skye Rachel Brathen
advertising last year.
Emily Skye is the perfect Rachel Brathen, aka Yoga Girl,
fitness influencer for mothers is a Swedish yoga teacher and
who need inspiration for a New York Times’ best-selling

Online training was getting back into shape after

pregnancy. She serves as a role
author. She realized she could
leverage Instagram to spread
the No. 1 fitness trend model to women who want to
continue exercising while they
the yoga lifestyle and sell
classes from anywhere in
in 2021. are expecting and stresses the the world. She has 2.1 million
importance of setting realistic followers today.
goals rather than forcing yourself
through a tough regimen.

14
Click here to read more
Digital Service Subscriptions
that US Adults Plan to Keep vs.
Discontinue After the COVID-19
Pandemic Ends
22%
Discontinue
64%
Keep
Kayla Itsines
Kayla Itsines is the woman
behind The Bikini Body Training
Company. Author of the Bikini
Body Guide ebook series, this
Australian personal trainer
is a massive presence in the
fitness influencer landscape.
Her mission is to help women
achieve their ideal shape, feel
happier and more confident.
Alexa Jean Brown
Alexa Jean Brown is a fitness
influencer and mother of three.
Her goal is to show women
how to integrate workouts into
their hectic lives. She often
shares quick exercise videos
on her Instagram page that fit
into the busiest lifestyles.
US Health &
Fitness App Users
Source: eMarkerter.com
14%
Don’t Know
Lauren Drain Kagan
Lauren Drain Kagan is an RN,
an adventure enthusiast, and
personal trainer. Lauren shares
her fitness secrets with the
world, offering various workout
and nutrition guides. She is
honest with fans about the
blood, sweat, and tears it takes
to achieve the great shape she
is in today.
Joe Wicks
Joe Wicks, the body coach,
started out on Twitter before
branching out onto Instagram.
With 5 million followers, he’s
all about eating healthy and
exercising regularly to get into
top shape. His claim to fame is
his Lean in 15 cookbook series.
87.4 84.0 86.3
68.7
62.7
Health & Fitness
App Users (millions)
% Change 2018 2019 2020 2022
-3.8%
Simeon Panda Massy Arias
Simeon Panda is a British Massiel Indhira Arias is a
trainer who started blogging in bilingual fitness trainer in Los
2013 and has since accumu- Angeles. Her page is filled
lated more than 10 million with short gym videos and
followers on social media. before-and-after snaps of
Simeon uses his status as a her followers. Also a doting
fitness influencer to spread mother, she doesn’t shy away
positive and motivational from posting photos with her
messages, and has inspired adorable daughter.
thousands of people with his
online workout programs.
There’s a cultural trend around
fitness that has magnified over
the past decade. Social media
has actually made fitness
something to show off — either
for accountability purposes or
to show off that you’re mindful of
your health. It’s cool to work out
and be sporty in a lot of places.
— Dan Frommer, The New Consumer
15
 Influencers of
Color That Brands
Should Know

D iversity consistently improves a

brand’s overall performance, both
when it comes to marketing and product
personalization. Influencers of color also
draw attention to new buying trends
as formerly marginalized communities
overcome unique life challenges to
Jennie Ruby Jane Khaby Lame
encourage greater diversity in modern
retail marketing. These creators are Jennie Ruby Jane is a Khaby Lame has perfected
South Korean pop star and the trend of video reactions on
incredible resources for brands as Instagram influencer. Widely TikTok. His favorite skits poke
known for her solo career and fun at people who overcom-
consumer buying power shifts to a more a member of Asia’s BLACK plicate easy solutions to daily
PINK music group, Jennie is problems. A former unknown,
racially-diverse audience. also a favorite among Asian Khaby exemplifies how quickly
American consumers. Her high influencers can rise to stardom
follower count and engage- on the platform, and his
ment rate, combined with popularity continues to grow
high-quality content makes on TikTok and Instagram.
her one of our top influencers
of 2021.

When brands neglect

or suppress alternative
perspectives, then they
experience more difficulty when
trying to market or improve
their products and services.
In many cases, non-diverse
Nyma Tang Lisa
organizations simply lose
traction in their market and Nyma Tang describes Lisa is also a member of the
struggle consistently to deliver herself as the “dyslexic South Korean music group,
queen that’s beauty BLACK PINK. She is a prolific
sustainable profits. obsessed.” She is a beauty and fashion influencer
leading fashion blogger, with millions of engaged fans
– GRIN, Diversity & Inclusion With Influencer YouTuber, and well-known around the world.
advocate for racial
Marketing
equality in the fashion
and cosmetics industries.

16
Click here to read more
 70%
of consumers believe
Your customers are diverse 64%
it’s important for brands and your marketing should of consumers took
an action after seeing
to take a public stand reflect that by equitably an ad they considered
on social and to be diverse
political issues amplifying their voices in or inclusive.
the stories you tell.
– LinkedIn, 2021

Karol G Young Yosa Aimee Song Baby Ariel

Karol G is a famous musician
from Colombia, and thanks to
TikTok, she is now a world-re-
nowned social media influ-
encer. She uses her profile to
announce new singles and
showcase reggae fashion.
Young Yosa, or Uyi, is a
fashion model famous for
his “pissing-off-my-African-
parents’’ comedy skits. He is
also the founder of NASO, a
clothing line that invests in
underserved communities
around the world.
Aimee Song fills a lot of
roles, and she does them all
remarkably well. In addition to
being an impeccable dresser
and beauty guru, she is an
accomplished DIY-er, cook,
and lifestyle blogger.
Baby Ariel is a Jewish-Latin
American with a talent for
music and acting. She quickly
gained momentum on
Instagram and TikTok, but
she is also active on Twitter
and YouTube.

Predicted US population
growth by 2060
Source: United States Census Bureau

Brent Rivera multi-racial Americans +198%

Brent launched his entertain-

ment career with Vine and African American +101%
has since gone on to build a
personal brand on Instagram
and establish his own talent
agency, Amp Studios. He is +41% Asian American
currently one of the top male
Latino social media influencers
in the U.S.
+11% White American

17
 YouTube
Influencers
in 2021
Y ouTube stands the test of time as
one of the leading social media
channels for influencer marketing, and
its Influencers are arguably the most
talented multi-media creators on social
media. But YouTube is more than just a
place to watch engaging videos for free.
The channel’s subscribing and comment
features allow creators and fans to build
deeper connections with one another.
These creator-follower relationships help
YouTubers curate online communities and
inspire ecommerce purchases.
60% of
millennials
are more likely to take advice
from YouTube influencers
than traditional social media
personalities.
18
Dude Perfect
Dude Perfect consists of five
friends — all of whom are
former roommates at Texas
A&M University — and is the
most popular sports channel
on YouTube. Their content
mostly consists of trick shots,
skits on male stereotypes, and
stunts. They are also known for
creating good-natured games
that incorporate different
sports and unique rules.
The Bucket List Family
The Bucket List Family sold all
of their possessions in 2015
and left home for an adven-
ture around the world. Now the
family of five are full-time travel
journalists working from all
over the globe. You can catch
an update from the Bucket List
Family every Sunday on their
YouTube channel.
Whindersson Nunes
Whindersson Nunes is a
Brazilian YouTuber best
known for his musical
parodies. The actor and
standup comedian also
posts music, comedy vlogs,
and movie reviews. He
was the most subscribed
YouTuber in Brazil from
2016-18 and still has more
than 40 million subscribers
on his channel.
FunforLouis
Louis Cole is an English-born
film-maker and YouTuber
now based in Venice Beach,
California. He is best known
for posting a daily vlog on his
channel documenting his life
and travels. Louis’ channel is
about spreading positivity
and inspiring others to get out
and “do.”
 394K $30 billion 2 billion
YouTube’s Partner Program is YouTube has paid YouTube has more than
supporting 2 million creators $30 billion to creators, 2 billion monthly logged-in
and has created the equivalent artists, and media users — that’s more than
of 394,000 full-time jobs. companies over the last a quarter of the world’s
Source: Social Media Today three years. population.

Yoga with Adriene VanossGaming Bethany Noel Mota Arnell Armon

Adriene provides free,
high-quality yoga videos
that are accessible to all skill
levels and body types. She
has nurtured a positive and
welcoming community with
her 10 million subscribers and
encourages each one of them
to “do their best, be authentic,
and do what feels good.”
Evan Fong, better known
online as VanossGaming,
is a Canadian video game
commentator, music producer,
and DJ. He posts montage-
style videos on YouTube of
himself and other creators
playing various video games
together. Vanoss has multiple
voice actor credits for titles like
the YouTube Premium series
Paranormal Action and the
animated series Alpha Betas.
Bethany rose to fame on Arnell’s channel is meant
YouTube in 2009 with her to entertain and inform her
popular “haul” videos, which followers on all things beauty
featured various style and and lifestyle. She hosts a
fashion purchases she made regular “Week in My Life”
online. Bethany’s channel series in which she gives her
now consists of outfit ideas, followers an unfiltered look into
makeup and hair tutorials, her week-to-week activities.
recipes and DIY ideas. She
frequently travels to interact
with fans on tours she calls
“Motavatours,” and even
appeared on a season of
Dancing with the Stars.

Zach King Call Me Kevin

Zach brings magic to his
followers’ lives with illusion
videos he fondly refers to as
“digital sleight of hand.” A
prolific YouTuber with more
than 12 million followers, Zach’s
66 million TikTok followers make
him one of the most popular
creators on the platform.
85%
of US Children
Kevin O’Reilly is an Irish Internet Users
YouTuber who is known
for his gaming commen-
Watch YouTube
tary and comedy videos.
Kevin’s channel is mostly for
gaming, but he also uploads
skits, music covers, and
various life updates.

19
 Gen Z
Influencers
to Follow

G eneration Z is taking social media by

storm, both as the fastest-growing user
base and next batch of authentic content
creators. If your brand targets a young
adult demographic, partnering with these
influencers is your best move. Plus, Gen Z
consumers take their favorite influencers
seriously, and product endorsements help
brands scale at a rapid pace.
Charli D’Amelio
Charlie was arguably the most
famous social media star of
2021 and one of the first TikTok
stars to achieve worldwide
fame. Today she is active on
all leading social channels,
a brand ambassador for
Invisalign, and hosts her own
show on Hulu.
James Charles
James Charles first became
a YouTube sensation for
makeup tutorials in 2015. He
is CoverGirl’s very first male
brand ambassador, and he
has continued to grow his
personal brand on YouTube
and Instagram.

Did you know?

Gen Z
(ages 16-26)
now makes up

40%
Jojo Siwa Addison Rae

JoJo Siwa starred with her Addison Rae launched her

mom in the show Dance TikTok with dancing and music
of consumers. Moms. Soon after, she videos. Now, she engages
released original singles and millions of fans across multiple
became particularly famous platforms and hosts her own
for the songs “Boomerang” Netflix series, He’s All That.
and “Kid in a Candy Store.” She
is active on Instagram, TikTok,
and YouTube, and appeared
on the most recent season of
Dancing with the Stars.

20
Click here to read more
 Follow Engage Follow Engage
Actions of Gen Z
Adults on Social Instagram 55% 50% Twitter 31% 30%

Media & Streaming YouTube 45% 45% Snapchat 30% 30%

Platforms, July 2021 Facebook 42% 33% Podcasts 14% 26%

Source: InsiderIntelligence
TikTok 42% 42% Reddit 12% 16%

Pinterest 31% 33%

Wisdom Kaye Brooklyn & Bailey McKnight MattyBRaps Emma Chamberlain

Wisdom Kaye posted his first
TikTok in 2020 and is one the
top Gen Z fashion influencers
on the platform. He has been
dubbed the “best dressed guy
on TikTok” by Vogue Magazine.
Twin sisters Brooklyn and
Bailey have their mom to
thank for their introduction to
social media. Mindy McKnight
included her daughters in her
channel, “Cute Girls Hairstyles.”
The twins developed their
own brand over time and now
manage their social media
brands together.
Matthew David Morris, or
MattyBRaps, is a famous
Gen Z creator who leveraged
social media to grow his fan
base. He operates primarily
out of YouTube where he
posts his latest singles and
music videos.
Emma Chamberlain began
shooting and editing videos
as a young teen. During her
senior year of high school, her
parents let her launch her own
YouTube channel. Today, she is
Gen Z’s top lifestyle vlogger.

Top 8
Most Popular Brands & Services
Among Gen Z Consumers
in the US as of June 2021
Gen-Z expects the brands it
supports to take a stand on 1. 2. 3. 4.
social justice issues.
Staying neutral out of a lack of
vision or fear of offending some
consumers is a failing strategy.
5. 6. 7. 8.
- Forbes, Five Undeniable Truths About
Marketing To Gen-Z

Source: Statista 2021

21
 Creative Tattoo
Influencers on
Instagram
I nstagram allows tattoo artists to shatter
borders and showcase their work to a
global audience, while giving followers an
intimate look at who they are and what
they stand for. Tattoo influencers have
also paved the way for brands to tap into a
younger, “edgier” demographic.
Did you know?
Tattoo artists estimate that
70% of their clients
came from instagram.
There are more than
50 million Instagram posts
associated with the #tattoos hashtag.
22
Click here to read more
Mattia Calvi
Mattia “Mambo” Calvi is an
Italian artist who coined the
tattoo style “destrutturato,”
which roughly translates
to “destructured” in English.
Mambo has partnered with
companies like Nike and New
Balance and used his art to
help promote sneaker releases.
He also has a line of smart-
phone cases with CASETiFY.
Anthony Michaels
Anthony Michales is an
Arizona-based artist and
winner of season 7 of Spike TV’s
Ink Master. As a fan favorite on
the show, Michaels appeared
as a coach for contestants on
subsequent seasons of the
show. He now owns Twenty Five
Twelve Collective in Tucson,
Arizona, where he specializes
in photo-realism, portrait, and
script tattoos.
Miryam Lumpini
Miryam Lumpini is a Swedish-
born tattooer who calls herself
“The Witchdoctor.” She runs a
private studio in Los Angeles
where she specializes in “color
and bringing out the magical
vibes in pictures.” Lumpini
partnered with Bic in 2019 to
create a line of temporary
tattoo pens and designed a
shoe for Reebok in 2018.
Corey Divine
Corey Divine is a self-taught
tattoo artist currently based in
Los Angeles. He is best known
for his meticulously crafted
sacred geometry designs.
While his work occasionally
involves spots of color, Divine
operates primarily in black
and dot work.
Where are Tattoos Most Popular?
Source: Statista
1. Italy
2. Sweden
3. United States
4. Australia
5. Argentina
6. Spain
Mr. K
Mr. K graduated from Parsons
and started his professional
career as a graphic designer.
He then worked in the fashion
industry for nearly a decade
and launched his own
streetwear brand, K47. Mr. K
started tattooing in 2015 and
is now a resident tattoo artist
at Manhattan’s renown Bang
Bang studio.
Suflanda
Susanne “Suflanda” König
is a German artist who
brings fairytales to life in her
tattoos. She uses line and dot
work to produce whimsical
landscapes in which animals
are generally the stars.
7. Denmark
8. United Kingdom
9. Brazil
10. France
11. Germany
12. Greece
Rit Kit
Ukrainian tattoo artist Rita
“Rit Kit” Zolotukhina has an
approach to her art unlike
any other name on our list.
Instead of using traditional
stencil methods like sketches
or photographs to outline her
work, Rit Kit uses live plants as
her artistic guide. As a result,
she specializes in tattoos
that appear to have been
transferred directly from earth
to skin.
Oozy
Woojin “Oozy” Choi has always
been interested in death and
birth, both of which bleed into
his work. Since tattoos are
illegal in his home city of Seoul,
South Korea, Oozy spends
most of his time traveling to
bring his dark, anime-inspired
inkings to life.
How many tattoos do you have?
35%
19%
18%
Tatu Baby
Katherine “Kat” Flores, known
professionally as Tatu Baby,
became a household name
in the tattoo industry in 2012
after her appearance on the
second season of Ink Master.
Flores has since opened up
her own tattoo shop based
in Miami called Till The End
Tattoos where she and her
team specialize in realistic
black-and-grey work.
There’s a community that
really wants to see Blackness
and Black history and the
Black experience expressed
through tattoo images.
Oftentimes, that hasn’t
really been seen.
- Doreen Garner
Source: Statista
1
2 to 3
4 to 5
16% 6 to 10
9% 11 to 20
More than 20 3%
Doreen Garner
Doreen Garner is a New
York-based sculptor and
performance artist who
started tattooing in 2017. She
got into the industry because
of its lack of Black represen-
tation, telling Inkbox in a Lifted
Voices interview, “There’s a
community that really wants
to see Blackness and Black
history and the Black experi-
ence expressed through tattoo
images. Oftentimes, that
hasn’t really been seen.”
23
 Beauty Vloggers
You Should
Be Following
C osmetic products and video are
the perfect match. YouTube used to
be the best place for cosmetic product
reviews, before-and-after videos, and
reactions. But thanks in large part to
TikTok, several platforms now feature
their own collection of high-performing
video creators. Beauty influencers in
particular know how to leverage video to
capture audiences and motivate them
to take action.
Did you know?
Beauty vloggers often do more than
create content for skincare, hair
styling, and make-up. Many of these
creators are fashion gurus, artists, or
crafters. It’s fairly common for brands
outside of the beauty industry to
partner with these vloggers.
24
Click here to read more
Mundheep
Mundheep hails from Canada
but embraces her Asian
heritage with Indian-style
fashion, hair, and make-up.
Her Instagram Reels focus
primarily on beauty and
fashion while her YouTube
chronicles her everyday life,
complete with cooking tips
and wedding planning advice.
Belinda Selene
Belinda Selene is a beauty
guru, savvy shopper, and
loving mother. She began
creating online as a single
woman and has since
documented her wedding
and pregnancies for fans and
followers. Today, she maintains
one of the most engaged
communities as a mommy
beauty vlogger.
Kayley Melissa
Kayley Melissa, “your friendly,
neighborhood hair stylist,”
is one of the most prolific
vloggers online today. As her
tagline implies, she is a hair
styling guru and product
reviewer. Recently, she’s
gained popularity for reacting
to hair styling TikToks on her
YouTube channel.
Kimberly Reyes
Kimberly Reyes is a Colombian
model, actress, and beauty
expert. She already has a few
cosmetic brands of her own
while furthering her career in
show business.
Health, Personal
Care & Beauty Retail
Ecommerce Sales People used to watch celebrities on the red carpet
(billions) Source: InsiderIntelligence talking about what they were wearing, or they would flip
through magazines and look at celebrities in makeup
2021 $95.82 ads, but that has lost its traction, especially among
2022
younger consumers. Now, people want to go online and
$113.13
get an at-your-fingertips experience. They want to ask
2023 $133.21 an influencer questions and get personal responses.
2024 $156.36
- Alessia Vettese, marketing research analyst
2025 $183.09

Arielle Audrey Victoria Evie Ruopfu Whiso

Arielle shops for beauty
products at everyday stores
like Walmart, Target, and
Dollar General. Fans love the
fact that she doesn’t have to
buy high-end cosmetics to
maintain amazing skin, nails,
and hair.
Audrey Victoria is one of the
most popular vloggers for
hair care, pamper routines,
beauty secrets, and product
reviews. She has partnered
with several beauty brands,
including Necessaire,
Moroccan Oil, and Redken.
Evie is “Long Hair Pretty Nails”
and a brand ambassador for
Kiara Sky Nails. She has also
collaborated with beauty
brands like Poochiez Nails
to produce exclusive new
product lines. Remarkably,
Evie is a brand and consumer
favorite despite being 100%
self-taught.
Ruopfu Whiso rarely talks
during her videos, but she
is able to demonstrate best
practices and show off her
favorite products using
flourishes and upbeat music.
Though based in Asia, she
collaborates frequently with
North American and European
beauty and fashion brands.

Where do you seek

information about beauty
products before you buy?

1. Social Media Influencers 67%

Lou Flores
Lou Flores is a crafty creator
who is also talented with
make-up for men and trans-
gender individuals. Like Arielle,
Lou prefers buying supplies
from local Walmarts and
dollar stores.
Natasza Wernerowicz
2. Third Party Reviews 59%
Natasza Wernerowicz is
more than a cosmetics 3. Beauty Professionals 55%
expert, she is the leading
TikToker who demon- 4. Personal Network 48%
strates nose piercing care.
Fans appreciate her home
remedies and product
5. Company Advertisements 44%
reviews for healing dried
or damaged skin around 6. Public Figures/Celebrities 34%
face piercings.
Source: Harvard Business School

25
 Streamers for
Twitch Influencer
Marketing
W ith countless content creators covering
just about any topic one could think of,
Twitch is able to provide endless opportunities
for nearly any brand. The long-form content
these influencers create has helped them
build a rapport with their audiences not found
on other platforms, and many of them can
produce agency-level quality content.
Did you know?
Twitch users watched roughly
265.9 million hours
of content in Q1 of 2021 alone.
In each month in 2021, Twitch had
140 million visitors
26
Click here to read more
Nickmercs
Nick “Nickmercs” Kolcheff
has become one of Twitch’s
most popular gamers since
he got his start in 2010 on the
platform’s predecessor Justin.
tv. He has also carved out
a niche in console gaming,
where the use of a controller
is often seen as a huge
disadvantage in competitive
gaming. Kolcheff is sponsored
by SCUF Gaming, Barstool
Sports, G Fuel, and CashApp.
TimTheTatMan
TimTheTatMan claims his
#tatmanarmy as the most
interactive — and bizarre —
communities on Twitch. The Tat
Man plays mostly first-person
shooters, but encourages his
viewers to chat with him about
whatever is on their mind,
including life, sports, and video
games. He does, however,
encourage his viewers to be
mindful of their language in
case anyone from the “younger
generation” is watching.
Matts_alright
Matts_alright is a former
Marine combat veteran, a
Purple Heart recipient, and
father of five. He uses dark
comedy to share stories and
raise awareness for what life is
really like for military personnel
operating in the Middle East
and the mental health issues
they experience when they
return home.
WitchyTwitchy
WitchyTwitchy holds an open
dialogue with her community
and enjoys discussing her
struggles with ADHD, recon-
necting with her Native roots,
and crafting. She is vocal on
her channels about repre-
sentation and empowering
women in streaming. She is
also a prolific cosplayer and
horror movie enthusiast.
 3000
Gaming:
Average concurrents 2500

Source: Streamlabs 2000

1500

1000
Twitch
500
YouTube
0
Facebook Gaming
2018 2019 2020 2021

StorianiGirl TheRussianBadger CavanaughWrites VenusWorld

StorianiGirl is a professional
classical violinist who earned
her Certificate of Violin
Performance from Yale School
of Music. She has played
in a number of well-known
orchestras and served as the
concertmaster of Huntsville
Symphony Orchestra. She
recently gained traction for her
Megalovania cover from the
2-D RPG game Undertale.
Spencer “TheRussianBadger”
Scott will tell you right off the
bat he doesn’t care about
streaming. What he does care
about is making awesome
YouTube content, and his
Twitch channel serves as a
behind-the-scenes look at
the curation element of his
creative process.
Kate Cavanaugh invites
followers to join her for writing
sprints on her Twitch channel.
She hosts more experimental
writing content, including
24-Hour Write-a-Thons and
an “I Tried to Write Like…”
series, that can be found on
her “AuthorTube” channel on
YouTube. When she isn’t writing,
Kate holds honest discussions
with her followers about fears,
failures, and her search for her
identity as a writer.
VenusWorld is another one
of Twitch’s musical commu-
nities hosted by pop artist
Venus, formerly known
as Sophie Janes. The UK
singer-songwriter treats
subscribers to tri-weekly
shows on her channel where
she has compiled a setlist of
more than 300 original and
cover songs.

It’s not that people are

Brian Hull
Brian Hull is a voice actor
and impressionist who is all
about having a good time
and spreading positive vibes.
Hull saw overnight success
in 2014 after his cover of the
song “Let it Go” from Frozen in
which he voiced 21 different
Disney characters.
buying something,
HealthyAddict
it’s that people are
putting their wallets
Ashley “healthyaddict”
Paramore is a vegan chef and
building a dedicated following
in the expanding culinary
streaming community. She
where their soul is.
describes her channel as a
place for “cooking, swearing, - Emmett Shear, Twitch CEO and co-founder
and tears.”

27
 TikTok Fashion
Influencers

T ikTok fashion influencers are among

the fastest-growing creator categories TOP 10
on the app. These creators are highly in
tune with their audience, and many of them Unique
can produce agency-level quality content.
Fashion influencers can also help you drive Up-and-Coming
traffic to your website, increase sales, and
increase your personalization efforts. Fashion
Influencers
on TikTok

Media and brands

want to partner with
creators that come
with a following, and
increasingly, the
launchpad for that fan madebyalexnyc Cameron Stylez
base is social media,
often TikTok Alex loves bright colors.
Her passion for promoting
Cameron Stylez is a brand
ambassador for Jade Black,
in particular. plus-sized fashion has caused
her to grow her audience
as well as a resource for great
men’s fashion. He helps fans
rapidly since the COVID-19 find attractive looks on a
- Jeremy Goldman, Insider Intelligence outbreak. In fact, she’s gained cost-effective budget that fit a
nearly 20,000 followers even variety of social contexts.
though her TikTok presence is
less than a year old.

28
Click here to read more
Distribution of TikTok users in the US by age group
25%
10-19
Sunnydii
Dionna mixes some humorous
banter while showcasing her
creative, affordable outfits.
Fans love her down-to-earth
vibe that doesn’t require high
fashion prices to look and
feel great. In fact, she is a
thrifting master.
glowinggirlmom
Shahnika Lopez and her
daughter put together
amazing duo outfits. Nothing
fancy — just adorable
top-bottom matches from
everyday stores like Walmart
and Old Navy.
22.4% 21.7%
20-29
abodyacloset
Abodyacloset’s Tiktok channel
supports his Twitch brand. On
every channel, he expresses
himself through classy blacks,
whites, grays, and browns
while keeping his face hidden
from the camera.
Joseph Damian
Joseph Damian is a
fast-growing men’s fashion
influencer on TikTok. He doesn’t
just share outfit ideas, he
patiently explains fashion
aesthetics and trending color
schemes for his fans.
20.3%
30-39 40-49
Yulia Yermak
Yulia Yermak is a fashion
blogger and personal stylist
who loves showing off “girl
boss” outfits. She also has a
knack for using accessories to
make a single outfit work as
either formal or casual wear.
Rebecca Ko
Rebecca Ko loves lounge-
wear and offering couples’
fashion advice. But as a
petite Gen Z-er, you also will
find her sporting the latest in
“cute” trends.
Source: Statista
11%
50+
nycnichole
Nichole is quickly becoming
TikTok’s favorite thrifting
influencer. Among her more
famous routines is the
#thriftorpass challenge on
TikTok and Instagram.
ColorfulStyle
One whose identity is a
complete mystery, this TikToker
is popular for their outfit
displays on the bed. Even
though they don’t wear their
clothes for the camera, they
are quite artistic, and fans love
the outfit recommendations.
29
 TOP 8
TikTok Fashion
Influencers by Julie Biala Judy Gao

Engagement
Julie Biala is “the German
girl who lives in Amsterdam.”
Since classy-casual outfits
are her forte, fans enjoy seeing
her showcase fashion styles
among the best sights that the
Netherlands has to offer.
Judy Gao is more than a
TikTok influencer from New
Zealand — she is one of the
world’s hottest, up-and-
coming fashion designers.
She began creating her own
clothes at thirteen and is now
a full-time, nationally-recog-
nized designer.

marydolll_ Holly Barnes Peighton Tubre whatmyboyfriendwore

Mary is the leading Muslim
fashion influencer on social
media. Fans flocked to her
TikTok when she began
mixing OOTD content with
hilarious skits.
Holly Barnes is another OOTD
influencer who also reviews
cosmetics on TikTok. She has
partnered with brands in
fashion, makeup, and house-
hold products.
Peighton Tubre does SoCal
fashion on the side. Her day
job includes film directing and
content marketing for Hooch.
Despite performing on TikTok
in her spare time, she rakes in
some of the highest engage-
ment numbers on the app.
Sergio Inês has his girlfriend
to thank for his success. She
began showing off Sergio’s
best outfits on Instagram, and
soon after, he launched a blog,
“fashion diary with a differ-
ence.” Now he posts regularly
for fans on TikTok.

Adult users of TikTok now spend

jeremythetea
Jeremy makes homemade
elaborate Disney character
outfits, and fans are obsessed.
He first became famous after
Newsweek featured him in
an article on Disney World’s
Dapper Day.
more time on TikTok than
adult Facebook users spend
Tania Bombon on Facebook, according to our
forecast. TikTok also will have
Tania Bombon advocates
for curvy women of color more Gen Z users than Instagram
in everyday fashion. She is
vivacious, informative, and
this year and, in 2023, more US
endearingly funny. She also users than Snapchat.”
loves her audience and goes
out of her way to connect
meaningfully with them
- Insider Intelligence
whenever possible.

30
TOP 9
Fashion TikTok
Influencers
by Reach
Beeba
Beeba is a fashion guru and
content creator from Oman.
In addition to having a fine
eye for clothing, she is an avid
traveler and cosmetics guru.
Sterling Monett
Sterling Monett is a fashion
and lifestyle influencer who
became popular thanks in
large part to the rise of TikTok.
She is also a member of the
Amazon influencer program.
Celine Schumann
Celine Schumann is a
comedian and fashion
expert from Chile. She is also
a fashion favorite among
Spanish speakers in the United
States and across North and
South America.
Thomas Chu
Thomas Chu is another
fashion and lifestyle influ-
encer for men. He began his
creator career on YouTube
and has since endeared
German-speaking fans to his
TikTok page.
Adam Shawn
Adam Shawn is a talented
video artist who knows how to
sport a great outfit. He’s also
one of the youngest social
media sensations in Indonesia.
Ms. Frost
Lex Frost, or Mrs. Frost (as she
prefers to be known online),
is a teacher from San Jose,
California who loves fashion
and nutrition. She is a talented
content creator and ambas-
sador for The Reserve.
Amya Latrease
Amya Latrease is a fashion
TikToker and brand ambas-
sador for Shein. Fans love her
“freaky gal” comedy skits, as
well as her impeccable taste
in outfits.
Bonnie Rodriguez
Bonnie Rodriguez loves helping
her audience feel good about
their bodies by learning how to
be photogenic. Part of having
great photos of yourself
means knowing how to dress,
and that’s what she does best
— helping people of all shapes
and sizes find a good outfit for
the camera.
Janette Ok
Janette Ok is a Korean-
American fashion expert
and video influencer. She
launched her creator career
nearly a decade ago and has
nurtured a sizable following
on multiple networks.
Did you know?
TikTok users grew by
+87.1%
in 2020
+18.3%
in 2021
Source: InsiderIntelligence
31
 Top 10 LGBTQ
Influencers
to Watch

W henever possible, brands should

show support for diversity and
inclusion among their target audience and
influencers. By collaborating with LGBTQ
influencers, brands can not only promote
those voices, but also benefit from building
relationships with those on the front lines of Molly Sydnor
civil rights activism.
Molly Sydnor is passionate
about fiber art, weaving, and
yarn. She is also a founding
member of Radar the Planet,
a popular cafe and art studio
in Dallas, TX. She is especially
talented and promotes causes
such as Black Lives Matter and
recycling. In addition to her
many Instagram pages, Molly
also has a blog for her fans at
MollySydnor.com.
Blair Imani
Blair Imani isn’t just an
educator and famous author,
she’s also an outspoken
member of the black, Muslim,
and bisexual communities.
She launched the micro-
learning series “Smarter in
Seconds” on Instagram Stories
and uses her YouTube channel
to promote minority and
feminist history for her viewers.
Blair affectionately refers to
her fans as “Smarties.”

Support brands and

companies who show
up for the LGBTQAI+
community, NOT the Steph Frosch Dexter Mayfield
ones who capitalize on
our rainbow. Steph Frosch is “America’s Gay
Sweetheart” currently working
Dexter Mayfield is a dance
and fashion influencer with a
on her PhD in New York City. flair for self-expression. He is a
– Steph Frosch She is most known for her Head and Shoulders partner
entertaining and educational and producer of engaging
videos on TikTok and YouTube. photography and video. He’s
To raise awareness for inclusivity, a dedicated advocate for his
she helps fans understand LGBTQ community, as well
the importance of pronouns as for fashion models of all
and how to show respect for shapes and sizes.
friends, family, and acquain-
tances who may not use tradi-
tional binary pronouns.

32
Click here to read more
U.S. LGBT Shoppers Spend More Than Average
Source: Nielsen Homescan
48% 43%
Wine Electronics
itzabennie
Taylor is a fast-rising Latina,
bixexual influencer who first
achieved popularity with
her ability to make realis-
tic-sounding trumpet noises
from her mouth. Today, she
is much more than a “mouth
trumpet” sensation. She
discusses fitness, online dating,
and explores local attractions
in Sacramento, the Bay Area,
and Southern California.
Kaitlynn Marie
Kaitlynn Marie is a crafting,
waffle-loving influencer who
is best known for her funny
TikTok videos and handwritten
Instagram memes. She also
has a keen eye for fashion and
beautiful photography.
35%
Liquor
Bretman Rock
Bretman (Da Baddest) Rock is
a transgender influencer with
a passion for fitness, fashion,
and travel. He recently joined
Nike’s #betrue campaign and
entertains audiences with
unboxing videos and skits
on YouTube. In addition to
Instagram and YouTube, you
can find Bretman on Twitter.
Joey Graceffa
Joey Graceffa is most famous
as a YouTuber and vlogger.
He’s perhaps one of the
longest-standing LGBTQ influ-
encers online today, and since
going viral over five years ago,
he’s authored a handful of
autobiographical and fictional
books for his fans.
Read as: LGBT households spend 48% more on wine
than non-LGBT households
32% 32%
Shaving Men’s
Needs Toiletries
Lincoln & Canyon
Lincoln and Canyon are
a popular gay couple on
Instagram, Twitch, and
Discord. Each also has their
own YouTube channel. Linc
and Canyon are avid travelers
and proud pet owners who
recently partnered with
PetsMart to celebrate Pride
Month. In addition to being
PetsMart brand ambassadors,
they feature popular attrac-
tions, including Disney theme
parks and favorite hikes in their
home state of Utah.
By conservative estimates,
LGBTQ+ individuals make up
approximately 4.5% of the
US population, but account
for 8% — approximately $1
trillion — of the country’s
disposable income.”
– Insider Intelligence, 2021
31%
Candles/
Incense
Quayln Stark
Quayln Stark is one of the
most prolific sewing and
crafting artists on social
media. In addition to weaving
and fiber art, he is an expert
at “hand sewing, machine
sewing, felting, drop spinning,
beadwork, digital/traditional
design, knitting, and crochet.”
Quayln is a brand ambassador
for BERNINA sewing machines
and manages his own design
brand called QUOE.
33
 Equality, Diversity,
and Inclusion
Influencers
​​I
n nearly every case where brands
generate authentic brand-consumer
connections, social media influencers have
paved the way. To align your brand with
EDI initiatives, one of the best things that
you can do is partner with EDI influencers.
These creators will expand your perspective,
reach, and effectiveness to end hate in your
community and around the world.
Did you know?
62%
of consumers
are buying goods
from companies that
reflect their personal
values.
Source: accenture strategy
34
Click here to read more
themomtrotter
Karen is The Mom Trotter and
founder of the Black Kids
Do Travel Instagram page.
There is a reason why the
travel influencer space is
mostly dominated by white
creators — many wonderful
travel destinations are not
welcoming to minority
families. Karen and her family
proudly adopted the nomadic
lifestyle and are exploring the
world together.
Eugene Lee Yang
Eugene Lee Yang is a
filmmaker and founding
member of The Try Guys
channel on YouTube. Of South
Korean heritage and an
outspoken advocate for the
LGBTQ+ community, he has
devoted much of his recent
content to raising awareness
for discrimination against
Asian Americans.
thesanchezsix
Hector and Jennifer Sanchez
have four children, and
together they form The
Sanchez Six. When their
youngest son was born with
Down’s Syndrome, the couple
decided to adopt another
Down’s Syndrome child from
overseas. The Sanchez family
uses their social media voice
to promote love and accep-
tance for children of all sizes,
colors, forms, and conditions.
Ryan Bergara
Most famous for his role as a
Buzzfeed Unsolved co-host,
Ryan Bergara is a ghost hunter,
travel influencer, and Youtuber.
He hosts the YouTube channel,
“Watcher,” along with a team
of actors and producers. Ryan
is outspoken on behalf of his
fellow Filipino-Americans and
Asian-Americans currently
targeted by hate crimes
across the United States.
 Systemic change starts on an individual level.
We must consider how we may unknowingly uphold
the oppressive systems we fight against.
We must be open to unpacking the layers of social
privilege we may embody. Reflection is essential for
real advocacy, allyship & social justice.
– Sana Powell, EDI influencer

Olivia Sui Jo Luehmann Mari Takahashi Jazzmyne Jay Robbins

Olivia Sui is an actress,
Youtuber, and host of the
Fish Cheeks podcast. After
the Atlanta shooting, she
partnered with fellow EDI
influencers to raise awareness
for “poor Asian women working
in survival jobs.” She uses her
podcast to spread culture and
community among members
of her audience.
Jo Luehmann is an educator
with a masters degree in
ministry and theology. She
is most outspoken against
white supremacy and
seeks to raise awareness
for the negative effects of
fundamentalist religion. Jo
advocates for those seeking
relief from social oppression,
to include LGBTQ+, women,
racial minorities, and other
marginalized communities.
Mari Takahashi is more than
a gamer influencer — she is
an artist and videographer
that likes to recreate video
game scenarios in real life.
She’s an impressive combat
choreographer and dedicated
advocate for space research
and the AAPI community.
Jazzmyne Jay Robbins is
a diversity consultant at
Buzzfeed and plus-sized
fashion influencer. Born to
biracial parents in a predom-
inantly white Midwestern
community, Jazzmyne grew
up battling ethnic and female
body image stereotypes.
Today, she is a confident voice
in support of body positivity,
the LGBTQ+ community, and
EDI within the fashion industry.

[Social media is] an opportunity for

Sana Powell
individuals to connect with people
Indian-American Sana Powell, of all different backgrounds—to find
commonalities, to share experiences,
M.A., LPC, is a psychotherapist
with a passion for EDI and its

and to solve problems in new ways.

positive effects on mental/
emotional health. A frequent
guest on wellness personal
development podcasts, Sana
– Strategic Finance
is a meme/infographic artist,
blogger, and advocate for
inclusive mental health.

35
 Pinterest
Influencers
I f you’ve already put Instagram to good
use for your social media and influencer
marketing, then expanding your program to
include Pinterest is a no-brainer. Your brand
gains access to a wide selection of blogger
influencers and drives traffic to your
website simultaneously. More importantly,
Pinterest users can include your products
when adding inspiration to their Boards.
Pinterest is a discovery
platform. Almost all
searches on Pinterest are
unbranded, which means
Pinners are open to new
ideas and products. In fact,
73% of Pinners say content
from brands makes
Pinterest more useful.
– Hootsuite
36
Click here to read more
Hervé Mouyal
Hervé Mouyal produces
stunning photography
from some of the most
beautiful destinations in the
world. At first, he nurtured
his passion privately while
touring the streets of Paris.
Before long, Hervé was
accepting commissions
for lifestyle family vacation
shoots in the city, along
with commercial contracts
for hotels and restaurants.
Barb Davis
If you are a fan of classy,
modern, and chic, then
you’ll adore Barb Davis. As a
fashion and design blogger,
Barb has created a whopping
200+ Pinterest boards for
those that enjoy shades of
black, white, and gray on
their walls or person.
Kath Younger
Kath Younger has grown her
audience to include moms,
mindful eaters, fitness enthusi-
asts, and even small business
owners that want to organize
their lives. The majority of
Kath’s original Pinterest
content includes simple (yet
delicious!) recipes. But you will
also find the occasional post
on skincare, workouts, and
home organization.
UKWordGirl
Kim is fairly new to the world
of blogging and social media
(compared to her Pinterest
peers), but her popularity is
growing fast. She even recently
launched her own YouTube
channel. UKWordGirl is
primarily a blogger and social
media expert. Her Pinterest
content features engaging
memes, social media tips, and
beginner guides to SEO.
Forecast of the number of Pinterest
users in the US (in millions)
Source: Statista
2021
2022
2023
2024
2025
Wander Her Way
Dale left corporate America
so that she could (literally)
see the world. She launched
the Wander Her Way brand
to journal her international
adventures and share great
tips for women who want to
travel around the globe safely.
Grandma’s House DIY
Tarahlynn recently inherited the
task of renovating “grandma’s
100 year old farmhouse.” While
Tarahlynn is prolific on several
social channels, Pinterest
is where she stores and
organizes all her great ideas.
GrandmasHouseDIY shows
aspiring DIYers and interior
designers how to recycle old
furniture, decor, and materials
to create truly amazing
renovations on a low budget.
98.77
102.31
104.94
107.01
108.74
Sugar Loves Chic
Krista Perez, a Florida native,
loves bright, sunny fashion.
She began lifestyle blogging
nearly a decade ago and
now offers some of the finest
casual fashion ideas on
Pinterest. Krista has expanded
her Sugar Love Chic brand
to include beauty product
reviews, cooking recipes, and
home decor inspirations. Also,
she and her husband are avid
dog lovers, so you’re likely to
see content featuring her pets.
Frank Medrano
Frank Medrano is a
well-known personal trainer on
YouTube and Instagram. But
not as many brands are aware
of his Pinterest activity. Frank
drives incredible monthly
traffic on his modest selection
of pic-by-pic tutorials on body
weight exercises.
89%
of Pinterest
users use
the platform
for purchase
inspiration.
Louise Myers Chantal NerdyMamma
Louise Myers is a prolific social Chantal runs the NerdyMamma
media graphic designer and brand with her mom, Darlene.
key opinion leader. Each of her She is most known for her
memes are fun, positive, and “mommy blogs,” but Chantal
compelling. Pinterest followers has many more talents,
can use Louise’s account to including crafting, cooking,
understand what makes good and uncovering genius life
visual content, as well as get hacks. The Nerdy Momma
great ideas to promote their Pinterest channel is great for
small or large businesses DIYers, full-time parents, and
online using images, memes, even aspiring bloggers. Each
infographics, and videos. board is full of easy-to-follow
directions, cutouts, before/after
images, and so much more.
Pinterest Social Buyers (millions)
Source: InsiderIntelligence
16.6 17.0
16.0
15.1
13.9
16.4%
2.6%
Millions
% Change 2021 2022 2023 2024 2025
37
 Kid Influencers
of 2021

A s today’s youth grow more versatile with

mobile devices and developers create
more kid-friendly apps, young influencers
are stealing the show. When it comes to
collaborating with minors (and in most cases,
their parents), there are legal considerations
your marketing team needs to take seriously. Tiana Wilson Lorenzo Greer
FCC rules and COPPA regulations hold brands
Tiana is a Roblox fanatic Lorenzo Greer, aka the Tekkerz
accountable for using minors for advertising currently partnering with her Kid, is a YouTube soccer
purposes, as well as what data social parents as a prolific YouTuber. sensation. At only 12 years old,
In addition to testing and Lorenzo creates soccer skill
platforms might be collecting from kid viewers. reviewing Roblox features, she tutorials that help kids, teens,
likes to host giveaways for a and coaches alike. One of his
number of different products. passions is quality footwear.
After making sure that your campaigns are As such, Lorenzo enjoys testing
different soccer cleats.
compliant, you’ll want to collaborate closely with
the parents to make sure that your campaign
objectives are both clear and achievable.

Did you know?

Eight- to 12-year-olds spend
$30 billion
of their own money each year
and influence another
Claire & the Crosby Family
The Crosby family is one of
YouTube’s favorite influencer
families. Claire’s Instagram
channel allows the 8-year-
old to show off her amazing
musical talent. She became
Ethan Gamer
Ethan doesn’t claim to be the
best gamer out there, and he
doesn’t participate in eSports.
But he does have a knack for
showcasing new games and
celebrating positivity on his

$150 billion an online sensation after she

performed A Million Dreams in
a family music video.
social channels. In addition
to video games, Ethan loves
being physically active and
social with family and friends.
of their parents’ spending.

38
Click here to read more
Estimated global 3.4 3.4 3.3 3.2
advertising spend 3.0 2.9

aimed at children
(in billions) 1.4
1.7

Source: Statista 1.2

0.9
0.6 0.7
Digital

Non-Digital
2016 2017 2018 2019 2020 2021

Mila & Emma Stauffer Ryan’s World Coco Mari Copeny

The Stauffer Family is most
famous for an adorable set
of 7-year-old twins named
Mila and Emma. This pair
enjoys fashion shows, toys,
food, but most of the time —
they just love having fun on
camera together. Mila and
Emma’s parents manage both
the YouTube and Instagram
accounts and frequently make
guest appearances.
Ryan’s mother is the creator
behind “Ryan’s World,” and
Ryan is usually the star. Most
of Ryan’s World videos are
educational and directed
towards kids. But Ryan and
his mother will also create fun
crafts and perform toy reviews.
The Kaji family is known
for giving away all tested
products to local charities
after completing a vlog.
Coco is an 11 year-old
Japanese fashion model. She
is famous for showcasing
pastel outfits and bold combi-
nations. Coco also enjoys
modeling accessories, such as
handbags, eyewear, and hats.
Mari Copeny, aka “Little Miss
Flint,” leverages her social
media accounts to advocate
for kids in Flint, Michigan. Her
two main concerns relate
to the ongoing contami-
nated water issue, as well as
serving the underprivileged
in her community.

Which locations and

channels did US Children
see and hear ads in 2021?
Source: InsiderIntelligence

Ava & Alexis McClure AMC Princess Ana

YouTube 70%

Eight-year-olds Ava and Alexis AMC Princess Ana has TV 36%

branched off from the famous
family YouTube channel, The
Mighty McClures. In total, the
McClure family manages
four popular vlog platforms,
including McClure Twins, Life
of Ami (mom), and Playtime
with Jersey (Ava and Alexis’
younger brother).
a medical condition
(Arthrogryposis Multiplex
Congenita) that prevents her
Video-on-demand 32%
from enjoying many common
physical activities among kids Online videos 18%
her age. Nevertheless, Princess
Ana’s joyful personality and Social media 17%
beautiful content not only
promote loving family life, but
it also raises awareness for
While gaming 14%
kids with disabilities and the
parents who care for them. Radio 12%
39
 CGI Influencers:
What Are They and How
to Work with Them

C GI influencers could be the beginning

of a new era of marketing and product
development. We see this reality virtually at
first, and before long, creator imaginations
move beyond the screen and further enhance
the consumer experience. Open-mindedness
and experimentation can open up new ROI
opportunities. So far, CGI influencers are
delivering an impressive early performance.
Miquela
Lil Miquela is without a
doubt the most popular CGI
influencer on social media.
Her character occupies a
spot on TIME’s list of “The 25
Most Influential People on
the Internet.” Forever 19 years
old, Miquela loves fashion,
and she is an outspoken
advocate for Black Lives
Matter and teen romance.
Shudu
Shudu is the “world’s first
digital supermodel,” and
she hails from Africa. Her
character is elegant and
ethnic. Shudu partners with
a number of luxury fashion
brands, including Salvatore
Ferragamo, GQ, and
Christian Louboutin.

Their existence
is fake, but Imma Miku

their influence Shudu’s Japanese counter- Hatsune Miku is one of the

is real. part might be Imma, a fashion

model and world traveler.
Among Imma’s endearing
features is her relationship
– USA Today with her dog, Cotton-Candy-
Stein. She is also an ambas-
sador for “Amazon’s The Drop.”
first CGI influencers. Her
most active social channel
is YouTube, and she loves
music. Songwriters have
used Hatsune as a virtual
vocalist to sing original
music on-demand. Since
her debut in 2007, she’s
been featured in profes-
sional music videos, as
well as several corporate
sponsorships.

40
Click here to read more
Predictions
For 2022
Video will become even more widespread in the digital marketing world.
We’ve already seen massive growth in the interest companies show to video
marketing over the last couple of years, but I think 2022 might be a year of
full expansion in this field. With more UGC available on platforms growing in
popularity (e.g. TikTok), more and more companies will be able to tap into
the benefits of video marketing in an affordable, sustainable way.

Claudiu Cioba
CEO and Founder
Videowise

“
My marketing prediction for 2022
includes an increased importance on
the omnichannel experience. While selling on
multiple channels is important, honing in on the
customer experience is imperative. Ecommerce
is growing and the volume of competition is
growing along with it. In order to turn browsers
into buyers, businesses need to ensure they
have consistent marketing, a clear view of their
Creator video ads inventory, and seamless fulfillment across every
will dominate! platform they sell on. Statistics show that 86% of
shoppers regularly hop between a minimum of
Brands will turn to two channels. Thus, 2022 is the time to expand
creators to create more and invest in the right tech stack. Marketing
short-form video content, teams need to prioritize working alongside
other departments as well in order to ensure
and marketers will profitable campaigns. By working closely with
repurpose that sponsored their operations team for example marketers
content on all paid can help ensure that when a customer
purchases a promoted product it’s in stock and
social channels. can be shipped out in a timely manner. The
omnichannel experience when executed well
McCue Enright
can create a plethora of business opportunities.
Partnerships and Revenue Operations
Lumanu
Ashley Brown
Partner Marketing Manager
Skubana

41
 “
Predictions For 2022
In 2022, more brands are going to
lessen, or even end, their reliance
on paid acquisition channels for driving
the majority of their revenue. With rising
costs and plummeting ROAS, brands
I predict 2022 will will begin to focus more heavily on

be the year of zero-party data to drive and increase in

conversions. This will come in the way
ROI. Brands and of product recommendation quizzes
agencies will need leading to fully personalized email

to continuously and SMS outreach, meaning every

shopper will receive a fully customized
prove the value of marketing outreach.
their investment and
brand awareness will
Edward Gaug
Sr. Partnerships Marketing Manager

be less acceptable.
Octane AI

Jessy Grossman
Founder, WIIM

In 2022, we’ll be immersed in the era

of privacy, that continues to give
way to the changing guards of social
Channel diversity will be the name of the game in 2022. media, the push to audiences, the
More brands will continue to pursue alternative marketing rise of zero and first party data, and
channels as Facebook CAC continues to rise. Channels like the further unification of commerce.
Influencer, Affiliate, YouTube, Connected TV will account for
For data driven merchants and
larger percentages of brands ad budgets while doubling
marketers, digestible and actionable
down on email/SMS to improve retention efforts. Channel
diversity will be the name of the game in 2022. More brands data will become even more crucial,
will continue to pursue alternative marketing channels as particularly in unified multi-channel
Facebook CAC continues to rise. Channels like Influencer, messaging. Uniting email & SMS
Affiliate, YouTube, and Connected TV will account for larger marketing channels will drive a
percentages of brands’ ad budgets. At the same time, brands better understanding of data, further
will double down on email/SMS to improve retention efforts.
enabling leading brands’ ability
As more brands diversify into more channels, coordinating
customer data and messaging across channels will be
to drive a world class eCommerce
crucial as more customers want more personalization Customer Experience.
and more data privacy protections. The winners won’t just
be collecting zero- and first-party data, but they will be
Andrew Christison
streaming it to marketing platforms in order to provide VP, Strategic Partnerships, Sendlane
personal experiences at every touchpoint without being as
reliant on third-party data.

Jeremy Horowitz
Director of Marketing
Daasity

42