Generation Z (Gen Z) social media influencers are an increasingly formidable presence in the influencer marketing sphere in Australia, earning well above average engagement rates, according to data from AI analytics platform HypeAuditor.
Gen Z are those aged between 13-17 and are a demographic not only increasing in popularity on Instagram as influencers themselves, but as a highly engaged cohort of consumers too.
Data from HypeAuditor shows Australian Gen Z influencers are overwhelmingly popular with followers of their own age.
Amongst social media users aged 13-17, the 10 most popular accounts they follow are mostly fellow teenagers, with only two influencers over the age of 20 making the cut.
The Gen Z influencers with the most followers in Australia are:
17-year-old Sabre Norris, a surfer and skateboarder has 847,000 followers — 43% are aged between 13-17.
15-year-old Sockie Norris, an aspiring chef, has 763,000 followers — 41% of them are in 13-17 demographic.
The Norris Nuts family account, which is classified as a ‘mega influencer’ account with more than one million followers, has 42% of their followers aged between 13-17.
The engagement rates (ER) on Instagram shows how good the quality of the posts are and how well an account interacts with its followers. A good Instagram engagement rate is between 2-3% and anything above 3% is considered high engagement.
Naz Norris has an an ER of 14.3%, Sabre Norris with 13.2%, and Lazar Beam with 11.7%.
Alexander Frolov, CEO and co-founder of HypeAuditor said: “We can deduce that influencers with a large Gen Z following are highly valuable for brands to work with, because their followers are so overwhelmingly engaged with their content."
“As this next generation of celebrities and influencers continues to grow up and expand their personal brands and preferences, brands should be laying the groundwork for long term partnerships now to reap long term rewards with these enterprising young people.”
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