Over half of Australians would leave their current jobs to pursue a career as a full-time social media influencer, according to a new report by IZEA in collaboration with influencer and content specialist agency Hoozu.
The 2024 Australian Trust in Influencer Marketing report, which surveyed over 1,000 Australian social media users, found 55 per cent of respondents would consider making this career switch if they could earn a living from social content creation, while 69 per cent say they would accept compensation from a brand to make a post on their social channels.
“It’s clear that traditional career paths are being redefined and these findings highlight the significant shift in career aspirations driven by the tools of the digital age. The appeal of being an influencer lies in the creative freedom, flexibility, and the ability to connect with a vast audience,” said Natalie Giddings, CEO of Hoozu.
“Social media offers new and exciting opportunities for many Australians, reshaping how we view work and career success and opening up opportunities for people to be more entrepreneurial and flexible in their approach to work.”
The study also highlights that one-third of 18-to-29-year-olds aspire to become social media influencers, demonstrating a significant shift in career aspirations among younger Australians. This demographic is not only interested in following influencers, but also in becoming them, with 48 per cent of 18-to-29-year-olds following more than 21 influencers.
The rise of AI influencers is also notable with 31 per cent of 18-to-29-year-olds following AI-generated or virtual influencers, showcasing the growing acceptance and interest in this new form of content. This trend is less pronounced among older age groups, with only 15 per cent of those aged 30 and above following AI influencers.
The study reveals gender differences in influencer aspirations, with 20 per cent of male respondents considering themselves influencers compared to 15 per cent of female respondents. Furthermore, the willingness to use AI tools for content creation is more prevalent among younger content creators, particularly those aged 44 and under.
“Our consumer behaviours are constantly evolving, and the emergence of AI influencers is a prime example of this shift. While there are debates about the impact of AI on the influencer industry, it’s undeniable that AI influencers are becoming an integral part of the digital landscape,” said Giddings.
“Younger generations are particularly open to this innovation, blending human creativity with AI technology to create new forms of engagement. This evolution presents both opportunities and challenges, as we navigate the balance between authenticity and technological advancement”.
Report highlights:
- Aspirations to influence: One-third of 18-to-29-year-olds aspire to become social media influencers.
- Monetisation willingness: 55 per cent of respondents would quit their job to become full-time social media influencers if they could make a living from it.
- Influencer followings: 48 per cent of 18-to-29-year-olds follow more than 21 influencers.
- Primary shoppers: 91 per cent of influencers consider themselves the primary shopper in their household.
- Content preference: 53 per cent of respondents prefer content created by social media influencers over scripted advertising.
- AI influencers: 31 per cent of 18-to-29-year-olds follow AI-generated or virtual influencers.
